The Project X Initiative

Strategic Management Consultingprojectxinitiative.com

The Project X Initiative is a London-based, founder-owned think tank and advisory collective providing strategic advisory and industry-convening services to boards, investors and policy makers across the media, advertising, entertainment, technology and sports industries.

Company typePrivate
Founded2021
HeadquartersLondon, United Kingdom
Headcount1–10
GTM typeB2B
OfferingServices

What The Project X Initiative does

The Project X Initiative (PXI) is a privately held, founder-owned think tank and strategic advisory collective, established in December 2021 by Jon Watts and Ian Maude and headquartered at 13 Hanover Square, London. The firm provides bespoke consultancy and advisory services to boards, investors and policy makers across the media, advertising, entertainment, technology and sports industries, assembling cross-disciplinary teams drawn from a network of 30+ Advisors-in-Residence. PXI has no proprietary technology platform; its offering is human-capital-driven professional services.

The company's commercial footprint extends beyond advisory retainers into industry convening. It operates three named initiatives: the European Addressable Media Initiative (EAMI), launched in December 2021 with eight founding adtech members to help buyers and sellers navigate addressable media; the European Programmatic TV Initiative (EPTVI), launched in June 2024 with a coalition of programmatic TV adtech firms and now operating as Stage Two under a 26+-member Joint Industry Steering Committee spanning broadcasters, streamers, agencies and trade bodies; and the Retail Media Innovation Forum, a strategy programme for senior European executives in retail media. PXI's geographic focus spans the five largest European advertising markets — the UK, Germany, France, Italy and Spain.

Commercially, PXI generates revenue through professional services — bespoke advisory engagements delivered by executive directors and assembled advisor teams, and consortium-backed thought-leadership initiatives that produce reports, roadmaps and summits. Pricing is not publicly disclosed. The firm reaches clients via direct outreach by its executive directors, industry events (notably Cannes Lions), its own summits and virtual events, and earned media in trade publications such as The Drum, VideoWeek, Campaign and City AM. PXI is governed by the laws of England and Wales and operates without external institutional capital, with co-founders retaining operational control.

The Project X Initiative firmographics

Firmographics

Name: The Project X Initiative
Legal name: The Project X Initiative
Website: https://projectxinitiative.com
Company type: Private
Founded year: 2021
Operating status: Operating
Headcount range: 1–10 employees
Short description: The Project X Initiative is a London-based, founder-owned think tank and advisory collective providing strategic advisory and industry-convening services to boards, investors and policy makers across the media, advertising, entertainment, technology and sports industries.
Ownership category
akta.pro rank

Where The Project X Initiative is headquartered

Location

Headquarters

HQ city: London
HQ country: United Kingdom
HQ region: Europe

Offices1 record

Markets served

The Project X Initiative business model

Business model

GTM type: B2B
Offering type: Services
Cost components: Personnel, Operations, Marketing or Sales

Revenue model

Advisory and Consulting Services: PXI provides bespoke consultancy projects and advisory services to boards, investors, and policy makers. Revenue is generated through consulting engagements with clients seeking heavyweight expertise in media and advertising industries.
Consortium-Backed Thought Leadership Initiatives: PXI leads industry initiatives such as the European Programmatic TV Initiative (EPTVI) and European Addressable Media Initiative (EAMI), bringing together multiple industry participants. These initiatives produce reports, roadmaps, and summits that serve the broader industry ecosystem.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

The Project X Initiative product offering

Product offering

Core offering

The Project X Initiative (PXI) is a think tank and advisory collective that delivers strategic advisory services, bespoke consultancy projects, and consortium-backed industry initiatives to boards, investors, and policy makers across the media, advertising, entertainment, technology, and sports industries. Its core activities include convening industry coalitions such as the European Programmatic TV Initiative (EPTVI) and the European Addressable Media Initiative (EAMI), producing thought leadership reports and roadmaps, and providing heavyweight expertise from a network of 30+ Advisors-in-Residence as an alternative to traditional consulting firms.

