Panorama
Alliance Digitale publie le Panorama de la Mesure d'Efficacité en DOOH Programmatique
Digital television is undergoing a profound transformation. Driven by the rapid growth of CTV, the widespread adoption of streaming, the rise of AVOD and FAST environments, and the increasing convergence between television and programmatic ecosystems, TV advertising now operates within a more diverse, more technological, and still structuring landscape.
In this context, Alliance Digitale is publishing the Guide to Technical Standards for Digital TV, a reference document designed to shed light on the technical standards that today structure the delivery, buying, measurement, and traceability of digital TV campaigns.
The diversity of digital TV environments — CTV, BVOD, FAST, IPTV and streaming — comes with a high level of heterogeneity in technical stacks, implementations, and levels of maturity across market players.
While this diversity is a powerful driver of innovation, it also requires greater efforts toward harmonization and coordination in order to ensure performance comparability, cross-environment measurement consistency, and overall market quality.
In this context, technical standards play a structuring role.
They are not a universal solution to all Digital TV challenges, but they form a necessary common foundation to ensure transaction reliability, transparency across the value chain, interoperability between stakeholders, and consistent measurement frameworks.
The objective of this guide is to clarify, simplify and contextualize the main technical standards used in Digital TV for the French market by explaining :
The guide is structured around several major families of standards, each addressing different stages of the advertising supply chain :
Taken together, these standards help structure a coherent Digital TV value chain — from creative delivery to campaign measurement, including the transaction layer itself.
The Guide also addresses the standardization of advertising formats in Digital TV. In a context marked by the emergence of innovative CTV formats — interactive, contextual or performance-driven — the document highlights the role of industry initiatives aiming to structure supply, clarify usage frameworks and reduce fragmentation in implementations.
“The CTV market is evolving very quickly. After ad-supported offerings launched by streamers and broadcasters, telecom operators are now entering the space by introducing FAST channels through their TV boxes and applications. At the same time, new advertising formats are emerging within sales houses’ offerings. In such a rapidly evolving environment, it seemed essential to clarify and promote technological best practices on both the sell side and the buy side in order to build an advertising ecosystem that is both effective and transparent. This is precisely the ambition of this Digital TV guide.”
Stéphane Bismuth, co-lead of the Alliance Digitale Digital TV Working Group and co-founder of Viznet
The guide deliberately highlights a key observation: not all standards are at the same level of maturity.
Alliance Digitale has chosen to also document more innovative standards — not because they are already widely adopted, but because they anticipate the future use cases of Digital TV. Their implementation raises real technical, organizational and economic challenges, which partly explain the different adoption timelines across market stakeholders.
The guide therefore adopts a pedagogical and transparent approach rather than a prescriptive one: it documents the current state of the art, expected benefits, but also the potential limitations and the trade-offs involved.
“Measurement is widely discussed today. But before talking about measurement, we need to talk about standards. As long as we do not share common definitions, aligned methodologies and a clear framework, we are not measuring the same thing — and therefore cannot compare or optimize effectively. Digital TV has reached a level of maturity that requires a shared foundation. This guide aims precisely to establish unified standards across the ecosystem in order to enable reliable, comparable and trust-building measurement.”
Mélanie Toustou, co-lead of the Alliance Digitale Digital TV Working Group and Associate Director Platforms at Magnite
This guide is the result of the work carried out by the Alliance Digitale Digital TV Working Group, bringing together publishers, sales houses, technology platforms, agencies and market experts, with the support of international standards developed by IAB Tech Lab.
The guide primarily targets expert teams — ad operations, trading, data, measurement, platform and technical teams — as well as decision-makers involved in strategic decisions related to Digital TV.
Beyond these specialized audiences, however, the guide reflects a broader principle of shared responsibility. Technical standards are not the responsibility of a single stakeholder: their effectiveness depends on coordination between publishers, sales houses, platforms, agencies and advertisers.
As such, the guide can be used as:
With this guide, Alliance Digitale reaffirms a strong conviction: standards do not replace innovation — they provide the common framework that allows innovation to scale across the market. When adopted progressively, collaboratively and pragmatically, they become a key lever for building a Digital TV ecosystem that is sustainable, credible and high-performing.
