At Cannes, OpenX hosted a forward-looking panel on CTV, focusing on the growing importance of interrogating the definition of “premium” in advertising, which is increasingly being recognized as a poor indicator for specific advertiser outcomes. Moderated by Tameka Kee, the discussion featured perspectives from Tyler DeNicola, Head of Programmatic at DIRECTV Advertising; Tom Swierczewski, VP of Media Investment and Partnerships at Goodway Group; and Erika Loberg, VP of Global CTV and Curation at OpenX.
The conversation centered on how bringing decisioning closer to the source can help advertisers improve transparency, reduce unnecessary intermediaries, and make better programmatic CTV buying decisions — highlighting how platforms like OpenX can help bridge buyer demand for transparency with publisher needs for control and value protection.
Watch the full conversation via this link, and discover how OpenX helps partners strengthen their CTV investments through supply-side intelligence, data quality, and greater transparency.
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About OpenX
OpenX is The Intelligent SSP™ (supply-side platform), simplifying advertising for marketers, advertisers, and publishers worldwide. As one of the largest SSPs globally, OpenX combines the industry’s only fully cloud-based infrastructure with leading AI capabilities to make digital advertising easier and more effective across every format, including CTV. Built to responsibly deliver quality, performance, and adaptability, OpenX makes digital advertising safer, smarter, and built for what’s next. Learn more at www.openx.com.
