As US streaming growth starts to level out, CTV publishers and broadcasters can’t really rely on audience increases to generate revenue growth any longer, and so must find ways to increase yield. And while in Europe there’s still plenty of headroom for further audience growth, it’s an issue which CTV companies will have to contend with sooner or later says François-Xavier Sinquin, Publishers Director, EMEA at Publica by IAS.
One way CTV publishers can boost yield is by optimising towards CPM per second, rather than just straight CPMs. Broadcasters sell ad time, not just impressions, so it’s important that sellers make sure they’re maximising revenue for every second of ad space they own. Filmed at TV Rise 2025 in Lisbon.
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