How can broadcasters turn the growth of Addressable TV and Connected TV into sustainable advertising revenue?
European digital video advertising reached €34 billion in 2025. In the first half of 2026, TF1+ attracted an average of 42 million monthly viewers, while its advertising revenue grew by almost 19% year on year.
The opportunity is clear. But turning growing audiences into sustainable revenue requires easier buying, reliable measurement and clear value for advertisers.
In this episode of The TV Society, Adam Marki from TF1 PUB, Dirk von Borstel and Hossein Houssaini from Virtual Minds discuss the monetisation opportunity of Addressable TV and CTV.
The discussion explores how broadcasters can better monetise authenticated audiences, respond to advertisers’ growing expectations around targeting and measurement, simplify access to addressable TV inventory and overcome the operational complexity that can still limit the growth of programmatic TV.
Looking ahead, the guests also discuss where European broadcasters should focus their investments and which opportunities could become the strongest revenue drivers over the next few years.
Guests:
Adam Marki – TF1 PUB
Dirk von Borstel – Virtual Minds
Hossein Houssaini – Virtual Minds
The TV Society is a B2B TV show produced by THE SOCIETIES.MEDIA, with Minted as media partner and logistical support from Checksub.
This episode is presented with the support of Virtual Minds.
