Connected TV (CTV) continues to grow as an important part of the European digital advertising landscape, creating exciting opportunities for advertisers, broadcasters, publishers and technology providers.
According to our latest AdEx Benchmark 2025 Report, video advertising grew by 19.6% to €34 billion in 2025, accounting for more than half of all display advertising investment in Europe for the first time. As video investment continues to accelerate and CTV becomes an increasingly important part of the media mix, the need for consistent measurement, greater transparency and shared industry standards has never been more important.
At IAB Europe, we’re committed to supporting the growth and maturity of CTV advertising through education, collaboration and the development of practical industry guidance.
Through our CTV Working Group (part of our Advertising & Media Committee), we bring together experts from across the advertising ecosystem to address key industry challenges, establish shared definitions, improve measurement practices and encourage the adoption of standards and best practices across Europe.
From foundational education to measurement frameworks and practical guidance, we've developed a comprehensive collection of resources to help the industry better understand CTV and navigate its opportunities and challenges.
Whether you're just getting started or looking to deepen your expertise, explore our resources below:
Developed in collaboration with industry stakeholders, this framework provides a common approach to CTV measurement, bringing together shared metric definitions and transparency principles to support greater consistency, comparability and confidence across Europe.
A common reference point for digital video terminology and definitions, helping to establish greater clarity and consistency across the industry.
An accessible introduction to the CTV ecosystem, exploring its fundamentals, key opportunities and challenges for industry stakeholders.
An interactive resource providing an overview of CTV media owners across Europe and their advertising capabilities, including formats, targeting and measurement.
Practical guidance on the programmatic CTV landscape, covering technical standards, media quality, fraud prevention, measurement, targeting and best practices.
A thought-leadership piece exploring the opportunities at the intersection of Retail Media and CTV, from data-driven targeting to omnichannel measurement and brand-building.
Collaboration is central to our approach. Our CTV Working Group provides IAB Europe members with an opportunity to connect with industry peers, share expertise and contribute to the development of guidance and best practices that support the wider European advertising ecosystem.
By bringing together perspectives from across the industry, we aim to tackle shared challenges, drive greater alignment and support a more transparent, consistent and sustainable CTV market.
Interested in getting involved?
Whether you're looking to contribute to our CTV initiatives, connect with industry experts or have a voice in the development of industry best practices, we'd love to hear from you.
Explore IAB Europe membership or contact Ioana Mardare at mardare [at] iabeurope.eu to learn more about joining our CTV Working Group and contributing to our work.
