Newsroom

What’s holding programmatic TV back in Europe?

At smartclip’s Product Advisory Board 2026, Ian Maude of the The Project X Initiative took the stage to explore the barriers to scale – and what it will take to create greater alignment across Europe’s fragmented TV ecosystem.

For too long, the European media ecosystem has operated under a structural dependency on non-European technology. To break this cycle, the industry needs more than claims of sovereignty; it needs verifiable proof.

That’s why we welcome the launch of Trusted Euro Technology (TET), a new certification initiative designed to make European technology more visible, comparable, and verifiable.

smartclip is among the first companies to pursue certification through TET. By taking part, we’re reinforcing a principle that has long shaped our ethos: giving European media businesses greater transparency and control over the technology they rely on.

Congratulations to Emanuel Peruzzi, Julius Bauer, Thomas Peruzzi, and the whole TET team on bringing the vision to life – and to Adform and iab austria for also joining the initiative from the outset.

Peer-to-peer learning, the smartclip way.

Our annual smartweek returned last week with a focus on scaling AI and demystifying the tools that power our delivery.

A massive shout-out to all our colleagues who stepped up as instructors — thanks for sharing your knowledge and making the week a success. 🎉

What does it take to bring Total Video to life?

At the "Connect & Shape" event in Cologne, Ad Alliance and RTL Deutschland opened the "engine room" of Total Video to show exactly how the convergence of Linear TV and digital is being built in real time.

Our smartclippers Thomas Servatius, Co-CEO, Gloria Eichler, CPO, Frank Plaehn, VP Audience Products, Benno Kayser, BPO, and Cecilia Tanasoiu, Growth Product Manager, were on site to share updates regarding the technical infrastructure behind this evolution.

A huge thank you to Frank Vogel, Martin Hoberg, and Tim Nieland for hosting such a productive exchange, and to the agencies and partners who joined us to discuss, question, and rethink what comes next for TV advertising.