Last week at Cannes Lions, we had the pleasure of bringing together leading voices from our CTV Working Group for an exclusive roundtable discussion hosted in partnership with Nielsen. Set against the stunning backdrop of the French Riviera in a beautiful breakfast venue, the conversation centred on one of the most pressing issues facing the Connected TV (CTV) ecosystem in Europe today… outcomes measurement.
The discussion was rich, honest, and forward-thinking and included CTV experts from key companies including the WFA, IAB, EGTA, Broadlab, DoubleVerify, Teads, Samsung Ads, RTL Ad Alliance and more.
Here are some of the key themes and takeaways from our session:
One of the central questions discussed was how to develop measurement practices to keep pace with the growth and complexity of CTV. Traditional KPIs often fall short in a CTV environment, which is inherently different from linear TV or digital in terms of devices, consumption behaviours, and outcomes.
Participants acknowledged that CTV doesn’t always fit neatly into legacy frameworks, whether it’s bought by AV or digital teams, or whether the KPIs are brand-focused or performance-driven. Increasingly, advertisers are demanding bespoke outcomes, not just reach. For some, it’s about brand building; for others, it’s getting products into shopping baskets.
While CTV started as a digital extension of brand-building efforts, innovations like QR codes have made it more actionable. The expectation now is to deliver both reach and performance, with better measurement tied to outcomes like attention, brand lift, or even direct consumer action.
There was strong agreement that a one-size-fits-all approach won't work. Advertisers have varying needs, and measurement frameworks must reflect that diversity.
The fragmentation of buying teams (with different agencies or teams managing digital and TV budgets) adds complexity to the process. As CTV blurs traditional lines, there’s a need to clarify who is responsible for planning and execution, and ensure the right KPIs are being applied to the right objectives.
Equally important is the need for shared definitions: What exactly counts as CTV? What formats are being used? Is signed-in, premium inventory being treated the same as other video placements? Standardisation and alignment on definitions will be key to making CTV easier to understand, buy, and measure.
The roundtable also explored how industry bodies can help drive progress by leading the charge on standard definitions and formats, as well as ensuring guidelines around brand safety and fraud mitigation are in place. At IAB Europe, we have already begun work in this area, collaborating with members of our CTV Working Group to establish clear, consistent definitions that can support alignment across the industry.
Participants also agreed that creating a consistent framework for “impactful reach” could help position CTV as a credible solution for long-term brand building, not just short-term gains.
From the risk of fraud on long-tail platforms to the changing content strategies of publishers (including moves toward video and even podcast platforms like Spotify), CTV is becoming more complex, and lines are increasingly blurred. At the same time, consumers are showing signs of fatigue with subscription-based services, and ad-funded models are gaining traction, if the value exchange is clear and compelling.
Attention is currency, and trust and transparency will underpin the success of CTV as the ecosystem matures.
Finally, one resounding theme was that tech and supply-side partners must be part of these conversations. Without their input and alignment, it’s difficult to design scalable, accurate solutions for measurement that deliver true value.
A big thank you to Nielsen for partnering with us and for hosting such an inspiring and productive morning. As we continue these conversations within our CTV Working Group, it’s clear that collaboration, clarity, and consistency will be the pillars for unlocking the next chapter of CTV growth in Europe.
Stay tuned as we build on these insights and work together toward a more unified and effective CTV landscape. With a strong focus on getting measurement and standardisation right first, we will continue to ensure transparency, comparability, and long-term value across the ecosystem.
In the meantime, if you’d like to know more about our CTV work and how you can get involved in our Working Group, please reach out to our Industry Development & Insights Director, Marie-Clare at puffett [at] iabeurope.eu.
