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
00:00News USA TV. Top Briefs. Local, National, and from around the world.
00:07News Briefs with News USA TV. Top News Briefs. Local, National, and from around the world.
00:15The Consumer Electronics Show. CES in Las Vegas.
00:20Reporting with Vanessa Vasquez. Associated Press Reporting. Live from the CES showroom in Las Vegas.
00:30And Marlissa Collier. Associated Press Reporting. Exclusive one-on-one interviews.
00:36Advertising technologies from CES.
00:40Streaming on all media devices. Download our news app on Apple iPhone and Android.
00:47All right. What's up, News USA?
00:50We are still at CES. It has been a long day, but we've had a good time. We have had a good time.
00:56We are bringing you another amazing interview with an incredibly innovative company in the space of ad tech.
01:03We've got John Rogers with us today. How's it going, John?
01:06It's going well, thank you. How are you doing?
01:08I'm tired. It has been a day.
01:12Let's talk about Nexen. Let's talk about what you all do and what you do specifically for the company.
01:17I work at Nexen. Nexen is a full-service advertising platform.
01:22We work with advertisers to help them deliver campaigns efficiently.
01:25And then my team actually focuses on publisher relationships.
01:29So people who are selling ad space.
01:31And what's different about Nexen is that we have both a demand-side technology and a supply-side technology.
01:37So you work with sort of both sides of the transaction, which is relatively unique in the space.
01:41I do want to understand, and you all know I'm known for asking silly questions, but help me out.
01:47When you say supply-side, so that means the publishers coming to the table with ads and then demand would be?
01:53Advertisers.
01:54Advertisers. Got it. Awesome.
01:56Okay. Well, interestingly enough, we have talked to a couple companies about ad tech.
02:01So it's been pretty crazy here.
02:03What's your kind of scope on how things are going at CES for ad tech?
02:08Yeah, there's ad tech people all over the place.
02:14Everybody has their sort of unique clients and propositions.
02:18And here at CES, at least, you can meet with everybody all in one shot.
02:22I have, like, 30 meetings in three days.
02:24Like, it is ridiculous.
02:25I know. Not including this.
02:27And it's super busy.
02:29There is a community.
02:30It's a sort of a tight, you know what I mean?
02:32Like, you start to get to know people.
02:33You come to these conferences year over year.
02:35You start to meet new people, which is cool.
02:37So you do sort of check in with old sort of friends and coworkers.
02:41But it's a lot of client meetings.
02:43Everybody is getting ready.
02:442024 planning, all that kind of stuff.
02:46So, yeah, it's crazy.
02:47And then here in Vegas, it's always sort of nonstop.
02:50That's for sure, too.
02:51Yeah, right.
02:52It's literally one of those cities that never sleeps.
02:54So I guess before we go into the rest of ad tech, how do you take your coffee?
02:58Because you probably will.
03:00Black and large.
03:01I love that.
03:02Keep it strong.
03:04I love that.
03:05So you mentioned ad tech 2024, right?
03:08And people gearing up.
03:10What do you see coming, right?
03:12What do you see on the horizon, not only for Nexen, but maybe some of your competitors
03:15or collaborators?
03:16Yeah.
03:17So a year ago at this conference, it was all about my partners limiting and finding the
03:24most efficient partner.
03:26Well, the best partners to work with.
03:28And there was an optimization that happened around, like, if they were working with 50
03:32different partners, they had a goal to make that 20 or 10.
03:37And they've done that.
03:38It was actually a pretty good year for efficiency.
03:41On my side of the house, they would call that demand path optimization.
03:44They want to streamline the number of people that bring them advertisers.
03:48Now it's about being efficient with those partners that you're working with.
03:52So the efficiency of the partners that you're bringing or the partners that you decide to
03:57do business with is what I think 2024 is going to be about.
04:01Which we're excited about because we have that demand side technology.
04:04So we're bringing new advertisers to our publisher partners.
04:08The ones that they wouldn't be able to get anywhere else.
04:10So that keeps us in very productive conversations.