Product overview

The Project X Initiative (PXI) is a thought leadership and advisory collective, not a software product company. Rather than offering a unified platform or modular product suite, PXI provides strategic advisory services and convenes industry initiatives. Its three named initiatives are: (1) the European Programmatic TV Initiative (EPTVI), a coalition working on programmatic TV standards and roadmaps with broadcasters and ad tech partners; (2) the European Addressable Media Initiative (EAMI), focused on helping advertisers navigate the addressable media landscape; and (3) the Retail Media Innovation Forum, a strategy programme for retail media executives. All offerings are advisory/thought leadership in nature rather than software products.

Differentiator

Problem solved

Functional benefit

Brands

European Programmatic TV Initiative (EPTVI): Industry initiative focused on accelerating programmatic TV adoption across Europe's major advertising markets (UK, Germany, France, Italy, Spain), backed by The Trade Desk, Google, OpenX, PubMatic, Equativ, Magnite, Cadent, and Adform.
European Addressable Media Initiative (EAMI)
Retail Media Innovation Forum

Products and services

Advisory and Consultancy Services Bespoke strategic advisory and consultancy projects delivered by Co-Founders and Advisors-in-Residence to boards, investors, and policy makers across the media, advertising, entertainment, technology, and sports industries. Designed as an alternative to traditional consulting firms by combining heavyweight senior expertise with an agile format and cross-disciplinary teams.
European Programmatic TV Initiative (EPTVI) Industry coalition initiative backed by leading ad tech companies (The Trade Desk, Google, OpenX, PubMatic, Equativ, Magnite, Cadent, Adform) that convenes broadcasters, streamers, agencies, and technology providers to develop shared standards, roadmaps, and recommendations for programmatic TV in Europe's five largest advertising markets (UK, Germany, France, Italy, Spain).
European Addressable Media Initiative (EAMI) Industry initiative led by Finecast, LiveRamp, Amobee, Comscore, Lotame, Magnite, Neustar, OneTrust, and PubMatic, in partnership with PXI, to help ad buyers and sellers in Europe navigate the addressable media landscape and develop strategies for a privacy-first future.
Retail Media Innovation Forum Strategy programme for senior European executives in retail, media, and advertising focused on identifying opportunities for growth, innovation, and partnerships in the retail media marketplace.

Quantifiable outcome

European Programmatic TV Initiative Stage One produced a five-point roadmap published in 2025 for programmatic TV development across UK, Germany, France, Italy, and Spain
+2 more outcomes

Companies that use The Project X Initiative

Customer profile

Named customers3 records

Segments4 records

Ideal customer profiles3 records

The Project X Initiative technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

The Project X Initiative partnerships and signals

Strategic signal

Partnerships

35 partnerships are on record, tiered core.

