{"id":3148,"date":"2024-02-21T09:26:55","date_gmt":"2024-02-21T14:26:55","guid":{"rendered":"https:\/\/corp-www.prod.gcp.openx.org\/?post_type=press-releases&p=3148"},"modified":"2024-09-16T11:08:41","modified_gmt":"2024-09-16T15:08:41","slug":"at-least-four-in-ten-campaigns-will-run-on-ctv-in-the-next-two-years-according-to-openx-and-exchangewire-research","status":"publish","type":"press-releases","link":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/at-least-four-in-ten-campaigns-will-run-on-ctv-in-the-next-two-years-according-to-openx-and-exchangewire-research\/","title":{"rendered":"At least four-in-ten campaigns will run on CTV in the next two years, according to OpenX and ExchangeWire research"},"content":{"rendered":"\n

A new study reveals trends in CTV, targeting, and sustainability for the European digital media industry.<\/em><\/p>\n\n\n\n

PASADENA, Calif., Feb. 21, 2024<\/strong> \u2013 <\/strong>As the programmatic ecosystem prepares for the deprecation of the third-party cookie, the proportion of campaigns run via CTV across Europe is set to increase substantially while brands and agencies alike lean more into curated media buys. <\/p>\n\n\n\n

The market is also recognising the importance of sustainability, investing heavily in practical efforts to reduce carbon emissions. This is according to a new research report, CTV, Targeting, and Sustainability – Europe 2023-2024<\/em><\/a>, <\/em>published by ExchangeWire, in association with OpenX<\/a>.<\/p>\n\n\n\n

As brands and agencies recognise the increased attention and premium inventory CTV offers, they are flocking to the channel en-masse, with a majority of marketers reporting that in the next two years, at least 40 percent of their campaigns will be running via CTV. Meanwhile, the reliance on third-party cookies is steadily decreasing, with probabilistic identity graphs coming to the fore, especially in European markets.<\/p>\n\n\n\n

\u201cAs the programmatic ecosystem collectively prepares for a huge shift, it\u2019s really encouraging to see how significantly brands and agencies have embraced curation and programmatic CTV to continue to reach their desired audiences effectively,\u201d says Joseph Worswick, VP, EMEA, and head of sustainability at OpenX. <\/strong>\u201cOpenX is committed to building innovative solutions that help ensure both publisher health and buyer success as we enter a new era of programmatic.\u201d<\/p>\n\n\n\n

Highlights from the report include:<\/p>\n\n\n\n