Rakuten TV Unveils New Report on Transparency & Measurement in CTV & Strengthens its B2B 'Enterprise' Division
by on 9th Sep 2025 in News
Rakuten TV, one of the leading streaming platforms in Europe, today (9th September, 2025) revealed findings from its new survey ‘A Clearer Picture’, exploring UK advertisers current views on media investments in CTV. The findings were presented by Chris Edwards, senior director of media UK at Rakuten TV, during ATS London.
Alongside the research, Rakuten TV announced its latest strategic move: simplifying CTV by consolidating its B2B division, Rakuten TV Enterprise, marking the next phase in its business services growth.
As the television landscape evolves, behind the screen, the relationships between viewers, content creators, broadcasters, and advertisers have become increasingly complex.
As Europe’s original CTV and streaming experts, Rakuten TV created Rakuten TV Enterprise - a suite of products and services that simplify CTV and streaming for agencies, advertisers, content owners, telcos, TV operators, and publishers. It connects advertisers, content, and audiences, offering advanced ad solutions (CTVision+), FAST channel creation and syndication, multi-platform app development, and monetisation management.
'Rakuten TV Enterprise Services' was launched to address the needs of content owners, telcos, and TV operators. The latest strategic move consolidates all of Rakuten TV’s business-facing capabilities, including advertising, under one unified 'Rakuten TV Enterprise' brand.
With an emphasis on transparency, trust, and measurability, this new advertising pillar encompasses the 'Enterprise Ad Sales' division and will offer a streamlined, integrated approach that redefines how advertisers engage with CTV.
At the core of the Enterprise offer is CTVision+, a premium publisher collection that consolidates high-quality CTV inventory across Europe, delivering pan-European scale with local relevance by combining brand-safe environments, advanced audience targeting, transparent buying paths, and independent verification. It is designed to meet the needs of agencies and brands seeking simplicity in a fragmented ecosystem, enabling effective and scalable CTV campaigns with confidence.
Through this unified framework, Rakuten TV Enterprise is building a more open, accountable, and effective CTV advertising ecosystem, empowering brands to invest with greater confidence and control, while delivering better outcomes for all stakeholders.
Edouard Lauwick, SVP, media, EMEA, Rakuten TV, commented: "The consolidation of advertising under the Rakuten TV Enterprise brand marks the kind of initiative that advertisers, publishers, and content owners across Europe have been waiting for. By bringing together our combined expertise, scale, premium inventory, and the best in CTV technology, we empower our partners to fully seize the opportunities created by the rapid growth of CTV."
To show how Rakuten TV Enterprise tackles the advertising industry’s key challenges, a report on transparency and measurement in CTV advertising was commissioned in collaboration with Bluestripe.
Key insights include:
- Transparency and trust now outrank pricing and scale as top priorities for UK advertisers, with 97% expressing concerns around transparency and seeing it as a key investment barrier.
- Many are concerned about ad fraud and viewability impacting trustworthiness.
- Only 28% of marketers are very confident that their CTV ads run in fully viewable, fraud-free environments - highlighting an urgent need for verification and fraud prevention.
- To address these issues, many marketers are currently seeking “better campaign performance” from curated marketplaces. Advertisers are moving toward curated, premium environments, reflecting a shift toward quality over quantity in the media mix.
- Despite these concerns, CTV is expecting significant growth, with 74% of UK marketers planning to increase CTV ad spend over the next three years, with the majority of marketers saying they would increase CTV investment if full transparency into where ads run was guaranteed.
The survey results highlight clear trends: CTV growth, a strong demand for transparency, and a shift toward curated, high-quality environments.
With the goal of leveraging its experience to simplify and accelerate CTV management for advertisers, Rakuten TV today released another report on incrementality - the additional reach and value CTV advertising provides beyond traditional TV and SVOD. Unlocking New Audiences provides insights into the FAST/AVOD market in Spain, France, Germany, and Italy.
Download the findings at: enterprise.rakuten.tv/insights/A-clearer-picture enterprise.rakuten.tv/insights/Unlocking-New-Audiences
The research shows CTV is cementing its role in Europe’s media mix. While advertiser ambition and consumer adoption create opportunity, they also expose the need for greater trust, transparency, and clarity across the ecosystem.
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