[Watch on Demand] IAB Europe's Virtual CTV Day 2025

On 5th November, our Virtual CTV Day 2025 connected audiences across Europe to explore the latest trends, insights, and developments in the rapidly evolving world of Connected TV (CTV).

The event offered a platform to explore the latest trends, strategic insights, and practical challenges in CTV advertising, from measurement and accountability to AI-driven innovations and the opportunities that lie ahead for advertisers and media owners.

If you missed it live, here’s your chance to catch up on the sessions and key takeaways - and watch them on demand below.

Watch the full event recording here.

Building the Foundation: Progress and Lessons from IAB Europe’s CTV Work So Far

The event kicked off with a presentation from our Industry Development & Insights Director, Marie-Clare Puffett, who shared progress and lessons from our ongoing CTV work, highlighting industry collaboration and initiatives to build a sustainable, transparent CTV ecosystem.

Measuring What Matters: The Road to CTV Standards and Accountability

We then moved on to our first panel that explored the challenges and opportunities of measurement in the fast-growing Connected TV ecosystem. With metrics varying across platforms and devices, defining success requires collaboration, standardisation, and innovation.

Moderated by Cadi Jones, SVP, EMEA, Index Exchange, speakers included:

• Dan Black, Head of CTV, Teads
• Gregor Fellner, Sr. Director Media in Germany, Rakuten TV
• Stafaniya Radzivonik, Senior Director, Partnerships-Supply, Verve

Session highlights:

Panellists discussed the shift of CTV from merely a branding tool to an effective performance medium, highlighting the necessity for common definitions of KPIs that can unify measurement across platforms. They shared insights on the integration of innovative technologies, such as household ID graphs and interactive ad formats, that can enhance user engagement and improve measurement accuracy. One panellist highlighted a successful campaign that connected CTV with mobile app installs through QR codes, demonstrating CTV's potential in driving user actions beyond just viewership.

• Defining Success: Success in CTV goes beyond impressions and completion rates, combining reach, engagement, and measurable business outcomes.
• Bridging Fragmentation: Cross-platform identifiers, privacy-safe identity solutions, and standardised frameworks are critical to comparable metrics.
• Opportunities and Challenges: Performance-driven advertisers bring measurable ROI potential, but aligning formats and outcomes requires industry-wide collaboration.
• Actionable Advice: Every stakeholder—streamer, broadcaster, agency, or advertiser—can help move measurement forward by adopting standards, sharing insights, and promoting transparency.

CTV 2026: Strategic Forecasts from Industry Leaders

We wrapped Virtual CTV Day 2025 with a forward-looking panel exploring the future of Connected TV and the evolving priorities of media buyers, sellers, and advertisers heading into 2026.

Moderated by Mark Taylor, Head of CTV, Azerion, speakers included:

• James Grierson, Content Partner Lead, Samsung Ads
• Rob Gedge, Senior Global Video Solutions Manager, WPP Media
• Sarah Lewis, Global Vice President, CTV, ShowHeroes
• Thomas Bernal, Senior Vice President, Go to Market, Ogury

Key Takeaways:

• Media Wish Lists: A central theme was the priorities of media buyers and sellers as they move into 2026. Buyers are seeking more affordable CPMs, transparent reporting, and better measurement of reach and frequency, while sellers emphasise more synergy across CTV inventory and consistent, standardised data.
• Performance vs Awareness: The discussion explored CTV’s dual role in driving both brand awareness and measurable performance. While cautioning against calling any single year “the year of performance,” panellists highlighted a clear shift toward performance campaigns and the medium’s ability to drive direct viewer actions.
• AI and Automation: AI was highlighted as a key driver for content creation, ad targeting, and viewer engagement. Collaboration across the supply and demand sides is essential to fully leverage AI, which can enhance targeting precision, optimise campaigns, and improve outcomes.
• Future Outlook: Panellists expressed optimism about CTV’s future, driven by advances in transparency, AI technology, and evolving performance metrics. The session reinforced the opportunities in a converging media landscape and the importance of continued experimentation and innovation.

Virtual CTV Day 2025 offered a comprehensive look at the challenges and opportunities shaping the future of Connected TV. From standardising measurement and navigating performance campaigns to leveraging AI for smarter targeting, the sessions highlighted the need for collaboration, transparency, and innovation across the industry. As CTV continues to evolve, attendees left with actionable insights and a clear sense of the opportunities ahead for advertisers, media owners, and all stakeholders in this dynamic ecosystem.

Interested in joining the Advertising & Media Committee or the CTV Working Group?

If you're a member of IAB Europe, or are looking to join, and would like to learn more about how you can get involved in our Advertising and Media Committee, please feel free to reach out to Marie-Clare Puffett at puffett(@)iabeurope.eu.