The worlds of TV and Digital have been coming closer together for some time. With the rapid adoption of smart TV, streaming apps and devices the convergence is accelerating at a dizzying pace, radically transforming the media landscape. There has been rapid interest from broadcasters and buyers alike in finding new ways to enable more programmatic execution of advanced TV.

IAB Europe’s Buyers Guide to CTV was originally written by experts from the Brand Advertising Committee in 2020 to help planners and buyers of media, across both linear and digital backgrounds, navigate the opportunities that this new living room platform creates for marketers. Since the CTV landscape in Europe continues to evolve, the Committee has provided updates to the Guide to ensure it continues to provide clarity to the often confusing advanced TV market and align all industry players on clear and concise pan-European definitions. It looks at the overall European CTV landscape providing local market data. It also offers some key considerations and best practices to ensure that advanced TV environments are being optimised.

To bring further clarity to the Connected TV landscape, IAB Europe has also updated its list of CTV definitions. In order to ensure this clarity is not blurred across borders, IAB Europe has aligned with IAB UK on these definitions. 

Download the updated Guide and Definitions below!