Ep.89 CTV, Startups, and the New Marketing Funnel with Austin Scott

AdTechGod speaks with Austin Scott, the CCO and founder of Bedrock Platform. They discuss Austin's extensive career in ad tech, her transition from corporate roles to entrepreneurship, and the challenges and opportunities within the ad tech ecosystem. The conversation also delves into the evolution of connected TV (CTV) and programmatic advertising, as well as the need for a redefined marketing funnel in today's digital landscape.

Takeaways

• Austin Scott has a rich background in ad tech, having worked with major companies like X plus one, TubeMogul, and Microsoft.

• She emphasizes the importance of adaptability and determination in the entrepreneurial journey.

• The ad tech ecosystem faces challenges such as data control and the need for flexible solutions.

• Bedrock Platform aims to empower media buyers with innovative tools and a customizable approach.

• The conversation highlights the evolving nature of CTV and its impact on advertising strategies.

• Austin believes that the marketing funnel has changed and needs to be redefined for modern advertising.

• She discusses the significance of collaboration and understanding buyer needs in ad tech.

• The importance of cross-channel measurement and attribution is emphasized in the conversation.

• Austin shares insights on the cultural differences in business practices between the US and Europe.

• The episode concludes with a focus on the future of programmatic advertising and the need for sustainable models.

Chapters

00:00 Introduction to Austin Scott and Bedrock Platform

02:11 Austin's Career Journey in Ad Tech

11:33 Transitioning to Xander and Cultural Insights

14:45 Challenges in the Ad Tech Ecosystem

20:23 The Future of CTV and Programmatic Advertising

27:05 Redefining the Marketing Funnel

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