Observed Signal · Nov 5, 2026 · Analysis · Source: VideoWeek · Impact: 2/5 · Sentiment: Negative
Data Protection Limits CTV Growth in Europe, Says Mediasmart VP
Pablo Goya, VP Europe at mediasmart, says the US CTV market is progressing much faster than Europe due to GDPR and data sharing restrictions limiting measurement and optimization. In an interview filmed at TV Rise 2026 in Seville, Goya discussed the evolution of performance in CTV and the fragmentation of measurement. He believes Europe is protecting users too much, which hampers growth. The article highlights the regulatory challenges facing the European CTV advertising market compared to the US, where data sharing allows more advanced targeting and optimization.
Highlights regulatory challenges limiting CTV growth in Europe, relevant for AdTech stakeholders.
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Key Takeaways & Evidence Grounding
- Pablo Goya, VP Europe at mediasmart, stated that the US CTV market is progressing much faster than Europe.
- Goya attributed the slower European growth to GDPR and data sharing restrictions.
- The interview was filmed at TV Rise 2026 in Seville.
- Goya discussed the evolution of performance in CTV and fragmentation of measurement.
- Article published by VideoWeek on 5 November 2026.
Connected Companies & Entities
1 Entity mapped“Pablo Goya, VP Europe at mediasmart, discusses CTV growth in Europe.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Affle Launches MediasmartTV to Sell CTV Ads by Outcome
Affle, a Singapore-based holding company of mobile ad tech firms, has launched MediasmartTV, a self-serve CTV platform integrated into its Mediasmart DSP. The platform aims to sell CTV ads on a cost-per-converted-user (CPCU) model, charging advertisers only when a viewer takes a specific action like installing an app or making a purchase. MediasmartTV connects TV ad exposure to household-level actions using IP addresses, Wi-Fi signals, and consented data, with postbacks from ecommerce or measurement platforms. Inventory comes from SSPs such as Magnite, PubMatic, Index Exchange, and FreeWheel, plus TV manufacturers LG and Samsung, totaling over 1 trillion monthly ad opportunities in the US. Affle's North American CEO, Sameer Sondhi, emphasizes a shift from impression-based buying to outcome-based, targeting app marketers, gaming, rideshare, finance, and reward apps. The launch supports Affle's broader US expansion, with North America already a third of its business and a market cap above $2 billion. Affle plans further M&A to enhance its CPCU model and explore new screens like watches and retail displays.
Philo Adds NBCUniversal's Bravo to Streaming Lineup
Streaming service Philo announced the addition of NBCUniversal's Bravo network to its channel lineup. Subscribers will gain access to popular reality series such as The Real Housewives, Below Deck, Summer House, Southern Charm, and Watch What Happens Live with Andy Cohen. The move responds to high subscriber demand, with about half of Philo's users citing reality TV as their primary genre. Bravo's live channels will be available at launch, with on-demand episodes to follow. The channel will be included in both paid plans: Essential at $25/month and Bundle+ at $33/month. Philo also plans to add NBCUniversal free channels soon. The announcement follows Philo's recent partnership with New York Post Media Group for the Virtual Reali-Tea Awards.
Buyers Moving Towards Dedicated OEM Strategies
At TV Rise 2026 in Seville, Ryan Afshar, VP of Publishers & Platforms, International at LG Ad Solutions, discusses the maturation of the smart TV OEM advertising market. He notes that advertisers now understand the unique strengths of OEMs and predicts that within the next year, they will develop dedicated OEM media strategies, similar to their approach to influencer and social media channels. The conversation also covers the growth of performance CTV and the premiumisation of free ad-supported streaming TV (FAST).
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