Canal+coreStrategic or Co-development Partner · 1 February 2026Canal+ participates in EPTVI Stage Two as a member of the Joint Industry Steering Committee (JISC), representing French broadcaster interests.
DAZNcoreStrategic or Co-development Partner · 1 February 2026DAZN, a major streaming platform, is a member of EPTVI Stage Two JISC representing sports streaming perspective.
SkycoreStrategic or Co-development Partner · 1 February 2026Sky participates in EPTVI Stage Two JISC, contributing expertise in advanced TV and broadcast operations.
Channel 4coreStrategic or Co-development Partner · 1 February 2026Channel 4 participates through EPTVI with Ed Chalmers, Head of Trading, involved in Stage One Summit panels.
Rakuten TVcoreStrategic or Co-development Partner · 1 February 2026Rakuten TV is a member of EPTVI Stage Two JISC representing European streaming platform perspective.
RTL AdAlliancecoreStrategic or Co-development Partner · 1 February 2026RTL AdAlliance participates in EPTVI Stage Two JISC representing pan-European broadcaster interests.
MediasetcoreStrategic or Co-development Partner · 1 February 2026Mediaset participates in EPTVI Stage Two JISC representing Italian broadcaster interests.
Seven.One MediacoreStrategic or Co-development Partner · 1 February 2026Seven.One Media is a member of EPTVI Stage Two JISC representing German broadcaster ProSiebenSat.1 Media.
SkyShowtimecoreStrategic or Co-development Partner · 1 February 2026SkyShowtime participates in EPTVI Stage Two JISC as a joint venture streaming platform.
IAB EuropecoreStrategic or Co-development Partner · 1 February 2026IAB Europe participates in EPTVI Stage Two JISC as the European industry trade body for digital marketing.
IAB UKcoreStrategic or Co-development Partner · 1 February 2026IAB UK participates in EPTVI Stage Two JISC as the UK industry trade body for digital marketing.
DentsucoreStrategic or Co-development Partner · 1 February 2026Dentsu participates in EPTVI Stage Two JISC as a major advertising and media company.
Publicis / PMXcoreStrategic or Co-development Partner · 1 February 2026Publicis/PMX participates in EPTVI Stage Two JISC as a major agency group focused on programmatic excellence.
WPP MediacoreStrategic or Co-development Partner · 1 February 2026WPP Media is a member of EPTVI Stage Two JISC representing the world's largest communications services company.
iProspectcoreStrategic or Co-development Partner · 1 February 2026iProspect participates in EPTVI Stage Two JISC as a digital performance agency.
The7starscoreStrategic or Co-development Partner · 1 February 2026The7stars is a member of EPTVI Stage Two JISC as an independent media planning and buying agency.
VEVOcoreStrategic or Co-development Partner · 1 February 2026VEVO participates in EPTVI Stage Two JISC representing music video streaming platform perspective.
Comcast AdvertisingcoreStrategic or Co-development Partner · 1 February 2026Comcast Advertising participates in EPTVI Stage Two JISC representing the advertising division of Comcast Corporation.
Google Ad ManagercoreStrategic or Co-development Partner · 1 February 2024Google Ad Manager serves as a key partner in EPTVI Stage Two, providing Google's supply-side platform for publishers and broadcasters across all formats and screens including CTV. Google Ad Manager is represented on the Joint Industry Steering Committee (JISC).
EquativcoreStrategic or Co-development Partner · 1 February 2024Equativ, a leading independent supply-side platform, is a founding member of EPTVI and participant in Stage Two. James Grant, SVP Head of Advanced TV at Equativ, participates in panel discussions.
AdformcoreStrategic or Co-development Partner · 1 February 2024Adform, Europe's leading DSP, is a founding member of EPTVI contributing expertise in driving successful CTV campaigns across multiple countries.
LiveRampcoreStrategic or Co-development Partner · 1 February 2024LiveRamp provides data connectivity platform capabilities and is a member of both EPTVI and EAMI, focused on privacy-first identity solutions for addressable media.
The Trade DeskcoreStrategic or Co-development Partner · 1 February 2024The Trade Desk, a leading DSP, is a founding member and primary backer of EPTVI, contributing to roadmap development for programmatic TV in Europe.
FreeWheelcoreStrategic or Co-development Partner · 1 February 2024FreeWheel, a specialist in video and TV ad monetization, is a Stage Two partner focused on premium programmatic TV inventory trading.
Cape.iocoreStrategic or Co-development Partner · 1 February 2024Cape.io participates in EPTVI Stage Two as a partner focused on connected TV and inventory integration.
OpenXcoreStrategic or Co-development Partner · 1 February 2024OpenX, an independent SSP for audience, data, and identity targeting, joined EPTVI in 2024 bringing programmatic expertise.
PubMaticcoreStrategic or Co-development Partner · 1 February 2024PubMatic, a sell-side platform, is a founding member of both EPTVI and EAMI, contributing to industry initiatives since 2021.
MagnitecoreStrategic or Co-development Partner · 1 February 2024Magnite, the world's largest independent sell-side advertising platform, is a member of both EPTVI and EAMI, participating in Stage Two JISC.
CadentcoreStrategic or Co-development Partner · 1 February 2024Cadent, an ad enablement provider, is a founding member of EPTVI providing data-driven solutions for buyers and sellers.
OneTrustcoreStrategic or Co-development Partner · 1 October 2022OneTrust, a leader in Trust Intelligence and privacy platforms, joined EAMI in 2022 helping companies adopt better privacy practices.
FinecastcoreStrategic or Co-development Partner · 1 December 2021Finecast leads the European Addressable Media Initiative (EAMI) as the UK's leading addressable TV business, helping brands address premium viewers across TV platforms.
AmobeecoreStrategic or Co-development Partner · 1 December 2021Amobee, a subsidiary of Singtel/Tremor International, is a founding member of EAMI providing technology that understands how people consume content.
ComscorecoreStrategic or Co-development Partner · 1 December 2021Comscore, a trusted partner for planning and evaluating media across platforms, is a founding member of EAMI providing cross-platform measurement capabilities.
LotamecoreStrategic or Co-development Partner · 1 December 2021Lotame delivers flexible data solutions and is a founding member of EAMI, known for Panorama ID cookieless identifier solutions.
Neustar (TransUnion)coreStrategic or Co-development Partner · 1 December 2021Neustar, a TransUnion company and leader in identity resolution, is a founding member of EAMI providing trusted connections between companies and people.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

