Observed Signal · Nov 11, 2025 · Interview · Source: VideoWeek · Impact: 2/5 · Sentiment: Neutral
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.
Industry discussion on programmatic CTV; moderate impact.
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Key Takeaways & Evidence Grounding
- Erika Loberg is Global Head of CTV at OpenX.
- VideoWeek published an interview about programmatic CTV.
- The interview was filmed at TV Rise 2025 in Lisbon.
- The article states programmatic in CTV requires high CPMs for publisher value.
- Buyers seek transparency from the sell-side to invest in more expensive inventory.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
OpenX Names John Rogers SVP of Global Publisher Development
OpenX, the advertising technology company, has appointed John Rogers as Senior Vice President of Global Publisher Development. Rogers will lead the company's global publisher development strategy, focusing on strengthening relationships with publishers and driving growth. He brings extensive experience in the ad tech industry, having previously held senior roles at major platforms. This appointment is part of OpenX's broader commitment to enhancing its supply-side offerings and supporting publisher partners.
OpenAI's Measurement Gaps Keep ChatGPT Ads Budgets at Test Level
Seven months after OpenAI introduced ads in ChatGPT, marketers still face measurement hurdles, as agencies like Accuracast report discrepancies—zero conversions despite form fills and 100 clicks vs. 20 tracked internally—along with 24-36 hour delays and a lack of demographic or prompt data. Legal concerns about OpenAI's terms and data use deter many from enabling conversion tracking, slowing custom audience adoption. Test budgets range from £10,000 to £30,000, with clients spending under $100,000 monthly on ChatGPT versus $10 million on Google. Third-party measurement through partners like AppsFlyer and Adjust is deemed essential, though limited. Meanwhile, DoorDash expands retail media by partnering with Macy's, Timberland, and others, the Trump administration spends millions on pro-Trump ads, Swap Commerce acquires Vizby, and OpenX hires John Rogers as SVP of Global Publisher Development. OpenAI declined to comment.
KNOREX Plans Carve-Out of AscendX Publisher Business
KNOREX Ltd., a provider of AI-driven cross-channel programmatic advertising solutions, announced it is pursuing a strategic carve-out of its wholly-owned subsidiary AscendX Media Technologies Pte. Ltd., a publisher monetization platform. Under the proposed structure, AscendX would be independently capitalized with external investment, allowing KNOREX to retain a minority equity interest and eliminate the need to fund AscendX's future growth. Since its formation in June 2025, AscendX has moved into commercial deployment with 10 live publishers, over 2 billion ad impressions in 2026, and integrations with major demand platforms such as The Trade Desk, Meta Audience Network, Microsoft Monetize, OpenX, and Magnite. The carve-out is subject to negotiation and approvals. CEO Phu Le of AscendX will have the transaction reviewed by KNOREX's Audit Committee due to his dual role.
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