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.
- North Star principles—common reference points for how programmatic TV should operate across European markets, covering interoperability, measurement, transparency, workflow and local adaptation.
- Reusable core components—shared guidance and documentation, including metadata templates, measurement and reporting conventions, workflow and interoperability guides.
- 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.
