How TV by OpenX builds trust in programmatic CTV

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.

The future of TV advertising is already here — and it’s automated. Programmatic #CTV marketplaces are redefining how brands and publishers connect: combining the storytelling power of television with the transparency and intelligence of digital. In our new article, we explore how #programmatic CTV unlocks premium inventory, ensures trust, and creates measurable impact for everyone in the ecosystem. 📖 Read here: https://lnkd.in/etytyeTQ #transparency #adtech #intenze

For broadcasters to win back ad spend which is moving to other media companies and platforms, it’s important that they unify their linear TV and CTV ad propositions, says Dirk von Borstel, Managing Director at Virtual Minds. While CTV opens up a lot of new opportunities for broadcasters, by itself it doesn’t have the scale which broadcasters need to compete with the big platforms. But Borstel says that examples from Germany and Austria already show that where broadcasters are able to effectively combine their linear and CTV offerings, they can much more effectively compete for ad budgets. In this interview, von Borstel discusses how broadcasters can combine their digital and linear offerings, and why tech companies have a big part to play in consolidating reach across broadcasters. Filmed at TV Rise 2025 in Lisbon.

Big shifts ahead in the media landscape. Three potential mergers could redefine how advertisers balance reach, data, and performance: HBO Max + Paramount Skydance could jump from just 1.5% to over 5% of all U.S. CTV ad dollars—an instant scale-up in connected TV influence. Disney + Hulu integration (2026) may triple ad revenue potential, uniting content, audience, and data under one ad tech roof. Nexstar + Tegna could create a local broadcast powerhouse with more ad revenue than many major streamers. Each move signals one thing: consolidation for impact. Effective scale and first-party data will be the next battleground. Source: eMarketer US TV and Connected TV Ad Spending Forecasts H2 2025

The integration of linear TV into digital will fundamentally reshape the way advertisers and agencies plan and buy video, says Gloria Eichler, CPO at smartclip. This means TV will no longer be a static channel that needs to be booked weeks or months in advance, but a flexible, dynamic medium. In this interview, Eichler discusses the technical challenges of aligning legacy systems, targeting and measurement standards, and how smartclip’s ‘LTV goes smartx’ initiative aims to bridge the worlds of linear TV and digital advertising. Filmed at TV Rise 2025 in Lisbon.

TV advertising without a middleman? It’s happening. Programmatic TV buying in 2025 looks a lot different than even a year ago. More automation, direct-to-publisher deals, and faster decision-making. Why it matters: Brands are getting better targeting, while broadcasters are optimizing inventory in real time. We’ve seen streaming platforms use this shift to monetize more precisely, especially during live events. The result? Higher engagement without increasing ad load. If your platform delivers video or live content, aligning with modern distribution tools is key: https://lnkd.in/gx5i5FFW What changes are you seeing—or hoping for—in TV buys this year? #AdTech #ProgrammaticTV #DigitalAdvertising #MediaInnovation

Ever wondered how advertising is perceived across #paid vs #free streaming services?💰Our latest research with WPP Media in Germany confirms what many of us intuitively feel: resistance to ads in paid environments is 6x higher than in free services. Viewers are protective of their paid experiences and long ad breaks, multiple spots, or even just one commercial can create disengagement. The lesson for brands? When advertising lives in the right environment, viewers are more likely to respond positively. This is why advertising in free, premium platforms like Samsung TV Plus, can be perceived far more positively: viewers understand the value exchange and are open to the experience. Curious to see the full insights? Access the complete #WPP Media research here: https://lnkd.in/gEVCFctE #MediaInsights #MediaTrends #CTV #Adtech

StackAdapt and iHeartMedia Bring Broadcast Radio to Programmatic Ads Lisa Coffey, Chief Business Officer for iHeartMedia, stated, “We are bringing together the reach and trust of broadcast radio with the agility and precision of programmatic buying. For marketers, it is an opportunity to activate at scale in one of the most engaging and brand-safe environments.” Gregory Joseph Read More:- https://lnkd.in/dvMb-RGR #stackadapt #iheartmedia #ads #programmaticads #radio #broadcast #news #martechcube #martechnews

Teads partnered with the MEDIAMENTO Institute to explore how attention works across the #CTV landscape. Through in-lab eye-tracking and brand-recall surveys with 100 Smart TV viewers, the study found that CTV HomeScreen ads capture attention faster and sustain it longer than skippable formats — driving stronger engagement and recall compared to traditional pre-roll. Discover more about our findings: https://lnkd.in/gTw9YFVU

Paramount just released details on their new $7 Streaming Bundle within the Paramount Ads Manager, and the pricing is a game-changer for the Connected TV (CTV) ecosystem, i.e. $7 only. 💸 Why is this a seismic shift for advertisers? - With typical entry-level CTV campaigns costing roughly $25-$65 CPM on average, the $7 entry point instantly makes the high-impact environment of the big screen viable for Small and Mid-sized Businesses (SMBs) that previously faced a barrier. - The bundles (Core, Expanded, Full) offer advertisers scaling control over inventory, from the efficient reach of Pluto TV to exclusive access to premium Paramount+ originals and sports. It’s a smart way to match ad investment to the client's growth stage. - By focusing on accessibility and controlled environments, Paramount is positioning its ad-supported model as a highly efficient tool for both branding and performance marketers. This move validates the idea that AVOD (Ad-Supported Video On Demand) will be the primary engine for CTV ad spend growth, especially as platforms compete fiercely on value and accessibility. I think this is a clear response to the walled-garden criticism : offering premium inventory without the premium price tag, and putting control directly into the hands of the buyer. What do you think? Source article link in the comments section. ⬇️ #AdTech #CTV #Programmatic #DigitalAdvertising #MediaBuying #Paramount #StreamingTV