Measurement, broadcaster perspectives and the future of CTV planning are up for debate! Explore the agenda and join us in London or online on 18th November.
The agenda is out and the first speakers are confirmed for The Great Debate: CTV 2026, taking place on 18th November, hosted by Integral Ad Science (IAS) in London and online.
As Connected TV (CTV) continues to grow across Europe, important questions remain around measurement, transparency, broadcaster priorities and where CTV fits into the wider advertising ecosystem.
This year, we're bringing a fresh, interactive format to our CTV discussions. The Great Debate puts different industry perspectives head-to-head, with experts challenging each other's views and the audience invited to have their say.
Expect lively discussions, thought-provoking arguments and practical insights as we bring together voices from across the industry to tackle some of CTV's biggest questions.
With IAB Europe's recently released CTV Measurement Framework and Transparency Principles, the event also provides a timely opportunity to explore the industry's progress towards more consistent, comparable and transparent CTV measurement across Europe.
From measurement challenges to the future of CTV planning, here's a look at the discussions taking centre stage.
Presentation: IAB Europe's CTV Measurement Framework
Get an introduction to IAB Europe's recently released CTV Measurement Framework, developed with industry stakeholders to support greater consistency and comparability in CTV measurement across Europe.
Panel: The State of CTV Measurement in Europe – Are We Any Closer to Harmonisation?
As investment in CTV continues, the need for consistent measurement remains a key industry priority. But how much progress have we really made? Our panellists will explore the challenges, opportunities and next steps towards a more harmonised approach across European markets.
Fireside Chat: The Broadcaster Perspective - How to Balance Premium Environments with Programmatic Demand
As programmatic advertising becomes increasingly important to CTV, how can broadcasters embrace new opportunities while protecting the value of their premium environments?
Hear directly from a premium broadcaster on navigating this balance, meeting advertiser expectations and maintaining the quality of the viewing experience.
The Great Debate: This House Believes That CTV Should Be Planned and Measured as Part of Digital, Not Television.
Two sides. One big question. Which argument will win?
Should CTV sit firmly within digital advertising strategies, or does its relationship with traditional television demand a different approach?
Industry experts will go head-to-head to make their case, challenge opposing perspectives and explore the implications for advertisers, agencies and media owners.
And this isn't just a conversation for those on stage. The audience will have the opportunity to get involved and share their views, too!
We're delighted to reveal the first industry experts joining us for this year's event:
Paul Gubbins, CTV Lead, EMEA, Exchange Platforms, Google
Katharine Dunlap, Senior Commercial Director, Global Accounts & Agencies, Comcast
Lisa Kalyuzhny, VP of Sales, EMEA, Nexxen
Chris Edwards, Senior Director, Media, Rakuten TV
Panid Sarrami Froshani, Marketing Science Lead, Samsung Ads
John Tigg, SVP, Buyer Development EMEA, Index Exchange
More speakers will be announced in the coming weeks, so stay tuned!
Join Us in London or Online
Join Us in London - Exclusive to IAB Europe Members
We're delighted to offer a limited number of in-person places for IAB Europe members to join us in London.
The afternoon will begin with a networking lunch from 12:30–13:30 GMT, offering an opportunity to connect with fellow members and industry peers before the discussions begin.
Places are limited, so we encourage members to register early!
Register for In-Person Attendance
Join Us Online - Open to Everyone
Can't make it to London? You can still be part of the conversation.
Our live stream is open to everyone, wherever you're joining from. Register to hear directly from industry experts and follow the discussions as they happen.
Register for Virtual Attendance
The debate doesn't have to end when the sessions finish!
AUDIENCES will be hosting a networking happy hour following the event, giving those joining us in London another opportunity to connect with industry peers, continue the conversations and share their perspectives in a more informal setting.
More details coming soon. Register to attend here.
Ready to Join the Debate?
Whether you're joining us in London or tuning in online, The Great Debate: CTV 2026 is your opportunity to hear different industry perspectives, challenge assumptions and join the conversation on what's next for Connected TV in Europe.
If CTV is the new prime time, this is the debate you won't want to miss!
