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# IAB issues new guidance for measuring CTV pause and home screen ads
- URL: https://www.medianexis.com/iab-issues-new-guidance-for-measuring-ctv-pause-and-home-screen-ads/
- Published: 2026-11-10T22:19:56.000Z
- Updated: 2026-11-10T22:19:57.000Z
- Description: eMarketer’s Asa Hiken reports that the IAB released new guidance aimed at bringing clarity to how the industry measures pause ads and home screen ads on connected TV.
- Author: Medianexis Signals Desk
- Tags: Measurement, Asa Hiken, IAB expands Open Measurement SDK

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=medianexis.com) *·* [*Asa Hiken*](https://www.medianexis.com/tag/by-asa-hiken/) *·* [*read the original*](https://www.emarketer.com/content/iab-new-ctv-guidance-brings-clarity-measuring-pause-home-screen-ads?ref=medianexis.com)*.*