Austin Scott is Head of Video Market Development for EMEA at Xandr, AT&T’s advertising company. Her job is to accelerate the development and deployment of Xandr’s video-first propositions for broadcasters, publishers, marketers and agencies.
We sat down with Austin to discuss CTV advertising, one of the industry’s hottest topics. CTV advertising is reaching a tipping point in the UK, with broadcasters jumping onboard and marketers keen to combine the reach and branding capabilities of linear TV with the accuracy and power of digital video advertising.
However, the market presents many challenges, including confusion around terminology, a common currency for buying, and standardised measurement techniques.
Austin Scott is at the forefront of efforts to address all such challenges, helping to build an effective, profitable CTV ad ecosystem for all parts of the industry.
In this podcast we discuss how the industry is meeting such challenges, the impact of changes such as the erosion of the third-party cookie, how new forms of collaboration are building the CTV ecosystem, and what we can learn from the success of CTV in the US.
And of course what her favourite CTV show and ad are.