The IAB Europe guide to the programmatic CTV opportunity in Europe

Takes a deeper dive into the emerging channel of CTV to help planners and buyers of media navigate the programmatic opportunities that it offers.
  • TV is now directly connected to the internet and with this comes greater access to, and the ability to pass, data.
  • CTV is a main area of growth with 70% of advertisers and 61% of agencies stating that CTV will be one of the key programmatic growth areas over the next 12 months.
  • However, programmatic CTV in the European market is still nascent and there are some technical complexities that need to be overcome in order for it to reach its full potential.
  • For buyers, it is crucial to be educated on the opportunity and possibilities available and to understand...

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