Xandr is creating a better solution for advertisers and publishers to find and reach specific audiences at scale in trusted, premium content environments. As a current leader in advanced TV advertising, we help advertisers deliver the right message, at the right time, on almost any device through our AppNexus technology. We are rooted in a tradition of responsible data usage. For more than 140 years, AT&T has used data and technology to inform and improve the customer experience.
Telling stories is at the heart of the advertising business. Anyone who's seen Mad Men, Bewitched or the Super Bowl, knows as well as the most experienced brand manager that how brands tell stories and how they execute their advertising is important. But as Xandr Chief Marketing Officer, Kirk McDonald, put it during a recent MediaVillage Insider InSites podcast, while creative questions are still critical, today data and insights are arguably more important when it comes to creating moments of relevant storytelling for consumers.
I managed to grab a half hour for a podcast with Kirk McDonald (pictured above) between his back-to-back meetings at CES 2019. Why is he so busy? He's the Chief Marketing Officer of Xandr, the advertising and analytics division of a little company called AT&T;. We began by discussing his bio, which makes excellent use of storytelling -- starting off with a Henry Wadsworth Longfellow stanza about perseverance and ending with his personal mission statement about trust. It's emblematic of McDonald's own belief system as well as the importance he places on storytelling in marketing. The following is an edited topline of our conversation. Please listen to the entire podcast here. You won't want to miss a word from this well-spoken and inspiring executive. (And please subscribe to all our Insider InSites episodes, with more inspiring leaders, via Spotify, iHeartRadio, GooglePodcasts, Apple, Stitcher and TuneIn.)
Almost 20 years ago, Amy Leifer was, as she is today, on the ground floor of a big movement in media. As Vice President of Sales Planning and Operations at Xandr Media, Leifer (pronounced Lifer) now leads a team of more than a hundred and oversees operations for the AT&T; unit's traditional and advanced TV ad products, including some of the most talked about and fast-growing advertiser tools and addressable television. But while her work today takes place in Xandr's Rockefeller Center headquarters, back in 1999 it began on the back of a napkin.