VideoWeek has published its CTV Advertising Guide Europe 2027, providing an overview of the current market landscape, measurement challenges, and ad-tech trends. The report includes insights from major broadcasters and platforms, alongside data from IAB Europe and EMARKETER.
The release of this guide marks a transition from the chaotic launch of ad-supported tiers to a period of structural consolidation across Europe. As entities like ITV and Sky merge operations, the focus shifts from simple subscriber acquisition to sophisticated supply path optimization and omnichannel planning. This evolution forces a technical convergence where linear and streaming ad stacks must become interoperable to satisfy global buyers like WPP. The broader ecosystem is now moving past the 'definition debate' of what constitutes CTV and toward standardized measurement frameworks supported by IAB Europe. Watch for how the integration of retail data into these consolidated platforms impacts CPM stability in the coming fiscal year.
As the industry matures, CTV advertising spend continues to grow, though stakeholders remain concerned that inaccurate CTV identity data could undermine the efficiency of these new consolidated ad stacks.
The VideoWeek CTV Advertising Guide Europe 2027 details a period of structural consolidation across the European market. Following major M&A activity, broadcasters are prioritizing converged linear and digital ad sales. This shift moves the industry beyond simple subscriber acquisition toward sophisticated supply path optimization and standardized measurement frameworks for global buyers.
The guide focuses on the transition from the launch of ad-supported tiers to a period of structural consolidation, highlighting how broadcasters are prioritizing converged linear and digital ad sales.
The report highlights significant M&A deals, including Paramount Skydance buying Warner Bros. Discovery, RTL acquiring Sky Deutschland, and Sky's acquisition of ITV's media arm.
Broadcasters are shifting their focus toward AI-driven initiatives and the integration of retail data to enhance their ad targeting capabilities.
Industry leaders, such as Lisa Rousseau of Prime Video, are actively addressing measurement challenges and supply path optimization to satisfy global buyers like WPP.
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