MASTERCLASSES & ROUNDTABLES

AGENDA

Tuesday, December 9, 2025

Name
Rethinking the Broadcast Business: Competing as a Platform
Description

As ad spend continues to shift from linear to digital, broadcasters face a defining choice: compete as channels, or perform as platforms. This session explores how to embrace a “platformisation” strategy to reclaim their share of ad spend.

Together, we’ll uncover the key success factors for building a unified ad proposition across digital and broadcast — including expanding addressable inventory, opening up to new demand channels, and creating an attractive offering for advertisers.

Join us to discover how rethinking the broadcaster model as a platform brings broadcast to the level of digital — and beyond — making premium TV buying and measurement as effective and accountable as digital advertising.

Date & Time
Tuesday, December 9, 2025, 1:00 PM - 1:45 PM
European Programmatic TV Initiative Roundtable

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!

Ian Maude Jon Watts
Ian Maude, The Project X Initiative
Jon Watts, The Project X Initiative, CIMM
Tuesday, December 9, 2025, 2:15 PM - 3:30 PM

Session sponsored by

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