MAM
Pause for thought as IAB Tech Lab tunes up the rules of CTV ads
MUMBAI: If connected TV has been improvising, IAB Tech Lab is finally handing it the sheet music. The global digital advertising standards body has unveiled a new CTV Ad Portfolio alongside a major update to its Guide to Programmatic CTV, bringing long-awaited order to one of the fastest-growing and messiest corners of digital advertising.
At the heart of the update is a clear definition of six core CTV ad formats, Pause, Menu, Screensaver, In-Scene, Squeeze backs and Overlays. These formats were distilled from more than 100 real-world submissions gathered through the Ad Format Hero initiative, an industry-wide call aimed at capturing how CTV advertising is actually being executed today, not just how it looks on slides.
Alongside the portfolio, IAB Tech Lab has refreshed its programmatic guidance to show how these formats can be bought and sold more consistently. The update includes expanded OpenRTB support for Pause and Menu ads, the two formats prioritised by the industry working group making them easier to transact at scale. Both documents are now open for public comment until January 31, 2026.
IAB Tech Lab CEO Anthony Katsur said the move responds directly to market pressure. With the CTV ecosystem growing at speed, publishers, buyers and platforms have been calling for a shared vocabulary and cleaner pipes. The new portfolio, he noted, is designed to give the industry a common language and reduce friction in how emerging formats are traded.
The timing is hardly accidental. Streaming and CTV now account for the majority of TV viewing in the US, and advertisers are looking beyond traditional ad pods for incremental, high-impact inventory. Formats like Pause and Menu ads promise exactly that placements that appear when viewers are already engaged, without interrupting the content itself.
By standardising definitions and required attributes, IAB Tech Lab is also trying to fix the plumbing. Inconsistent implementations have led to creatives not rendering correctly, repeated rework for creative teams and unnecessary operational strain across platforms. The new framework aims to cut duplication, reduce errors and make advanced CTV formats easier to scale across devices and publishers.
The update mirrors what the original Digital Ad Portfolio did for display advertising in OpenRTB, less guesswork, more alignment. Industry response suggests that clarity is welcome. Executives from Gumgum, Disney and NBCUniversal have all pointed to interoperability and consistency as critical to unlocking the next phase of CTV growth especially as advertisers demand premium environments that are easier to access and measure.
Taken together, the CTV Ad Portfolio and the updated Programmatic CTV guide signal a shift from experimentation to execution. For an industry that has spent years pausing, buffering and squeezing ads into place, IAB Tech Lab’s latest move is an attempt to make connected TV finally play smoothly.
MAM
Worldwide Travel Insurance for Indian Travellers: How to Find a Plan Without Geographic Gaps in Your Protection
Travelling to more than one country can make insurance selection more complex, because a policy that looks broad at first may still leave certain destinations, transit points, or regions outside its scope. For Indian travellers, this can lead to gaps in cover during a medical emergency or travel disruption abroad.
Here’s a guide to understanding how worldwide coverage works, which plan types to review, and how to check for geographic exclusions before choosing a policy.
Why Geographic Coverage Matters in Travel Insurance
When travellers look for the best travel insurance, medical cover and premium often get early attention, but geographic scope matters just as much. A policy may appear broad while still limiting cover in certain countries, regions, or travel routes.
This can affect hospital access, emergency support, evacuation terms, and non-medical benefits. For Indian travellers visiting more than one destination, checking where the policy applies is an important way to avoid gaps in protection.
Types of Worldwide Travel Insurance Plans Available to Indians
Worldwide travel insurance may be available in different formats, and each one should be reviewed based on the route, trip pattern, and list of destinations.
Single-Trip Travel Insurance
This type of policy is generally chosen for one overseas journey with fixed departure and return dates. It may suit travellers visiting one country or more than one destination during the same trip. The policy still needs to be checked carefully to confirm whether every destination on the itinerary is covered during the full travel period.
Multi-Trip Annual Insurance
This type of plan may be suitable for travellers who visit different countries several times a year. It can be useful only when the policy’s covered regions match the countries included across those trips. Before choosing it, travellers should check trip duration limits, region-wise exclusions, and whether all intended destinations are covered under the annual plan.
Region-Specific Plans
Some policies are built for selected regions rather than for the whole world. These plans may be arranged by destination groups such as Asia, Europe, or broader international zones. They may be suitable in some cases, but they should be reviewed carefully if the journey includes stopovers, connecting countries, or travel beyond the listed region.
Comprehensive Worldwide Plans
These plans are usually reviewed by travellers who want broader international cover across multiple destinations. However, a plan described as worldwide may still have country-wise limits, separate terms for certain regions, or limits on healthcare access and emergency services. The wording should therefore be checked in detail before relying on the description alone.
Key Coverage Areas That Ensure Global Protection
A worldwide policy should be reviewed for the coverage points that matter when travel includes more than one country or a wider international route. These areas help show whether the plan is suitable for broader overseas travel and not limited to only a few listed destinations.
● Cover that applies to all countries listed in the itinerary, not only the main destination.
● Cover for transit stops and connecting countries that are part of the planned journey.
● Clear mention of excluded countries, restricted regions, or destinations not covered under the policy.
● Emergency medical and assistance support that remains available while travelling across different countries.
● Evacuation and repatriation terms that continue to apply during multi-country travel.
How to Check for Geographic Exclusions Before Buying
Geographic exclusions are often found in the detailed wording rather than in the headline promise of the plan. A careful review before purchase can help travellers understand whether the policy matches their travel route.
● Check the destination list in the policy schedule.
● Read whether excluded countries, sanctioned regions, or restricted zones are mentioned in the wording.
● Review whether transit stops and connecting destinations are mentioned as covered travel locations.
● Check if medical network access differs across countries even when the policy appears globally valid.
● Read whether adventure activities, cruises, or remote locations have separate geographic conditions.
● Review assistance and claim support terms to see if they apply equally across all covered destinations.
Conclusion
A travel insurance plan cannot be judged only by premium, destination label, or the word worldwide term alone. For Indian travellers, geographic scope needs close attention because exclusions and regional limits may affect how the policy works during the journey. A careful review of plan type, covered locations, medical support, and destination-specific terms may help reduce avoidable gaps.
