The European CTV market is still seeing rapid growth, says Stuart Keith, Senior Director at Rakuten Advertising, but it’s not all sunshine and rainbows. Measurement remains a key issue, as CTV sits at the intersection of linear TV, digital video, and social video. The push for a unified currency is therefore key, and as Keith argues, it’s important that such a currency stems from cross-industry collaboration. Filmed at TV Rise 2024 in San Sebastian.