The European Programmatic TV Initiative (EPTVI) has released its Stage Two report, outlining six proposals to standardize programmatic TV operations across fragmented European markets. The recommendations focus on improving interoperability, reporting consistency, and creative identification to facilitate cross-border programmatic trading.
Standardizing these workflows addresses the technical friction that currently prevents advertisers from scaling campaigns across the fragmented European landscape. By aligning signals and reporting structures, broadcasters like those represented by Google and Equativ can better protect pricing and yield while offering buyers the same consistency found in omnichannel digital planning. This move signals a shift toward treating programmatic TV as a unified premium asset rather than a collection of siloed national markets. Watch for the results of Stage Three market testing, specifically regarding how AI integration and JIC assurance models perform in live Programmatic Guaranteed deals.
The industry is also grappling with inaccurate CTV identity data, which remains a significant hurdle for programmatic scale.
The European Programmatic TV Initiative (EPTVI) has introduced six new standards to unify programmatic TV operations across Europe. By addressing technical fragmentation, these proposals aim to improve interoperability, creative identification, and reporting consistency. This initiative is critical for enabling broadcasters and streamers to scale campaigns and treat programmatic TV as a unified asset.
The report aims to resolve fragmentation across European national markets by improving interoperability, creative identification, and reporting consistency to facilitate cross-border automated trading.
The 3Ps program is a proposal designed to clarify commercial responsibility among the various parties involved in typical programmatic TV transactions.
It introduces a common reporting standard to eliminate the need for manual reconciliation across linear and IP-delivered platforms.
The EPTVI proposes expanding JICs to oversee programmatic planning, activation, and audience assurance.
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