CTV in Europe: The end of the ‘emerging’ era
Historically, Connected TV (CTV) in Europe has existed in a strange limbo: too big to ignore, yet treated as an ‘emerging’ category somewhere between linear TV and digital. In 2026, that phase ends. CTV consolidates as a core building block of the European media mix, assuming the budgets, scrutiny and expectations that come with it.
Global advertising spend on CTV is projected to reach $46 billion, representing nearly 24% of all video investment by 2026. Europe will be one of the regions driving this acceleration the most. For advertisers, the question is no longer ‘Should we test CTV?’ but rather, ‘Are we leveraging its full strategic potential, or just adding impressions on another screen?’
Challenges for 2026
Despite growth, the market faces critical maturity challenges:
Advanced Targeting and Measurement: There is a need for more precise metrics that go beyond simple reach or impact.
Device Verification: It is essential to optimize and ensure that purchases occur on actual CTV devices. Visibility risks arise when impressions are served on unwanted devices or with the TV turned off.
Fraud and Security: Rapid inventory growth brings fraud risks, such as device spoofing and app-level fraud.
Ecosystem Fragmentation: Viewers consume content across dozens of apps, devices and operating systems (OS), each with its own data policies and technical integrations.
Standardization: This fragmentation complicates the implementation of unified standards for booking, measurement, integrated campaign management and creative delivery. In response, tech players are consolidating reach through cross-platform, data-driven solutions.
AI and CTV: The Marketing ‘Power Couple’
Artificial Intelligence will be strategic in driving CTV and turning it into a competitive advantage:
Planning and Optimization: AI will help technology platforms become more efficient in targeting capabilities.
Human Synergy: Success will come from the collaboration between AI and human strategic judgment.
Transparency and standards: The roadmap
The industry is actively working to define cross-platform video measurement standards that fully include CTV:
Metadata and Transparency: As publishers share more content metadata, the ecosystem will become more transparent. This will enable better optimization, reduced budget waste (sustainability) and performance goal achievement.
OMSDK Adoption: Implementing the Open Measurement SDK will facilitate safer, more measurable programmatic media buying in CTV.
Strategic Partnerships: Standardization will emerge from the collaboration of broadcasters, device manufacturers (OEMs), tech platforms and data measurement companies.
The rise of performance CTV
By 2026, CTV will no longer be just a branding tool. The growth of Retail Media Networks integrated into CTV inventory, along with the shift toward 'shoppable ads' (interactive, direct-purchase ads), will transform TV into a highly effective performance channel assisted by AI.
Our roadmap for 2026
Our key priorities for the year focus on quality and efficiency:
Inventory Clarity: Provide buyers with a transparent view of where their ads are actually shown, distinguishing real TV impressions from mobile or desktop. TV rates should not be paid for non-TV inventory.
Cross-Publisher Frequency Management: The fastest way to reduce budget waste, improve advertiser ROI and protect viewer experience.
Real-Time Transparency: Full openness about inventory quality (ad pod structure, supply paths and metadata) so buyers can plan with confidence and reduce the risk of low-quality, 'Made-for-CTV' environments.
