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
IFF Reports Third Quarter 2026 Results3.11.2026 22:30:00 CET | Press release
Delivered Strong Sales, Profit and Cash Flow Performance in Third Quarter 2026Raising Low-End of Full Year 2026 Financial Guidance RangesRecently Completed $500M Share Repurchase AuthorizationFood Ingredients Divestiture Progressing Well and On Track to Close by End of Second Quarter 2027 IFF (NYSE: IFF) reported financial results for the third quarter ended September 30, 2026. Results are presented on a continuing operations basis, excluding the Food Ingredients business and other minor perimeter adjustments (the “Food Ingredients disposal group”), and the Soy Crush, Concentrates, and Lecithin businesses (the “SCL disposal group”). The Food Ingredients disposal group and the SCL disposal group are reported as discontinued operations. Management Commentary “IFF delivered a solid third quarter, with improved sales and profitability across all divisions,” said Erik Fyrwald, CEO of IFF. “Taste and Scent delivered strong top- and bottom-line results, and Health & Biosciences improved modes
2026–2027 World Branding Awards Honours Global “Brand of the Year” Winners at Hampton Court Palace3.11.2026 21:00:00 CET | Press release
The World Branding Awards returned to honour the brands that continue to set the benchmark for excellence. The 2026–2027 World Branding Awards Ceremony took place at the iconic Hampton Court Palace, marking the 21st edition of the awards. Set within the grandeur of a historic venue, the prestigious event brought together guests from across the globe for a memorable celebration. The evening was hosted by the acclaimed BBC presenter, Hannah Gray, and was further enriched by a keynote presentation from renowned speaker Adrian Webster. Earning a World Branding Awards remains a highly distinguished achievement. Winners are determined through a rigorous evaluation process encompassing brand valuation, consumer market research, and public online voting. This year, over 105,000 consumers took part in the voting process, and more than 2,000 brands from 62 countries were nominated. Of these, less than 10 brands from each country were declared the “Brand of the Year” across the Global, Regional,
Gencom Acquires Rosewood London, Expanding Its Footprint With Its First Luxury Hotel Acquisition in Europe3.11.2026 19:05:00 CET | Press release
Located in one of the world’s most prestigious hospitality corridors, the acquisition of the 308-key hotel represents a major milestone in the firm’s international growth. Gencom, a U.S.-based investment firm that owns and develops prized real estate around the world, announces the acquisition of Rosewood London, the landmark 308-key luxury hotel situated at 252 High Holborn in Central London. The acquisition strengthens Gencom’s global hospitality investment platform and expands its presence in Europe through its first luxury hotel asset in London. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261103137897/en/ Gencom, a U.S.-based investment firm that owns and develops prized real estate around the world, announces the acquisition of Rosewood London in Central London London is one of the world’s most supply-constrained hospitality markets, supported by year-round demand from both leisure and business travelers. The acquisi
SGCA Honours Communication Excellence Across Asia, Europe and the Arab World3.11.2026 16:52:00 CET | Press release
His Highness Sheikh Dr Sultan bin Ahmed bin Sultan Al Qasimi, Deputy Ruler of Sharjah and Chairman of the Sharjah Media Council, honoured winners of the 13th Sharjah Government Communication Award (SGCA), organised by the Sharjah Government Media Bureau (SGMB). This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261103972039/en/ SGCA honours communication excellence across Asia, Europe and the Arab world (Photo: AETOSWire) Winners represented China, India, Thailand, Ukraine and the Arab world. Some 433 entries from 31 countries across four continents passed initial screening. The award covered 23 categories across five sectors, including six partner awards. His Excellency Tariq Saeed Allay, Director General of SGMB, highlighted the award’s growth under the vision of His Highness Sheikh Dr Sultan bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah, noting that it had attracted more than 9,500 entries over five year
BioLife to Showcase Oral Peptide Delivery Technology During London Life Sciences Week3.11.2026 16:03:00 CET | Press release
Company to highlight granted patent portfolio, preclinical semaglutide data and potential applications across future peptide medicines at LSX Investival BioLife Products Limited today announced its participation in London Life Sciences Week, where it will highlight its patented oral peptide delivery technology and recent advances in its intellectual property portfolio. BioLife will present at the LSX Investival Showcase on Monday, November 16, 2026, from 3:15 to 3:30 p.m. GMT, at Old Billingsgate, London. The presentation will be led by Former US Ambassador James P. Cain, Strategic Advisor to the Chairman & Founder, alongside Ludivine Delattre, Business and Corporate Relations, and will highlight the scientific journey behind the technology and its potential applications. BioLife is focused on developing a novel approach to delivering peptide therapeutics orally. Built on over 35 years of pharmaceutical effervescence expertise and two decades of oral peptide research by founder and inv
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