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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.

The broadcaster’s commercial team will handle all advertising on the Google platform.

Deal covers UK and US, as well as Australia, Brazil, Canada, Italy and Mexico.

As more people move to CTV, AI-enabled tech can help advertisers protect media quality, reduce waste and maximise their investments while overcoming some of CTV’s challenges.

Co-productions were hit hard in 2023/24, with exports falling by 28%.

Developments from Barb and IAB will all help the industry solve the challenges of fragmentation and standardisation in CTV as marketers recognise its strength within the digital landscape. 

Partnership with TVision will leverage its advanced measurement panel for ShowHeroes clients.

The Trade Desk will be met with stiff competition in this space from tech giants including Google and Amazon, as well as smart TV manufacturers such as Roku, Samsung, LG, Hisense and TiVo.

The solution will initially be available to advertisers in the UK, Germany and the Nordics, with additional markets added at a later date.