Ongoing technological, operational and commercial barriers mean the full potential of programmatic TV is yet to be unlocked, discovers David Davies.
Commercial opportunities heralded by programmatic TV and its underlying technologies, which leverage data and automation to streamline ad buying and delivery against TV content on different platforms, are an increasingly prominent topic as the shift from linear TV to streaming accelerates. As it stands, however, significant obstacles remain in preventing programmatic TV from achieving its full potential.
That’s the central position of a new venture, the European Programmatic TV Initiative (EPTVI), which has been formed by media tech companies – including The Trade Desk, PubMatic, Equativ, Magnite, Cadent and Adform – in conjunction with The Project X Initiative and up to 14 major European broadcasters, streamers and agency groups. As well as seeking to “create a comprehensive understanding of programmatic TV”, including its benefits and drawbacks, it also has a very defined objective of authoring a roadmap for the future development of programmatic TV in Europe...
You are not signed in
Only registered users can read the rest of this article.
 (1).png)
IBC Accelerator: Bringing order to the studio selection process
A new project, kickstarted and nurtured as an IBC Accelerator, aims to deploy digital twin technology to streamline discoverability of the UK’s studio space and help producers make smarter, more sustainable choices.
Media over QUIC: M&E's transport revolution has arrived
For media companies preparing for the next decade of streaming, MoQ may be the most important standard they haven’t yet deployed.
.png){kind=spacer}
Crystal Clear: Boosting speech intelligibility in media
For an issue that affects almost every television viewer, dialogue intelligibility remains surprisingly difficult to define.
IPMX, ST 2110, and the battle for the network
As the reach of the IP Media Experience (IPMX) initiative continues to grow, David Davies looks at the origins of the initiative, the areas it has achieved greatest traction to date, and what the future might bring.
Wimbledon 2026: ESPN gears up for record breaking year
ESPN is the biggest international broadcaster for Wimbledon for which it is paying around $95m annually for exclusive rights in the US until 2035 (from 2024). It’s a vital partner to the All England Lawn Tennis Club (AELTC) which own the Championship and which manages the host broadcast internally under Wimbledon Broadcast Services (WBS).
