Interactive Advertising Bureau
27 January 2022

IAB Europe Releases New Guide to CTV Targeting and Measurement

Authored by Measurement and Connected TV (CTV) experts from Across Europe

Provides Valuable Insights on the Targeting and Measurement Options Available for CTV 

26th January, Brussels, Belgium: IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, has today released its ‘Guide to CTV Targeting and Measurement’ to provide an overview of the targeting and measurement capabilities currently available in Europe.  

This Guide follows on from IAB Europe’s Guide to Connected TV (CTV), Guide to the Programmatic CTV Opportunity in Europe and the Guide to Brand Safety in CTV to address an industry ask to delve deeper into this channel, to explore the targeting and measurement options and best practices for CTV.

As the CTV ad revenue opportunity grows in Europe and more ad budgets flow from linear TV into programmatic and CTV it is crucial that effective targeting and measurement solutions are in place across the supply chain. The Guide to Connected TV Targeting and Measurement has been developed by members of IAB Europe’s Channels & Formats Task Force to provide an overview of the targeting and measurement capabilities currently available, as well as to share key considerations for the buy-side. Given that this channel is evolving so quickly, it also dives into what the future holds for measurement and targeting in this space. 

Commenting on her contribution to the Guide, Lizzie Wiltshire, Head of Client Solutions, Samsung Ads Europe said ‘CTV is rightly being recognised by the industry as an exciting avenue for advertisers. It’s an effective way to reach viewers on the biggest screen in the home, and it can also bring the best of digital advertising to its offer in terms of targeting and measurement. However, it can be tricky to understand exactly what CTV advertising offers and what buyers need to consider, as with any nascent technology.

I’m really pleased to be taking part in IAB Europe’s guide to targeting and measurement in CTV. It’s crucial for those of us in the space to actively educate the industry, and it’s great to be doing so alongside other market-leading businesses. As smart TV adoption grows rapidly across Europe, understanding how to reach OTT viewers and what success looks like will become increasingly high on the agenda for leading advertisers. It’s fantastic that IAB Europe is on the front foot to ensure they know what to look for.’

It has been a collaborative effort to produce this industry-leading targeting and measurement guide, with contributors including Comscore, Kantar, Magnite, MediaMath, PubMatic, Samsung Ads Europe and ShowHeroes Group. 

Commenting on the importance of this Guide, Kristanne Roberts, Product Management Director at Kantar said: “IAB Europe's latest CTV guide provides a great overview of industry best practices, with further detail on the targeting and measurement opportunities available to buyers. It’s a great starting point for anyone looking to learn a bit more about CTV or for a guide on what to look out for when it comes to buying or evaluating CTV investment.”

Graeme Lynch, VP Demand, EMEA at Magnite also said, "CTV is the new frontier for consumers and advertisers and ad-supported services are at the centre of this evolution. The quality of content and the overall viewer experience needs to be at the forefront of everything being developed. Measurement is a key ingredient that will substantiate the value of advertising on CTV. The IAB's guide is a great resource for understanding the development of addressability and measurement in the CTV ecosystem and will help us continue to improve this important area in 2022."

Download the Guide here


For more information please contact Lauren Wakefield (

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