by ExchangeWire PressBox on 28th Apr 2021 in News IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, has today released its ‘Guide to the Programmatic Connected TV (CTV) Opportunity in Europe’ to help planners and buyers of media understand and navigate how CTV can operate programmatically. Following on from IAB Europe’s Guide to Connected TV that was released in June 2020, the new guide takes a deeper dive into this emerging channel, providing a European-level overview of the CTV programmatic supply chain and the programmatic buying options available to advertisers. The guide also addresses the challenges that planners currently face, with some key considerations and best practices to ensure programmatic CTV investment is being optimised and used effectively.