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.
FutureTech 2026: “Align on innovation, and it accelerates”
From imaginative politics and shifting approaches to innovation to adaptable governance of technology, no topic was off the table at this year’s DTG’s FutureTech. George Jarrett reports.
Creator economy comes to enterprise: What does broadcast AV really mean today?
As video becomes a core enterprise capability, broadcast AV is being redefined. It’s less about better hardware and more about network-native, production-grade media systems that can scale, are interoperable and operate reliably inside modern IT environments.
Age diversity: What to do about an age-old problem?
In the era of the 100-year life, is it time for the M&E industry to revisit its relationship with age diversity? As mid-career challenges and skills shortages intensify, IBC365 investigates the professionals striving to give more, over longer periods of time.
MovieLabs: Creating an industry-aligned vision for the future of media creation
How MovieLabs is building on two decades of development in film and television to help guide the future of media creation.
CES 2026: “The ChatGPT moment for physical AI is nearly here”
Passive language-based text-to-video models are so last year. From the enterprise to the home to the creative suite, the future is multi-modal AI capable of massive three-dimensional world building and physical interaction.
.jpg)
