01/27- CTV & Video Advertising – Growing with Standards – EU Edition

The keynote will explore where the CTV advertising market and supply chain in Europe stands in terms of technology penetration and what we need to do collectively to increase it.

How to use existing technologies, identifying gaps and what is needed to grow CTV

The Transparency Center is an industry-owned resource for metadata about the digital advertising ecosystem.

The session will illustrate the benefits of using SSAI in CTV environments and how to ensure safety and security , by showcasing an award-winning customer project in different European countries.

A panel discussion on unlocking programmatic scale for CTV with Server Side Ad Insertion (SSAI). This session will explore what it takes to successfully execute SSAI-based programmatic ad delivery, and the challenges that are unique to this evolving technology such as ad break management, frequency capping, and how to provide the best possible high-quality experience.

To be compliant with standards is great and a given fact in our world of increased privacy rules. But today it is not only about compliance. We need to create personalized experiences based on user choices to build trust. Antonio Anguiano, VP Product Management of Didomi will outline in his presentation the best-of-breed approach for advertisers in CTV through innovative consent and preference choices.

The shift to OTT and CTV content consumption opens an opportunity for publishers and advertisers to engage the large streaming audience and deliver personalized experiences by enabling privacy controls. While mobile, OTT and CTV applications are somewhat new territories in the privacy world, companies shouldn’t wait to update their applications and TVs to provide transparency about collecting user data.

CTV will change TV audiences from passive consumers into engaged and assertive users, it will change the products available on TV devices and it will change how the TV relates to other devices, particularly mobile phones. For advertisers, the change is fundamental too: a connected TV is no longer a brand awareness tool. It is a performance channel.

Join us as we break down measurement capabilities by platform and take a deep dive into the Open Measurement (OM) SDK roadmap – including support for CTV and OM for Web Video capabilities, and the pathway to standardizing how measurement signals are collected across all platforms.

In the closing panel of our event, we will focus on the question, how a European perspective on CTV looks like – by means of standards, by means of technologies, and by means of buy side adoption and requirements.

Although CTV is growing fast and budgets are moving quickly to digital cross media video as consumers spend time watching video via digital channels across multiple devices, linear TV is still a reality and a big piece of the pie. For traditional providers like broadcasters and cable TV producers, it is necessary to manage both traditional linear and digital TV at the same time. This is quite challenging. IN this session we will explore the experience in European markets and how the traditional TV producers are managing the transition and managing hybrid models. We will look at technologies being used and what is common technology stack that can be leveraged/ repurposed for both traditional and digital TV. How does the buying process overlap and change as we move from linear to digital