A groundbreaking initiative led by prominent industry players aims to propel programmatic television forward across key European markets. This collaborative effort outlines a comprehensive plan designed to foster growth, streamline processes, and enhance the development of programmatic TV technologies. By addressing existing bottlenecks, the coalition seeks to establish a more unified and efficient ecosystem for both broadcasters and advertisers.

The initiative emphasizes five pivotal actions: creating an inter-industry steering group, adopting shared principles for quality and transparency, launching a certification programme, developing shared components, and fostering a collaborative model. These measures aim to align broadcasters and buyers, facilitate shared learning through live pilots, and reduce operational friction. With support from major industry stakeholders, the project transitions into its implementation phase this summer, focusing on practical steps to realize the potential of programmatic TV.

Building a Unified Industry Framework

Central to the initiative is the creation of a cross-industry steering group that brings together broadcasters, agencies, platforms, and trade bodies. This collective aims to harmonize efforts and establish shared principles that prioritize quality, transparency, and interoperability within premium programmatic TV. By doing so, it hopes to build trust and set a foundation for consistent standards.

This framework involves defining and embracing 'North Star' principles that guide the entire programmatic TV landscape. Establishing these guidelines ensures that all participants operate under a common understanding of what constitutes high-quality, transparent transactions. Furthermore, the introduction of a certification programme adds credibility by confirming that partners meet established commercial and technical benchmarks. Such certifications provide assurance to both buyers and sellers, reducing uncertainties and enhancing confidence in the programmatic trading process. The steering group will also oversee the development of shared components, assets, and frameworks, which are essential for reducing duplication and accelerating adoption. By fixing fundamental issues that slow down campaigns, these core components contribute significantly to streamlining operations and improving overall efficiency.

Fostering Collaboration and Innovation

To fully unlock the potential of programmatic TV, the initiative advocates for a collaborative, open, and participatory model. This approach encourages shared learning and supports pilot programmes across crucial markets, enabling real-world testing of new strategies and technologies. Through such initiatives, participants can identify and address integration gaps while building confidence in shared execution models.

Collaboration extends beyond just theoretical discussions; it manifests in tangible projects like live pilots scheduled for key European markets later in 2025. These pilots aim to test interoperability and expose any remaining integration challenges. Additionally, the roadmap will be bolstered by an Industry Summit in Autumn 2025, where stakeholders can evaluate progress and align on future strategies. As part of Stage Two, the EPTVI moves from planning to delivery, working closely with broadcasters, platforms, agencies, and tech partners to implement the outlined actions. The Project X Initiative coordinates cross-functional teams supported by a pan-industry Steering Committee, which develops toolkits, defines pilot programmes, and oversees the rollout of the 3Ps Programme—a certification scheme identifying premium programmatic partners meeting agreed standards. This structured approach ensures that all involved parties work towards a common goal, driving innovation and fostering a connected ecosystem that benefits everyone. By focusing on practical implementation, the initiative strives to turn intent into action, ultimately transforming the programmatic TV landscape in Europe.