Across Europe, broadcasters are looking to automation via programmatic technology to unlock efficiency, scale, and data-driven targeting. France is at the forefront of this transformation with 36% of CTV, or streaming TV, ads now delivered programmatically, outpacing the European average of 19%.1 This shift reflects a market deeply rooted in premium inventory and relationship-driven deals, where programmatic guaranteed accounts for 72% of these transactions.2
This growth is fueled by multiple factors, notably the digital shift of television and the rapid expansion of CTV which has seen +46% YoY boost in France.1 At the same time, there is a growing demand for more simplified buying processes and more precise, data-driven targeting, all of which programmatic helps unlock.
These developments underscore a clear shift: broadcasters are embracing automation to help fuel the next wave of advertising innovation, and programmatic is leading the charge.
How broadcasters are harnessing programmatic to drive innovation
Automation and AI are redefining TV monetization, enabling broadcasters to unlock new revenue streams while ensuring they set the rules and retain control over their data. Innovative initiatives such as ‘TV Retail Connect’ exemplify this trend – as leading broadcasters combine their TV inventory with retail data to enable addressable targeting and deliver more relevant ads to in-market consumers.
In this fast-moving landscape, it isn’t a question of if broadcasters should adopt programmatic, but when; and the quick answer is now! It is becoming the backbone of premium advertising and those who delay adoption risk being left behind.
Programmatic adoption in France
Additionally, during a recent FreeWheel Council for Premium Video Europe event in London, TF1 Publicité , the advertising sales house for France’s TF1 Group, showcased how an early recognition of the importance of programmatic has evolved into a core growth engine. Adam Marki, Managing Director Digital, TF1 Publicité highlighted their unwavering commitment to automation and data-driven strategies.
Their approach, through yield optimization tools, demonstrates how automation and data can coexist in premium environments, enabling real-time campaign adjustments, more granular measurements and optimized ROI, in turn, driving both operational control and revenue growth. Looking ahead, TF1 plans to accelerate innovation – starting with the launch of their ad manager – and deliver even greater value for marketers.
For broadcasters and marketers, the message is clear: programmatic adoption is inevitable. The only question is how quickly can you move to seize the opportunity.
Programmatic is unlocking access and efficiency in live events
Programmatic is expected to become a critical tool in every marketer’s arsenal as it becomes a bigger portion of ad transactions in major live sporting events, like the Rugby Six Nations. This year, it’s expected that there will be more programmatic activations of premium (and live) moments, unlocking access to a broader range of advertisers and delivering more relevant and impactful ad experiences through the ability to better harness data and contextual advertising, as well as the use of new innovative ad formats. This evolution will redefine how brands can connect with audiences during the most sociable, valuable and high-attention moments in TV.
Programmatic is no longer a nice-to have but a must-have
Programmatic delivery is a strategic imperative for both broadcasters and marketers that are looking to unlock efficiency and scale in premium streaming TV. By automating ad transactions and leveraging real-time audience insights, programmatic delivery boosts efficiency, precision, and revenue – connecting advertisers with the right viewers across platforms and devices. It empowers broadcasters to make smarter, data-backed decisions, stay ahead of competitors, and future-proof their operations as linear and digital media converge. Truly, the time is now.
To learn more about the evolving programmatic marketplace in France, download FreeWheel Market Spotlight: Streaming’s Programmatic Dynamics in France
Sources:
- FreeWheel Video Marketplace Report, 1H 2025
- FreeWheel, Market Spotlight: Streaming’s Programmatic Dynamics in France, 2025
