Observed Signal · May 5, 2026 · Interview · Source: VideoWeek · Impact: 2/5 · Sentiment: Positive
Buyers Focus on Signals When Buying CTV
VideoWeek published an interview with Sarah Botherway, Senior Director of Marketplace Operations at Index Exchange, reporting that programmatic buyers are increasingly scrutinising the signals included with Connected TV (CTV) inventory. Buyers are seeking inventory enriched with relevant audience, contextual and quality signals and are demanding greater transparency about how premium media owners package CTV supply. Botherway discusses the role of curation in CTV and notes innovation she’s observing across the space. The interview was filmed at New Video Frontiers 2026 in London and the article was published by Tim Cross-Kovoor on May 5, 2026.
Signals and transparency in CTV inventory affect programmatic buying, SSP/DSP workflows and publisher packaging — relevant but not a platform-level policy or technical release.
Track Index Exchange Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Sarah Botherway is Senior Director, Marketplace Operations at Index Exchange.
- Botherway said programmatic buyers increasingly look for CTV inventory enriched with the right signals.
- Buyers want greater transparency around how premium media owners package CTV supply.
- The interview was filmed at New Video Frontiers 2026 in London.
- Article published on VideoWeek on 2026-05-05 by Tim Cross-Kovoor.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Buyers Realise the CTV Opportunity
VideoWeek features an interview with Cadi Jones, SVP Europe at Index Exchange, discussing how buyers are increasingly recognizing the connected TV (CTV) opportunity. The piece notes that linear and digital TV teams are converging within agencies, enabling a suite of buyers to better understand and leverage CTV. Jones explains changes on both sell-side and buy-side and expresses optimism about IAB Tech Lab’s LEAP initiative to modernize ad tech workflows for TV. The interview was filmed at TV Rise 2025 in Lisbon, with VideoWeek’s Tim Cross-Kovoor contributing as interviewer. The article highlights potential gains from cross-screen planning and measurement and situates CTV within broader programmatic, data-enabled advertising strategies.
Buyers’ Perceptions of Programmatic Might Be Holding Back CTV
VideoWeek conducts an interview with Erika Loberg, Global Head of CTV at OpenX, filmed at TV Rise 2025 in Lisbon, examining how programmatic trading interacts with connected TV. Loberg argues that buyers often view programmatic as a shortcut to cheap inventory, but CTV represents valuable inventory that requires sustainable high CPMs to satisfy publishers. The piece emphasizes that programmatic success in CTV hinges on higher price points and transparency from sell-side partners so buyers can confidently invest in more expensive inventory. The discussion covers developments in programmatic CTV and how buy-side and sell-side attitudes shape the market, underscoring the need for trustworthy data, measurement, and collaboration to unlock premium, programmatic CTV spending.
CTV Market Shifts Toward Buyers, Premium Inventory Remains Strong
VideoWeek gathered insights from six industry leaders across the buy- and sell-side to assess whether the CTV market currently favors buyers or sellers. The consensus is that CTV is increasingly becoming a buyer's market due to a proliferation of inventory, diversified access points, and advanced programmatic capabilities. However, premium content, such as live sports and distinctive IP, retains scarcity and gives sellers leverage. Key perspectives highlight that while buyers gain more choice and control, premium publishers like BBC Studios and Bloomberg Media maintain strong bargaining positions due to their high-quality, engaging content and trusted environments. The overall balance of power is shifting towards buyers for interchangeable inventory, but premium attention remains a seller's market.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.