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IAB Europe & DoubleVerify’s The Power and Potential of CTV in Europe Report

Feb 22,2024
Amy Mazzola
Connected TV

IAB Europe in collaboration with DoubleVerify have released 'The Power and Potential of CTV in Europe Report’. The report shares valuable insights on the current state of the European Connected TV (CTV) advertising landscape, revealing a need for greater transparency and quality verification for CTV. 

The report, which surveyed over 420 senior advertiser and publisher executives, looks at both buy side and sell side perspectives as well as regional European splits. 

In this report you will discover:

  • The state of CTV adoption throughout Europe
  • What advertisers and publishers hope to get out of their CTV investments
  • Challenges advertisers and publishers are facing with CTV adoption
  • The truth about CTV quality, transparency and brand suitability 
  • What European CTV advertisers can expect over the next few years

Key Findings Include:

  • Only 30% of advertisers and publishers have full transparency of CTV ad placements
  • 27% never or rarely have insight into the brand suitability of their campaigns
  • Less than half of advertisers and publishers use quality verification on CTV
  • More than 50% of buyers said that they “always” or “frequently' ' consider CTV when planning or buying media.  This is most prevalent in Central and Eastern Europe. 
  • CTV provides advertisers with an opportunity to access premium programming at scale — expanding and augmenting audiences they may already reach on linear TV. 
  • Publishers operating a CTV offer are prioritising ‘convincing new buyers to begin advertising on CTV’ to grow their business. 

Download the full report here

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