The Project X Initiative competitors and assessment

Company assessment

Regional players

Thinkbox: UK marketing body for TV and video advertising that convenes advertisers, agencies and broadcasters around TV advertising effectiveness. Plays a similar 'convening plus research' role to PXI in the UK TV ad market.

Direct peers

Digital TV Research: Specialist research firm providing forecasts and analysis on digital/OTT/CTV advertising and subscription models globally. Overlaps heavily with PXI's EPTVI subject matter and serves the same broadcasters, streamers and adtech platforms.
Enders Analysis: UK-based subscription research and advisory firm covering media, telecoms and technology, serving boards, investors and policy makers in the same customer segments PXI targets. Ian Maude was previously Director of Digital Media & Technology there.
WARC: Industry intelligence service for advertising and marketing effectiveness, providing research, case studies and best practice to brands, agencies and media owners — overlapping PXI's advertiser and media-owner audiences in the European advertising market.
MoffettNathanson: Independent research boutique covering media, telecom and advertising for institutional investors, serving the same 'investors' and 'boards' segments PXI explicitly targets as customers.
Ampere Analysis: London-based research and advisory firm focused on media, entertainment and digital advertising, providing market sizing and forecasts to similar enterprise and investor clients. Closely overlapping subject matter with PXI's EAMI and EPTVI.

Broad incumbents

Omdia: Global TMT research and advisory firm (formed via the merger of Ovum, IHS Markit TMT and the acquisition of MTM, which was co-founded by Jon Watts). Directly competes for the same enterprise advisory mandates PXI pursues, with a much larger analyst bench.
GroupM: World's largest media investment group (WPP), producing substantial proprietary research on advertising effectiveness, programmatic and CTV. Competes with PXI for thought-leadership mindshare among the same agency and advertiser base, including serving on the EPTVI JISC.
Magna (IPG Mediabrands): Global media intelligence and investment arm of IPG Mediabrands, producing ad market forecasts and advisory for advertisers and media owners. Overlaps with PXI's coverage of European programmatic TV and addressable media forecasting.

Others

IAB Europe: European trade body for digital marketing that runs industry research, standards and policy work. Sits on the EPTVI Stage Two JISC alongside PXI and is an adjacent ecosystem participant rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

The Project X Initiative financial estimates

Financial estimate

Revenue estimate

Valuation estimate

The Project X Initiative leadership team

Management profile

Number of profiles

Profiles2 records

The Project X Initiative funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

The Project X Initiative M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Project X Initiative

What does The Project X Initiative do?

Is The Project X Initiative a public or private company?

The Project X Initiative is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was The Project X Initiative founded?

The Project X Initiative was founded in 2021. It employs 1 to 10 people.

Where is The Project X Initiative based?

The Project X Initiative is headquartered in London, United Kingdom, in the Europe region.

How does The Project X Initiative make money?

Two revenue lines are on record. Advisory and Consulting Services are the primary driver. The others are consortium-Backed Thought Leadership Initiatives.

Who are The Project X Initiative's main competitors?

Thinkbox is listed as a regional player. Direct peers are Digital TV Research, Enders Analysis, WARC, MoffettNathanson and Ampere Analysis. Broad incumbents are Omdia, GroupM and Magna (IPG Mediabrands). IAB Europe is listed as an others.

Does The Project X Initiative have an API?

No public API is recorded for The Project X Initiative.