Panel: Next-Gen Targeting: Contextual. Addressable. Scalable.

Session details:

As CTV viewership accelerates across Europe, the race for effective targeting is more complex than ever. Contextual intelligence is rising as privacy tightens, while addressable advertising expands across broadcasters, streamers, and devices. Yet with 30+ markets, fragmented data, and uneven technical maturity, Europe remains one of the hardest regions to scale. This session explores the real opportunities and risks—spanning AI-driven contextual signals, household-level addressability, and the growing influence of retail media data. 

• Is contextual targeting outperforming audience-based strategies?
• What ROI are advertisers truly seeing versus what the ecosystem promises?
• Can household-level targeting ever scale meaningfully across Europe?
• What becomes the new targeting “currency” as identifiers disappear?
• What’s the winning strategy for 2026–2028: contextual-first, addressable-first, hybrid, or commerce-powered?