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
Future Health and Bridge for Billions to Launch Programme Strengthening Health Entrepreneurship in Emerging Markets21.10.2026 17:50:00 CEST | Press release
New programme will support locally rooted health entrepreneurs to build stronger ventures and deepen their impact in the communities they serve The programme responds to persistent gaps in capital and specialist support for promising health innovation across emerging markets First phase will target around 50 entrepreneurs leading late-incubation to early-acceleration ventures in Africa and Asia Entrepreneurs will receive tailored support, with selected groups later having the opportunity to access Abu Dhabi’s health innovations ecosystem Future Health – A Global Initiative by Abu Dhabi and Bridge for Billions will launch a new entrepreneurship programme designed to strengthen promising health ventures in emerging markets and help locally-developed solutions reach more people. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261021719421/en/ The first phase of the programme will target around 50 entrepreneurs leading late-incub
Hephaestus Exits Stealth Having Raised $17.2M to Supply Rare-Earth-Free HTS Superconductors and Build Low-Cost Fusion Power21.10.2026 16:48:00 CEST | Press release
CiRi Ventures leads latest funding round as novel HTS magnets head to manufacturing in 2027, ahead of a negative triangularity reactor targeting net energy gain by 2030 Hephaestus today emerged from stealth with solutions that address two of the largest cost drivers in fusion power: the high temperature superconducting (HTS) magnets that confine the plasma, and the edge-localized modes (ELMs – major plasma instabilities) that drive up the cost and complexity of conventional reactor designs. The company also announced the close of a new funding round led by CiRi Ventures. Hephaestus was founded in London in 2019 with a single mission – to help make fusion energy cheap enough to compete on the grid. Its AI plasma solver initially swept the full space of tokamak design parameters, unconstrained by the legacy designs and materials much of the industry is already committed to, and identified negative triangularity (NT), which inverts the D-shaped plasma used in most tokamaks, as the most li
New TOURISE and LIONS Advisory Study Reveals How Creativity Creates a Commercial Advantage for Destination Growth21.10.2026 16:27:00 CEST | Press release
50% of travelers cannot remember the last advertisement they saw for a tourism company or destination, with a further 7% unsureTourism faces an $11 billion marketing investment gap: restoring the category’s share of voice to 3% would require global travel and transport ad spend to reach $43.4 billion by 202763% of Large Language Model (LLM) visibility is driven by long-term brand equity, compared with 22% from current marketing activity and 11% from citation volume TOURISE, the world’s premier platform for shaping the future of global tourism, today released IDEAS That Travel, a new report developed in collaboration with LIONS Advisory. The study finds that while travel demand is rising, tourism brands are competing for attention in a more fragmented, socially driven and AI-mediated environment, where visibility alone is no longer enough to secure preference and growth. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/2026102116
DEWA International Signs 4 MoUs With Global Partners During WETEX 202621.10.2026 16:12:00 CEST | Press release
DEWA International signed four memorandums of understanding (MoUs) with leading global entities during the Water, Energy, Technology and Environment Exhibition (WETEX 2026). This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261021351329/en/ DEWA International signs 4 MoUs with global partners during WETEX 2026 (Photo: AETOSWire) HE Saeed Mohammed Al Tayer, MD&CEO of Dubai Electricity and Water Authority (DEWA) and Chairman of DEWA International, said: “We are committed to building strategic partnerships with leading international institutions that possess extensive expertise in developing and implementing energy, water and infrastructure projects, while exploring future collaboration opportunities across key sectors. Through these MoUs, we aim to exchange knowledge and expertise and leverage best practices and advanced technologies. These efforts will help accelerate the transition to clean energy, enhance the resilience and ef
Picsart Launches Marketing Studio to Help Businesses Create, Test and Run Google Ads21.10.2026 16:03:00 CEST | Press release
Key Takeaways: Picsart’s new Marketing Studio brings content creation, advertising strategy, creative testing and paid distribution into one guided space. Businesses can test concepts and videos using Zappi’s consumer insights and predictive technology, then create and launch Google Ads campaigns directly within Picsart. Built primarily for small-business owners, solopreneurs and performance marketeers, Marketing Studio connects creative work with advertising performance, helping businesses use campaign results to guide what they make next. Picsart, the AI media production and distribution platform, where 100M+ creators and businesses worldwide make, market and monetize content, today launched Marketing Studio, bringing content creation, advertising strategy, creative testing and paid distribution into one connected experience. Available now, Marketing Studio combines market insights from Zappi with a Google Ads integration that lets businesses create and launch campaigns directly with
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