AdMorphAI
2026 CTV spec reference

IAB CTV Ad Format Specs 2026

A practical, source-linked reference for shoppable CTV ads, pause ads, L-bars, squeeze-back units, interactive overlays, and dynamic end cards — with IAB naming caveats called out plainly.

Updated Aug 28, 2026IAB + Broadpeak sourcedCTV buyer-ready

Comparison table

Format vs. placement, interactivity, and best use

Use this as a buying, creative-brief, or ad-ops translation layer before confirming final publisher specs in the bid request or insertion-order materials.

FormatPlacementInteractivityBest use
Shoppable AdsCapability inside pause, overlay, squeezeback, menu, or screensaver unitsQR codes, remote selection, or SIMID-powered product actions when supportedProduct discovery, retail media, lead capture, and second-screen purchase flows
Pause AdsDisplayed when the viewer pauses streaming contentOptional QR or remote interaction; no audio required by defaultHigh-attention offers that should not interrupt playback
L-Bar AdsL-shaped squeezeback around resized contentOptional QR or remote interaction in the bottom/side ad spaceSports, live events, and promo takeovers where content must remain visible
Squeeze-Back AdsContent shrinks while the ad occupies adjacent screen spaceOptional QR or remote interaction; content is not coveredBrand takeovers with more real estate than an overlay
Interactive OverlaysOver the content while playback continuesOptional QR or remote controls; SIMID when the player supports itLower-third prompts, vote/poll units, tune-in reminders, and commerce strips
Dynamic End CardsEnd of a linear video ad or post-roll completion stateQR, clickthrough where supported, or dynamic SIMID-style creative layerFinal-frame CTA, catalog refresh, local offer, app install, and lead capture

Format specs

The six searched-for CTV ad formats, mapped to the IAB guidance

1Shoppable Ads

Shoppable Ads specs

Market term, not a standalone IAB CTV Portfolio name. IAB treats shoppable behavior as an interactive capability that can sit inside supported CTV ad experiences.

A CTV creative experience that presents products, offers, QR destinations, or remote-selectable actions so the viewer can continue from the TV screen to a commerce or lead path.

How it renders

Usually as a product card, carousel, QR module, offer strip, or remote-focusable panel inside a pause ad, overlay, squeezeback, menu ad, or screensaver placement.

Dimensions

  • Inherits the parent IAB shell: 1920×1080 full-screen pause/screensaver, 600×600 partial pause, corner overlay up to 25% of 1920×1080, lower-third overlay up to 30% of the bottom of 1920×1080, or squeezeback layouts around resized content.
  • QR codes may be embedded by the advertiser, generated dynamically by the sell side, or varied in a SIMID-based interactive environment.

Safe zones

Treat QR, price, CTA, and product text as critical elements. Keep them inside the publisher-confirmed visible area and away from player controls, captions, and device UI chrome.

Best use cases

  • Retail media product showcases
  • One-SKU launches and seasonal offers
  • Automotive dealer locator or test-drive prompts
  • Lead generation with a QR handoff to mobile
AdMorph AI generates shoppable CTV layouts inside pause, overlay, L-bar, and squeeze-back shells.
2Pause Ads

Pause Ads specs

Official IAB CTV Portfolio format.

An ad shown during a viewer-initiated pause in streaming video content, while the video player remains the primary content experience.

How it renders

The creative appears in the pause state as either a full-screen unit or a partial-screen card. It can be static, animated, or video-based, and may refresh or remain on screen until the viewer resumes, dismisses, exits, or the device changes state.

Dimensions

  • Full-screen pause: 1920×1080 at 16:9.
  • Partial-screen pause: 600×600 at 1:1.
  • Display/static submissions should stay under 350 kB when that asset path is used.

Safe zones

Reserve clear margin around resume/dismiss affordances and any native player controls. Partial-screen cards should keep QR and CTA content centered inside the 600×600 canvas.

Best use cases

  • QR-led coupons and app downloads
  • Sponsor messages during intentional viewing breaks
  • High-intent retargeting without interrupting content
  • Static or lightly animated brand panels
AdMorph AI generates full-screen and 600×600 pause ad creative with QR-ready CTA zones.
3L-Bar Ads

L-Bar Ads specs

IAB describes L-Shape Ads as a squeezeback variant, also called ads alongside or adjacent to content.

An L-shaped ad layout where the program video is resized and the brand surface occupies the bottom band plus a vertical side bar.

How it renders

The content squeezes to the upper-left or upper-right while playback continues. The ad wraps around it, normally across the bottom and the right-side vertical rail, without covering the video.

Dimensions

  • Content takes up 60% of a 1920×1080 screen in the IAB L-Shape pattern.
  • Creative is typically supplied as a 1920×1080 underlay with a cutout reserved for the resized content.
  • The content reduction should take 1–2 seconds, and the format has a 10-second minimum duration.

