IAB Europe this month published its Guide to Programmatic for CTV, a detailed cross-sector document developed jointly by the organisation's CTV Working Group and Programmatic Working Group. The guide addresses ecosystem fundamentals, technical standards, data and targeting frameworks, ad format definitions, media quality, and measurement – all within the European regulatory context. It is the most comprehensive treatment of programmatic connected television the body has produced.
The publication arrives at a moment of sharp growth in streaming consumption across the continent. According to the guide, subscription-based video-on-demand (SVOD) consumption in Europe grew by more than 200% in 2024, while broadcaster video-on-demand (BVOD) rose nearly 30%. Those figures, drawn from the working group's own analysis, underline why the industry has accelerated its push for standardised trading infrastructure. European digital advertising reached €118.9 billion in 2024, with SVOD recording growth of 222.4% as Netflix, Disney+, and Amazon Prime Video extended their advertising capabilities across European markets.
Despite that expansion, the guide is candid about what is missing. Definitions remain fragmented. Terminology is inconsistent. Interpretations of what “CTV” and “digital video” actually mean differ across buyers, sellers, and technology providers. The document is partly a corrective effort – an attempt to establish shared language before those inconsistencies compound further.
The ecosystem and its components
The guide positions programmatic CTV as a data-driven system that automates the buying and selling of video advertising across streaming platforms. According to the guide, it enables advertisers to reach targeted audiences across a fragmented mix of smart TVs, streaming apps, and over-the-top (OTT) devices. The supply chain involves demand-side platforms(DSPs), through which advertisers and agencies purchase inventory programmatically…