European Programmatic TV Initiative
Stage Two
Partners
Virtual Town Hall
30 September 2026 | 2pm BST / 15:00 CEST
Join senior leaders from across TV, advertising and technology for a first look at EPTVI’s Stage Two proposals for Programmatic TV in Europe and a discussion of what comes next.
Developed with input from across the industry, the proposals tackle some of the issues that still make Programmatic TV harder to scale across Europe than it should be, from measurement and signals to creative identity, frequency and commercial transparency.
We’ll debate where greater consistency across markets could make the biggest difference, what should remain local and what it will take to turn the proposals into something the market actually uses.
Speakers to be confirmed shortly.
Register now
Cannes Leadership Summit
23 June 2026 | La Bambola Café
This EPTVI session brought together leading figures from across TV, advertising and ad tech to debate what it will take for programmatic TV to reach real scale across Europe.
There was broad agreement on the prize: more demand, more international spend and easier access to premium TV inventory for advertisers that have traditionally bought elsewhere.
The discussion also got into what is still getting in the way, including fragmented systems, inconsistent ways of working, identity, frequency, measurement and creative IDs.
A recurring theme was that programmatic does not have to mean cheaper TV. Better signals, easier buying and more competition for inventory can help broadcasters protect and grow the value of premium content.
The debate closely reflected the work underway through EPTVI, with a focus on the areas where the industry can agree practical ways forward and make them work across different European markets.
Our speakers
Digital Marketing & Innovation Director
Canal+ Brand Solutions
VP, Investment, Operations & Solutions
WPP Media
Director of Systems Strategy
Sky Media
Senior Director, Head of Advanced TV
Adform
Chief Executive Officer
IAB Tech Lab
SVP, Addressable Sales
The Walt Disney Company
MD, Global Partnerships, Sellside EMEA
Google
GM, Inventory Development EMEA
The Trade Desk
Advisor-in-Residence
PXI
Chief Executive Officer
RTL AdAlliance
Head of Video DACH, EMEA Partnerships
Google
VP Publisher Sales & Strategy International
FreeWheel
Executive Director
PXI
Head of Global Programmatic Strategy
SAS
SVP, Head of Advanced TV
Equativ
SVP, Connectivity & Ecosystem Publishers
LiveRamp
Executive Director
PXI
A shared industry approach to scaling programmatic TV in Europe
The European Programmatic TV Initiative (EPTVI) – supported by Google Ad Manager, Equativ, Adform, LiveRamp, The Trade Desk, FreeWheel and Cape.io, brings together players from across the TV ecosystem to support a more consistent and scalable approach to programmatic TV across Europe.
As premium TV inventory becomes increasingly accessible through programmatic channels, EPTVI focuses on reducing friction, improving confidence and enabling scale — without undermining the value, quality or integrity of premium television.
The challenge
Across Europe, demand for programmatic access to premium TV inventory is no longer the constraint. Execution is.
Buyers and sellers must navigate different definitions of “TV”, inconsistent workflows, and fragmented measurement and reporting approaches. As a result, similar solutions are often rebuilt market by market or platform by platform — increasing cost, limiting comparability and slowing adoption.
These challenges are systemic and cross-border by nature. They cannot be solved by individual companies acting alone.
Why EPTVI, Why Now
EPTVI exists to help the industry move forward by establishing shared foundations that reduce complexity and support confidence, comparability and scale, while respecting national market structures and dynamics.
The initiative is industry-led, voluntary and non-binding, and is designed to support and build on existing market standards and frameworks.
Who’s Involved
EPTVI brings together a broad cross-section of the European TV and advertising ecosystem, including broadcasters, streamers, agency groups, ad tech partners and trade bodies.
Stage Two is overseen by a Joint Industry Steering Committee (JISC). As of February 2026, the members of the JISC include
Adform, Canal+, Cape.io, Comcast Advertising, DAZN, Dentsu, Equativ, FreeWheel, Google Ad Manager, IAB Europe, IAB UK, iProspect, LiveRamp, Mediaset, Publicis / PMX, Rakuten TV, RTL AdAlliance, Seven.One Media, Sky, SkyShowtime, The Trade Desk, The7stars, VEVO and WPP Media.
Participation is voluntary and non-binding and does not imply endorsement.
From alignment
to action
Stage One of EPTVI focused on industry discussion and alignment, resulting in a published roadmap for programmatic TV in Europe informed by engagement across Europe’s largest advertising markets.
Stage Two marks the transition from alignment to delivery.
This phase focuses on defining and producing a small number of shared reference points and practical artefacts that can be applied consistently across markets — reducing duplication while preserving local flexibility.
Stage Two does not mandate standards, prescribe technology choices or override national market models.
North Star Principles
Shared reference points for how programmatic TV should operate across European markets, covering interoperability, measurement, transparency, workflow and local adaptation.
Stage Two is structured around a limited set of shared deliverables:
Stage Two
Reusable core components
Practical guidance and documentation intended to make programmatic TV easier to activate, manage and explain day to day, without requiring market-by-market reinvention.
Together, these elements are intended to support scalable growth while preserving the value and quality of premium TV environments.
The Premium Programmatic Partner (3Ps) Programme
An industry framework intended to support clearer, more transparent and accountable trading of premium programmatic TV inventory.
Register for updates
EPTVI will share updates on publications, Town Halls and key milestones. If you would like to receive updates, please register.