SANTA BARBARA, CA \u2013 With the rebranding of AT&T\u2019s Xandr on the heels of the acquisition of AppNexus, brand engagement can become more of a reality in the eyes of programmatic veteran Art Muldoon. \u201cHaving worked with AppNexus since 2010, we\u2019ve really seen the evolution of programmatic turn into a people-based marketing endeavor,\u201d says Muldoon, who co-founded Accordant Media and is now Co-CEO of Amnet Group US.<\/p>\n
In this interview with Beet.TV at the recent Xandr Relevance Conference<\/a>, Muldoon says that after hearing talk about consumers, data, technology, reach, engagement and quality content \u201cit\u2019s really coming together more than it\u2019s ever have before.\u201d<\/p>\n Accordant became part of Amnet Group following Accordant\u2019s 2016 acquisition<\/a> by Dentsu Aegis Group. Amnet is Dentsu Aegis\u2019s global programmatic unit.<\/p>\n Muldoon<\/a> says the \u201cexciting challenges\u201d ahead are on the creative side, the engagement side and also on the consumer side. \u201cWe realize that consumers are more educated than ever about advertising and how they engage with advertising.\u201d<\/p>\n With entities like Xandr taking shape, the industry has \u201cmore options than we ever had to really make that mission of brand engagement to be a reality.\u201d<\/p>\n Having cut his teeth on the digital side, Muldoon sees the immersive storytelling properties of television intersecting with engagement. \u201cIt\u2019s really coming into play that the programmatic capabilities and TV immersion are at an intersection and a crossroads.<\/p>\n