The European TV advertising market is undergoing a profound shift. As audiences spread across linear TV, BVOD (Broadcaster Video-on-Demand), and CTV (Connected TV), advertisers are demanding more flexibility, sharper targeting, and greater efficiency. Programmatic TV – automated, data-driven buying and delivery of TV and video ads – has the potential to deliver on these needs. But deep structural divides between buyers and sellers continue to hold back progress.

During the last six months, the members of the European Programmatic TV Initiative (EPTVI) – The Trade Desk, Google, OpenX, PubMatic, Equativ, Magnite, Cadent and Adform – have been working closely and collaboratively with leading European broadcasters, streamers, pay-TV platforms, trade bodies and major agency groups to explore the benefits of programmatic TV.

During the last six months, the members of the European Programmatic TV Initiative (EPTVI) – The Trade Desk, Google, OpenX, PubMatic, Equativ, Magnite, Cadent and Adform – have been working closely and collaboratively to assess the case for Europe’s commercial broadcasters pursuing an accelerated transition to a programmatic marketplace.

The European Programmatic TV Initiative (EPTVI), led by thought leadership and advisory collective The Project X Initiative, has announced the addition of prominent industry advisors, and new partnerships with OpenX, a leading independent supply-side platform (SSP) for audience, data, and identity targeting, and Google Ad Manager, Google’s supply-side platform for publishers and broadcasters across all formats and screens including CTV.

La ‘European Programmatic TV Initiative’ (EPTVI), la iniciativa liderada por el colectivo The Project X Initiative, ha anunciado hoy la incorporación al proyecto de importantes asesores de la industria y nuevas asociaciones con el SSP independiente OpenX, así como con Google Ad Manager, el SSP de Google para publishers y broadcasters en todos los formatos y pantallas, incluida la TV conectada.

The European Programmatic TV Initiative (EPTVI), led by thought leadership and advisory collective The Project X Initiative, has announced the addition of industry advisors, and new partnerships with OpenX, an independent supply-side platform for audience, data, and identity targeting, and Google Ad Manager, Google’s supply-side platform for publishers and broadcasters across all formats and screens including CTV.

L’European Programmatic TV Initiative si propone di affrontare le sfide del settore riunendo i principali stakeholder della pubblicità televisiva e sviluppando soluzioni pratiche

Das Vorhaben ist gewaltig, seine Bündnispartner sind groß: Die Adtech-Unternehmen The Trade Desk, Pubmatic, Equativ, Magnite, Cadent und Adform haben gemeinsam mit Project X (PXI) und 14 europäischen Broadcastern und Streamern die European Programmatic TV Initiative (EPTVI) gegründet. Ziel ist es, die Entwicklung von Programmatic Advertising im europäischen TV-Markt voranzutreiben.

Varios gigantes del sector Adtech, incluyendo PubMatic, Magnite, Equativ, The Trade Desk, Cadent y Adform, han lanzado la iniciativa ‘European Programmatic TV Initiative’ (EPTVI), un esfuerzo conjunto para acelerar la adopción de la TV programática en Europa. Esta iniciativa colaborará con el Proyecto X y cuenta con el apoyo de varios broadcasters y agencias.

Un groupe de plateformes adtech de premier plan s’associent pour relever les défis du paysage fragmenté de la publicité TV programmatique en France, en Allemagne, en Italie, en Espagne et au Royaume-Uni.

A consortium of leading adtech industry players has joined forces with major European broadcasters, streamers, and agency groups to launch a new initiative to support the development and growth of data-driven programmatic TV advertising in Europe’s major markets.

The European Programmatic TV Initiative aims to support the development and growth of programmatic advertising in Europe’s major TV markets

A consortium of industry players – The Trade Desk, PubMatic, Equativ, Magnite, Cadent and Adform – in collaboration with The Project X Initiative (PXI) and major European broadcasters, streamers, and agency groups – have announced the launch of the European Programmatic TV Initiative (EPTVI) to support the development and growth of programmatic advertising in Europe’s major TV markets.

A number of major ad tech businesses – PubMatic, Magnite, Equativ, The Trade Desk, Cadent, and Adform – this morning announced the launch of the European Programmatic TV Initiative (EPTVI), a joint effort aimed at accelerating growth and adoption of programmatic TV in Europe.

A group of leading adtech platforms are clubbing together to help overcome challenges in the fragmented programmatic TV advertising landscape in France, Germany, Italy, Spain and the UK.

London, 17.06.24 – A consortium of leading industry players – The Trade Desk, PubMatic, Equativ, Magnite, Cadent and Adform – in collaboration with The Project X Initiative (PXI) and major European broadcasters, streamers, and agency groups – today announced the launch of the European Programmatic TV Initiative (EPTVI) to support the development and growth of programmatic advertising in Europe’s major TV markets.

The Project X Initiative is delighted to announce the launch of the 2024 Retail Media Innovation Forum.

Support for cross media measurement initiatives and common approaches to measurement innovation could accelerate growth in addressable media.

The economic downturn in Europe looks set to accelerate the shift in ad spend to addressable media, raising the question of what advertisers should do to address the challenges and maximize the benefits.

Today, the European Addressable Media Initiative (EAMI), led by Finecast, LiveRamp, Amobee, Comscore, Lotame, Magnite, Neustar, OneTrust and PubMatic, in partnership with The Project X Institute, has issued a major industry report, setting out a series of recommendations for advertisers and media owners in Europe to help them position their businesses for the future and to support a vibrant addressable marketplace.

To download the report, click here.