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00:07News Briefs with News USA TV, top news briefs, local, national, and from around the world, the 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, advertising technologies from CES.
00:39Streaming on all media devices. Download our news app on Apple iPhone and Android.
00:47All right. What's up, News USA? We are still at CES. It has been a long day, but we've had a good time.
00:54We've had a good time. We are bringing you another amazing interview with an incredibly innovative company in the space of ad tech.
01:02We've got John Rogers with us today. So, how's it going, John?
01:06It's going well, thank you. How are you doing?
01:08I'm tired. Yeah. It has been a day.
01:12But, yeah, let's talk about Nexen. Let's talk about what you all do and what you do specifically for the company.
01:17Sure. So, I work at Nexen. Nexen is a full-service advertising platform.
01:22We work with advertisers to help them deliver campaigns efficiently.
01:26And then my team actually focuses on publisher relationships, so 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.
01:41Awesome. Yep.
01:41So, I do want to understand, and y'all know I am 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 advertisers.
01:54Advertisers. Got it. Awesome. Awesome.
01:56Okay. Well, interestingly enough, we have talked to a couple companies about ad tech.
02:01So, it's been pretty crazy here. Like, what'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. Everybody 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. Like, it is ridiculous. I know. Not including this.
02:27And it's super busy. There is a community. It's a sort of a tight, you know what I mean?
02:32Like, you start to get to know people. You come to these conferences year over year.
02:35You start to meet new people, which is cool. So, you do sort of check in with old sort of friends and co-workers.
02:41But it's a lot of client meetings. Everybody's getting ready. 2024 planning, all that kind of stuff.
02:45So, yeah, it's crazy. And then here in Vegas, it's always sort of nonstop. That's for sure, too. Yeah, right.
02:51It'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. Black and large. I love that. Keep it strong. I love that.
03:04So, you mentioned ad tech 2024, right? And people gearing up. What do you see coming, right?
03:11Kind of what do you see on the horizon, not only for Nexen, but maybe some of your competitors or collaborators?
03:16Yeah. So, a year ago at this conference, it was all about my partners limiting and finding the most 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 different partners,
03:33they had a goal to make that 20 or 10.
03:37And they've done that. It was actually a pretty good year for efficiency.
03:40They call that, on my side of the house, they would call that demand path optimization.
03:43They 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 do business with
03:58is what I think 2024 is going to be about, which we're excited about because we have that demand-side technology.
04:04So, we're bringing new advertisers to our publisher partners, 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 business.
04:19And now, it's about driving more value for them.
04:22Fantastic.
04:22So, when you mention, I guess, decreasing, right?
04:28The number of folks that are bringing you advertisers, does that mean that you are working with people with more scale, companies with more scale?
04:35So, 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 logging right onto their websites.
04:52There's people that are like intermediaries and stuff.
04:54They're a little less valuable.
04:55But then, those people that have that and have scale are probably the most important ones that we want to meet with.
05:01And they're the folks that I'm meeting with here, for sure.
05:04That's awesome.
05:04Yeah.
05:05If 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.
05:20Ad tech is a hot topic here at CES 2024.
05:26And I know, you know, we were talking earlier, you said you had 30 meetings in three days.
05:31You take your coffee black and large.
05:32Good to know.
05:34So, talk to us about who you're meeting with, what you all are talking about.
05:37Sure.
05:38So, 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 in connected television.
05:47So, 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, we're meeting with those guys, too.
06:19Again, with quality and scale.
06:22And 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
06:35is becoming the hot topic here now, too.
06:37So, those are a lot of the meetings, new publishers as well as existing ones.
06:42I'm sort of meeting with the whole gamut, for sure.
06:45Yep.
06:45As someone who is a cord cutter, and you just mentioned talking to streaming platforms and
06:53distributors, content creators, things like that.
06:55Do you see paid TV on the decline and ad, you know, affiliated type of TV on the increase?
07:09Or kind of talk to us about that market because I'm interesting, especially in this economy,
07:13like where people are going to go and then how your business will play a role.
07:16Sure.
07:16So, well, so the traditional sort of cable bundle, which I still have because I'm old
07:22and that's just, I even have a landline.
07:25But we talk-
07:26You have a landline, John?
07:27I do.
07:27I have a landline, okay?
07:28I have a landline.
07:29Can we-
07:29I don't know whose house to come to if there's a disaster.
07:31Yeah, but there's a disaster.
07:33I'm hardwired.
07:35There's still people like me, but there's less of people like me.
07:37And that's why you're laughing.
07:38Um, but, uh, yes, so the eyeballs, I don't know the specific statistics, but clearly
07:45people are starting to cut the cord or they're supplementing their cable subscriptions with
07:49all the online services.
07:51And then you have subscription-based ones like Netflix, say, where you pay a certain amount
07:55and you have less ads.
07:56Even Netflix, though, is starting to do an ad-supported model.
07:59I saw that, yeah.
08:00And then you have ones that you may pay.
08:01So even Hulu's got ads and everybody else.
08:03So, um, just like when cable first started, and maybe because I'm, uh, old, I remember
08:09when cable started, my dad thought it was a fad.
08:11He thought my cable was going to go-
08:12It's a weather takeoff.
08:13That's a whole other interview.
08:14Um, about my dad's vision of the future.
08:16We- we had a satellite dish in my backyard.
08:18Really?
08:19So, hey, the TV.
08:20All right.
08:20VCRs and cable were, um, fads that my dad was not willing to invest in.
08:24I'm with me.
08:26But, um, what the- the eyeballs are certainly headed to digital.
08:30Okay.
08:30And then that allows you to do, you know, um,
08:33programmatic advertising with those providers.
08:36You strong.
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