Market participants in the European CTV advertising are moving at two different speeds. Large global players, often with unified content, technology and data infrastructure, are moving quickly to disrupt the market. Local players are moving more slowly, but actively deploying next generation TV advertising solutions.

CTV in Europe has moved from abstract intentions to tangible solutions. While the industry has been talking about CTV for the last ten years, most markets in this study exhibit an unprecedented density of initiatives and market offerings that have just been deployed.

While programmatic CTV advertising is small in comparison to the US, the sell-side is already building for a future where programmatic advertising will be a driving force for future growth. The buy-side sees programmatic advertising as a means of bringing their own data to CTV advertising.

Buyers need CTV advertising to work in a frictionless manner. However, inventory currently resides in multiple silos. Traditional TV advertising can deliver reach across different broadcasters in a harmonised manner. Yet individual CTV advertising deployments from broadcasters and limits of technical interoperability currently restrict the ability to recreate this benefit in the domain of CTV.