CA-OPENX
21.2.2024 10:06:33 CET | Business Wire | Press release
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.
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, published by ExchangeWire, in association with OpenX.
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.
“As the programmatic ecosystem collectively prepares for a huge shift, it’s really encouraging to see how significantly brands and agencies have embraced curation and programmatic CTV to continue to reach their desired audiences effectively,” says Joseph Worswick, VP, EMEA, and head of sustainability at OpenX. “OpenX is committed to building innovative solutions that help ensure both publisher health and buyer success as we enter a new era of programmatic.”
Highlights from the report include:
- A majority of respondents stated that at least 40% of campaigns will be run on CTV in the next 24 months.
- Two-thirds of brands and agencies are engaging in programmatic CTV buys, via both managed service providers and self-service platforms.
- Six-in-ten respondents stated that 40% or less of their inventory is reliant upon third-party cookies, as probabilistic identity graphs and CTV rise in their wake.
- Just 3% of media buyers report only advertising against traditional linear TV.
- 75% of marketers deem sustainability metrics to be a top priority for their businesses, representing a sizable increase from the 43% recorded last year.
To view the full report, click here.
About OpenX
OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in supply-side targeting, transparency, and sustainability. Through its 100% cloud-based tech stack, OpenX powers advertising across CTV, app, mobile web, and desktop, enabling publishers to deliver marketers with improved performance and dynamic future-proofed solutions. With a 15-year track record of programmatic innovation, OpenX is a direct and trusted partner of the world’s largest publishers, working with more than 130,000 premium publisher domains and over 100,000 advertisers. As the market leader in sustainability, OpenX was the first adtech company to be certified as CarbonNeutral™ and third-party verified for achieving its SBTi Net-Zero targets. Learn more at www.openx.com.
About ExchangeWire
ExchangeWire provides news and analysis on the business of media, marketing and commerce, with a specific focus on data and technology. We offer actionable market intelligence on the trends and innovations that are shaping the media, marketing, and commerce industries. We’re always interested in any technology and business-related news globally, and in particular across EMEA and APAC. Relevant companies are encouraged to get in touch. We’re also interested in hearing from PR people working with companies in any of the areas named above. For more information, please visit www.exchangewire.com.
To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240221957036/en/
About Business Wire
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
From SaaS to OaaS: BearingPoint expands its business model and launches outcome-based marketplace2.7.2026 09:00:00 CEST | Press release
The new BearingPoint Store brings together AI agents, software products, and outcome-based services to help enterprises translate investments into measurable business results, on a trusted, GDPR-compliant foundation. Management and technology consultancy BearingPoint introduces the BearingPoint Store, a new marketplace that enables enterprises to discover, combine, and scale software solutions with a clear focus on business outcomes rather than standalone software. With this launch, the firm expands its product model beyond traditional software toward AI agents and outcome-based services. The Store is a curated destination where enterprises can discover, compare, and adopt solutions designed to deliver measurable business impact. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260702393148/en/ Management and technology consultancy BearingPoint introduces the BearingPoint Store, a new marketplace that enables enterprises to di
EVE Energy Strengthens European Operations Through Compliance, Local Manufacturing, and Regional Services2.7.2026 08:30:00 CEST | Press release
The Smarter E Europe 2026 opened in Munich on June 23 and runs through June 25, gathering global players from the clean energy sector on one of Europe’s most influential trade exhibition platforms. EVE Energy unveiled its Mr. Big Family series, a 6.9+ MWh energy storage system, all-scenario storage solutions, and high-performance EV batteries — showcasing its lithium-sodium dual-technology platform, full product portfolio, and localized European operational layout. During the exhibition, European clients showed strong interest in the company’s product performance and placed strong emphasis on sustained adherence to the EU’s evolving regulatory standards. This industry attitude further underscores that regulatory compliance readiness has become a fundamental prerequisite for accessing the European clean energy market. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260701651416/en/ The BMW iX3 displayed at the EVE Energy booth
Braun Launches the Next Generation of Electric Shaver With Braun NEVO Introducing a New Dawn of Smooth Touch2.7.2026 08:00:00 CEST | Press release
With over 100 years of exceptional German craftsmanship, Braun introduces Braun NEVO, an electric shaver redefining what a close shave and smooth skin mean. Every element has been reimagined: the sleek unibody stainless steel handle, the revolutionary AeroTouch™ Technology and advanced personalized display deliver a perfectly close shave without sacrificing comfort. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260701842080/en/ Braun NEVO Shaver Oliver Grabes, Braun Head of Design, said: “At Braun, we set out to reimagine the shaving experience which led to the development of AeroTouch™ Shaving Technology, a cutting system engineered for ultra-low friction on the skin and high efficiency. This makes Braun NEVO our best shaver* setting a new standard for smooth skin.” Introducing the revolutionary world’s first AeroTouch™ Technology, featuring 250 diamond-sharp cutting edges and an exclusive Ultra gliding foil for a smooth g
Brenus Pharma Strengthens Its Governance With Designation of a New President and Appointment of Former Novo Nordisk EVP as Independent Member2.7.2026 08:00:00 CEST | Press release
Brenus Pharma, today announced key appointments to its board of directors. The company welcomes Eric DESSERTENNE, as President & Chairman of the board, succeeding co-founder Jacques GARDETTE, who will remain an active board member. Eric brings extensive experience in healthcare innovation and value creation, having notably led BIOCORP through its development and acquisition by Novo Nordisk. Brenus also appoints Camilla SYLVEST, as a second independent director, following the earlier addition of Diala EZZEDDINE a seasoned US-based biotech executive and entrepreneur. Camilla SYLVEST is an experienced pharmaceutical executive and global business leader, having spent nearly three decades at Novo Nordisk A/S, where she most recently served as Executive Vice President for Global Commercial Strategy, Corporate Communication and Sustainability. She currently serves on the Boards of Argenx SE, Getinge AB, and Zealand Pharma A/S, and has previously served on the Board of Danish Crown A/S and as
Access Advance and Alibaba Announce Alibaba's Expanded Participation in the VDP Pool2.7.2026 02:00:00 CEST | Press release
Access Advance LLC and Alibaba Group today announced that Alibaba has joined the Access Advance Video Distribution Patent Pool (VDP Pool) as a Licensee, securing a license to the pool's comprehensive coverage of HEVC, VVC, VP9, and AV1 codec technologies. The announcement marks a milestone in a multi-year collaboration between the two companies that spans the VVC Advance Patent Pool, where Alibaba participates as both a Licensor and Licensee, and the VDP Pool, where Alibaba joined as a Licensor in 2025. Alibaba's subsidiary Youku, one of China's leading streaming platforms, also joined the VDP Pool as a Licensee in 2025. Alibaba operates one of the world's most diverse video ecosystems, spanning a wide range of video-based services across e-commerce, entertainment, and digital media. As video has become central to how consumers shop, communicate, and access entertainment, the breadth of Alibaba's video operations reflects the kind of business model complexity the VDP Pool was designed
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom