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IAB Releases Redefining Media Types Standard for Public Comment

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New Framework, Developed in Partnership With IAB Tech Lab, Establishes Shared Definitions for Digital Video Formats Aligned with Viewer Experiences

In Public Comment Until August 8

NEW YORK, July 9, 2026 /PRNewswire/ — Interactive Advertising Bureau (IAB), the leading trade organization for the digital advertising ecosystem, today announced the release of the Redefining Media Types (RMT) Standard for public comment, with IAB Tech Lab setting the technical standards needed for wide adoption. The public comment period will remain open through August 8, 2026 as IAB gathers feedback from brands, agencies, publishers, ad tech partners, networks, and other industry stakeholders.

“As the video marketplace has expanded across platforms, formats, and viewing experiences, the industry needs a more consistent way to define and classify digital video environments,” said Jamie Finstein, VP, Media Center at IAB. “The Redefining Media Types Standard is intended to give buyers, sellers, publishers, and platforms a shared, future-proof language that improves planning, execution, and measurement across the entire ecosystem.”

The RMT Standard is designed to help define the digital video ecosystem by creating comprehensive, standardized definitions for digital video product types and their associated advertising formats, including Connected TV, Online Video, social video, FAST, video podcasting, and retail video. The definitions consider channels, screens, context, and ad formats, with the goal of serving as an authoritative guide for media agencies, publishers, networks, technology partners, and brands.

“Many of the technical systems supporting digital advertising still rely on inconsistent or outdated classifications for video,” said Anthony Katsur, CEO, IAB Tech Lab. “By partnering with IAB on this framework, we can help connect these definitions to the technical standards and infrastructure needed to support adoption across the industry.”

The standard addresses a core problem in video advertising: legacy media classification terms were built to describe distribution technology and business models, not consumer experience.

For brands and agencies, inconsistent definitions can lead to misaligned planning strategies, incomparable measurement across platforms, and media investments that do not reflect the intended viewing environment. For publishers and platforms, inconsistent terminology can create confusion around inventory packaging, monetization, and buyer expectations. For ad tech and measurement providers, the lack of standardized classification makes it more difficult to support interoperability and consistent reporting across systems.

The RMT Standard provides a two-layer classification system designed to support both strategic planning and operational execution.

The first layer organizes video advertising environments into four macro buckets grounded in consumer viewing experience:

Lean Back ViewingPersonal Screen ViewingPassive and Communal Viewing

These buckets are based on how a viewer is cognitively and physically oriented to the screen, rather than the technology delivering the content or the business model funding it.

The second layer applies binary impression-level attributes that allow individual impressions to be classified with precision across platforms and devices, including:

Sound stateSkip-enabled versus completion-requiredFull-screen presentationAddressabilityAvailability of signalsMeasurabilityDeviceAd Formats

This operational layer gives planners, buyers, measurement vendors, and ad tech platforms a shared set of signals that can be used at the point of transaction.

Together, the two layers support both planning and technical execution. The macro buckets give the industry a shared language for strategy and cross-platform planning, while the operational attribute layer provides a framework for impression-level classification that can be encoded into OpenRTB bid requests and Project Eidos taxonomy fields.

The framework is intended to create clearer expectations and more consistent communication across the buy-side, sell-side, and technology ecosystem by:

Helping brands and agencies align media investment with the intended consumer viewing experienceGiving publishers and media owners more consistent ways to package and describe inventorySupporting more interoperable reporting and measurement across platformsProviding ad tech and measurement providers with standardized signals that can be used operationally at the point of transactionCreating a more stable standards foundation as video formats, platforms, and viewing behaviors evolve, and new media types enter the mix

The standard is intended to support everyone from the CMO setting a cross-platform video strategy to the engineer building the infrastructure, and as agentic workflows accelerate, a shared language is no longer optional. Without definitional alignment, agents acting on behalf of advertisers and sellers may produce costly and consequential errors.

“Given the extent of change in the video marketplace, from what and where people watch to how advertisers execute ad campaigns, it was critical to come together as an industry and develop a new, contemporary video marketplace framework,” said Adam Gerber, Head of Strategy, Media.net. “The ambiguity and obsolescence of legacy definitions and ways of working were holding back growth and creating friction in the market. This new standard attempts to fix that and provide a common language for all marketplace participants to apply within the context of their individual businesses.”

