Business Wire


At Least Four-in-Ten Campaigns Will Run on CTV in the Next Two Years, According to OpenX and ExchangeWire Research

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

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

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