DTG launches framework to support IP-delivered television advertising
September 9, 2026 12.15 Europe/London By Julian Clover


The Digital TV Group (DTG) has published a new industry framework designed to improve interoperability as television advertising transitions from traditional broadcast to IP-delivered services.

Developed over eight months with contributions from more than 50 organisations, the DTG Interoperability & Transition Framework for IP-Delivered Television Advertising provides a common reference model for broadcasters, platform operators, advertisers, technology providers and standards bodies, rather than proposing a new technical standard.

The framework addresses the growing complexity of advertising across broadcast, streaming, connected TV, FAST and hybrid services, arguing that the industry’s biggest challenge is no longer a lack of technology but ensuring existing systems work together consistently across different platforms and organisations.

It defines five functional areas covering creative workflows, metadata and signalling, commercial decision-making, delivery infrastructure, and measurement and attribution, while treating identity, consent and privacy as considerations that cut across the entire advertising lifecycle.

DTG said improved interoperability could increase campaign effectiveness, make premium television inventory easier to buy and sell, strengthen advertiser confidence, support greater automation and lower barriers to entry for smaller organisations.

Chief Technology Officer Alex Buchan said television had successfully navigated previous periods of technological change through industry collaboration and that the move to IP-delivered advertising would require a similar approach. He said the framework provides a common point of reference to help identify implementation priorities, improve interoperability and support commercial innovation.

The report makes six recommendations, including adopting the framework as an industry reference model, producing practical implementation guidance, strengthening collaboration, improving information exchange, supporting commercial growth through interoperability and establishing an ongoing industry programme.

The next phase of work will see the DTG IP Advertising Group map existing standards, identify implementation gaps and develop practical guidance, while exploring collaborative pilots and measurement interoperability.

The programme was chaired by Devendra Mishra of Virgin Media O2, with editorial and technical contributions from Stuart Boorn of Arqiva, Tom Dunning of Snicket Labs and Justin Gupta of Google.

Published ahead of IBC2026, the framework is intended to support industry discussions on building a trusted and commercially sustainable advertising ecosystem as television increasingly moves to IP delivery.