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
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
03/07/2026
New bundle & three Single Packs
Continuing to expand their already sizeable orchestral collection, VSL's latest release introduces three new Single Pack...
03/07/2026
Venue installs new ATC-equipped control room
LSO St Luke's, a unique music venue that also serves as the home of the London Symphony Orchestra, have rec...
03/07/2026
Caden Pearson appointed new Commissioning Editor for NITV
3 July, 2026
Media releases
National Indigenous Television (NITV) has strengthened its commitment...
03/07/2026
1 February 2023
SHARE Facebook Twitter Linkedin Email
Munich, Germany, 1st February 2023: Cinegy GmbH, the premier provider of software technology for digit...
03/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/07/2026
Death Star
Andy Marken July 2, 2026
0 Comments
Look, I can't get involved. I've got work to do. It's not that I like the Empire; I hate i...
03/07/2026
Berklee's New Visual Identity: Honoring Our History, Building for What's...
03/07/2026
Scripps Research scientists awarded $2M to advance global disease surveillance Two Gates Foundation grants will expand wastewater surveillance and AI-driven dis...
03/07/2026
Joan Pulupa joins Scripps Research faculty to study the organization of DNA in brain cells and its links to neurodegeneration Using smell-sensing neurons and ad...
02/07/2026
Entering her senior year, this hometown girl is paving a career in live sports production gaining experience in replay and audio and as a TD
In the live-sports...
02/07/2026
In-venue and creative video staffers at the professional and collegiate level ha...
02/07/2026
BLAST, a competitive entertainment company focused on esports, has announced more than $133 million in revenue for 2025, representing more than 40% year-over-ye...
02/07/2026
Riedel Communications has announced official SKAARHOJ panel support for SimplyLive production workflows, enabled through the SimplyLive 2.1 release. The integra...
02/07/2026
The Fire Rescue Service of the Czech Republic has deployed LiveU video-over-bond...
02/07/2026
Gravity Media USA has announced the appointment of Brittney Boston as Head of Business Development, effective July 1, 2026. Based in Nashville, Tennessee, Bosto...
02/07/2026
TwelveLabs, a video intelligence company, has announced $100 million in Series B funding co-led by NEA and NAVER Ventures, with participation from Amazon, Radic...
02/07/2026
The Pro Padel League (PPL) has announced a broadcast partnership with USA Sports that will air five PPL championship matches on CNBC during the 2026 season, the...
02/07/2026
LiveLike, a digital fan engagement platform, has announced eight confirmed FIFA ...
02/07/2026
Cobalt Digital has received Future's Best of Show Award, presented by AV Technology at InfoComm 2026, for its blueCORE family of standalone signal processor...
02/07/2026
Synamedia has announced the appointment of Dr. Tzvi Gerstl as Chief Executive Officer. Paul Segre, who has served as CEO for the past six years, will transition...
02/07/2026
The Esports Foundation (EF) and Sony Group Corporation have announced an expanded collaboration for the Esports World Cup 2026 (EWC), taking place in Paris, Fra...
02/07/2026
Zee Entertainment Enterprises Ltd. ( Z') has announced exclusive broadcast and digital rights for the Bundesliga in India for five years, beginning with the...
02/07/2026
An effort uniting News, Sports, Local, and Telemundo, the 50+-camera live produc...
02/07/2026
Zoey Deutch, John Slattery, Ken Marino, Miles Gutierrez-Riley, and Ben Wang appe...
02/07/2026
Stammering, stuttering, strangulated tones
The Crow Hill Company's latest creation promises to be the most original sound set they've produced to d...
02/07/2026
A new era in unmixing and spectral editing
The latest version of Steinberg's spectral audio-editing software has just arrived, building on the strength...
02/07/2026
Aims to simplify additive synthesis
Sine Machine is the debut launch from Melatonin, a Vienna-based developer who have spent the past six years creating wha...
02/07/2026
Products to remain fully active & supported
Following the news of Native Instruments joining the inMusic brand line-up, Academy and Emmy Award-winning visua...
02/07/2026
What you missed!
Last weekend, Saturday 27 June 2026, saw the debut of Sound On Sounds new GearExpo UK event, the largest dedicated pro-audio event to take ...
02/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
02/07/2026
Following the successful launch of its inaugural APAC Mentoring Programme last month, the Rise AV APAC Regional Council will bring the conversation around mento...
02/07/2026
Blackmagic PYXIS 6K Used to Shoot Director Takahisa Zeze's Cry Out
Brie Clayton July 2, 2026
0 Comments
Highly mobile camera supports tense and de...
02/07/2026
Broadcast Solutions acquires BFE, expanding its lead in European broadcast, medi...
02/07/2026
Berklee Alum and Faculty Perform at Boston Public Library's 250th Anniversar...
02/07/2026
Broadcast Solutions GmbH, a leading systems integrator and provider of innovative solutions for the broadcast media industry, is acquiring BFE Studio und Medien...
02/07/2026
Cinegy GmbH, the premier provider of software-defined television technology, has extended the ingest facility at leading Brazilian sports company LiveMode, work...
02/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
02/07/2026
Standalone processors acknowledged for the innovation and value they bring to Pro AV
Cobalt Digital, a leading designer and manufacturer of signal processing ...
02/07/2026
Synamedia announced today the appointment of Dr Tzvi Gerstl as Chief Executive Officer. Paul Segre, who has served as CEO for the past six years, will transitio...
02/07/2026
Screen Australia backs audience-led filmmaking with new insight-driven initiativ...
02/07/2026
Screen Australia refines guidelines for Narrative Content Development and Docume...
02/07/2026
Maxon Autograph: Introduction to working with Tables
Simon Ubsdell July 1, 2026
0 Comments
An overview of Autograph's ridiculously powerful tables...
02/07/2026
Boston Conservatory's Soir e Breaks Records to Fund Student Scholarships The event achieved 127 percent of its fundraising goal in an evening celebrating ...
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
