The implications of TV OS market fragmentation on TV and advertising

Outcome-based buying and audience measurement are complementary, not competing, but both depend on a single, transparent, industry-governed trading currency to function, argues Canada's TV ratings body Numeris in a new position paper.

Michael Beach, founder of State of the Screens, argues that CPMs are a misleading measure of TV ad value, and that once you account for audience targeting, a $20 untargeted CPM can cost a home-buying advertiser an effective $539 per thousand, making premium streaming inventory the sounder investment.

UK marketing budgets grew at their fastest rate since Q2 2024 in Q1 2026, with video rebounding sharply to a +5.7% net balance after falling to -5% the previous quarter, according to the IPA Bellwether Report.

Newer TV operating systems are on course to hold 30% of the European market by 2030, up from 21% in 2025, according to Omdia, a shift that fragments the CTV advertising landscape and raises the cost and complexity of reaching audiences at scale.

As TV advertisers head into the upfronts, outcome-based buying is displacing reach as their primary demand, and Amazon Ads is expanding its measurement suite to meet that shift directly.

New research from The Trade Desk and PA Consulting found premium advertising environments drove 4.3 times stronger purchase consideration and lifted purchase intent by 37% versus low-cost digital inventory. Streaming TV and premium publishers scored highest on trust and ad integration.

David Lucy, managing director of D19, argues that TV's push to attract small and challenger brands will stall unless the industry delivers cross-media owner funding, honest channel guidance, and an evidence base built around first-time buyers from the outset.

Rita Ferro, Disney Advertising president, argues that automation makes human judgment, trust and relationships more important. Her view: media leadership now means balancing brand and performance, technology and storytelling, speed and long-term value.

Paul McGee, Goodstuff video planning lead, warns broadcasters need stronger adtech access, cleaner insights and measurement parity. Without this, he argues, global platforms become easier to keep in media plans than local broadcasters.

The Media Leader podcast links outcomes measurement to tougher CMO-CFO conversations as marketing budgets face heavier scrutiny. Sameer Modha, ITV measurement lead, presents Lantern as one way for TV to show nearer-term business effects.

Omar Oakes, media industry critic, argues UK adspend growth hides a sharper platform shift. He says incremental budgets increasingly flow to search, social and retail media, weakening high-attention channels’ growth story.

IAB Europe, with egta among contributors, opened public consultation on CTV measurement and transparency principles. The framework defines CTV metrics and asks sellers to disclose limits, co-viewing treatment and reporting granularity.

Pinterest is entering CTV ad targeting by making its high-intent user data available for programmatic streaming campaigns for the first time, a move the company frames as the first step in a broader off-platform audience strategy.

Without sufficient reach, even the strongest creative cannot drive brand growth, so argues Thomas Honoré (CEO, Audience Project), who calls incremental audience expansion the true foundation of advertising effectiveness.

Hugues Rey, Havas Belgium CEO, argues that as agentic AI takes over programmatic buying, premium broadcasters that make their inventory agent-readable stand to capture significant algorithmic budgets.

Paramount is merging the ad tech stacks behind Paramount+ and Pluto TV this summer, while launching a new performance product and expanding dynamic ad insertion to live sports ahead of upfront season.

The European Commission has cleared RTL Group's acquisition of Sky Deutschland, due to complete on 1 June 2026. The deal unites RTL's entertainment brands with Sky's premium sports rights, creating a 12.3 million-subscriber group across the DACH region.

A Lloyds Bank marketing lead shares how connected TV with postcode targeting outperformed email and direct mail in driving app downloads among pension customers, and boosted direct mail performance when used in combination.

Media industry analyst Marion Ranchet argues that TV streaming apps are turning to short-form vertical video to fix a discovery problem social platforms already solved, causing broadcasters and streamers to face real pressure and rethink how they surface their content.

Mark Frain warns that the industry risks losing a further $200m in ad revenue over the next two years without urgent action on outcomes measurement and simpler buying tools. He is calling for industry-wide collaboration to close the gap with digital platforms and reverse the budget decline.

RTL AdAlliance explains how it aggregates premium TV and video inventory across Europe's fragmented markets, offering global advertisers a single entry point to reach over 400 million monthly viewers.

Ampere Analysis executive Richard Broughton breaks down the wave of TV industry partnerships and M&A deals, using the TF1/Netflix tie-up as a model where streamers act as distribution partners while broadcasters retain control over content and ad relationships.

New Dentsu research suggests advertisers are underusing video for brand building, finding that connected TV performs on a par with linear TV and that even short digital video formats can drive sales growth over multiple years.

Ian Whittaker argues media strategy is about capital allocation, not TV vs YouTube. YouTube offers scale efficiency, while broadcasters provide trusted, high-attention environments; brands must balance both to maximise long-term returns.

ProSiebenSat.1 CEO Marco Giordani plans growth by tracking “total reach” across TV, streaming, partners and social platforms, aiming to match tech giants while keeping TV central for large-scale brand campaigns.