Publica

Broadcasters Benefit from Programmatic CTV Due Diligence

European broadcasters have been cautious about programmatic connected TV (CTV), conducting due diligence to understand the market and the technologies they should work with. In VideoWeek's interview, Steph Miller, Commercial Director EMEA at Publica by IAS, explains that this due diligence is paying off as broadcasters refine their programmatic CTV setups and begin to lean into programmatic sales. She notes that programmatic CTV is reaching a tipping point in Europe with adoption growing on both the buy-side and the sell-side, and that markets across Europe are maturing at different rates. Filmed at New Video Frontiers 2025 in London, the piece highlights how broadcasters are moving from cautious exploration to active participation in the programmatic CTV ecosystem, signaling broader industry maturation in ad tech.

Programmatic Democratises TV Access

The VideoWeek interview with Jason Higgins, Head of Americas CTV Partnerships at Publica, argues that programmatic methods are democratizing access to television. Higgins notes that advertisers—from large brands to local businesses—can now upload a video and begin buying across premium publishers, expanding the reach of connected TV (CTV) inventory. Filmed in Cannes, the discussion highlights the tools CTV publishers need to grow their share of programmatic spend and to support more efficient, data-driven buying across premium video environments. Publica’s role is framed as providing the necessary technology to enable publishers to monetize and scale programmatic CTV, while empowering advertisers to access TV-like inventory via digital channels. The piece underscores a broader industry trend toward programmatic TV and data-informed video advertising.

Programmatic is No Longer on TV’s Periphery

Publica by IAS’s Paul Gubbins argues that programmatic advertising is no longer peripheral to television, signaling a shift toward integrating precise digital targeting with traditional linear TV. In a VideoWeek interview filmed at New Video Frontiers (NVF) 2024, Gubbins discusses how Publica approaches blending TV’s legacy reach with digital advertising precision. The conversation highlights the evolving role of connected TV (CTV) within programmatic media buying and the broader implications for advertisers seeking cross-screen effectiveness. The piece, published by VideoWeek on 2024-04-15, underscores the industry-wide move to unify linear and digital approaches, leveraging CTV capabilities to enhance targeting, measurement, and attribution across platforms.