Signals, Silos and Standardisation: Unpacking the Knowledge Gaps in CTV Trading

Why It Matters

The lack of transparency and standardisation hampers efficient spend, inflates fraud risk, and slows CTV’s evolution into a performance‑driven channel across Europe.

Key Takeaways

• 21% buy/sell >81% CTV inventory programmatically
• 18% unaware of their CTV programmatic activity
• European CTV viewed mainly for brand building
• Cross‑channel activation low; only 16% run >81% multichannel
• Curated marketplace definitions lack industry standardisation

Pulse Analysis

Programmatic trading in connected TV (CTV) is gaining traction, yet the IAB Europe survey reveals a stark knowledge gap that threatens the channel’s scalability. While a fifth of European buyers now programmatically transact the majority of their CTV inventory, nearly one‑in‑five participants admit they cannot quantify their own activity. This opacity stems from fragmented supply paths and internal silos where CTV sits at the crossroads of linear, digital, and programmatic teams. Without unified reporting that distinguishes transaction types, advertisers struggle to assess inventory quality, leaving fraud and waste concerns unresolved.

The performance potential of CTV remains under‑exploited in Europe. Unlike the United States, where advertisers increasingly chase sales‑driven outcomes, European marketers still prioritize reach, completion rates, and brand metrics, with only 17% citing sales or quality indicators as essential. This mindset limits investment in sophisticated buying models and hampers full‑funnel measurement. Industry bodies such as IAB Europe’s CTV Working Group are pushing for standardized measurement frameworks, but adoption will require a cultural shift toward outcome‑based planning that reverse‑engineers campaigns from desired sales results.

Cross‑channel orchestration adds another layer of complexity. The report shows that merely 16% of respondents activate more than 81% of campaigns across multiple channels, and agencies report higher multi‑channel usage than advertisers, underscoring a reliance on agency expertise to navigate fragmented data rights and reporting schemas. Meanwhile, the rise of curated marketplaces promises higher‑quality inventory, yet 26% of respondents—33% of publishers—are unsure what constitutes a curated offering. Clear, industry‑wide definitions and interoperable standards are essential to unlock CTV’s full revenue potential and align it with the broader performance‑marketing ecosystem.