European Programmatic TV Initiative sets out roadmap to growth through ‘reducing friction’
The European Programmatic TV Initiative (EPTVI) has rolled out a five-point roadmap in its mission to bolster growth, reduce fragmentation and support the programmatic TV industry.
A report, entitled A Roadmap for Programmatic TV in Europe, set out practical steps to overcome the challenges still holding the industry back.
Highlighting how programmatic TV in Europe has not achieved the same scale or pace of growth as the US, the report pointed to the differing broadcaster models, regulatory regimes and measurement bodies in the region, alongside a lack of common architecture.
“The goal is not to replace national models or impose uniformity, but to establish the shared foundations — technical, commercial and procedural — on which a more efficient, scalable and interoperable system can grow,” it noted.