"The growth and development of the CTV ecosystem is widely regarded as one of the most important developments of recent years. CTVs are powerful distribution vehicles for streaming services and addressable advertising, a source of new data-driven insights for publishers and marketers."
"Unlocking and realizing the full potential of CTVs in Europe will require collaboration, coordination, and compromise across the entire ecosystem. A vibrant, dynamic new CTV ecosystem is developing, one that can support the growth of the TV industry during the decade ahead."
The European Connected TV Initiative, supported by Google, Roku, Fincons Group, and IPONWEB, aims to explore advertising opportunities in the growing CTV market in Europe. Collaborating with The Drum and major trade bodies, the initiative seeks to facilitate dialogue among advertisers, agencies, broadcasters, and technology providers. It focuses on identifying barriers and practical steps to enhance the CTV ecosystem, which is seen as crucial for the future of the TV industry. The initiative emphasizes the need for collaboration and coordination across the ecosystem to realize CTV's full potential.
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