This year's guide lays out the current state of play in the CTV advertising market covering broadcaster strategies, the growth of omnichannel buying, retail media and measurement.
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This year's guide includes an interview with Jeremi Gorman, President of Worldwide Advertising at Netflix, as well as contributions from Enders Analysis' Gill Hind, Channel 4's Alex Wright, and Initiative's Dave Matthews.
The guide contains our industry landscape maps, updated this year to cover new entrants and expansions across the UK, France, Germany, Spain, and Italy. These maps highlight the key players in CTV advertising in each market.
We're seeing a variety of tactics and approaches to CTV from European broadcasters. This guide lays out how they're evolving their CTV offerings, and the steps they need to take to stay ahead of the market.
While progress is being made, measurement is undoubtedly still far from perfect in CTV environments. This guide explores some of the progress that's been made, where buyers want to see change, and the growing popularity of attention measurement.