Safe zones

Keep critical brand and QR elements in the bottom band or side rail and outside the 60% content cutout. Confirm whether the publisher squeezes content left or right before final export.

Best use cases

  • Live sports sponsor wraps
  • Tune-in reminders while content remains visible
  • Retail takeovers with persistent QR
  • Premium brand moments around long-form video
AdMorph AI generates L-bar creative with the content cutout, CTA rail, and QR placement already planned.
4Squeeze-Back Ads

Squeeze-Back Ads specs

Official IAB CTV Portfolio format.

A non-linear CTV format where the program content is resized to make room for an ad while playback continues.

How it renders

The viewer sees the program shrink rather than get covered. IAB examples include L-Shape, Frame, Double Box Video, and Double Box Video plus Background variants.

Dimensions

  • L-Shape and Frame: content takes up 60% of a 1920×1080 screen.
  • Double Box Video: content box and ad box each take up 25% of the 1920×1080 screen.
  • Underlay delivery assumes a full 1920×1080 branded asset with a cutout for content placement.

Safe zones

Do not place critical creative where the publisher video cutout will sit. Leave extra breathing room around the cutout because implementation geometry can vary by platform.

Best use cases

  • Sponsor wraps during sports lulls
  • Branded live-event transitions
  • Commerce or QR modules beside content
  • High-impact awareness units that preserve playback
AdMorph AI generates squeeze-back variants for L-shape, frame, and double-box layouts.
5Interactive Overlays

Interactive Overlays specs

IAB names the parent format Overlay; interaction is optional and usually depends on QR, remote controls, or SIMID support.

A non-linear ad that sits over program content while the underlying content continues to play on most of the screen.

How it renders

The creative is placed over the video, often as a corner unit, picture-in-picture execution, banner, or lower-third surface. Unlike squeezeback, it covers part of the content instead of resizing it.

Dimensions

  • Corner overlay: up to 25% of a 1920×1080 screen, often in one of the four corners.
  • Lower-third overlay: up to 30% of the bottom of a 1920×1080 screen.
  • Minimum duration is 10 seconds, with the exact duration signaled in the bid request.

Safe zones

Avoid subtitles, sports tickers, platform controls, and high-action center-screen content. QR and CTA copy should sit inside the overlay bounds, not near the edge of the TV canvas.

Best use cases

  • Lower-third product or offer prompts
  • Vote, poll, and choose-your-ad experiences
  • Tune-in reminders over live or long-form content
  • QR-led shopping without pausing playback
AdMorph AI generates static, animated, and interactive overlay concepts for corner and lower-third placements.
6Dynamic End Cards

Dynamic End Cards specs

Market term, not a standalone IAB CTV Portfolio format. It maps most closely to a linear ad end state, post-roll, or interactive extension depending on seller support.

A final-frame or post-video CTA surface that changes offer, product, location, or QR destination based on campaign rules or data signals.

How it renders

The end card appears after the main video message or at the end of a post-roll execution, usually as a 16:9 screen with brand, product, CTA, and QR destination. If it is interactive, the implementation should follow the publisher-supported VAST/SIMID path.

Dimensions

  • Use the linear video canvas, commonly 1920×1080 at 16:9 for HD CTV delivery.
  • IAB linear guidance lists 6, 15, 20, and 30 seconds as standard ad durations; interactive ads should keep the compulsory portion to 15–30 seconds but may continue after viewer interaction.
  • Dynamic QR codes can be handled in a SIMID-based interactive environment or by sell-side QR generation when supported.

Safe zones

Keep the final CTA, QR, and offer within a conservative center-safe area and confirm any post-roll clickthrough, remote-navigation, or QR macro requirements with the publisher.

Best use cases

  • Localized QR destinations
  • Audience-based offer swaps
  • App install and trial-start calls to action
  • Sequential messaging after a standard spot
AdMorph AI generates dynamic end-card concepts and exports them as a linear end screen or supported interactive layer.

Implementation notes

What to confirm before trafficking

Confirm the seller's exact dimensions, cutout geometry, duration, and supported interaction model in the bid request or spec sheet.
Use SIMID only when the publisher, player, device, and transaction explicitly support it; otherwise provide a ready-to-render fallback asset.
Treat QR as the most portable CTV action path, but verify whether QR is advertiser-burned, sell-side generated, or dynamic.
For non-linear units, distinguish overlays that cover content from squeezeback units that resize content and keep the program unobscured.

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Sources

Reference methodology

This page summarizes IAB Tech Lab's CTV Ad Portfolio and signaling guidance, then maps the market terms buyers search for to the closest official format names. Publisher-specific trafficking rules can still vary, so final specs should always be confirmed with the seller.

IAB Tech Lab CTV Ad Portfolio & GuidanceIAB Tech Lab Signaling Implementation GuidelinesBroadpeak summary of the standardized CTV ad formats