“With the constant innovation and increased complexity of our digital ecosystem, it is important for the industry to have consistent guiding principles in place,” said Alex Stone, SVP, Managing Director, Horizon Media. “These IAB standards are our guardrails which we will use as our progression accelerates for years to come.”

“As streaming and cross-platform video consumption continue to evolve, premium video remains one of the most effective environments for brands,” said Michael Reidy, Senior Vice President, Small and Medium Business Growth, Advertising & Partnerships, NBCUniversal. “As an industry, we have an opportunity to align around clearer, more consistent standards that drive greater media effectiveness and deliver simplicity for our partners across buyers, sellers, and technology platforms.”

“The way people watch video has changed dramatically, but the language the industry uses to describe it hasn’t kept pace,” adds Colt Cheadle, Sr. Manager, Sales Activation, Spectrum Reach. “As video continues to evolve across platforms, screens, and viewing experiences, establishing a common framework is essential to reducing complexity, improving collaboration, and helping buyers and sellers make more informed decisions.”

The RMT Standard arrives as programmatic video investment, CTV spending, and cross-media video planning continue to grow, and as members across the buy-side, sell-side, and technology layer have acknowledged the need for definitional clarity. The framework is also designed to feed into IAB Measurement Center’s Project Eidos taxonomy work and inform IAB Tech Lab’s OpenRTB and AdCOM specifications, allowing it to work seamlessly with technical standards rather than a standalone document.

The public comment period for the RMT Standard is open from July 8, 2026, through August 8, 2026. IAB and IAB Tech Lab will continue working with industry stakeholders, working group participants, and standards contributors to refine the framework and support adoption across the ecosystem.

To learn more about the Redefining Media Types Standard and to provide feedback, click here.

About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

 

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SOURCE Interactive Advertising Bureau (IAB)

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Datex and Elastic Solutions Survey Suggests 3PL Competitive Advantage Is Shifting from Technology Adoption to Execution

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100+ 3PL professionals reveal a growing gap between technology adoption and measurable value, with throughput gains widespread but ROI confidence still limited

CLEARWATER, Fla., Aug. 25, 2026 /PRNewswire/ — Datex, a leading provider of third-party logistics (3PL) warehouse management software (WMS) for complex and regulated storage environments, today released findings from The 3PL AI & Automation Playbook Survey, based on original research conducted by Elastic Solutions and sponsored by Datex. The survey gathered insights from more than 100 3PL logistics, supply chain and warehousing professionals across North America.

The findings point to a shift in the 3PL technology conversation. As adoption of AI and automation grows, simply having the technology may no longer be enough to differentiate. The greater opportunity is in execution: how effectively 3PLs turn those investments into better warehouse performance, measurable business value and stronger customer service. This closely reflects the brief’s central finding that differentiation is shifting from technology adoption to operational execution.

The data illustrates both the progress 3PLs are making and the execution challenges that remain. While 83% of respondents reported increased warehouse throughput from automation and advanced WMS capabilities, only 33% said they are confident or very confident they will achieve positive ROI within their projected implementation timeline. At the same time, 80% said customers expect, or increasingly assume, AI and automation capabilities from their 3PL partners.

The survey also points to a shift in what is driving investment. Among respondents, 84% cited operational efficiency, evolving client demands or competitive advantage as the primary reason for investing in AI and automation, compared with just 6% who primarily cited labor shortages and rising labor costs.

“Competitive advantage doesn’t come from simply having more technology. It comes from what you can accomplish with it,” said Mike Armanious, CEO of Datex. “For 3PLs, the opportunity is to start with the business outcome and make sure every investment contributes to a better operation, whether that means greater productivity, stronger service or the ability to respond faster to new customer requirements. Sometimes that means getting more from the technology you already have. Other times, it means recognizing when the foundation itself needs to change.”

The resulting executive brief, The Execution Advantage, looks at what the survey findings may mean for 3PLs as they continue investing in AI, automation and warehouse technology, including considerations around ROI, workforce productivity, changing customer expectations and the role of the WMS in supporting these initiatives.

The findings represent the perspectives of more than 100 survey respondents and should be viewed as a snapshot of their experiences and priorities rather than a representation of the entire 3PL market.

Download the full executive brief, The Execution Advantage: How AI, Automation, and Modern WMS Platforms Are Shaping the Next Competitive Advantage for 3PLs, here.

