The European Programmatic TV Initiative aims to accelerate the adoption of programmatic TV in Europe, which currently lags behind the US market.
Key executives from agency and media independent groups are collaborating in advisory roles to shape the future of programmatic TV across European markets.
New partnerships with OpenX and Google Ad Manager bolster the initiative's position, facilitating the integration of audience data and identity targeting for broadcasters.
The EPTVI aims to demolish barriers in the programmatic advertising space, establishing a cooperative framework among media owners, agencies, and ad tech firms.
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