DTG Publishes Industry Framework for IP-Delivered TV Advertising Ahead of IBC

The UK's Digital TV Group published an Interoperability and Transition Framework for IP-delivered television advertising, built over eight months with more than 50 organisations and chaired by Virgin Media O2's Devendra Mishra, defining a common reference model across creative workflows, metadata and signalling, commercial decisioning, delivery infrastructure, and measurement. The DTG argues TV advertising's biggest problem is no longer missing technology but inconsistent interoperability across broadcast, streaming, CTV and FAST — and says fixing it would make premium TV inventory easier to buy and lower barriers to entry.