John Moulding

The European Media Marketplace, which launched earlier this week, promises a single point of entry to European ‘open web’ audiences using vast swathes of first-party data from companies like Experian, lastminute.com and Vinted. The aim is to make it as easy to buy on the ‘open web’ as it is to spend on social media and video-sharing platforms like YouTube. The marketplace wants to compete with global tech on reach and scale – including the data it makes available, easily, for targeting.

In a world where attention is increasingly fragmented, Pay TV operators can differentiate their user experience by making content discovery faster, more personalised and more likely to serve up something they love. Success could even depend on how far operators can reduce the importance of the user interface (UI) itself.

Nearly 5% of inventory sold as CTV is incorrectly labelled, according to a study by 51 Degrees, which analysed 11m OpenRTB ad impressions with a relevant device-type ad signal over one week in May. The company concludes that if one-in-20 of the impressions sold as CTV are in fact lower-value non-CTV inventory, advertisers are overpaying, whether through accident or fraud.