Nicole LalevaA Foundational Overview of the CTV Ecosystem in Europe
CTV is becoming an increasingly important part of Europe’s digital advertising ecosystem, creating new opportunities for advertisers, publishers, broadcasters, platforms and technology partners.
Developed by members of IAB Europe’s CTV Working Group, our 101 Guide to Connected TV provides a clear introduction to CTV in Europe, explaining what it is, how it works, and why it matters for the future of digital advertising.
Designed as a practical 101 resource, the guide helps demystify the CTV ecosystem and offers a shared baseline of knowledge for anyone looking to better understand the channel. It explores the key opportunities and challenges CTV presents, while guiding how advertisers, publishers and technology partners can engage with CTV in a privacy-first and standards-aligned way.
The guide also supports a more consistent understanding of CTV across the industry, helping to accelerate responsible and sustainable growth in this fast-moving channel.
For guidance specifically on programmatic buying and selling in CTV, readers should also refer to IAB Europe’s Programmatic Guide to CTV.
A huge thank you to the following contributors for helping with this Guide:
