Our Industry Profile takes a look at some of the professionals working across the advertising, ad tech, 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 market director Edrich Ching.
Time in current role:
I’m approaching my five year anniversary with Xandr (previously known as AppNexus).
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?
I’m responsible for evangelising Xandr’s programmatic supply in the market. This includes ensuring that buyers can efficiently and effectively purchase our premium inventory through Deals, leading to a vibrant marketplace.
Define your job in one word:
I got into adtech because:
I wanted to get into an industry where I could easily explain what I do to my family and friends, and show them the results of my work (i.e. online advertising).
Best thing about the industry you work in:
The people – they are so pumped to make great things happen.
What’s the biggest industry-wide challenge you’d like to see tackled?
The adtech landscape is complicated as it is and there is no shortage of intermediaries and service providers adding to this complexity. At its simplest level, buyers and sellers should know where their media dollars are going and be well-informed of the value that each company in their supply chain brings them.
Previous industry related companies you have worked at:
Xandr is my first step into adtech!
Within the last six months/year, what stands out as the company’s major milestones?
The acquisition of AppNexus by AT&T and the subsequent launch of Xandr, AT&T’s advertising company which employs the AppNexus platform, was hugely exciting for us, and for the industry at large. We have a great shot at reimagining advertising, so that it leads to better outcomes for consumers, publishers and marketers. Locally, we’re incredibly proud of the clients that we work with, and the fact that our Sydney office now has a 50/50 gender balance, a rarity in adtech.
If I wasn't doing this for a living, I'd be:
Probably a café owner, making coffee and serving great food.
My mantra is:
Aim for progress, not perfection.
My favourite advert is:
It’s a Filipino ad from a fast food chain called Jollibee.
Music and TV streaming habits. What do you subscribe to?
Tell us one thing people at work don’t know about you?
I once sang and played the guitar on stage in front of a crowd of 50 people. I was out of rhythm, but it was a memorable experience!
In five years' time I'll be:
Solving bigger and worthwhile challenges for the advertising industry.
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