WPP Media on the Next Phase of Programmatic TV: From Fragmented Experiments to Scalable Reality

For years, programmatic TV has promised scale and sophistication, yet fragmentation has kept it stuck in pilot mode. Different definitions, inconsistent measurement, and uneven market structures have made cross‑European investment harder than it should be. 

The European Programmatic TV Initiative is designed to fix this. As it enters a phase focused on delivery, WPP Media is playing a central role in shaping frameworks that advertisers can actually use. With Ana Camara helping guide the work, we’re bringing a buyer‑side perspective that keeps the project grounded in real‑world planning and trading needs.

WPP Media's role and contribution

WPP Media has been an active contributor to the project, helping to shape how the initiative defines programmatic TV for Europe, rather than simply reacting to existing models. Camara’s involvement has been instrumental in ensuring a buyer-side, advertiser-led perspective is woven into every discussion, particularly concerning the practical needs of large, multi-market advertisers.

As the number one agency holding group contributor to the initiative, WPP Media holds a unique position of credibility and influence. This allows our experts to actively steer conversations, challenge assumptions, and shape frameworks that are firmly grounded in the realities of day-to-day media planning and trading. This ability to connect strategic ambition with operational scale, pushing for practical, adoptable outcomes, is a key differentiator in WPP Media’s contribution.

“Programmatic TV is accelerating, but without alignment the fragmentation we see today will only deepen. Advertisers want the automation, addressability, and data sophistication that programmatic TV can unlock, but not if it comes with more complexity or a different set of rules in every market. What we’re building through this initiative is a shared language and practical guidance that will finally make programmatic TV easier to plan and buy consistently across Europe.”

Dispelling misconceptions about Programmatic TV

The industry often underestimates the vast differences between European markets, from regulatory environments to broadcaster power and established trading norms. Programmatic TV needs flexible frameworks that respect these local realities, rather than enforcing a rigid, one-size-fits-all standardisation. Furthermore, there is a misconception that programmatic TV is merely a passing trend. WPP Media is clear that programmatic TV isn’t a trend in itself, but a consequence of TV becoming digital. With consumption habits evolving and TV inventory increasingly becoming digital and addressable, programmatic execution will inevitably continue to grow. This makes defining and establishing robust standards now, while the market is still forming, absolutely critical.

What the next 12–24 months could look like

If this work succeeds, programmatic TV will become:

1. More clearly defined in planning, moving beyond experimental tests to an integrated part of strategy.

2. Easier to trade at scale, reducing bespoke friction with publishers and across different markets.

3. More accountable from a measurement perspective, providing advertisers with greater confidence for consistent investment.

The goal is to transition programmatic TV from an experimental concept to a repeatable and scalable reality.

Tangible impact and influence

“The European Programmatic TV Initiative (www.eptvi.com) is focused on making programmatic TV in Europe simpler to deliver and easier to trust. WPP Media’s involvement and Ana Camara’s active role on the Steering Committee ensure the Initiative reflects how major advertisers actually plan and manage TV budgets and campaigns. That perspective is essential if we’re going to remove the friction that holds the market back and unlock real scale.”

As the European Programmatic TV Initiative progresses, WPP Media remains deeply committed to collaborating with broadcasters, streamers, ad tech companies, and fellow agencies. Through this collective effort, we are laying the groundwork for a programmatic TV landscape that is not only more efficient and consistent but ultimately more effective for advertisers across Europe.