James Wilby

James Wilby is a media trading specialist at Dentsu, where he leads audiovisual trading strategy across linear TV, connected TV, and digital video environments. In his role as Head of AV Trading, he is responsible for overseeing the agency's investment and trading relationships with broadcasters and video platforms, ensuring clients benefit from optimal reach and value across the converging AV landscape. His work sits at the intersection of traditional broadcast buying and the rapidly evolving programmatic video ecosystem. Wilby's career has been rooted in media agency trading, with experience navigating the structural shifts affecting television and video advertising — including the rise of addressable TV, streaming platforms, and programmatic AV. His position at Dentsu places him within one of the world's largest media agency networks, where AV trading at scale requires both commercial acumen and a deep understanding of audience measurement and attribution methodologies. As the AV trading landscape continues to fragment across BVOD, SVOD, and CTV environments, professionals like Wilby play a critical operational role in helping brands maintain effective reach while adapting to new buying models and identity frameworks replacing traditional panel-based measurement.

Last updated Sep 27, 2026 by the ATDb Editorial Team · Connections updated Sep 28, 2026