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
H2SITE Secures New Strategic Investment to Accelerate Industrial Deployment of Hydrogen Production and Separation Solutions25.6.2026 06:00:00 CEST | Press release
H2SITE, a leading industrial company in hydrogen production and separation solutions, has completed a second closing of its Series B round. The transaction brings in EIC Fund with a private investor who will support the company’s next phase of growth and increases H2SITE’s total funding raised in this round to more than €42 million. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260624444396/en/ H2SITE These new partners, join BEV, Suma Capital, Hy24, Crane, Enagás Emprende, Calderion and CRPV who participated in the first closing, further validating the confidence of the European innovation ecosystem in H2SITE’s ability to industrialize and deploy key hydrogen solutions at commercial scale. Over the past years, H2SITE has successfully demonstrated the maturity and scalability of its technology, achieving more than 50,000 operating hours with its membrane reactors and separators, establishing advanced manufacturing capabilit
FPT Expands Strategic Collaboration with Microsoft to Advance AI Frontier Innovation Across Asia25.6.2026 04:00:00 CEST | Press release
FPT Corporation today announced an expanded strategic collaboration with Microsoft aimed at accelerating enterprise AI adoption and co‑innovation across Asia, with a strong focus on ASEAN, Japan, and South Korea. The collaboration brings together Microsoft’s global AI platforms with FPT’s large‑scale delivery and regional market capabilities to support organizations as they move from AI experimentation to real‑world, scalable impact, with measurable business outcomes. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260624200416/en/ Representatives of FPT and Microsoft at the signing ceremony, formalizing an expanded strategic collaboration to advance AI Frontier innovation across Asia The collaboration aligns with FPT’s AI‑First strategy and Microsoft’s vision for human‑agent collaboration, with the goal of enabling enterprises to redesign how work is done across engineering, operations, and business functions. Positioning FP
Murata Expands Product Information Management API Service to Cover All 73 Product Categories25.6.2026 04:00:00 CEST | Press release
Murata Manufacturing Co., Ltd. (TOKYO: 6981) (ISIN: JP3914400001) now covers all 73 product categories in its Product Information Management (PIM) API Service. By using this API service, engineers, developers, and procurement specialists can retrieve up-to-date product information, enabling prompt responses to product status changes and reducing the risk of component obsolescence. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260624146819/en/ [Murata Manufacturing Co., Ltd.] Murata expands Product Information Management API Service to cover all 73 product categories As digital transformation accelerates in the manufacturing industry, a wide variety of systems and platforms are being used across the entire workflow - from design and component selection through to procurement. Previously, Murata’s PIM API Service covered only surface-mount and leaded ceramic capacitors and inductors. This narrow service coverage required user
Swedish Court Further Reschedules Delivery of Judgment in PriceRunner Vs Google Antitrust Case24.6.2026 20:55:00 CEST | Press release
Klarna provides investor update Klarna Group plc (NYSE: KLAR) wishes to update investors that the Patent and Market Court in Stockholm, Sweden (Patent- och marknadsdomstolen) has again postponed publication of its judgment in the antitrust damages proceedings brought by PriceRunner, a Klarna subsidiary, against Google. The Court has rescheduled publication of its judgment from June 26, 2026 to July 1, 2026 at 13:00 CET. As with the Court's two previous notifications, the rescheduling is a procedural decision by the Court and relates solely to the timing of the judgment delivery. In its notification, the Court cited high workload as the reason for needing additional time to finalize the judgment. No inference about the outcome should be drawn from it. Important Notice The outcome of the proceedings is inherently uncertain. No assurance can be given that PriceRunner will succeed on liability or quantum. Any award would be subject to appeal by Google, to sharing arrangements with former P
Vertex Energy Announces 6,000 bpd Group III Base Oil Expansion Project24.6.2026 16:00:00 CEST | Press release
Vertex Energy, Inc. (“Vertex” or the “Company”) today announced it is advancing a project at its Mobile, Alabama refinery to produce crude-derived conventional Group III base oils through the Company’s existing hydrocracker and related processing infrastructure, providing lubricant manufacturers and blenders with an additional domestic source of high-quality Group III supply. The project is designed to add an incremental 6,000 barrels per day of conventional Group III production capacity and support production of 4 cSt, 6 cSt, and 8 cSt Group III base oils using an existing crude-derived hydrocracked vacuum gas oil stream produced at the Company’s Mobile, Alabama refinery. Combined with the Company’s existing re-refined Group III base oil production, this additional capacity is expected to make Vertex the leading Group III producer in North America. Vertex has completed preliminary design work and has procured a high-pressure lubricants hydrotreating unit. The Company plans to start pr
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