Europe’s growing opportunity in addressable TV

Adtech firm Cadent sees the addressable TV market growing in Europe, albeit at different rates across a fragmented ecosystem.

Global spending on TV and online video ads was, pre-COVID, forecast to hit $250 billion by 2023, per figures from Strategy Analytics, with observers predicting that about a third of that will involve leveraging some form of data and automation.

“That represents about an $80 billion opportunity,” noted John Tigg, managing director, EMEA, Cadent. But there’s a big question here, he told the Mediatel Connected TV world Summit (London, March 2020). “Is that $80 billion going to be incremental to the TV ecosystem? Or is it going to cannibalise some of the traditional spend and online video spend that already...

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