The European Programmatic TV Initiative (EPTVI), run by The Project X Initiative (PXI), unites key stakeholders across broadcasters, agencies and ad tech to accelerate the development of programmatic TV in Europe. In May, PXI concluded Phase 1, publishing a roadmap and recommendations report, available for download at www.projectxinitiative.com/eptvi. Now entering Phase 2, EPTVI will focus on implementing these recommendations across the five largest European markets: the UK, Germany, France, Italy, and Spain.

At Future of TV Ads Global 2025, we will be hosting a roundtable discussion (sponsored by EPTVI member Google Ad Manager) on how to put these recommendations into practice and move towards local implementation, helping the broadcast industry capture the full opportunity of programmatic TV. If you are a programmatic TV buyer, seller or technology enabler, please register for this session and share your views on how to accelerate programmatic TV in Europe!