04:14A year ago, it was about proving sort of our worth, proving sort of our value to their
04:19business.
04:20And now it's about driving more value for them.
04:22Fantastic.
04:23So when you mentioned, I guess, decreasing, right?
04:28The number of folks that are bringing you advertisers.
04:31Does that mean that you are working with people with more scale?
04:34Companies with more scale?
04:36So I want to find people with high quality.
04:39So I want to find people where they're directly contacted to end users, right?
04:45So I want to work with people who sell directly to people like me, but also have the end users
04:50logging right onto their websites.
04:52There's people that are intermediaries and stuff.
04:54They're a little less valuable.
04:56But then those people that have that and have scale are probably the most important ones
05:01that we want to meet with.
05:02And they're the folks that I'm meeting with here for sure.
05:04That's awesome.
05:05Yeah.
05:06If I can get $5 million in one place instead of $1 million in five places, I'll take it.
05:10I'll take it.
05:11Hey, y'all.
05:12Marlissa Collier here for NewsUSA TV.
05:14We are at CES 2024.
05:17And we got our good friend John Rogers here with Nexen.
05:21Ad tech is a hot topic here at CES 2024.
05:26And I know, you know, we were talking earlier.
05:28You said you had 30 meetings in three days.
05:31You take your coffee black and large.
05:33Good to know.
05:34So, talk to us about who you're meeting with, what you all are talking about.
05:38Sure.
05:39So, Nexen's I would say streaming first.
05:42So, we're video first.
05:43So, a lot of the partners that I work with are on connected television.
05:48So, broadcasting clients, content distributors, platforms, people anywhere where the eyeballs
05:55are going to be watching connected television as opposed to sort of traditional linear television.
05:59Those people are really valuable to us.
06:01And then my team manages their partnerships already.
06:04So, it's about building those relationships and finding out what their goals are for 2024.
06:08So, we're meeting with those guys.
06:10And then we also meet with traditional kind of internet companies.
06:13So, display advertising and online video advertising.
06:18We're meeting with those guys, too.
06:19Again, with quality and scale.
06:21And then one of the hot things right now is people that have first party data.
06:24So, people that register have people that register on their sites.
06:29We want to work with them because data and privacy and efficiency of targeting audiences is becoming the hot topic here now, too.
06:37So, those are a lot of the meetings.
06:39New publishers as well as existing ones.
06:41Some sort of meeting with the whole gamut, for sure.
06:44Yep.
06:45As someone who is a cord cutter and you just mentioned talking to streaming platforms and distributors, content creators, things like that.
06:56Do you see paid TV on the decline and ad affiliated type of TV on the increase?
07:09Talk to us about that market because I'm interested especially in this economy.
07:13Like where people are going to go and then how your business will play a role.
07:16Sure.
07:17So, the traditional sort of cable bundle, which I still have because I'm old.
07:24I even have a landline.
07:25You have a landline, John?
07:27I do. I have a landline, okay? I have a landline.
07:29You don't know whose house to come to if there's a disaster.
07:32Yeah, but there's a disaster. I'm hardwired.
07:35There's still people like me, but there's less of people like me and that's why you're laughing.
07:40But, yes. So, the eyeballs.
07:42I don't know the specific statistics, but clearly people are starting to cut the cord or they're supplementing their cable subscriptions with all the online services.
07:51And then you have subscription based ones like Netflix, say, where you pay a certain amount and you have less ads.
07:56Even Netflix, though, is starting to do an ad supported model.
08:00And then you have ones that you may pay.
08:01So, even Hulu's got ads and everybody else.
08:03So, just like when cable first started and maybe because I'm old, I remember when cable started.
08:10My dad thought it was a fad.
08:11He thought my cable was going to go.
08:13That's a whole other interview.
08:15About my dad's vision of the future.
08:17We had a satellite dish in my backyard when we were kids.
08:19Really?
08:21VCRs and cable were fads that my dad was not willing to invest in.
08:27But, the eyeballs are certainly headed to digital and then that allows you to do, you know, programmatic advertising with those providers.
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