COLOGNE \u2013 Now that AppNexus is part of the AT&T advertising, content and communications universe, AppNexus CEO Brian O\u2019Kelley says that making advertising matter is the overarching mantra. Central to that theme is relevance to consumers, and the world will learn exactly what that means when AT&T convenes its Relevance<\/a> conference in California later this month.<\/p>\n One of the big reveals at the conference will be the new name for AT&T Advertising & Analytics. \u201cRelevance is going to be a great conference,\u201d O\u2019Kelley says in this interview with Beet.TV at the annual DMEXCO<\/a> conference.<\/p>\n Among the featured speakers will be AT&T CEO Randal Stephenson. \u201cHe\u2019s been very articulate about his hopes and expectations for how we put these pieces together and I think it\u2019s going to be a great conversation,\u201d O\u2019Kelley adds.<\/p>\n \u201cIf you look at the assets that AT&T has assembled, they have this incredible connection to consumers, especially in the U.S. and Latin America,\u201d says O\u2019Kelley. \u201cNow with Time Warner they have some of the best TV assets on the planet and I\u2019m incredibly excited about the idea of taking all of our technology and plugging it in with the media and data and leadership that they have.<\/p>\n \u201cI think we can do something that really no one\u2019s ever done before, which is create a new kind of television advertising that should be transformative.\u201d<\/p>\n According to O\u2019Kelley, relevance is the confluence of creative, an emotional connection and the right medium to deliver messaging. He doesn\u2019t think that\u2019s particularly been the case with banner ads and \u201ca lot of the mobile advertising we\u2019ve seen can\u2019t convey that emotional impact.\u201d<\/p>\n