In this episode we focus on the rapid changes within the digital advertising market, the influence of AI, the complexities of CTV measurement, the importance of balancing diverse stakeholder interests when collaborating, and the role IAB Europe plays in shaping industry standards.

Our guest is Marie-Clare Puffett, Senior Director, Industry Development & Marketing, IAB Europe, who provides an explainer on the trade association’s CTV Measurement Framework and Transparency Principles.

This episode was recorded in May 2026 when the Framework draft was first published for public consultation and these Principles have since been released in October 2026.

Marie-Clare and Stephen also discuss the importance of defining the dual role CTV plays in brand and performance advertising, the challenges of interoperability, and the importance of a consumer-centric focus to maintain advertising relevance and effectiveness.

Key Topics

• The intersection of data and media capabilities in marketing
• The rapid pace of change driven by AI and new technologies
• The importance of industry standards and measurement transparency
• The role of trade associations in supporting diverse industry voices
• The development and significance of the IAB Europe connected TV measurement framework

Chapters

00:00 The Holy Grail of Marketing and Advertising

02:02 Marie Claire's Background and Role at IAB Europe

03:20 Evolution of Programmatic and Industry Acronyms

05:01 Impact of AI on Industry Change

06:22 The Pace of Innovation and Industry Race

08:11 Balancing Large and Small Industry Players

09:49 IAB Europe's Unique Role and Membership

14:10 Importance of Measurement and Transparency in CTV

16:24 Developing a Connected TV Measurement Framework

18:35 Enforcing Measurement Transparency and Limitations

20:43 Feedback Process for Industry Standards

22:57 Challenges in Achieving Industry Consensus

24:53 Defining Must-Have and Nice-to-Have Metrics

25:47 Balancing Specificity and Industry Nuance

27:20 Relation to European Programmatic TV Initiative

30:20 Defining Connected TV and Digital Video

32:42 Evolving Definitions of Connected TV

34:06 Industry Challenges in Standardization

39:45 Industry Consensus and Consumer Focus

41:39 Recommended Industry Thought Leaders

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

In this episode, we explore the evolving landscape of CTV, the importance of content discoverability, and the strategic partnerships shaping the future of streaming advertising. Our guest is Berangere Degni-Reze, Head of TV Plus EMEA, Samsung TV, who shares insights on market trends, content personalisation, and the role of live sports in driving engagement.

Key Topics

• Evolution of CTV and streaming advertising
• Content discoverability and personalisation strategies
• Partnerships between content providers and tech platforms
• Impact of live sports on viewer engagement
• Market differences between Europe and the US
• The importance of data and measurement in CTV
• Content licensing and multi-market strategies
• The role of the home screen as a media property

Chapters

00:00 Introduction to the evolving media landscape

02:51 Guest background and career in media

04:13 Transition from digital to CTV and key learnings

05:40 Driving change in CTV through demand partners

07:01 Managing partnerships and ecosystem complexity

08:00 Content partnerships and data-driven strategies

09:19 Performance measurement and brand impact in CTV

12:16 The importance of the home screen as a media property

14:45 Personalisation and data in content recommendations

16:19 Vertical-specific content strategies and local vs. international content

19:22 European vs. US CTV market differences

22:35 Justifying CTV investment with data and incrementality

25:57 Content consumption patterns throughout the day

27:52 FAST channels and niche content in Europe

30:24 Content licensing, exclusivity, and multi-market deals

32:15 Discoverability challenges and solutions

35:03 The rise of live sports and its strategic importance

40:11 Creator-led content and family viewing experiences

42:56 Future opportunities and challenges in the market

44:57 Closing thoughts and guest recommendations

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

We cover a lot of ground including:

• The transformation of TV planning, media buying, and ad delivery.
• How AdTech is shaping the Connected TV (CTV) landscape.
• The expanding range of data powering CTV advertising strategies.
• The impact of AI on creative development and campaign optimization.
• Emerging opportunities at the intersection of retail media and CTV.

