
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 Updated: January 6, 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
target=_blank title=Share on LinkedIn class=share-linkedin> 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
https://www.tvbeurope.com/business/people/meet-the-senior-director-advanced-tv title=Share via Email class=share-email>
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!
Most recent headlines
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
07/08/2025
July 8 2025, 22:30 (PDT) Tata Motors & Dolby Bring Dolby Atmos to Harrier.ev, R...
18/07/2025
Blanche Barton, Peter Gilmore, Scott Cummings, Sundance Institute Director of Programming Kim Yutani, and Peggy Nadramia throwing horns. (Stephen Lovekin/Shutte...
18/07/2025
By Jessica Herndon
One of the most exciting things about the Sundance Film Fest...
18/07/2025
BOSTON Sports network NESN today relaunched the NESN 360 app with a redesigned user experience and upgrades....
18/07/2025
Berklee Singers Wow the Competition on Netflixs Building the Band Netflixs new music competition show features two Berklee artists looking to make their pop b...
18/07/2025
As the House of Representatives voted early Friday morning to eliminate federal funding for public broadcasting, advocates warned that the elimination of $1 bil...
18/07/2025
DENVER Imagine Communications has announced that it is deepening its commitment to the North American sports and live events market with investments in its prod...
18/07/2025
LOS GATOS, Calif. Netflix once again reported strong financial growth, with revenue increasing 16% year-over-year to $11.079 billion in Q2 2025 as net income s...
18/07/2025
Live from the 153rd Open Championship: SMT Enhances Video Board Experience; Enab...
18/07/2025
ShotTracker's Davyeon Ross on Revolutionizing Basketball On the Court and ...
18/07/2025
Home Pitch: How the Danish League Brought Its Live Match Production In-House Matchday Production produced 800+ matches across Denmark in its first year By Geor...
18/07/2025
Live From the 153rd Open Championship: EMG Debuts Spidercam for Golf, Expands Su...
18/07/2025
Usyk vs Dubois II: Bringing the fight to life with state of the art cameras and ...
18/07/2025
Usyk vs Dubois II: DAZN's head of boxing Chris Glanville talks helicopters, ...
18/07/2025
Live From the 153rd Open Championship: NBC Expands Unilateral Effort; Shared Stu...
18/07/2025
Warner Bros. Discovery's Anne Graham on Training New Professionals to Ensure...
18/07/2025
Live From the 153rd Open Championship: How R&A Spidercam Became a Reality for Go...
18/07/2025
ESPN Bulks Up Onsite Studios, Cameras, Player Mics for WNBA All-Star Weekend Besides the game, four studio shows will be produced onsite By Jason Dachman, Edit...
18/07/2025
Friday 18 July 2025
Credit: Marc Sethi
The Sky Arts Awards will return on 16 September, once again taking place at the iconic Roundhouse in London. Produced b...
18/07/2025
This month, players can dive into special crossover events featuring SpongeBob SquarePants in Snake.io+ and Crossy Road Castle, available exclusively on Apple A...
18/07/2025
Up for the Match brings the fun, the passion-and a bit of Riverdance- tomorrow n...
17/07/2025
Blanche Barton, Peter Gilmore, Scott Cummings, Sundance Institute Director of Programming Kim Yutani, and Peggy Nadramia throwing horns. (Stephen Lovekin/Shutte...
17/07/2025
Spotify's goal with audiobooks is to help grow the publishing industry and create the best possible experience for booklovers, which is why we're launch...
17/07/2025
An advanced large solid rocket motor hot fire test conducted at L3Harris' Camden, Arkansas, site....
17/07/2025
L3Harris payloads and components have been on board every U.S. GPS satellite-more than 70 missions since the 1970s. Our technology is at the core of GPS availab...
17/07/2025
L3Harris' pack of launched effects is comprised of multi-role vehicles that ...
17/07/2025
NEW YORK - July 17, 2025 - Gracenote, the content data business unit of Nielsen, has announced the appointment of Ryan Moore to the new role of Chief Business O...
17/07/2025
READING, Pa. Network technology startup Miri Technologies has added David Cohen as vice president, business development. He'll be tasked with expanding the ...
17/07/2025
Berklee Wins CASE Award for Standout Digital Campaign The Alumni Affairs team's Variations Signature Series earned recognition for offering an authentic p...
17/07/2025
Early Thursday morning, the U.S. Senate voted to cut federal funding for PBS and NPR in a bill that also included cuts for foreign aid. In a 51-48 vote, the act...
17/07/2025
GREAT Britain and Northern Ireland Pavilions across IBC2025 (12 15 September, RAI Amsterdam) feature a remarkable 34 companies, each providing unique, innovativ...
17/07/2025
WHITE PLAINS, N.Y. The Society of Motion Picture and Television Engineers today introduced its Content Provenance and Authenticity (CPA) in Media Study Group (S...
17/07/2025
NEW YORK Despite widespread concerns about a soft advertising market, NBCUniversal said it closed its 2025-26 upfront negotiation cycle with a record ad sales v...
17/07/2025
NEW YORK Television advertising remains an effective means to market and influence younger baby boomer and Generation X consumers approaching retirement age, ac...
17/07/2025
ALLENTOWN, Pa. & JERSEY CITY, N.J. Service Electric Cable TV and OpenVault have announced that the operator is deploying the OpenVault Proactive Network Manage...
17/07/2025
WASHINGTON Following up on his first major policy speech just two ago, Federal Communications Commission Chair Brendan Carr is promising to buck the usual summ...
17/07/2025
Luxembourg, 14 July 2025 - SES received the final regulatory approvals for the SES-Intelsat transaction, including the US Federal Communications Commission.
O...
17/07/2025
Berklee Alumni Nominated for 2025 Emmy Awards Twenty-seven Berklee alumni received nominations across categories in sound mixing, sound editing, and compositi...
17/07/2025
Back to All News
What We Watched the First Half of 2025
Entertainment
17 July 2025
Global
Link copied to clipboard
Today, we're sharing our latest Eng...
17/07/2025
Cast your vote in 2 categories for Ivory 3 American Concert DIvory 3 American Concert D is in the 2025 MIDI Innovation Awards and we are honored to be nominated...
17/07/2025
SVG Sit-Down: OpenDrives' Sean Lee, Michael Wilsker, and Jason Matousek on E...
17/07/2025
Oracle's Geoff Tognetti on Staying Ahead of the AI Curve Through Further Ado...
17/07/2025
NBA's Summer League Is a Hot Bed of AI, Immersive Innovation Testing Audio mixing, intelligent camera framing are among AI-driven efforts By Ken Kerschbaum...
17/07/2025
SVG's TranSPORT Conference Returns to NYC on Oct. 21; Register Today! By SVG Staff
Thursday, July 17, 2025 - 8:29 am
Print This Story | Subscribe
St...
17/07/2025
Gravity Media chosen as group name for merged OB business By George Bevir
Wednesday, July 16, 2025 - 11:30
Print This Story
Gravity Media executive chairm...
17/07/2025
SES Closes Deal to Acquire Intelsat, Creating New Giant in Satellite Connectivit...
17/07/2025
How MLB Pulled Off That Unforgettable Hank Aaron Tribute at the All-Star Game Vintage content, state-of-the-art projection/processing combine in marvelous mile...
17/07/2025
Wuppertal July 17, 2025
Riedel Communications Powers Handa Opera on Sydney Har...