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Developments from Barb and IAB will all help the industry solve the challenges of fragmentation and standardisation in CTV as marketers recognise its strength within the digital landscape. 

Partnership with TVision will leverage its advanced measurement panel for ShowHeroes clients.

The Trade Desk will be met with stiff competition in this space from tech giants including Google and Amazon, as well as smart TV manufacturers such as Roku, Samsung, LG, Hisense and TiVo.

The solution will initially be available to advertisers in the UK, Germany and the Nordics, with additional markets added at a later date.

The decline in linear and rise in streaming have been apparent for years, yet broadcast-first media planning is alive and well. We need a framework that’s based on how audiences actually engage with TV content.

Consumer tolerance of ads varies by age, channel, content genre and even whether it is viewed with others.

Gracenote found that there are now more than 500,000 pieces of content across the five major SVOD platforms.

In addition, the streamer has sold out all of its inventory for its Christmas Day NFL games.

A new DCMS report has found linear TV viewing time will decline to a 25% share by 2040.

Analysis: Together with the launch of a Trustmark, Barb appears to be reinforcing its status as a joint industry currency amid accusations that online platforms continue to ‘mark their own homework’.