As programmatic enters its next phase, what are the signals the industry should be paying attention to? IAB Europe’s Marketing & Communications Director, Lauren Wakefield, shares her reflections from our latest Virtual Programmatic Day.
This week, we brought the industry together for our annual Virtual Programmatic Day, hosted at Google’s London office, and it really felt like one of those moments where you can take stock of how far programmatic has come, while also seeing clearly where it’s heading and what needs to happen next.
With a room packed full of industry leaders, the conversations were both practical and forward-looking. From CTV and AI to measurement, monetisation, and the growing need for collaboration, there was a strong sense that while the ecosystem is becoming more complex, it’s also opening up new opportunities.
A big thank you to Google for hosting us, to our event host, Wayne Tassie, Group Director, Netherlands at DoubleVerify & Chair of our Advertising & Media Committee, to our brilliant speakers for sharing their expertise so openly, and to everyone who joined us, both in person and virtually. It really was great to see so many great minds come together.
Here are some of the key takeaways from the day.
Following Wayne’s welcome to the room, our first panel took to the stage to discuss all things CTV. Moderated by Paul Gubbins at Google, Chris Brennan (Publicis Media), Lisa Kalyuzhny (Nexxen), Mara Negri (MFE Advertising), and Nikunj Sureka (Verve) explored how the ecosystem is evolving, from data and measurement challenges to the rapid expansion of formats and supply.
Key Takeaways:
CTV is maturing into a full-funnel channel, but it’s not a one-size-fits-all
CTV is no longer viewed purely as a branding channel. There is a clear shift towards performance-driven outcomes, with advertisers increasingly focused on incrementality and business results rather than just reach. At the same time, every broadcaster, platform, and market operates differently, requiring more tailored approaches.
Data is the differentiator, but fragmentation remains
While access to programmatic audiences has improved, fragmentation across supply and inconsistent data frameworks still create challenges. Measurement across BVOD, AVOD, FAST, and broadcaster environments remains complex, with the focus now shifting from access to activation and how signals are used effectively.
A ‘total video’ approach is emerging
Advertisers are planning more holistically across linear TV, BVOD, AVOD, and FAST, blending traditional and programmatic KPIs. However, aligning teams and achieving a unified view of measurement is still a work in progress.
Supply is growing,b but so is complexity
The growth of AVOD and FAST has increased available inventory, while broadcasters continue to offer trusted, premium environments. The challenge is no longer access to supply, but how to navigate fragmentation and activate it effectively.
Activation hasn’t hit its stride yet
Despite more inventory than ever, activation is still not operating at the level the market expects, with ongoing challenges in stitching campaigns together across environments.
New formats are expanding the opportunity
From home screen placements to more interactive formats, innovation is accelerating. These formats offer new ways to engage audiences, but scaling and transacting efficiently remain key considerations.
The barrier to entry is lowering
Advances in programmatic technology and AI-driven tools are making TV more accessible, particularly for SMEs, unlocking new advertisers and budgets.
The future is outcome-based and AI-enabled
The industry is moving towards outcome-based measurement. Better cross-platform measurement, more consistent data signals, and stronger collaboration will drive the next phase of growth, alongside smarter use of AI.
As measurement continues to be a key focus area for the industry, we encourage you to explore and share your feedback on our new CTV Measurement Framework, now open for public comment here.
As programmatic approaches its third decade, our next panel explored what will power its next phase of growth. Covering AI and data frameworks, plus new channels and changing buying strategies, our moderator, Rebecca Ackers at Magnite, dived into what programmatic’s secret ingredient for success could be with Alberto Ciot (Quantcast), Emma Crawford-Prajapati (Amazon Ads), Liora Fox (Ogury), and Jacques Du Preez (Starcom/Publicis).
Key Takeaways:
There is no ‘secret sauce’, but fundamentals matter more than ever
Success in programmatic continues to rely on strong foundations: trusted data, transparent partnerships, and privacy-first strategies. Collaboration across the ecosystem remains critical.
AI is transforming workflows, but not replacing strategy
AI is already accelerating optimisation and automation, reducing manual processes and enabling scale. However, human expertise remains essential for strategic decision-making and orchestration.
Curation and new buying models are responses to complexity
The rise of curation reflects a need to simplify the supply chain and improve efficiency. While approaches continue to develop, the goal remains the same: better alignment between buyers, sellers, and audiences.
Measurement and trust are key to unlocking growth
Fragmentation in audience definitions and measurement frameworks continues to hold the industry back. Rebuilding trust and creating more consistent, interoperable approaches will be critical.
Creative is becoming a growth lever, powered by AI
AI-driven creative production is lowering barriers for advertisers, particularly SMEs, enabling faster testing and iteration and improving campaign performance.
Towards autonomous, seamless programmatic
Looking ahead, the vision is clear: fewer manual processes, fully integrated channels, and AI-powered execution. Programmatic is expected to become indistinguishable from the broader media ecosystem - seamless, automated, and privacy-first.
Moderated by Lauren Saving, at Index Exchange, our final panel of the day, featuring, Emmanuel Ogidan (FreeWheel), Nick Welch (IAS), Pierce Cook-Anderson (DMG Media), Petri Kokkonen (Relevant Digital / IAB Finland) focused on how monetisation strategies are adapting to new buying behaviours and market dynamics.
Key Takeaways:
Programmatic demand continues to grow, but balance is key
While programmatic is playing an increasingly central role in monetisation strategies, direct IO remains the foundation for many premium publishers. Strong direct relationships still drive the majority of revenue, with programmatic opening up additional scale and flexibility alongside it.
Quality and transparency are critical differentiators
In a crowded and competitive market, premium content continues to drive premium revenue. Publishers that can clearly demonstrate quality, are best placed to attract advertiser investment, particularly as budgets shift towards social and walled gardens.
Data is a core asset, but activation is the challenge
Publishers hold valuable first-party data, but the key challenge is making it accessible and actionable for buyers in a privacy-safe way. Unlocking this effectively will be critical to competing and differentiating in the market.
Curation can add value, but requires scrutiny
Curation is helping to match the right inventory with the right demand and can improve efficiency across the supply chain. However, inconsistent practices and unclear margins mean publishers need to carefully assess how it is applied and where it delivers real value.
Publishers are navigating a shifting landscape
With increasing pressure from platforms and changing buyer behaviour, publishers need to stay focused on what drives monetisation. This means investing in their own environments, strengthening data and signal quality, and maintaining transparency as a key differentiator.
Moments and formats are unlocking new revenue opportunities
Major events, such as the World Cup, are acting as catalysts for monetisation, with broadcasters launching new channels and formats, including FAST, to capture incremental audiences and demand.
Publishers must lean into their strengths
Trusted content, strong user relationships, and contextual relevance remain powerful advantages. Publishers who can combine these with smart data strategies, flexible buying routes, and clear value propositions will be best positioned to drive sustainable revenue growth.
Across all three panels, one theme stood out: programmatic is entering a new phase, defined by convergence, automation, and a stronger focus on outcomes.
From the continued rise of CTV to the growing role of AI and the ongoing push for transparency and trust, the industry is moving towards a more connected and efficient ecosystem. But unlocking its full potential will require continued collaboration, standardisation, and a shared commitment to innovation.
Keep your eyes peeled for our event wrap-up with the session recordings on our Knowledge Hub very soon.
In the meantime, if you’d like to learn more about the work of our Advertising & Media Committee and Programmatic Working Group and how you can get involved, you can explore our overview here or reach out to the team at communication [at] iabeurope.eu.
