"Ad views continue to grow in the US and Europe, with Europe maintaining double-digit growth (+23%) for the sixth consecutive VMR report."
"CTV dominates delivery, representing 86% of overall ad views in the US and 50% in Europe, a year-over-year growth of +11% and +33%, respectively."
"Year-over-year growth for programmatic ad views remained strong in both the US (+28%) and Europe (+38%) in H2 2025."
"With buyers increasingly looking for ways to understand the quality of supply in the bidstream, better metadata signals are key to transparency in the marketplace."
The Video Marketplace Report reveals significant growth in ad views on Connected TV (CTV), with Europe experiencing a 23% increase. CTV accounts for 86% of ad views in the US and 50% in Europe, driven by AI-powered buying platforms. Programmatic ad views also grew, with a 28% increase in the US and 38% in Europe. Metadata transparency is becoming crucial, as buyers seek better quality signals in the bidstream, highlighting opportunities for improved premium video inventory definitions.
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