Observed Signal · Nov 13, 2025 · Interview · Source: VideoWeek · Impact: 2/5 · Sentiment: Neutral
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.
Moderate relevance to AdTech/CTV expansion and industry workflow evolution.
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Key Takeaways & Evidence Grounding
- Index Exchange's Cadi Jones, SVP Europe, discusses the growing CTV opportunity.
- Agency structures are converging linear and digital teams to exploit CTV.
- IAB Tech Lab’s LEAP initiative is highlighted as a driver for future TV ad tech.
- Interview was filmed at TV Rise 2025 in Lisbon.
- Tim Cross-Kovoor is the Interviewer/VideoWeek author for the piece.
Connected Companies & Entities
1 Entity mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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