Meet the. senior director, advanced TV

Erika Loberg from programmatic advertising tech company OpenX, reveals that despite not having formal training, a sense of curiosity has helped her forge a career in the media industry

By TVBEurope Staff

Published: January 3, 2025

Erika Loberg from programmatic advertising tech company OpenX, reveals that despite not having formal training, a sense of curiosity has helped her forge a career in the media industry

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Talk us through an average day in your role Every day looks a little different, but if I had to sum it up, it's a mix of building client relationships and working behind the scenes to expand our connected TV (CTV) offering. As senior director of advanced TV at supply-side platform (SSP) OpenX, a lot of my time is spent meeting with clients and bringing them ideas on how they can drive the most value from their CTV buys. But I also dive into the operational side - collaborating with our product team, account managers, and deal operations to troubleshoot and refine processes. Ultimately I'm dedicated to helping our clients realise the vast potential of high-quality, biddable CTV.

Travel is also a huge part of my role. I'm based in Chicago one week, LA or London the next - it's all driven by our remote-first approach and the need to connect regionally. Since I don't typically go to a physical office, I think of travel as my office time . Some days I'm presenting to clients, other days I'm rolling up my sleeves and working on deal logistics.

How did you get started in the media industry? I was a finance major at Fordham University, but during campus recruiting, I was approached by Undertone, an adtech company, and I landed a role as a sales planner. It wasn't part of some grand plan, but once I started, I never looked back. I loved the work, the fast pace, and the constant evolution of the industry, and I've been here ever since.

What training did you have before entering the industry? I actually didn't have any industry experience, but I think that worked to my advantage because it made me very curious. I've always been someone who loves to ask questions, and in my first role, I asked a lot of them. I didn't just stick to my job as a planner, I spent time with the sales team, the post-sale campaign optimisation team, and client services. I even sat down with the product team to figure out how we tracked things like ad viewability.

I wanted to understand every detail, every nuance of how things worked. That curiosity helped me build expertise and figure out where to find the knowledge I didn't have. So, while I didn't come in with formal training, I definitely made the most of the resources around me.

Why do you enjoy working in the industry? I love the intricacies and complexities of adtech - it's endlessly fascinating. When I worked in TV data, I completely nerded out over the nuances of that space, digging into what made it unique and figuring out how everything worked.

For CTV specifically, I love how relatable it is. It's one of the easiest mediums to connect with as both a consumer and an advertiser. I often ask clients questions like, How do you watch TV? What are you streaming? What's driving your choices? That familiarity makes it so much more intuitive to apply an advertising lens to it. You know how you operate as a consumer, which makes it easier to understand the landscape and communicate smarter outcomes.

Plus, the industry is always changing, which keeps us on our toes. It's the perfect combination of data-driven challenges, constant transformation, and the day-to-day familiarity of something we all interact with - TV. That mix is what makes it so exciting for me.

What piece of advice would you offer someone looking to explore a role similar to yours? Ask a lot of questions. That's been my approach throughout my career: pushing to understand how things work, seeking out experts, and learning from them. I still do it here at OpenX. If someone knows a topic inside out, I'll pick their brain and translate that knowledge into something I can use and share in my own way.

It's also important to diversify your experience. Don't start in CTV and stay in CTV forever. I started at an ad network, where I focused on creative. Then I moved into data and measurement, and now I'm on the SSP side. That variety helped me build a well-rounded skill set and kept me learning new things instead of repeating the same knowledge at different companies.

Lastly, find something you're genuinely passionate about. I couldn't imagine selling something I didn't find fascinating. I really believe in OpenX's approach to prioritising transparency in biddable CTV and what it's doing to benefit the ecosystem. Passion not only keeps you engaged but also makes you better at what you do. So stay curious, challenge yourself, and make sure you love what you're working on!

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