Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
This week we speak to Xandr account director Cecilie Moseng.
Time at the company:
Just over a year.
How would you describe what the company does?
Xandr is a global advertising company dedicated to creating a premium advertising marketplace that makes it easy for buyers to reach their target audience across screens, and at scale, and for sellers to achieve better yield by aggregating inventory with other premium publishers.
What do you do day-to-day?
As an account director, I help advertisers and agencies leverage Xandr’s strategic buying platform, Xandr Invest, to meet and exceed business goals, while providing the best possible customer experience.
Define your job in one word:
I got into adtech because:
Society relies on media for fundamental parts of what makes us who and what we are today. Without quality journalism, entertainment, unlimited access to the world’s information and unprecedented ability to share with each other across borders and cultures, the world would be a poorer place.
At the same time, we have allowed advertising to get to a stage where most consumers try to avoid it and where the sustainability of important parts of society is in question. I entered the ad tech industry because I believe we can do better. Together, I think we can craft a future where we create more value for publishers, marketers and consumers at the same time.
Within the last year, what stands out as the company’s major milestones?
In the last year, we have released our three tentpole products. In the US, we introduced our premium video marketplace, Community. Globally, we launched our strategic buying and selling platforms, Xandr Invest and Xandr Monetize. These are major milestones for us as a company and for our clients as we continue to develop solutions fit for the future convergence of TV and digital advertising.
Best thing about the industry you work in:
It’s fast, it’s fun and it never stops.
Previous industry related companies you have worked at:
Before I joined Xandr, my only experience with ad and was buying advertising for the retail businesses I worked for. It’s exciting to see it from the inside and to have the opportunity to solve some of the challenges and frustrations I felt as a marketer.
What is the elephant in the room? The thing that no one is talking about – but they should be.
While consumers have never had access to as much great content as they do today, in many ways the advertising experience has failed to keep pace. The industry has seen prices go down and ad load up, causing frustration and ad fatigue. What would happen if we went the other way? We have a great opportunity to reimagine what the advertising experience could look like. An experience that delivers relevant, impactful messaging in a way that complements content rather than detracts from it.
My favourite advert is:
Nike – Find Your Greatness campaign.
My mantra is:
Work hard, play harder.
If I wasn't doing this for a living, I'd be:
Running a book store on a beach.
Tell us one thing people at work don’t know about you?
I was a scout when I was a kid, and I have only recently been able to wean myself off carrying a Leatherman and first aid kit everywhere.
In five years' time I'll be:
Happy! Everything else can and probably will change
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