On 21st October, we hosted our first-ever Connected TV (CTV) Workshop in Brussels, bringing together sell-side experts from EGTA, Amazon, ProSiebenSat1, Google YouTube, RMB Belgium, Pubitalia and IAB UK for an engaging afternoon of collaboration, insight sharing, and discussion.
Connected TV (CTV) continues to be one of the fastest-growing areas of digital advertising in Europe. According to our 2024 AdEx Benchmark Report, investment in BVOD and SVOD environments has grown significantly over the past few years, reflecting the increasing convergence of traditional TV and digital channels.
According to our research with DoubleVerify, 50% of European buyers now frequently consider CTV as part of their media mix - a clear signal that this channel is becoming a core component of cross-screen strategies. But, despite this momentum, challenges persist, particularly when it comes to measurement.
The research also shows that while advertisers see huge potential in CTV, many still face a lack of transparency. That’s why IAB Europe continues to support the sustainable growth of this channel by bringing industry experts together to discuss common challenges, identify solutions, and work towards greater clarity, standardisation, and transparency in CTV.
During the session, participants reviewed key buy-side questions around measurement, verification, and delivery, explored existing guidelines such as those from the Media Rating Council (MRC), and discussed what IAB Europe’s CTV Working Group can do to build on these frameworks to strengthen the European market.
Participants highlighted a range of pressing issues that need to be addressed to unlock CTV’s full potential across European markets.
The group discussed the need for a harmonised approach to measurement.
Commonly requested metrics include:
While BVOD-style metrics such as impressions remain dominant, many platforms still reject third-party tracking. Participants agreed that measurement data should integrate with brand and agency models to enable more holistic analysis.
A recurring theme was the lack of shared definitions across European markets. Participants agreed that mapping how inventory is sold and bought should come before standardisation. While frameworks like the IAB Tech Lab’s Content Taxonomy exist, they are not yet widely adopted.
It was suggested to align with MRC definitions and categorise metrics into “must have,” “should have,” and “nice to have” to support future harmonisation efforts.
We have already released the first set of definitions, which can be viewed in our newly published Digital Video Framework and Glossary.
There is a strong need for education across the ecosystem — from understanding CTV formats and buying options to factoring co-viewing into measurement models. Participants also highlighted the importance of achieving regional parity in data and research to support better outcomes.
The group suggested developing a CTV capability map to support market understanding - an initiative that is already in progress within the CTV Working Group.
Building a core set of transparency principles was seen as a key next step to unify the market. Both buy-side and sell-side participants emphasised the need for stronger alignment on targeting and verification approaches.
The group agreed on several follow-up actions to keep the momentum going:
The first CTV Workshop marked an important step forward for our work in this space.
Stay tuned for more updates from our CTV Working Group as we continue to drive progress in this space. And if you’re keen to get involved, reach out to our Industry Development & Insights Director, Marie-Clare, at puffett [at] iabeuorpe.eu for more information.
