Leading Industry Participants Launch New Initiative to Support the Development of Addressable Media in Europe

Founding members – Amobee, Carbon, Comscore, Finecast, LiveRamp, Lotame, Neustar and PubMatic – will work collaboratively across the European media and advertising ecosystem to support the development of a positive, sustainable roadmap for addressable media

December 17, 2021

LONDON (December 17, 2021) — Today, leading industry participants Amobee, Carbon, Comscore, Finecast, LiveRamp, Lotame, Neustar and PubMatic, in association with The Project X Institute, announced the launch of the European Addressable Media Initiative, focused on supporting the development of addressable media in Europe.

The members of the new initiative will work collaboratively across the media and advertising ecosystem to help European advertisers, agencies and media owners understand the fast changing landscape of identity resolution, targeting and addressability solutions, identifying practical steps to ensure a sustainable future for digital media, one that safeguards consumer privacy, helps advertisers deliver relevant messages, and supports publishers of all sizes.

Addressability, especially when rooted in people-based, privacy-first identity, is the foundation of the new advertising ecosystem, supporting the delivery of more relevant and effective marketing communications for advertisers, and helping media owners achieve durability and sustainability for their businesses.

New privacy and data protection legislation and regulations, anti-tracking safeguards, and threats to third-party cookies have resulted in a proliferation of new rules, different frameworks and competing offerings, leading to complexity and confusion in many European markets for ad buyers and sellers. There is an immediate need for greater alignment and collaboration, especially as it relates to navigating new and emerging solutions.

The founding members of this new initiative believe that the media industry has an opportunity for transformation, leveraging identity and addressability to super-charge Europe’s advertising markets, helping to ensure a privacy-first, dynamic, competitive, and open ecosystem that supports media owners and advertisers, large and small.

As more and more media becomes addressable, the initiative will explore the prospects for common solutions and practices that support growth, innovation and competition.

The European Addressable Media Initiative plans to work collaboratively across the ecosystem, to help advertisers, agencies and media owners navigate the fast-changing landscape of identity and addressability frameworks and solutions and develop a clear roadmap for addressable media in Europe, safeguarding consumer privacy, supporting European media owners and helping advertisers to deliver more relevant messages.

The initiative will consult across the media and advertising industries in Europe, focusing on key markets, facilitating a programme of events, seminars and roundtables that will explore the challenges and opportunities ahead.
Piper Heitzler, Head of Growth EMEA, Amobee, said, “Being at the front and center of this TV innovation wave, we have seen that it takes a mutual vision and eager collaboration to deliver win-win solutions for buyers and media owners. Amobee is delighted to partner with the other organizations in this Initiative to analyse and transform the way we all work together to provide consumers with a privacy-compliant, personalised and brand-diverse viewing experience.”

Over the next six months, the European Addressable Media Initiative will look to develop:

  • An overview of the European identity resolution and addressable media landscape, with a clear taxonomy of definitions and frameworks.
  • A review of the key challenges and opportunities, as media owners, agencies, and advertisers look to navigate the expanding universe of approaches and solutions.
  • An analysis of the major decisions facing participants in major European advertising markets, as they look to grow and develop and implement effective, privacy-compliant targeting solutions that help them achieve their business objectives.
  • A set of practical recommendations for European advertisers and media owners to support trust and growth in addressable media.

The new initiative is being led by The Project X Institute (PXI), a brand-new think tank and strategic advisory collective for the media and advertising industries, founded by industry veterans Ian Maude and Jon Watts. The PXI team will be supported by a highly experienced team of the Institute’s Advisors-in-Residence, including Dr. Daniel Knapp, Joy Baer, Jamie West, Fiona McKinnon, Ashley MacKenzie, Tomas Salfischberger and Benedict Evans.

Senior executives from the founding members will be discussing the new initiative and development of the European addressable media market at a special launch event, hosted online in January. To register for the event, please email:

About Amobee

Founded in 2005, Amobee is an advertising platform that understands how people consume content. Our goal is to optimize outcomes for advertisers and media companies, while providing a better consumer experience. Through our platform, we help customers further their audience development, optimize their cross channel performance across all TV, connected TV, and digital media, and drive new customer growth through detailed analytics and reporting. Amobee is a wholly owned subsidiary of Singtel, one of the largest communications technology companies in the world.

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