Nicole LalevaOn 29th April, we hosted the latest edition of our flagship Virtual Programmatic Day (VPD), bringing together leaders from across the digital advertising ecosystem for an engaging and forward-looking afternoon of discussion.
Now firmly established as one of the key events in the European programmatic calendar, this year’s edition returned as a hybrid experience, with a live audience joining us in London alongside a strong virtual turnout. We were delighted to have the event hosted and co-organised by Google, providing the perfect setting for a series of dynamic and insightful conversations.
The event opened with welcome remarks from Michael Todd, Global Director, Industry Relations at Google, followed by our host, Wayne Tassie, Group Director, NL, DoubleVerify and Chair of IAB Europe’s Advertising & Media Committee, who guided us through the afternoon.
The agenda featured three focused panel discussions, each tackling key themes shaping the future of programmatic - from the continued evolution of Connected TV, to the drivers of growth across the ecosystem, and the shifting dynamics of monetisation.
Below, you can find an overview of each session along with links to watch on demand:
We kicked things off with an energetic dive into one of the most exciting areas in programmatic right now - Connected TV.
Our first panel, “CTV, Now in Colour”, was moderated by Paul Gubbins, CTV Lead, Exchange Platforms, EMEA at Google, who was joined by Chris Brennan (Publicis Media), Lisa Kalyuzhny (Nexxen), Nikunj Sureka (Verve) and Mara Negri (MFE Advertising).
The conversation set the tone for the day, diving straight into how CTV continues to gain serious momentum across the ecosystem, with more agency teams leaning in as the channel matures. Panellists explored the data and signals driving this shift, and how they’re shaping smarter, more outcome-focused strategies.
Measurement quickly took centre stage, with a lively discussion around how brands and agencies are navigating performance in CTV today, alongside the innovations helping to bring greater clarity and consistency to the space, despite ongoing challenges around fragmentation.
The panel also unpacked what buyers are really looking for when it comes to CTV supply, highlighting the growing importance of quality, transparency, and scale. In this context, the rise of AVOD and FAST platforms was a key theme, opening up new opportunities and expanding access to premium video environments.
Another standout moment in the discussion was the shift towards accessibility, as programmatic continues to lower the barriers to entry, enabling a wider range of advertisers, including smaller brands, to reach the big screen. From a viewer experience perspective, panellists explored how programmatic is evolving to deliver ad breaks that feel just as seamless and high-quality as traditional TV, while still offering the precision and flexibility of digital.
The conversation also moved into more forward-looking territory, touching on the growing role of contextual intelligence, aligning ads with specific moments, moods, and content as well as the evolution of ad formats, from non-intrusive placements to more interactive, high-engagement experiences.
Looking ahead, the convergence of Retail Media and CTV sparked interesting discussion, positioning the TV screen as an increasingly powerful full-funnel channel.
The session wrapped on an optimistic note, with a clear sense that CTV is only just getting started, as innovation, improved measurement, and greater addressability continue to unlock its full potential.
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.
Next up, we kept the momentum going with “The Growth Algorithm” - a forward-looking session focused on what will truly power the next phase of programmatic growth.
Moderated by Rebecca Ackers, VP Commercial UK and EMEA DV Plus Strategy at Magnite, the panel brought together Alberto Ciot (Quantcast), Emma Crawford-Prajapati (Amazon Ads), Liora Fox (Ogury), and Jacques Du Preez (Starcom, Publicis).
The discussion opened with a reflection on how programmatic has evolved from its early promise of efficiency and scale, towards a more curated and controlled ecosystem. Panellists explored the growing shift from open marketplace buying to deals, PMPs, and curated environments, highlighting the increasing importance of quality, control, and transparency in today’s landscape.
A key theme throughout the session was what it really takes to succeed in programmatic today. From the role of data signals and technology to the importance of strong partnerships and trust, the panel unpacked the balance required to drive performance in an increasingly complex ecosystem.
The conversation then turned to the next wave of growth, with a focus on emerging and expanding channels such as retail media, CTV, gaming, and audio. Panellists discussed what still needs to evolve - both technically and commercially to unlock true scale across these environments and fully integrate them into programmatic workflows.
Looking ahead, the panel explored where the biggest growth opportunities lie over the next 12 months, alongside the key challenges that still need to be addressed to realise that potential. This included reflections on where companies are placing their strategic bets for 2026, and how they are positioning themselves to stand out in a competitive and rapidly changing market.
To close, panellists shared their perspectives on what programmatic could look like by 2030, offering a glimpse into a future shaped by smarter technology, deeper integration across channels, and a continued push for greater efficiency and effectiveness.
To close the day, we turned our attention to one of the most critical topics in the ecosystem - monetisation.
Our final panel, “Show Me The Monetisation”, was moderated by Lauren Saving, Head of International Marketing at Index Exchange, who was joined by Emmanuel Ogidan (FreeWheel), Nick Welch (IAS), Pierce Cook-Anderson (DMG Media), and Petri Kokkonen (Representing IAB Finland).
The discussion opened with a forward-looking perspective on 2026, with panellists sharing where they see the biggest opportunities for publisher monetisation. From evolving content strategies to improving signal quality and making smarter use of data, the conversation highlighted both innovation and the importance of getting the fundamentals right.
As the session progressed, the focus shifted to changing demand patterns across the open web. Panellists explored how media consumption and investment are evolving, and how publishers are adapting their strategies - both in how they position their inventory and how they bring it to market.
Curation was another key theme, with discussion centred around how publishers can better package and communicate the value of their inventory, while working with the right partners to ensure transparency and fair outcomes in curated marketplaces.
The panel also explored the future of decisioning, particularly as more demand becomes tied to measurable outcomes. This led to a deeper conversation around the importance of high-quality signals, strong inventory, and the role of technology, including AI in helping publishers optimise performance.
To close, panellists reflected on the key challenges publishers face heading into 2026, and the actions needed to address them. A clear takeaway was the importance of staying focused amidst rapid industry change, prioritising quality content, strong data foundations, and long-term value over short-term hype.
The session wrapped with a grounded but optimistic outlook: while the monetisation landscape is becoming more complex, there is significant opportunity for those who can stay focused, adapt, and build for the future.
We’d like to extend a huge thank you to everyone who joined us, whether you attended in London or tuned in virtually.
A special thank you to our host, Wayne Tassie, for expertly guiding the day, and to Google for hosting and co-organising this year’s event.
And of course, thank you to all of our speakers and moderators for sharing their expertise and making the discussions so impactful.
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.
