A consortium of connected TV players including Google, Roku, Fincons Group and IPONWEB are joining together to work on a European advertising ecosystem.
The consortium, which is being supported by advertising publication The Drum, says it will “work collaboratively with the industry to explore opportunities, and address potential barriers to realising the full potential of CTVs in Europe.”
Its planning a programme of discussion and debate involving advertisers, agencies, broadcasters, TV platforms, technology, data, and measurement providers to develop constructive proposals to “move the industry forward”.
“As people spend more time at home, we are seeing industry-wide shifts toward streaming viewership. Many advertisers are working quickly to adjust and expand their creative and connected TV usage remains well above 2019 levels and advertisers are very excited by the growing opportunity,” said Jens Thenakara, EMEA Head of Programmatic Media, Google Marketing platforms.
The consortium is being advised by the software solutions group Fincons and says it will work with industry trade bodies, including egta, IAB Europe and WFA.