Observed Signal · Oct 15, 2026 · Market Signal · Source: IAB Europe · Impact: 2/5
The Great Debate: CTV 2026 - Agenda Revealed and First Speakers Announced!
Measurement, broadcaster perspectives and the future of CTV planning are up for debate! Explore the agenda and join us in […]
Track IAB Europe Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
CTV Measurement: From Impressions to Outcomes (Marketecture Live)
Jenny Wall of VideoAmp and host Ari Paparo discuss the evolution of connected TV measurement beyond traditional impressions and demos. The conversation covers outcomes-based attribution, advanced audiences, and the use of clean rooms, emphasizing the need for multiple currencies across linear, streaming, and walled gardens. They provide practical examples supporting audience-first buying, call for independent measurement, and caution against sticking to legacy metrics. Takeaways include that TV can deliver measurable business outcomes, advanced audiences reduce waste and can lift sales, cross-channel measurement is essential, third-party validation matters due to platform bias, and current dual currencies plus clean room matching, while painful, enable price flexibility and innovation. Real-time optimization in TV is approaching, challenging marketers to move beyond delivery metrics.
Guest Member Blog Post: Rethinking Risk in News: Driving Performance Without Compromising Suitability with IAS
In this blog post, Nick Welch, Senior Director, Programmatic and Sell-side Development, EMEA, Integral Ad Science explores why advertisers …
Receive all future signals for IAB Europe & competitors in your briefing
Never miss material M&A deals, leadership changes, account wins, or product rollouts. Polaris7 monitors 20,000+ primary sources 24/7, delivering verified telemetry directly into your executive briefing.