Is “relevance” still… relevant? Over the last few years, advertising “relevance” has, for many ad-tech execs become the holy grail of advertising effectiveness.<\/p>\n
For AT&T’s Xandr, however, it is more than that. This September 16 to 18 in Santa Barbara, the company hosts its second Relevance Conference.<\/a><\/p>\n In its first year, 2018, the conference effectively announced the creation of Xandr<\/a>, the advanced advertising and media division which AT&T created after a series of acquisitions.<\/p>\n This year, the conference’s main aim is to explore how consumers are spending their media time, Xandr’s chief marketing officer, Kirk McDonald, explains in this video interview with Beet.TV.<\/p>\n “There are still only 24 hours in the day,” McDonald says. “So, with finite time and near infinite content, how are consumers really making decisions about what they spend their time with?<\/p>\n “For the media producers, the programmers, those that are creating the content, they have become shareholders of attention.”<\/p>\n