Join Marlissa of NewsUSA in an insightful interview with John Rogers VP of Business Development of Nexxen, a full-service ad platform specializing in efficient campaign delivery and publisher-advertiser relationships.
Nexxen operates at the intersection of advertiser demand and publisher supply, offering unique technology solutions for both sides of the advertising transaction.
When John was asked what he sees for Ad Tech in 2024, he highlighted that last year was mostly about looking for the best partners to work with, proving their worth and 2024 is mostly on working with these partners with efficiency and adding more value.
Learn who Nexxen wanted to focus working with to make sure they only work with limited no. of partners but could potentially bring more to the table focusing on partners with first party data emphasizing on data privacy and efficiency.
John shares his 30 meetings that are all happening in 3 days–people in connected tv, broadcasting, content distributors and platforms.
John Rogers also discusses shifting TV consumption patterns, highlighting the decline of traditional paid-TV models and the rise of ad-supported TV formats, such as Netflix's evolving approach towards programmatic advertising.
Join us for an engaging conversation about the future of advertising and digital media landscapes.
Nexxen operates at the intersection of advertiser demand and publisher supply, offering unique technology solutions for both sides of the advertising transaction.
When John was asked what he sees for Ad Tech in 2024, he highlighted that last year was mostly about looking for the best partners to work with, proving their worth and 2024 is mostly on working with these partners with efficiency and adding more value.
Learn who Nexxen wanted to focus working with to make sure they only work with limited no. of partners but could potentially bring more to the table focusing on partners with first party data emphasizing on data privacy and efficiency.
John shares his 30 meetings that are all happening in 3 days–people in connected tv, broadcasting, content distributors and platforms.
John Rogers also discusses shifting TV consumption patterns, highlighting the decline of traditional paid-TV models and the rise of ad-supported TV formats, such as Netflix's evolving approach towards programmatic advertising.
Join us for an engaging conversation about the future of advertising and digital media landscapes.
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NewsTranscript
00:00 News USA TV top briefs local national and from around the world.
00:07 News briefs with News USA TV top news briefs local national and from around the world.
00:15 The Consumer Electronics Show CBS in Las Vegas.
00:20 Reporting with Vanessa Vasquez, Associated Press Reporting, live from the CBS showroom in Las Vegas.
00:30 And Marlissa Collier, Associated Press Reporting, exclusive one-on-one interviews, advertising technologies from CBS.
00:40 Streaming on all media devices. Download our news app on Apple iPhone, Android.
00:47 All right, what's up News USA? We are still at CBS. It has been a long day, but we've had a good time.
00:54 We have had a good time. We are bringing you another amazing interview with an incredibly innovative company in the space of ad tech.
01:02 We got John Rogers with us today. So how's it going, John?
01:06 It's going well, thank you. How are you doing?
01:08 I'm tired. Yeah, yeah, yeah. It has been a day.
01:12 But yeah, let's talk about Nexen. Let's talk about what you all do and what you do specifically for the company.
01:17 Sure. So I work at Nexen. Nexen is a full-service advertising platform.
01:22 We work with advertisers to help them deliver campaigns efficiently.
01:26 And then my team actually focuses on publisher relationships.
01:29 So people who are selling ad space.
01:31 And what's different about Nexen is that we have both a demand side technology and a supply side technology.
01:37 So you work with sort of both sides of the transaction, which is relatively unique in the space.
01:41 Awesome. So I do want to understand, and you all know I'm known for asking silly questions, but help me out.
01:47 When you say supply side, so that means the publishers coming to the table with ads and then demand would be advertisers.
01:54 Advertisers. Got it. Awesome. Awesome.
01:57 Okay. Well, interestingly enough, we have talked to a couple of companies about ad tech.
02:01 So it's been pretty crazy here. Like what's your kind of scope on how things are going at CES for ad tech?
02:09 Yeah. It's -- there's ad tech people all over the place.
02:14 Everybody has their sort of unique clients and propositions.
02:19 And here at CES at least you can meet with everybody all in one shot.
02:23 I have like 30 meetings in three days. Like it is ridiculous. I know. Not including this.
02:27 And it's super busy. There is a community. It's a sort of a tight -- you know what I mean?
02:32 Like you start to get to know people. You come to these conferences year over year.
02:35 You start to meet new people, which is cool.
02:38 You do sort of check in with old sort of friends and coworkers.
02:41 But it's a lot of client meetings. Everybody is getting ready. 2024 planning. All that kind of stuff.
02:45 So, yeah, it's crazy. And then here in Vegas it's always sort of nonstop. That's for sure, too. Yeah, right.
02:51 It's literally one of those cities that never sleeps.
02:54 So I guess before we go into the rest of ad tech, how do you take your coffee?
02:58 Because you probably will -- I love that. Keep it strong. I love that.
03:04 So you mentioned ad tech 2024, right? And people gearing up.
03:09 What do you see coming? Right? Kind of what do you see on the horizon?
03:13 Not only for Nexen, but maybe some of your competitors or collaborators.
03:16 Yeah, so a year ago at this conference, it was all about my partners limiting and finding the most efficient partner.
