A new consortium of publishers and ad tech suppliers has emerged to advance the case for programmatic TV advertising in Europe’s Big Five markets. While it may be the silver bullet to standardization woes, it looks more likely that the European Programmatic TV Initiative (EPTVI) will be yet another splinter group arguing for airtime. The EPTVI will be looking to promise the enhanced efficiency, targeting and measurement that comes with programmatic advertising, while working to pacify the technological, corporate, and cultural barriers that inhibit its growth. These barriers exist everywhere, but Europe has proven far more resilient to the roll out of programmatic advertising than North America. The EPTVI says that connected TV (CTV) ad spend will stand at just…