Stage Two of Roadmap to Support Growth and Development of Programmatic TV in Europe Underway
•February 12, 2026
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Companies Mentioned
Why It Matters
By establishing a unified, pan‑European framework, the initiative removes technical and operational barriers, enabling faster adoption of programmatic TV and unlocking new revenue streams for broadcasters and advertisers.
Key Takeaways
- •Stage Two delivers standards, components, and 3Ps framework
- •Joint Industry Steering Committee includes major ad tech and broadcasters
- •Focus on interoperability, measurement, transparency, and local flexibility
- •Virtual town halls start Feb 25, 2026 for stakeholder input
- •Aims to scale premium programmatic TV revenue Europe-wide
Pulse Analysis
Programmatic TV has emerged as a critical growth engine for broadcasters seeking to monetize premium inventory in an increasingly fragmented media landscape. Yet divergent standards, opaque measurement methods and siloed workflows have hampered cross‑border scalability. Industry leaders recognize that without a common playbook, advertisers risk inconsistent performance data, and broadcasters miss out on efficient, automated buying. The European Programmatic TV Initiative’s Stage Two directly addresses these pain points by codifying best practices and fostering a collaborative ecosystem that bridges the gap between legacy linear trading and modern digital demand.
The second stage’s deliverables are designed to be both prescriptive and adaptable. The North Star principles set a continent‑wide reference for interoperability, measurement, transparency and workflow, while reusable core components—metadata templates, reporting conventions and technical guides—provide the building blocks for rapid implementation. The Premium Programmatic Partner (3Ps) programme adds a governance layer, ensuring that premium inventory is traded with clear accountability. Oversight by the Joint Industry Steering Committee, which brings together ad‑tech giants such as Google Ad Manager, The Trade Desk and Equativ alongside broadcasters and agency groups, guarantees that the standards reflect real‑world needs and can evolve with market dynamics.
For advertisers and agencies, the initiative promises more reliable inventory access, consistent metrics and streamlined buying processes, translating into better campaign performance and ROI. Broadcasters stand to benefit from increased demand for premium slots, higher yield, and the ability to compete with global streaming platforms on a level playing field. As virtual town halls commence in February 2026, stakeholder input will refine the framework, positioning Europe as a leader in programmatic TV innovation and setting a template that could influence global standards in the years ahead.
Stage two of roadmap to support growth and development of programmatic TV in Europe underway
Following the action plan announced last year in which a coalition of advertisers was formed to explore its potential, the European Programmatic TV Initiative (EPTVI) has announced the launch of the collaboration’s second stage, aiming to begin work on practical solutions.
As broadcasters and streamers widen access to premium inventory, the initiative aims to simplify processes and boost adoption.
Overseen by a Joint Industry Steering Committee (JISC) which includes Google Ad Manager, Equativ, Adform, LiveRamp, The Trade Desk, FreeWheel and Cape.io as well as broadcasters, streamers, agency groups and trade bodies, the new phase aims to produce clear, shared guidance on how programmatic TV should work and provide assistance to help in its consistent application across markets and platforms.
Stage Two is focused on three core deliverables, structured around a federated model balancing alignment across the continent with local market flexibility.
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North Star principles—common reference points for how programmatic TV should operate across European markets, covering interoperability, measurement, transparency, workflow and local adaptation.
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Reusable core components—shared guidance and documentation, including metadata templates, measurement and reporting conventions, workflow and interoperability guides.
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The Premium Programmatic Partner (3Ps) programme – an industry framework to support clearer and more accountable trading of premium programmatic TV inventory.
Three cross-industry Working Groups will deliver the work, focusing on: Definitions and Measurement, Technical and Operational Foundations and The 3Ps Programme. A series of virtual Town Halls will be held from 25th February 2026. Industry input is encouraged. Details can be found at eptvi.com
Oliver Friedrich, head of sellside video, DACH at Google, commented, “Programmatic TV can best scale in Europe through coordinated action and shared innovation. The challenges we face, around interoperability, measurement, transparency and workflows, are systemic and cross-border by nature. Stage Two reflects a shared recognition that progress depends on sustained, pan-industry collaboration, grounded in practical deliverables that work across markets while respecting national differences.”
“Premium TV is opening up to programmatic demand faster than traditional trading models are transitioning. This initiative is critical in shaping a scalable, broadcaster-led European approach and aligns closely with Equativ’s focus on enabling and delivering direct access to premium inventory,” added James Grant, VP advanced TV and video at Equativ.
The post Stage two of roadmap to support growth and development of programmatic TV in Europe underway appeared first on TVBEurope.
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