About Datex
Datex helps third-party logistics providers simplify the complexity of multi-client warehouse operations. Footprint® WMS combines real-time inventory visibility, client-specific workflows, advanced billing and low-code configurability to help 3PLs operate more efficiently and adapt faster. Complemented by Footprint Analytics and Datex Studio, the platform delivers trusted insights, streamlined operations and seamless integration. The result is greater agility, stronger customer service and a foundation for scalable growth.

For more information, visit https://datexcorp.com/.

About Elastic Solutions
Elastic Solutions is a leader in targeted marketing, research and demand generation services for the B2B high-tech community. Elastic Solutions was responsible for generating and analyzing the data presented in the executive brief.

For more information, visit www.elasticroi.com.

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SOURCE Datex Inc.

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ECRI Expands Problem Reporting Network and Calls for More Data on AI Errors in Patient Care

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As the adoption of AI in healthcare continues to accelerate, ECRI calls on healthcare providers, systems, and clinicians nationwide to report AI-related incidents

FORT WASHINGTON, Pa., Aug. 25, 2026 /PRNewswire/ — Global patient safety nonprofit ECRI announced an expansion of its Problem Reporting Network to specifically capture and investigate errors, malfunctions, and near misses involving artificial intelligence (AI) tools and AI-enabled devices used in patient care.

ECRI is calling on healthcare providers, health systems, and clinicians nationwide to submit reports of any incident where an AI-enabled tool may have contributed to an error or introduced risk into care delivery. ECRI triages and investigates those reports and shares findings with each submitter. This program compliments the ECRI and ISMP Patient Safety Organization (PSO) which has gathered and analyzes more than 8 million reports of safety events from healthcare providers nationwide.

AI’s promise comes with a data gap

AI is actively transforming healthcare, with immense potential to improve clinical outcomes and efficiency. However, clinical AI tools and AI-enabled medical devices are being deployed at a pace that has challenged the safeguards designed to prevent, identify, and respond to failures.

AI now assists with everything from diagnostic imaging and clinical decision support to personal chatbots, but there is no centralized, healthcare-specific mechanism tracking how often these tools produce incorrect or misleading outputs, and how often those outputs reach a patient.

“ECRI has persistently emphasized the risk of adopting AI with insufficient scrutiny,” said Scott Lucas, PhD, ECRI’s Vice President of Devices, Therapeutics, and Technology. “Although we appreciate AI’s tremendous potential, we don’t yet have a clear picture of its downstream impact in healthcare. Without a robust reporting dataset and analysis, the industry cannot sufficiently improve the design and integration of AI tools and devices. We must look to evidence and data to understand the evolving risks and associated system factors, to enable the use of the safest, most effective technologies.”

Survey shows a mix of AI errors & uncertainty  

In a recent ECRI survey of 124 respondents — mostly quality, safety, risk or compliance leaders — nearly one-third said they encountered an AI output they believed was incorrect or misleading over the past year (31%), while 34% had not, and 35% were unsure. Nine percent reported an AI error reached a patient or impacted a care decision. Ambient scribes were the most commonly encountered AI tools in the survey (37%), ahead of EHR-embedded clinical decision support (31%) and clinical LLM assistants or chatbots (31%).

ECRI has evaluated the effectiveness and clinical evidence surrounding numerous AI-enabled devices and AI tools, including applications in imaging, fall prevention, anesthesia, wearable technology for chronic disease management, cardiovascular diagnoses, colonoscopy systems, and behavioral therapy.

How ECRI’s Problem Reporting Network works

ECRI’s Problem Reporting Network has served the healthcare community since 1972, offering a free, confidential channel for reporting medical device and technology problems. Every submission is triaged and investigated by ECRI’s clinical and engineering experts, and ECRI follows up directly with the submitter to share what was found.

When a safety risk is identified in a device or technology, ECRI informs relevant stakeholders including manufacturers, providers, and regulatory agencies by issuing hazard reports that describe the problem and provide actionable recommendations to reduce risk. The Problem Reporting Network also contributes to the top health technology hazards and patient safety concerns in research reports ECRI publishes for the public each year.

