The full potential of programmatic TV is still to be unlocked, especially in Europe, and there is little consensus about the way forward. So says the European Programmatic TV Initiative (EPTVI), a new consortium that launched in June with the backing of key adtech vendors along with European broadcasters, streamers and agency groups, and a mission to help grow programmatic advertising in Europe’s major TV markets.
The work is being led by consulting specialists The Project X Initiative (PXI). The adtech players involved are The Trade Desk, PubMatic, Equativ, Magnite, Cadent and Adform.
The Initiative’s objectives are to:
• Establish clear definitions and terminology for programmatic TV to create a common understanding across the industry.
• Set out the potential benefits and drawbacks of the shift to programmatic TV and identify ways to mitigate concerns and barriers to adoption.
• Showcase successful programmatic TV campaigns across Europe to demonstrate its effectiveness and inspire others.
• Develop a roadmap for the future development of programmatic TV in Europe, with recommendations for different stakeholders.
The Initiative will culminate in an industry summit and report in the autumn, EPTVI says.
“Television advertising in Europe is now at a pivotal moment, as audiences and viewing continue to shift from linear to streaming and online services,” declares EPTVI. “Programmatic technologies, leveraging data and automation to streamline ad buying and delivery against TV content across different platforms, hold out the promise of enhanced efficiency, targeting and measurement.
“However, many industry participants believe that critical barriers – technological, operational, commercial, strategic – are hindering the full realisation of these benefits.
“Although many of Europe’s leading commercial broadcasters have developed advanced sales platforms, engagement with the wider programmatic ecosystem is often restricted,” the consortium continues. “Concerns about the commodification of premium TV inventory and a loss of control over data and client relationships remain significant barriers.
“Conversely, advertising agencies and advertisers are increasingly eager to leverage their preferred buying tools and achieve operational efficiencies, rather than navigating numerous proprietary media owner platforms. This new initiative aims to address these challenges by bringing together key stakeholders from across the TV advertising ecosystem.”
