The Great Debate CTV, returns as a hybrid event and is being hosted by IAS! Alongside the live stream, a limited in-person audience* will have the chance to join us onsite in London.
Joining IAB in person? They’ll kick things off with a networking lunch (12:30-13:30 GMT) before The Great Debate, giving you the chance to connect with fellow IAB Europe members and CTV industry peers.
Get ready to go full screen for The Great Debate: CTV 2026 - where the fast-evolving world of Connected TV takes centre stage. In this event, we’ll dive into the hottest topics, toughest challenges, and biggest opportunities shaping the future of CTV across Europe.
Expect dynamic discussions, sharp market insights, and honest debates as we explore where CTV is headed in 2026. You’ll also hear directly from the experts participating in our CTV Working Group and discover the valuable initiatives they’re driving.
The agenda will explore some of the key questions shaping the future of CTV, including:
- The state of CTV measurement in Europe and whether we’re any closer to harmonisation
- Whether CTV transparency standards should be mandatory or voluntary
- The broadcaster perspective on balancing premium environments with programmatic demand
- Whether CTV should be planned and measured as part of digital, rather than television
If CTV is the new prime time, this is the debate you won’t want to miss.
*Please note that in-person attendance is limited and reserved for IAB Europe members. Registering your interest does not guarantee a place. If your in-person attendance is confirmed, you will receive a separate confirmation email and calendar invitation.
Best of all, online attendance is free! Don’t miss your chance to join us virtually – register below.
Programma
13:30-13:40 - Event Opening & Welcome
13:40-13:50 - Presentation of IAB Europe’s CTV Measurement Framework
- Marie-Clare Puffett, Senior Director, Industry Development & Marketing, IAB Europe
13:50-14:20 - Panel Discussion: The State of CTV Measurement in Europe: Are We Any Closer to Harmonisation?
As CTV continues to grow across Europe, inconsistent measurement approaches remain a key challenge for the industry. But are we making meaningful progress towards harmonisation? This panel will explore where greater consistency is emerging, the barriers that remain and what needs to happen next to achieve more transparent, comparable and reliable CTV measurement across European markets.
Speakers:
- Joe Jackson, Ad Tech Executive, IAB UK (Moderator)
- Chris Edwards, Senior Director, Media, Rakuten TV
- John Tigg, SVP, Buyer Development EMEA, Index Exchange
- Katharine Dunlap, Senior Commercial Director, Global Accounts & Agencies, Comcast Advertising
- Panid Sarrami Froshani, Marketing Science Lead, Samsung Ads
14:20 - 14:35 - Fireside Chat - The Broadcaster Perspective: How to Balance Premium Environments with Programmatic Demand
How are broadcasters balancing the value of premium content with increasing programmatic demand? Join Will Hunter (Magnite) and Pieter Van Den Bergh (RTL AdAlliance) for a fireside chat exploring the broadcaster perspective on CTV monetisation, advertiser expectations and the importance of maintaining control over inventory and the viewing experience.
14:35-15:15 - Debate: This House Believes That CTV Should Be Planned and Measured as Part of Digital, Not Television
Digital or television? Where does CTV really belong? In this head-to-head debate, industry experts will argue for and against the motion, challenging each other's perspectives on how CTV should be planned, bought and measured. Expect bold arguments, opposing views and a chance for the audience to have their say. Which side will win you over?
Speakers:
- Paul Gubbins, CTV Lead, EMEA, Exchange Platforms, Google (Moderator)
- Lisa Kalyuzhny, VP of Sales, EMEA, Nexxen
