As connected television continues to reshape digital advertising, publishers are under pressure to turn vast amounts of data into revenue faster and with greater precision. At CES 2026, ElementalTV announced the launch of SARAH, positioning it as the first publisher centric agentic research and sales assistant built specifically for CTV revenue teams. The introduction of ElementalTV SARAH signals a shift in how publishers approach sales strategy and market intelligence in an increasingly competitive CTV ecosystem.
ElementalTV designed SARAH, short for Sales and Research Assistant for Humans, to address a persistent challenge for CTV sellers. While publishers have access to rich datasets spanning audience behavior, viewing patterns, program performance, and market dynamics, sales teams often struggle to translate that information into clear and compelling pitches. ElementalTV SARAH aims to bridge that gap by transforming fragmented insights into sales ready outputs that help teams determine who to contact, what to pitch, and why a proposal is likely to win.
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The company says SARAH functions as an intelligent agent that combines internal audience intelligence with external market signals. By synthesizing these inputs, the assistant highlights priority opportunities and provides a narrative framework that sales teams can take directly to advertisers and agencies. According to ElementalTV, this approach reduces manual analysis while improving consistency across sales efforts.
“SARAH is designed to elevate the performance of sales strategy teams supporting what they do every day, at scale,” said Albert Yu, Chief Revenue Officer at ElementalTV. “It turns raw CTV data into a clear, actionable roadmap: the audience packages that are winning, the whitespaces that are emerging, the brands and agencies who can best benefit, and the pitch narrative that connects the dots. For publishers, it means faster decisions, sharper storytelling, and more consistent revenue outcomes.”
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Unlike traditional dashboards, SARAH operates as what ElementalTV describes as an agentic sales brain. Using natural language prompts, sellers can query the system about trending audiences, high potential inventory, or advertisers most likely to transact. The output is structured for immediate use, enabling teams to share insights internally or present them directly to buyers across direct, programmatic, and sponsored sales workflows.
“SARAH adds an agentic layer to the way publishers use data,” said Sergey Lobko-Lobanovsky, Chief Technical Officer at ElementalTV. “It’s not just another dashboard or BI tool. It’s an assistant that connects what publishers already know about their audiences with what’s happening in the market, and then produces recommendations that sales teams can put to work immediately.”
For the MarTech and ad tech landscape, the debut of ElementalTV SARAH underscores a broader move toward agent driven intelligence in sales enablement. As CTV budgets grow and buyer expectations rise, tools that unify data, insight, and storytelling may become essential for publishers seeking predictable revenue growth and stronger advertiser relationships.
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