Future Proof: Why does the adtech market need to change?

The world of digital advertising has come a long way, says Xandr’s CMO, but there is work to be done.
24 September 2019
computer phone desk

EVP Global Thought Leadership, Kantar

Kirk McDonald, CMO of advertising and analytics company Xandr, talks to Jane Ostler in Cannes about his views on the digital landscape – how digital advertising is analogous to the food supply chain, why Xandr’s mission is to ‘make advertising matter’, and how a great user experience can go hand in hand with effectiveness for marketers and efficiency for publishers. Kirk believes we can use technology in smart ways to deliver highly personalised ads, but he argues that the whole industry should endeavour to make things simpler, reduce the jargon, and acknowledge that data isn’t everything.

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Future Proof: The marketing podcast from Saïd Business School, Oxford University, and Kantar, the marketing insights and consulting company.

In each episode, we’ll have a frank discussion with industry experts, to help brands and business leaders navigate the changing landscape of marketing… and hopefully dispel some myths and misconceptions along the way.

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