IAB Europe’s Bitesize Guide to Connected TV (CTV)

Staying informed about the latest developments in Connected TV (CTV) is essential for media planners and buyers. Originally crafted in 2020 by IAB Europe’s Brand Advertising Committee, this guide has been continuously updated to reflect the evolving CTV landscape. The latest edition provides concise, bitesize insights into key trends, best practices, and updates on the European CTV environment, helping media professionals navigate the complexities of advanced TV advertising.

What’s included in the Guide:

This bitesize guide will equip you with:

• Key considerations for leveraging the growing CTV market in Europe
• Best practices for optimising campaigns across advanced TV environments 
• Pan-European definitions that bring clarity and alignment to the advanced TV ecosystem 

Thank you to the following people who contributed to the development of this guide:

• Cadi Jones, Senior Vice President, Europe, Index Exchange
• Prince Debrah, Senior Vice President, Product, Nielsen
• Emilia Angelova, Regional Digital Manager NAOS (BIODERMA, ESTHEDERM, ETAT PUR)
• Anita Caras, International VP of Insights and Measurement, Teads
• Ekaterina Vagner, Senior Regional Marketing Manager, Verve
• Jacques Cazin, IAB VP Brand Advertising Committee representing Alliance Digitale and Senior Advisor, Viznet