AdTechGod Pod Ep. 55 Xander Kotsatos discusses challenges and opportunities in CTV with AdTechGod
Nov 19, 2024
Xander Katsatos, head of sales at Beeswax, delves into the dynamic world of ad tech with a focus on connected TV (CTV) trends. He shares his journey, emphasizing the importance of keeping pace with industry news. The conversation highlights challenges like fragmented content distribution and the need for effective audience targeting in CTV. Xander advocates for private marketplace deals and stresses the necessity for sales professionals to adapt to constant changes for success. His insights reflect the ever-evolving nature of digital advertising.
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Xander's Start and Early Wins
- Xander landed his first ad tech role by sneaking into a college alumni event and securing an internship.
- Early experiments at ValueClick showed targeting buyers again can work despite initial anti-targeting approach.
IP Rotation Replacing Cookie Worries
- Cookie deprecation is no longer the primary challenge in CTV advertising.
- The main issue now is IP address rotation causing loss of persistent household identifiers.
CTV Buying Trends and Convergence
- Buyers in CTV increasingly prefer private marketplace deals to control inventory and data.
- Convergence of linear and digital buying drives demand for frequency capping and programmatic buying.