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Prototypes will be built by Kantar and RSMB alongside Sopra Steria, while return-path data from Sky boxes and CTV sets with HbbTV software will be incorporated into the new service.

The AMC will seek to establish and uphold professional measurement standards within the European media market.

CPMs in some markets are higher than in Europe, sales chief Hamid Davari said.

In 2025, the publisher intends to capitalise on its growth strategy through building out a stronger commercial offering around not only AV but also data and commerce opportunities for brands.

Regulation presents one barrier that hinders TV from attracting spend from other platforms, Be Addressable’s Charlie Makin argued.

Streamers are reinventing the playbook for live sports coverage, so brands need to think beyond traditional advertising formats and look at the wider entertainment experience for consumers.

Comcast’s new premium video ad solution follows a consensus over TV’s need to better compete for small and medium-sized businesses’ ad dollars.

A question is sent the user’s device that can provide information on awareness, consideration and more.

The company’s EMEA ad sales chief said collaboration is needed to ensure money isn’t going from TV to elsewhere.

Netflix’s EMEA advertising VP said the streaming giant wants to ‘pioneer’ streaming advertising, explaining that the in-house adtech will give the company more flexibility to bring innovative solutions to market.