And so much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

We cover a lot of ground including:

• How TTD looks at CTV.
• The evolution of programmatic buying in CTV.
• The types of data now available in CTV advertising.
• Why we need fewer walled gardens in CTV, not more.
• The role of open and interoperable IDs in CTV advertising, and why they are needed.
• How the converging worlds of retail media & CTV are creating new opportunities.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

We cover a lot of ground including:

• The evolution of Lotame.
• The types of data now available in CTV advertising.
• How the converging worlds of retail media & CTV are creating new signals.
• The role of IDs in CTV advertising, and the portability of them.
• Why DR ad budgets will continue to transition to CTV.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

We cover a lot of ground including:

• The evolution of CTV AdServing.
• How to combine the best of traditional linear, with digital streaming.
• The role of programmatic standards, in CTV.
• Why DR ad budgets will continue to transition to CTV.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

We cover a lot of ground including:

• How advertising agencies are approaching CTV.
• The evolution of Publicis PMX, TV planning & buying.
• How to combine the best of traditional linear, with digital streaming.
• How ACR data might be used to improve audience measurement, at scale.
• The role of IDs in CTV advertising.
• Why DR ad budgets will continue to transition to CTV.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

We cover a lot of ground including:

• How advertising agencies are approaching CTV.
• The evolution of TV planning & buying.
• How to combine the best of traditional linear, with digital streaming.
• How ACR data might be used to improve audience measurement, at scale.
• The rise of FAST & AVOD in Europe.
• Why DR ad budgets will continue to transition to CTV.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

We cover a lot of ground including:

• The role of operating systems in CTV advertising today.
• The importance of TV OEM interoperability, for an OS.
• The convergence of retail media & CTV.
• How ACR data might be used to improve audience measurement, at scale.
• The rise of FAST & AVOD in Europe.
• Why more DR ad budgets will flow into CTV.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

We cover a lot of ground including:

• How independent ad agencies are now planning & buying CTV ads.
• Why many are still asking for a managed service.
• The future of CTV audience curation.
• The convergence of retail media & CTV.
• The rise of FAST & AVOD in Europe.
• Why more DR ad budgets will flow into CTV.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

We cover a lot of ground including:

• How ad agencies are now planning & buying CTV ads.
• What advertisers are asking about CTV.
• What agencies need, to spend more on AVOD and FAST.
• The future of CTV audience measurement.
• The convergence of retail media & CTV.
• The positive role of programmatic technology, in CTV ad buying.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

We cover a lot of ground including:

• How ad agencies are planning & buying CTV ads.
• What type of data and signals are CTV ad buyers looking for.
• The rise of attention targeting in CTV.
• The convergence of retail media & CTV.
• The future of CTV identity.
• Why DR ad budgets will migrate to CTV.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

We cover a lot of ground including:

• The evolution of TV OEMs, and the OS's that power them.
• Why 'streamflation' is driving FAST & AVOD growth.
• What ACR data is, and how it works.
• The rise of interactive TV ads.
• The future of TV ad trading.
• The convergence of retail media & CTV.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

We cover a lot of ground including:

• The evolution of ad serving, in a streaming age.
• What DAI or SSAI means in CTV.
• The rise of dynamic ad creatives.
• Addressable linear, and how this works.
• What a good streaming ad break should look like, for viewers & advertisers.
• The convergence of retail media & CTV.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

We cover a lot of ground including:

• The evolution of SSPs, in a streaming age.
• Why PubMatic is now servicing both the buy & sell sides.
• Why CTV is driving increased SPO from ad agencies and DSPs.
• The role of programmatic in CTV advertising.
• How PubMatic grows their CTV business, with sustainability in mind.
• The convergence of retail media & CTV.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

We cover a lot of ground including:

• How traditional TV broadcasters are competing with streaming services.
• Why broadcast quality TV content works so well for advertisers.
• How ITVX became such a hit with UK TV audiences.
• Why they built their own proprietary AdTech, in Planet V.
• How ITVX plans to work with 3rd party SSPs and DSPs in the future.
• The role of data clean rooms in CTV advertising.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

We cover a lot of ground including:

• The increasing role of 'curation' in CTV advertising. 
• The evolving SSP ecosystem.
• Why CTV has increased the practice of supply path optimization (SPO).
• How broadcasters, AVOD and FAST services should be thinking about programmatic.
• The future of CTV Identity, and what this might look like. 
• How can CTV advertising be more sustainable.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

We cover a lot of ground including: 

• The growing, but fragmented streaming inventory ecosystem.
• The evolution of agency planning and buying practices.
• Balancing CTV direct sold and programmatic partnerships.
• How streaming publishers should be thinking about SSP and DSP relationships.
• The future of CTV audience measurement.
• How streaming publishers can lean into buy side SPO practices. 
• And much more…

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

We cover a lot of ground, including:

• How the US and European CTV markets differ.
• How ad agencies are planning and buying CTV.
• How broadcasters are adopting programmatic trading.
• The future of CTV identity.
• Why CTV is changing the roles of DSPs and SSPs.
• The role of CTV for SMEs and performance ad buyers.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.