egta’s AI Community brings together experts from egta member TV/video and radio/audio sales houses to exchange practical knowledge, use cases, and strategic perspectives on AI in media monetisation. The community serves as a collaborative forum where members explore concrete applications across the value chain, while addressing shared challenges such as tech and business integrations, standardisation, and governance. Through monthly meetings, dedicated working sessions, and ongoing knowledge-sharing, the AI Community enables members to benchmark approaches, identify emerging opportunities, and accelerate adoption in a responsible and business-driven way.

The advertising world is waking up to its environmental responsibilities, and the aim of our sustainability community is to participate in that transition. This group connects industry experts and our members who have been put in charge by their management to implement sustainable practices and adapt them to the realities of their broadcasters and sales houses. Through regular online meetings, we exchange ideas and tackle diverse challenges related to sustainability in advertising. We explore everything from calculators and frameworks for energy-efficient techniques to carbon-conscious media delivery, responsible consumption messaging, or creative campaigns to promote green products.

Outcomes measurement is the practice of demonstrating advertising’s real business impact, moving beyond reach and frequency to track what audiences actually do after exposure, connecting ad viewing to behaviours such as searching for a brand, visiting a website, or making a purchase. egta’s Outcomes measurement community helps data scientists, analysts, researchers, and other experts navigate this shift at scale within their broadcasters and sales houses, sharing insights through regular meetings on methodologies, attribution frameworks, performance metrics, client reporting, and the tools that make measurement work in practice.