European Programmatic TV Initiative – Roadmap and Recommendations              

The European Programmatic TV Initiative—backed by The Trade Desk, Google, OpenX, PubMatic, Equativ, Magnite, Cadent, and Adform—brings together leading voices from media, advertising, and technology to help accelerate the development of a more effective programmatic TV market in Europe.

Over the past nine months, the Initiative has worked closely with broadcasters, streamers, pay-TV platforms, agencies, and tech providers to identify blockers, align on priorities, and develop shared standards.

The report for Stage One of the Initiative—A Roadmap for Programmatic TV in Europe—has now been published. This set out a series of practical next steps to unlock the full potential of programmatic TV in Europe to be taken forward in Stage Two.

Download the full report below.

For more information about getting involved in Stage Two please contact:

Jon Watts | jon.watts@projectxiniative.com | +44 7974 255398 or

Ian Maude | ian.maude@projectxiniative.com | +44 7900698498

Stage One Report and Recommendations

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News Articles

28/05/2025

Industry Leaders Launch New Roadmap to Support Growth and Development of Programmatic TV in Europe

A coalition of leading industry players has today launched A Roadmap for Programmatic TV in Europe — a five-point action plan to unlock growth, reduce fragmentation, and support the growth and development of programmatic TV across the UK, Germany, France, Italy and Spain.

02/04/2025

Unlocking Programmatic TV in Europe: Bridging the buyer-seller divide

The European TV advertising market is undergoing a profound shift. As audiences spread across linear TV, BVOD (Broadcaster Video-on-Demand), and CTV (Connected TV), advertisers are demanding more flexibility, sharper targeting, and greater efficiency. Programmatic TV – automated, data-driven buying and delivery of TV and video ads – has the potential to deliver on these needs. But deep structural divides between buyers and sellers continue to hold back progress.

13/03/2025

Walking the tightrope: broadcaster technology and operations in the age of programmatic TV

During the last six months, the members of the European Programmatic TV Initiative (EPTVI) – The Trade Desk, Google, OpenX, PubMatic, Equativ, Magnite, Cadent and Adform – have been working closely and collaboratively with leading European broadcasters, streamers, pay-TV platforms, trade bodies and major agency groups to explore the benefits of programmatic TV.

27/02/2025

The European Programmatic TV Initiative: Unlocking the potential of programmatic TV in Europe

During the last six months, the members of the European Programmatic TV Initiative (EPTVI) – The Trade Desk, Google, OpenX, PubMatic, Equativ, Magnite, Cadent and Adform – have been working closely and collaboratively to assess the case for Europe’s commercial broadcasters pursuing an accelerated transition to a programmatic marketplace.

More articles at PXI News

Stage One Summit Agenda

09.30-10.00
Coffee and networking

10:00-10:15
Introduction: EPTVI Objectives & Findings

10:15-10:30
Keynote
Sandra Whitney, Google

10:30-11:00
Panel discussion – The Macro Perspective
Jon Watts, PXI (Moderator)
Lisa Walker, Vodafone
Bobi Carley, ISBA
Ed Chalmers, Channel 4
James Chandler, IABUK
Katty Roberfroid, egta

11:00-11:30
Panel discussion – Measurement & Currency
Jamie West, PXI (Moderator)
Sven Hagemeier, The Trade Desk
Jeff Eales, Sky Media

11:30-11:45
Coffee break

11:45-12:15
Panel discussion – Aligning Buyers & Sellers
Ian Maude, PXI (Moderator)
James Grant, Equativ
Ana Camara, GroupM
Raphael Pieri , TF1 PUB
Noorez Nasser, Cadent

12:15-12:30
Keynote
Sven Hagemeier, The Trade Desk

12:30-13:00
Panel discussion – Unlocking the Benefits
Jon Watts, PXI (Moderator)
Emma Newman, PubMatic
Scott Sheffer, Google
Johan Boserup, OMG

13:00-13:15
Recommendations & Next steps

13.15-14.00
Lunch and networking

Stage One Summit Speakers

  • Sven Hagemeier

    GM, Inventory Development
    The Trade Desk

  • Scott Sheffer

    Scott Sheffer

    VP, Global Partnerships
    Sellside Monetization
    Google

  • Emma Newman

    Chief Revenue Officer, EMEA
    PubMatic

  • Sandra Whitney

    Managing Director, Global Partnerships
    Google EMEA

  • Lisa Walker

    Head of Media and Sponsorship
    Vodafone

  • Bobi Carley

    Head of Media and
    Diversity & Inclusion Lead
    ISBA

  • Jeff Eales

    Jeff Eales

    Director of Systems Strategy
    Sky Media

  • Ed Chalmers

    Head of Trading
    Channel 4

  • James Grant

    SVP, Advanced Television
    Equativ

  • Johan Boserup

    Global CEO, Investment
    OMG

  • Julie Selman

    Julie Selman

    SVP, Head of EMEA
    Magnite

  • James Chandler

    Chief Marketing Officer
    IABUK

  • Jon Watts

    Executive Director
    The Project X Initiative,
    and MD of CIMM

  • Ian Maude

    Ian Maude

    Executive Director
    The Project X Initiative

  • Jamie West

    Ex-Deputy Managing Director
    Sky Media