Buyers sometimes think of programmatic as a way of quickly and easily putting money into cheap inventory, but this way of thinking doesn’t really work with CTV. CTV is valuable inventory, and programmatic trading needs to be able to sustain high CPMs if it’s going to be attractive to publishers says Erika Loberg, Global Head of CTV at OpenX. Buyers in turn need transparency from the sell-side, in order to be able to confidently invest in more expensive inventory.
In this interview, Loberg discusses the developments she’s seeing in programmatic CTV, and how buy-side and sell-side attitudes are shaping the market. Filmed at TV Rise 2025 in Lisbon.
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