With this most recent expansion, the Problem Reporting Network now explicitly includes a pathway for reporting suspected AI-related errors, incorrect outputs, or unsafe AI behavior encountered in clinical or operational use. Healthcare providers, systems, and professionals who have encountered a suspected AI error, whether it reached a patient or was caught beforehand, are encouraged to submit reports through ECRI’s Problem Reporting Network. 

In addition, ECRI encourages healthcare organizations to submit safety reports through all applicable required reporting channels, including state and federal reporting, and through Patient Safety Organizations.

For more information about the safe use of AI in healthcare, visit ECRI’s AI Resource Hub.

About ECRI

ECRI is an independent, nonprofit organization improving the safety, quality, and cost-effectiveness of care across all healthcare settings. Over the past six decades, ECRI has built its reputation on integrity and disciplined rigor, with an unwavering commitment to independence and evidence-based insights. ECRI is designated an Evidence-based Practice Center by the U.S. Agency for Healthcare Research and Quality. The ECRI and Institute for Safe Medication Practices PSO is a federally certified Patient Safety Organization (PSO) as designated by the U.S. Department of Health and Human Services. ECRI is the only organization worldwide to conduct independent medical device evaluations. ECRI acquired The Institute for Safe Medication Practices (ISMP) in 2020 to address one of the most prolific causes of preventable harm in healthcare, medication errors; then acquired The Just Culture Company in 2024 to transform healthcare workplace cultures – thus creating one of the largest healthcare quality and safety entities in the world.

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SOURCE ECRI

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Murrieta the Gem of the Valley TV Series Spotlights Southern California Real Estate and Lifestyle on REAL Shows Network

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Locally hosted series led by Tiffany Williams highlights the people, neighborhoods, businesses, and stories that make Murrieta the Gem of the Valley.

PALM SPRINGS, Calif., Aug. 25, 2026 /PRNewswire/ — REAL Shows Network (RSN), the national TV platform dedicated to elevating real estate and lifestyle storytelling, has added Murrieta the Gem of the Valley, a new locally hosted series serving Southern California, to its lineup. The real estate and lifestyle TV series is hosted by local real estate leader Tiffany Williams and produced by RSN’s Emmy-nominated, Telly Award-winning team.

Viewers can learn more about the series and watch episodes of Murrieta the Gem of the Valley at realshows.tv.

The series captures the spirit of Murrieta by blending real estate, local culture, and community stories into a vibrant viewing experience. Each episode features Tiffany Williams:

Highlighting notable neighborhoods and distinctive propertiesCelebrating local businesses and community organizationsSpotlighting the people and stories that give the area its unique characterSharing insight into how real estate can help families build long-term wealth and legacy

“After nearly 30 years serving this valley, we’ve learned that real estate isn’t just about property. It’s about the people, businesses, and neighborhoods that give a place its soul,” said Tiffany Williams, host of Murrieta the Gem of the Valley. “Murrieta is truly the Gem of the Valley, and through this show, we want to spotlight those stories while teaching families how a home today can become a legacy tomorrow. Wealth via real estate isn’t just a strategy. It’s how you pass something priceless down to your children’s children.”

Murrieta the Gem of the Valley is part of REAL Shows Network’s growing lineup of locally branded series that highlight communities across the United States.

As part of RSN’s national network of locally branded shows, Murrieta the Gem of the Valley gives its host a full 30 minutes to build a recognizable, personality-driven brand while authentically representing the people and communities she serves. The show provides local organizations, including nonprofits and philanthropic initiatives, along with entrepreneurs and community influencers, a high-quality platform to share their stories through cinematic, lifestyle-driven segments.

Rooted in RSN’s mission of positive media, Murrieta the Gem of the Valley focuses on authenticity, connection, and the everyday experiences that make communities stand out. It uplifts the people, businesses, and causes that make the region extraordinary, offering viewers fresh insight along with engaging, professionally produced entertainment. High-resolution images and video clips from Murrieta the Gem of the Valley are available upon request.

About REAL Shows Network

REAL Shows Network (RSN) is a national TV network for top real estate professionals and influential local leaders, giving select hosts in each market the exclusive opportunity to lead a full 30-minute show that showcases their expertise, partners, and community. Created by an Emmy-nominated, Telly Award-winning production team, RSN delivers cinematic, lifestyle-driven storytelling and strategic media exposure that builds authority, deepens community connection, and elevates positive stories in each market. For more information, visit realshows.tv.

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SOURCE REAL Shows Network

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