SANTA BARBARA, CA \u2013 One of the big challenges for brands is being relevant in an environment of \u201ccontinuous partial attention\u201d on the part of consumers. That wasn\u2019t an issue for AT&T at its recent Xandr Relevance Conference, according to Criteo\u2019s Mollie Spilman.<\/p>\n

\u201cThey\u2019re trying to pull off something really unique, but I can tell you that the 200 or so people who are at this conference really are leaning in and really want it to happen,\u201d Criteo\u2019s COO says.<\/p>\n

In this interview with Beet.TV at the conference<\/a>, Spilman talks about the positive effect that speakers like Ariana Huffington and others have had on both minds and bodies.<\/p>\n

\u201cTo get up this morning and hear [CEO] Brian Lesser unveiling Xandr<\/a>, what they\u2019re looking to accomplish, is really inspiring and compelling.\u201d<\/p>\n

While most people think of AT&T as a legacy telephone company, its ambition to become \u201ca modern media company\u201d represents \u201cjust such the right time with the right message,\u201d says Spilman<\/a>, who has been in advertising and media for nearly 30 years.<\/p>\n

Contemplating the attention spectrum, she references the term \u201cCPA<\/a>\u201d for continuous partial attention. \u201cIt really goes to show how important relevance in advertising is. Because in this world of fragmentation and fragmented attention, how do you market your products and services to this audience who has partial attention at any given time across devices?<\/p>\n

\u201cWe\u2019ve talked for years about addressable TV and measurability and how all these things are going to converge,\u201d Spilman says. \u201cAnd now with this combination of content, distribution, technology and marketing coming together, we have a shot. And that\u2019s just really, really exciting and inspiring to me for somebody who\u2019s been in this industry for a very, very long time.\u201d<\/p>\n

This video is part of a series leading up to, and covering the Xandr Relevance Conference in Santa Barbara. For more videos from the series, please visit this page<\/a>. This Beet.TV program is sponsored by Xandr, a unit of AT&T.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SANTA BARBARA, CA \u2013 One of the big challenges for brands is being relevant in an environment of \u201ccontinuous partial attention\u201d on the part of consumers. That wasn\u2019t an issue for AT&T at its recent Xandr Relevance Conference, according to Criteo\u2019s Mollie Spilman. \u201cThey\u2019re trying to pull off something really unique, but I can tell […]<\/p>\n","protected":false},"author":17,"featured_media":56304,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7443],"tags":[3429,4071,4968,7512,7515,7535],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/56302"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=56302"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/56302\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/56304"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=56302"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=56302"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=56302"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}