European Programmatic TV Initiative
Stage Two
Partners
Industry Town Hall
5 March 2026 | 2-3pm UK | Virtual
Programmatic TV in Europe is ready to scale.
The real question is: who defines the rules — and how?
Stage Two of the EPTVI moves from diagnosis to delivery — setting out common principles, reusable technical components and a Premium Programmatic Partners (3Ps) framework to support stronger cross-platform representation and execution.
Join Ana Camara (WPP Media), James Grant (Equativ), Jeff Eales (Sky UK), Oliver Friedrich (Google), Theo Luke (The Trade Desk), Nicolas Mignot (FreeWheel) and others to debate what comes next — from measurement and currency integration to market interoperability and accountability.
Register now
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.
Next Town Hall 5 March
EPTVI will host a series of open virtual Town Halls to share progress and outline emerging outputs.
The first public Town Hall will take place on 5 March 2026, marking the public launch of Stage Two.
To receive updates on publications, Town Halls and key milestones, please register below.
Town Halls
Register for updates
EPTVI will share updates on publications, Town Halls and key milestones. If you would like to receive updates, please register.