With over 14 years of experience in online advertising, especially in adtech, what are some of the pivotal moments that shaped your professional journey in the industry?
Initiating my career in adtech during the market crash of 2009 afforded me robust foundational training in the essential principles of the industry. Throughout my journey, I’ve worked across nearly every type of adtech company from publishers to trading desks which has given me a well-rounded understanding of how it all ties together.
I worked at a publisher called Healthgrades during the rise of programmatic and saw the shift from a very profitable direct sales team to listing inventory for the first time to be sold biddable. This experience taught me that the industry is constantly evolving and that no business model is permanent The key to staying relevant—not just as a company, but also as employable talent—requires continuous education and a deep understanding of the business economics behind ad products.
Since then, my career has been focused on programmatic advertising. I’ve been lucky to hold key roles in product development, solutions engineering, and sales at industry leaders like MiQ and Quantcast.
As Lemma focuses on modernizing CTV and DOOH through consolidated supply paths, how do you see the interaction of these two channels transforming the future of digital advertising?
The tech advancements in screen quality and affordability of smart TVs have made them usable in new ways outside the living room. Media companies in the digital out-of-home space have innovated by using these TV screens to improve the visual consumer experience in various points of interest, like bowling alleys, gyms, and restaurants. The proliferation of new, high-quality screens in the real world provides advertisers with another opportunity to reach their target audiences throughout the day.
This phenomenon has created a cross between connected TV (CTV) and DOOH media. Here at Lemma, we call this Venue-based media to clearly indicate that it is, in fact, separate from the TV in the living room. Understanding this convergence is both frustrating and exciting, but I’m confident that if media buyers work with the right experts, they can fully take advantage.
Programmatic buying now dominates CTV ad purchases, with 75% being programmatically executed. How is the shift creating new opportunities for brands and advertisers in the CTV space?
This year’s Interactive Advertising Bureau (IAB) Video Report shows that three-fourths of CTV advertising transactions occur programmatically, creating incredible new opportunities for brands and advertisers in this channel. he targeting capabilities are much more precise, allowing you to ensure your ads are reaching the right audiences while reducing waste. As measurement and reporting capabilities continue to advance, advertisers are able to utilize deeper insights to understand the performance and impact of their campaigns. On the execution side, programmatic makes it much easier to manage aspects like frequency caps and placements across all the different CTV publishers. Programmatic has brought all the benefits of data-driven digital advertising to the CTV world.
The in-venue streaming trend offers unique targeting opportunities. Could you explain how it’s revolutionizing digital advertising and the future of venue-based CTV?
In-venue streaming is opening up unique targeting opportunities for digital advertising by enabling highly targeted ads on large, public screens in specific locations. Brands can now deliver tailored, contextual messaging to consumers based on the venue—whether it’s a sports bar, airport, or doctor’s office. This location-based targeting unlocks new opportunities for relevant, personalized advertising. Ultimately, we are seeing a shift from static, traditional forms of out-of-home (like billboards) to video in the form of digital out-of-home screens. It’s allowing more media owners to enter the space, which in turn offers unique cross-sections of creative content. On the other hand, the future could see the introduction of new industry standards and more curated media buys than ever before.
How do you view the key trends driving the growth and adoption of the DOOH market in the U.S.?
The DOOH market has traditionally been concentrated in key cornerstone locations (like big cities), but the expansion of smart TVs and digital screens in public spaces is rapidly transforming the out-of-home advertising arena into a more dynamic mix of programmatic styles. More opportunities exist for brands to reach consumers with targeted, location-based messaging as more screens are deployed in diverse venues. However, this increased ad exposure also means there’s a greater risk of consumers experiencing ad fatigue. To combat this and maintain positive brand associations, I suggest brands invest more in creative innovation and personalization to make their DOOH campaigns stand out and intentionally resonate with their audience. Looking ahead to 2025, the DOOH market is poised for significant growth, and hopefully, we’ll see more brands leverage pointed audience engagement in their campaigns that attract consumer attention.
Given your deep understanding of CTV and programmatic advertising, how do you see the U.S. CTV market evolving in the coming years, especially with the growing shift towards FAST models?
Over the past few years, there has been an absolute explosion of players and channels in the CTV space as content creators and broadcasters rush to build out their streaming offerings. While this gives consumers more choices, it has also created a fragmented landscape that lacks a cohesive experience for managing all these different services. Gone are the days of cable’s one-stop-shop experience; consumers today have an abundance of easy-to-access apps and channels. The emergence of free ad-supported streaming TV (FAST) channels has been a positive development, as they provide an easy, no-hassle way for viewers to access content. As the CTV market continues to evolve, brands and advertisers will prioritize finding the right balance between delivering a seamless consumer experience and generating the advertising revenue that industry leaders need to sustain their offerings. At the end of the day, I see more collaboration across the ecosystem as a key move to creating this optimal blend.
