Exclusive
A group of leading adtech platforms are clubbing together to help overcome challenges in the fragmented programmatic TV advertising landscape in France, Germany, Italy, Spain and the UK.
The Trade Desk, PubMatic, Equativ, Magnite, Cadent and Adform, along with The Project X Initiative, have formed the European Programmatic TV Initiative (EPTVI).
The Project X Initiative is an advisory focusing on the global media, advertising, entertainment, technology and sports sectors. It is run by MTM founder Jon Watts and former Enders Analysis director and Be Heard co-founder Ian Maude.
It is understood that a number of major European broadcasters and streaming platforms are also involved in EPTVI.
The Media Leader understands that, so far, Martin Leach, director of operations at Sky Media, Chris Edwards, senior director, media at Rakuten Advertising, Richard Brant, senior director, advanced TV, strategy & partnerships at Vevo, Joe Connors, VP of programmatic & advanced advertising at DAZN and Ed Chalmers, head of trading at Channel 4 are involved.
The alliance aims to create a comprehensive understanding of programmatic TV by establishing clear definitions and terminology.
EPTVI will also identify benefits and challenges of programmatic TV, as well as seek to find solutions to overcome barriers to adoption.
It will showcase successful campaigns to demonstrate programmatic TV’s effectiveness in order to raise awareness among the industry.
Finally, the group will develop a roadmap for the future of programmatic TV in Europe, with recommendations for all stakeholders. A summit and a report are expected in the autumn.
According to the alliance, the full potential of programmatic TV is still to be unlocked. Estimates suggest that connected TV adspend in Europe will amount to 10% of linear TV advertising in 2024, compared with 38% in the US.
More details of the initiative will be discussed at the Cannes Lions International Festival of Creativity, where Equativ will host a panel on the potential of programmatic TV today.
