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# Dentsu buy-side lead: CTV is underrated as a performance channel, not just brand
- URL: https://fabric.media/dentsu-buy-side-lead-ctv-is-underrated-as-a-performance-channel-not-just-brand/
- Published: 2026-09-03T16:06:26.000Z
- Updated: 2026-09-03T16:06:26.000Z
- Description: Dentsu’s Head of AV Trading James Wilby argues advertisers view premium video and CTV too narrowly through a brand-building lens. With the right cost structures and metrics, he says, the same inventory can prove short-term sales impact too.
- Author: Fabric.Media Editorial
- Tags: Measurement, Dan Meier, Dentsu exec on CTV's short-term sales impact

**Why it matters.** Media owners gain an argument for pricing premium CTV against performance budgets, not just brand budgets, if they can supply outcome-level metrics like sales uplift and app downloads.

*Signal from* [*videoweek.com*](https://videoweek.com/?ref=fabric.media) *·* [*Dan Meier*](https://fabric.media/tag/by-dan-meier/) *·* [*read the original*](https://videoweek.com/2026/09/02/we-underestimate-ctvs-ability-to-drive-short-term-sales-buy-side-view-with-dentsus-james-wilby/?ref=fabric.media)*.*