There’s not much exclusivity in terms of access to in-stream inventory across a lot of the CTV ad tech landscape says Bastian Sarott, CTV Business Lead EMEA, Teads, which means that everyone is replaceable. The key, then, is to provide significant value in terms of simplifying access to inventory for buyers, tackling long-standing fragmentation headaches. These headaches are carrying across to the growing Home Screen market, where different TV set makers work with a range of technologies.
In this interview, Sarott discusses how the CTV market is evolving, what’s driving growth, and where buyer frustrations remain. Filmed at DMEXCO 2026 in Cologne.
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