Kelly discussed the new role and his view on the digital advertising space.
AdExchanger.com: How has your previous experience - such as your executive role at Time Inc. - prepared you for your new position at AdMeld?
JK: My experiences at Time Inc. sharpened my understanding of the many opportunities and challenges large-scale publishers face today. I am very grateful to Time Inc. and the people there for empowering me to step in and take on a variety of fascinating challenges. I also credit my time at Rapt and Microsoft for laying the foundation of my understanding of this space.
What will be your responsibilities as Chief Media Officer?
Overseeing our global relationships with demand-side platforms, trading desks, and data partners. I'll also be taking on a handful of special projects aimed at serving the web’s largest publishers.
Do you anticipate building out a team? If so, what might it look like?
I'm fortunate to be joining what’s already a great team at AdMeld. As I get started in this new role we'll undoubtedly look to add team members that represent a cross-section of the ecosystem with one common focus—ensuring that our publishers and partners benefit through the utilization of our platform.
Given your understanding of large publishers today, what would you say is one area they need to improve their digital acumen?
Through my work at Time Inc, as well as Rapt and Microsoft, the common theme I’ve seen with large publishers has been the importance of insight and control in executing a successful ad revenue strategy. In other words, the more a publisher understands their audience and is able to manage the many dimensions of how to sell it, the better positioned they are to realize and capture the full value of their inventory.
As the old sayings go, if you can’t measure it—you can’t manage it, and if you can’t control it—it’s going to control you. Overcoming this means publishers must seek to invest in solutions directly or partner with companies that can help them manage and sell inventory as intelligently as those that are buying it.
At end of the day, what do publishers need most from ad technology partners?
Trust, transparency and actionable insights are critical, and it all must be wrapped in proven world-class technology and best-in-class service. Given the nature and pace of the online advertising ecosystem and the relationships between buyers and sellers, there is no room for error or under-delivery within any of these categories. The commitment from an ad technology partner must live far beyond marketing and hype…it must lead in innovation, deliver in all areas above and be solidly aligned with the seller in its purpose for success.
What drew me to AdMeld was the overall company ethos and their deep understanding of publishers. Having consulted for publishers and been one myself, I take great pride in joining a team whose members have lived the publisher experience, created new ways to master those challenges, and now work tirelessly to help their customers do the same.
By John Ebbert