Welcome to your CTV Spotlight! We’re sharing the latest news and insights from IAB Europe and our CTV Working Group as Connected TV (CTV) continues to gain momentum.
From new guidance on transparency and measurement to fresh perspectives from industry leaders, this spotlight brings together the key developments shaping the future of CTV advertising in Europe.
CTV investment across Europe is accelerating, but challenges around transparency and consistent measurement remain. As buyers demand clearer outcomes and sellers look to prove value at scale, alignment has never been more critical.
This overview outlines the key challenges from both the buy-side and sell-side, and the practical steps we are taking to support a more transparent, measurable CTV ecosystem.
Last week, we held our second CTV Workshop in London, bringing together leading sell-side stakeholders to kick off deeper alignment on measurement and transparency across Europe. The session focused on the need for shared definitions, consistent core metrics, and a practical measurement framework tailored to CTV’s unique characteristics. With a strong appetite for collaboration, the workshop marked an important starting point towards building greater trust, consistency, and confidence in CTV advertising. Find out more in our write up below.
Building on the discussions from our second CTV Workshop in London, the focus now turns to how the industry can translate alignment into action.
In our latest Q&A, members of our CTV Working Group share their perspectives on the biggest gaps facing the market today, and how common standards and certification can help deliver the transparency, trust, and consistency needed to support sustainable CTV growth across Europe.
CTV emerged as one of the fastest-growing channels in our latest Attitudes to Digital Advertising report, reinforcing its growing role in the media mix.
We’ll be unpacking these key stats and more, and diving into what they mean for the market in our upcoming webinar. Find out more here and register below to secure your space.
To find out more about our CTV work and how you can get involved, please contact our Industry Development & Insights Director, Marie-Clare Puffett at puffett [at] iabeurope.eu.
