CA-OPENX
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
Mirion Partners with IAEA to Enhance Radiation Safety on a Global Scale16.9.2025 23:19:00 CEST | Press release
Partnership Agreement to Strengthen Radiation Detection and Measurement Capabilities at the Terrestrial Environmental Radiochemistry (TERC) Laboratory, Safeguarding the Environment and Promoting Nuclear Safety Mirion (NYSE: MIR), a leading provider of advanced radiation safety solutions, has signed a partnership agreement and practical arrangements with the International Atomic Energy Agency (IAEA), the world’s central intergovernmental forum for scientific and technical cooperation in the nuclear field, to cooperate in the area of radiation detection and measurement. Through this collaboration, Mirion’s advanced instrumentation and profound understanding of ionizing radiation will combine with the IAEA’s expertise and influence to advance the safe and secure use of nuclear technology worldwide. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250916693003/en/ Mirion Chairman of the Board and CEO Thomas Logan and IAEA Director
NIQ and Displayce Collaborate to Bring Sales Lift Measurement to Europe’s DOOH Advertising Market16.9.2025 18:00:00 CEST | Press release
NIQ, a leading consumer intelligence company, and Displayce, a pioneering specialist technology suite for Out-of-Home advertising, are collaborating to bring advanced measurement capabilities to the European DOOH market. By combining NIQ’s trusted consumer intelligence with data from Displayce’s media activation platform, advertisers can link DOOH campaigns to in-store sales performance — driving transparency and accountability across the DOOH ecosystem. NIQ has long been a trusted source of consumer purchase insights for manufacturers and retailers, capturing the buying behavior of millions of households across more than 90 countries. Now, NIQ is extending its expertise and insights into the media ecosystem, empowering advertisers and agencies with new data assets and measurement solutions to improve their understanding of consumers and drive better ROI. Through the collaboration, NIQ and Displayce are driving the DOOH ecosystem toward more addressable, transparent, and results-driven
Capcom’s Resident Evil Requiem, the Latest Title in the Series, Also Coming to Nintendo Switch 2 on February 27, 2026!16.9.2025 15:00:00 CEST | Press release
– Additionally, two other Resident Evil series titles to be released for the console on the same date in step with Capcom’s multi-platform strategy – Capcom Co., Ltd. (TOKYO:9697) today announced that Resident Evil Requiem, the latest title in the Resident Evil series scheduled for release on February 27, 2026, for PlayStation®5 system, Xbox Series X|S, and PC, will also be released for Nintendo Switch™ 2 at launch. In addition, Resident Evil 7 biohazard and Resident Evil Village, two other titles in the series, will also be released for Nintendo Switch 2 on the same date. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250916064724/en/ Resident Evil Requiem Key Art Resident Evil Requiem is a survival horror game that serves as the ninth main installment in the series. The title is being developed using RE ENGINE, Capcom’s proprietary game engine, and leverages Capcom’s extensive development experience cultivated over numerou
Aker BP Leverages Cognite Atlas AI™ to Pioneer an AI-First Future in Exploration and Production16.9.2025 15:00:00 CEST | Press release
Human insight and autonomous agents work together to transform operations, enhance efficiency, improve safety, and unlock new value across the enterprise. Aker BP, one of Europe's largest independent oil companies, and Cognite, the global leader in industrial AI, deepen their strategic partnership through the expanded adoption of Cognite Atlas AI™,harnessing the power of AI agents to improve efficiency, reduce costs, and elevate productivity. This enhanced collaboration puts Aker BP at the forefront of leveraging agentic AI to drive significant value and transform its operations. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250903134233/en/ Aker BP Leverages Cognite Atlas AI™ to Pioneer an AI-First Future in Exploration and Production Aker BP's "AI-first strategy" was developed to help lead the energy sector into a data-driven future by seamlessly integrating AI applications within industrial settings and business objectiv
GlobalPlatform to Drive Next Phase of Growth for PSA Certified, Accelerating Security Adoption16.9.2025 15:00:00 CEST | Press release
Founded by Arm and industry partners, PSA Certified will continue to evolve under GlobalPlatform’s governance as the trusted global standard for secure connected devices GlobalPlatform announced today it will assume governance of PSA Certified, the global security certification scheme launched by Arm and key partners in 2019. In this next phase of growth, GlobalPlatform—the global standards organization for secure digital services and devices—will drive further collaboration, broader industry participation, and greater regulatory alignment for PSA Certified. Since its launch, PSA Certified has become a globally adopted framework that helps manufacturers and developers build secure connected products based on a Root of Trust. It aligns key security components—such as device identity, cryptography, attestation, and secure boot—with certification needs, regulatory requirements, and global best practices. To date, more than 250 products — spanning silicon, software, and devices—have been c
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