European programmatic TV initiative summit set for March 26 in London
Industry consortium to present proposals for advancing TV advertising technology across Europe.
In a significant development for Europe's advertising technology sector, a consortium of leading industry companies will convene in London later this month to address the future of programmatic television advertising across European markets.
The European Programmatic TV Initiative (EPTVI), comprising The Trade Desk, Google, OpenX, PubMatic, Equativ, Magnite, Cadent, and Adform, has been collaborating for the past six months to explore solutions for the European programmatic TV marketplace. The group will present their findings and recommendations at the European Programmatic TV Initiative Summit on Wednesday, March 26, 2025, at Google's St Giles office in London.
According to Jon Watts, Executive Director of The Project X Initiative and Managing Director of CIMM, "The members of the European Programmatic TV Initiative have been working together to explore the future development of the European programmatic TV marketplace." This collaboration comes at a time when the European television advertising ecosystem faces significant challenges, with the Initiative aiming to bridge existing gaps between traditional broadcasters and the programmatic advertising technology sector.
The summit, occurring approximately 21 months after the Initiative's initial announcement on June 17, 2024, represents the culmination of extensive industry consultation and analysis.
Television advertising in Europe stands at a critical juncture as audience behavior continues to shift from linear to streaming and online services. According to data shared at the Initiative's launch, CTV advertising spend in Europe was projected to amount to only 10% of linear TV advertising in 2024, compared to 38% in the US market.
The Initiative has identified several barriers impeding the growth of programmatic TV in Europe. Many of Europe's leading commercial broadcasters have developed sophisticated sales platforms but remain hesitant to fully engage with the wider programmatic ecosystem. Concerns about the commoditization of premium TV inventory and loss of control over data and client relationships have limited integration.
Meanwhile, advertising agencies and advertisers increasingly desire to utilize their preferred buying tools and achieve operational efficiencies rather than navigate multiple proprietary media owner platforms. This misalignment has created friction in the marketplace and prevented the full realization of programmatic TV's potential.
The summit features an impressive roster of participants representing broadcasters, agencies, advertisers, and technology providers. Confirmed speakers include Sandra Whitney and Scott Sheffer from Google, Lisa Walker from Vodafone, Bobi Carley from ISBA, Ed Chalmers from Channel 4, James Chandler from IAB UK, and Katty Roberfroid from egta.
Additional participants include Sven Hagemeier from The Trade Desk, Jeff Eales from Sky Media UK, James Grant from Equativ, Ana Camara from GroupM, Raphael Pieri from TF1 PUB, Noorez Nasser from Cadent, and Emma Newman from PubMatic. The summit will also feature Johan Boserup from Omnicom Media Group, alongside Jamie West and Ian Maude from The Project X Initiative.
The day-long event will include multiple panel discussions focusing on different aspects of the programmatic TV ecosystem:
- The Macro Perspective (10:30-11:00)
- Measurement & Currency (11:00-11:30)
- Aligning Buyers & Sellers (11:45-12:15)
- Unlocking the Benefits (12:30-13:00)
Each session will bring together experts from different segments of the industry to address specific challenges and opportunities in the European programmatic TV landscape.
The Initiative has established clear objectives for its work, including:
- Establishing clear definitions and terminology for programmatic TV to create a common understanding across the industry.
- Setting out the potential benefits and drawbacks of the shift to programmatic TV and identifying ways to mitigate concerns and barriers to adoption.
- Showcasing successful programmatic TV campaigns across Europe to demonstrate effectiveness and inspire others.
- Developing a roadmap for the future development of programmatic TV in Europe, with recommendations for different stakeholders.
When the Initiative was announced in June 2024, Hitesh Bhatt, then Senior Director of CTV/OTT, EMEA at PubMatic, said: "The European TV landscape has long been challenged by being very fragmented, and this has hindered the development of a standardised programmatic ecosystem. It's time to get everyone – from broadcasters and streamers to OEMs and agencies – around the table to try and address this so that we can enable TV in Europe to thrive amidst huge changes in viewing behaviour and media buying practices."
The collaboration between competing technology vendors represents a significant step toward addressing this fragmentation. Teiffyon Parry, Chief Strategy Officer at Equativ, noted at the Initiative's launch: "We are excited to be part of the PXI project, working alongside industry thought-leaders to tackle programmatic and CTV fragmentation in Europe. As a pioneer in this space, Equativ can contribute expertise and help unify standards."
The European television market differs substantially from the US in terms of regulatory frameworks, market structures, and consumer behaviors. These differences necessitate tailored approaches to programmatic TV implementation.
Julie Selman, Head of EMEA Revenue at Magnite, explained this dynamic when the Initiative launched: "As the programmatic TV market continues to evolve, Magnite is looking forward to collaborating with The Future of Programmatic TV in Europe Initiative and key players in the industry to assess and highlight the benefits, challenges and opportunities and how best to work together to move the industry forward. Dynamic market needs play a critical role in how to tackle these conversations across EMEA."
Similarly, Stefan Sommer, Senior Vice President of Global Sales & Partnerships at Adform, highlighted the importance of market-specific solutions: "We recognise the importance of tailored approaches for each market and believe this initiative will help establish best practices and lay the groundwork for universal metrics and regulation."
The Initiative emphasizes collaboration as essential to overcoming the current fragmentation in the European programmatic TV marketplace. By bringing together broadcasters, streamers, TV platform providers, agencies, and advertisers, the initiative aims to establish common ground and practical solutions.
Marcy Pentoney, SVP of Product at Cadent, described the Initiative as "an exciting step towards unifying and growing the fragmented programmatic TV landscape in Europe." She added that by "fostering deeper collaboration among broadcasters, streamers, OEMs and agencies, we can create a more cohesive and efficient ecosystem that adapts to evolving media consumption patterns and delivers better experiences for advertisers and viewers alike."
The summit represents the concrete next step in this collaborative process, with participants expected to discuss specific recommendations and actions for the industry to implement in the coming months and years.
Timeline of the European Programmatic TV Initiative
- June 17, 2024: Initiative formally announced by founding members The Trade Desk, PubMatic, Equativ, Magnite, Cadent, and Adform in collaboration with The Project X Initiative
- June 17, 2024: Initial discussion panel hosted at the Cannes Lions International Festival of Creativity
- August-February 2025: Research and consultation with European broadcasters, agencies, and technology providers
- March 26, 2025: European Programmatic TV Initiative Summit to be held in London
- Post-Summit: Publication of industry recommendations and roadmap
The European Programmatic TV Initiative Summit registration is currently open for qualified industry participants, with attendance by invitation only.