03:26 Well, the best partners to work with. And there was an optimization that happened around
03:31 like if they were working with 50 different partners, they had a goal to make that 20 or 10.
03:37 And now -- and they've done that. It was actually a pretty good year for efficiency.
03:40 They call that -- on my side of the house, they would call that demand path optimization.
03:44 They want to streamline the number of people that bring them advertisers.
03:48 Now it's about being efficient with those partners that you're working with.
03:52 So the efficiency of the partners that you're bringing or the partners that you decide to do business with
03:58 is what I think 2024 is going to be about.
04:01 Which we're excited about because we have that demand side technology.
04:04 So we're bringing new advertisers to our publisher partners.
04:08 Ones that they wouldn't be able to get anywhere else.
04:10 So that keeps us in very productive conversations.
04:14 A year ago, it was about proving sort of our worth, proving sort of our value to their business.
04:19 And now it's about driving more value for them.
04:22 >> So when you mention I guess decreasing, right?
04:28 The number of folks that are bringing you advertisers, does that mean that you are working with people with more scale?
04:34 Companies with more scale?
04:36 >> So I want to find people with high quality.
04:39 So I want to find people where they're directly contacted to end users, right?
04:45 So I want to work with people who sell directly to people like me.
04:49 But also have the end users logging right on to their websites.
04:52 There's people that are intermediaries and stuff that are a little less valuable.
04:55 But then those people that have that and have scale are probably the most important ones that we want to meet with.
05:01 And they're the folks that I'm meeting with here for sure.
05:03 >> That's awesome.
05:05 If I can get $5 million in one place instead of $1 million in five places, I'll take it.
05:10 I'll take it.
05:11 Hey, y'all.
05:12 Marlisa Collier here for News USA TV.
05:14 We are at CES 2024.
05:17 And we got our good friend John Rogers here with Nexen.
05:22 Ad tech is a hot topic here at CES 2024.
05:26 And I know, you know, we were talking earlier, you said you had 30 meetings in three days.
05:31 You take your coffee black and large.
05:33 Good to know.
05:34 So talk to us about who you're meeting with, what you all are talking about.
05:38 >> Sure.
05:39 So Nexen, I would say streaming first.
05:42 So we're video first.
05:43 So a lot of the partners that I work with are on connected television.
05:48 So broadcasting clients, content distributors, platforms, people anywhere where the eyeballs
05:55 are going to be watching connected television as opposed to sort of traditional linear television.
05:59 Those people are really valuable to us.
06:01 And then my team manages their partnerships already.
06:04 So it's about building those relationships and finding out what their goals are for 2024.
06:09 So we're meeting with those guys.
06:10 And then we also meet with traditional kind of Internet companies.
06:14 So display advertising and online video advertising.
06:18 We're meeting with those guys, too.
06:20 Again, with quality and scale.
06:22 And then one of the hot things right now is people that have first party data.
06:25 So people that register have people that register on their sites.
06:30 We want to work with them because data and privacy and efficiency of targeting audiences
06:35 is becoming the hot topic here now, too.
06:37 So those are a lot of the meetings.
06:40 New publishers as well as existing ones.
06:42 Sort of meeting with the whole gamut, for sure.
06:45 >> As someone who is a cord cutter and you just mentioned talking to streaming platforms
06:53 and distributors, content creators, things like that, do you see paid TV on the decline
07:03 and ad affiliated type of TV on the increase?
07:09 Talk to us about that market.
07:11 Because I'm interested especially in this economy.
07:13 Like where people are going to go and how your business will play a role.
07:16 >> Sure.
07:17 So the traditional sort of cable bundle, which I still have because I'm old.
07:23 I even have a landline.
07:25 >> You have a landline, John?
07:27 >> I do.
07:28 I have a landline.
07:29 Okay?
07:30 I have a landline.
07:31 >> There's a disaster.
07:32 >> Yeah, but there's a disaster.
07:33 I'm hardwired.
07:34 There's still people like me, but there's less of people like me.
07:38 That's why you're laughing.
07:40 But, yes, so the eyeballs, I don't know the specific statistics, but clearly people are
07:46 starting to cut the cord or they're supplementing their cable subscriptions with all the online
07:51 services.
07:52 And then you have subscription based ones like Netflix, say where you pay a certain
07:56 amount and you have less ads.
07:57 Even Netflix, though, is starting to do an ad supported model.
08:00 And then you have ones that you may pay.
08:01 So even Hulu has ads and everybody else.
08:04 So just like when cable first started and maybe because I'm old, I remember when cable
08:10 started, my dad thought it was a fad.
08:11 He thought my cable was going to go.
08:13 That's a whole other interview.
08:15 >> About my dad's vision of the future.
08:17 >> We had a satellite dish in my backyard.
08:20 >> Really?
08:21 >> VCRs and cable were fads that my dad was not willing to invest in.
08:26 But the eyeballs are certainly headed to digital.
08:30 And then that allows you to do, you know, programmatic advertising with those providers.
08:36 >> News USA TV, top briefs, local, national, and from around the world.
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