IAB Europe's Guide to Programmatic for CTV

Developed by our CTV and Programmatic Working Groups, IAB Europe's Guide to Programmatic for CTV offers a clear and practical overview of the programmatic CTV landscape. It covers key ecosystem fundamentals, regional nuances, and real-world case studies, alongside guidance on technical standards and requirements for live and SSAI-enabled environments.

The guide also highlights best practices for media quality, fraud prevention, and consent signalling, with actionable recommendations on measurement, data usage, and targeting.

A huge thank you to the following contributors for helping with this Guide:

• David Sedliský, Senior Solutions Consultant, Publisher, Adform
• Jurjen de Wal, VP, Global Integrations & Compliance, Adform
• Emmanuel Josserand, Sr Dir. Brand, Agency and Industry Relations, Comcast Advertising
• Bal Singh, Associate Group Director – EMEA, DoubleVerify
• Jennifer Ukaegbu,Marketing Director – EMEA, Human Security
• Joe Jackson, Ad Tech Executive, IAB UK
• Andy Heald, Manager, Publisher Development, Index Exchange
• Ezechimere Uchegbulam, Senior Manager, Media Futures Group
• Lisa Kalyuzhny, WP of Sales, EMEA, Nexxen
• Ekaterina Vagner, Marketing Director - EMEA, Verve