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
ITC Infotech Strengthens Strategic Tech Partnership With British American Tobacco (BAT) in New Multi-year Mandate12.8.2026 12:30:00 CEST | Press release
ITC Infotech, a leading global technology services and solutions provider, today announced a landmark multi‑year strategic technology deal with British American Tobacco (BAT). Along with BAT, ITC Infotech will accelerate the transformation of BAT’s technology landscape to drive AI-enabled innovation, strengthen skills, and improve efficiencies. In this expanded partnership, ITC Infotech will provide technology services to BAT across Poland, Romania and India. ITC Infotech will also continue to collaborate with BAT to scale capabilities at the newly launched BAT Future Capabilities Centre in India, while supporting BAT’s existing technology hubs in Malaysia and Mexico. This new strategic deal will deepen an already well-established partnership between ITC Infotech and BAT, streamlining end-to-end technology delivery and improving speed, efficiency, and service quality. As part of the deal, ITC Infotech will strengthen its footprint and onshore capabilities in Europe, which will be strat
Gen Z Spending is Expected to Reach $12 Trillion by 2030. Here's Why That Doesn't Matter as Much as Brands Think12.8.2026 12:00:00 CEST | Press release
New NIQ report reveals consumers across generations are trading up and trading down in the same shopping basket, putting new pressure on middle-market products The biggest shift in consumer spending isn't generational—it's behavioral. New research from NielsenIQ (NYSE: NIQ) finds consumers across every age group are increasingly making the same calculation: where is a premium worth paying, and where can they save money instead? The result is a growing divide between premium and value products, while traditional middle-market offerings face mounting pressure. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260812239453/en/ Every generation is spending differently, but all are weighing value more carefully The findings come from NIQ's latest global report, A Tale of Two Consumers: The Polarized Mindsets Reshaping Global Consumption, developed in collaboration with World Data Lab. While Gen X accounted for $15.2 trillion in sp
Kinguin Renews Ravelin Partnership After Cutting Ecommerce Fraud to “Industry-Leading Low”12.8.2026 11:04:00 CEST | Press release
Leading games marketplace extends AI fraud prevention deal for further three years Ravelin automates real-time fraud defenses and supports growth to over 20 million customers Kinguin, a global digital games marketplace serving more than 20 million registered users, has renewed its partnership with AI-native fraud platform Ravelin. The agreement follows significant reductions in fraud and a shift to automated, scalable fraud detection. Since first partnering in 2018, Ravelin has helped Kinguin transform its approach to payment fraud. Kinguin has eliminated the need for real-time manual reviews, while overall fraud rates have declined by 87.5%. The renewal reflects growing confidence in AI-led fraud prevention at a time when ecommerce merchants face increasingly sophisticated attacks, particularly in the digital goods space where instant delivery also means instant results for fraudsters. Kinguin is where gaming and esports fans around the world can access their favorite games, choosing
Delhaize BeLux Achieves Up to 90% Forecast Accuracy Using SymphonyAI's AI-Driven Replenishment Platform12.8.2026 09:05:00 CEST | Press release
Ahold Delhaize grocery retailer deploys SymphonyAI across 600 stores and five distribution centers, cutting shrink and improving forecast accuracy by up to 10 percentage points When a grocery retailer operates under a pure B2B affiliate model, it cannot push excess inventory to its store partners — which means forecasting has to be right, or the distribution center absorbs the cost. SymphonyAI, a global leader in Vertical AI, today announced that Delhaize, part of the Ahold Delhaize Group, has deployed SymphonyAI's Demand Forecasting and Replenishment solutions across its 600-store affiliated network and five distribution centers in Belgium, replacing reactive, manually intensive ordering processes with an AI-driven, exception-based workflow. The Delhaize Le Lion / De Leeuw network has no less than 1113 stores in Belgium and Luxembourg. The store network consists of different formulas: Delhaize, Proxy, Shop&Go and louis delhaize. Customers can also shop online via www.delhaize.be, and
Align Technology Prevails in China Patent Infringement Action Against Angelalign12.8.2026 02:47:00 CEST | Press release
Align Technology, Inc. ("Align") (Nasdaq: ALGN), a leading global medical device company that designs, manufactures, and sells the Invisalign® System of clear aligners, today announced that the Jinan Intermediate People's Court in China issued a judgment in favor of Align in a patent infringement action against Angelalign Technology's operating subsidiaries in China ("Angel") (Hong Kong Stock Exchange: 6699.HK). In September 2025, Align filed a patent infringement action against Angel in the Jinan Intermediate People's Court, asserting Align’s patent related to extraction-gap-closure technology (CN113693748B). On August 10, 2026, the Jinan Intermediate People's Court issued a first-instance judgment finding that Angel's use of its MasterForce biomechanical simulation system and ATreat digital orthodontic treatment design system to generate A7 and A7 Speed premolar extraction treatment solutions infringes Align's patent rights. The court further found that the related aligner products m
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