Exclusive Insights from CES 2024: A Conversation with John Rogers of Nexon on the Future of AdTech

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In the fast-paced, ever-evolving world of AdTech, CES 2024 proved to be a hub for innovation and collaboration, offering a first-hand look at how technology is transforming the advertising landscape. News USA TV’s Editor-in-Chief, Vanessa Vasquez, and Senior Journalist, Marilissa Coller, had the opportunity to sit down with John Rogers of Nexon, a leader in the space, to discuss the future of advertising, the significance of data, and the evolving landscape of connected television.

As always, CES was buzzing with excitement, but Vanessa and Marilissa’s interview with John stood out, reflecting both the high energy of the event and the intense, back-to-back meetings that defined the show. With 30 meetings packed into just three days, it’s no wonder John had to stay fueled with copious amounts of coffee to keep up with the fast-paced demands of the conference. Through their insightful conversation, Vanessa and Marilissa uncovered exclusive perspectives on where AdTech is headed in 2024 and how Nexon is positioned at the forefront of this shift.

A Deep Dive into Nexon’s Role in AdTech

John Rogers shared his role at Nexon, a full-service advertising platform that helps advertisers deliver campaigns with efficiency. What sets Nexon apart, he explained, is its unique ability to operate on both the demand side (working with advertisers) and the supply side (partnering with publishers). This dual role allows Nexon to streamline the process, creating more effective and targeted ad campaigns.

"It's a rare advantage," said John, “that we are able to bridge both sides of the ad transaction, ensuring better outcomes for both the advertiser and the publisher.”

Vanessa, who’s no stranger to asking tough questions, was eager to understand how Nexon’s model works, particularly when it comes to supply and demand in the AdTech ecosystem. She quizzed John about the dynamics between publishers and advertisers, asking for clarity on some of the more technical aspects of the business. “When you say 'supply side,' does that mean publishers bring ads to the table, and 'demand side' means advertisers?” she asked.

John confirmed her understanding, adding that Nexon works closely with both sides, ensuring that the supply of ad space is met with the right demand. This balance is key in achieving maximum effectiveness in the rapidly changing world of digital advertising.

Efficiency in AdTech: The Road to 2024

As they delved deeper into the trends shaping the industry, John highlighted the major shift towards demand path optimization (DPO), a practice that’s gained traction in the past year. DPO is about simplifying the supply chain by reducing the number of partners and focusing on those who can deliver quality at scale. In 2023, many companies had worked with dozens of partners, but in 2024, the goal is to streamline those partnerships to maximize efficiency and ROI.

John also discussed the growing importance of working with partners who offer first-party data—such as companies that collect data directly from their users. With increasing concerns over data privacy, advertisers and publishers who own and control their data will have a significant advantage moving forward. These insights are critical for targeting the right audience effectively, especially in a post-cookie world where privacy concerns are top of mind.

For Vanessa and Marilissa, this shift in focus was particularly fascinating, as it underscored the changing nature of digital advertising and the need for businesses to adapt quickly. "2024 is going to be all about quality over quantity," John emphasized, reflecting the sentiment shared by many other industry leaders at the conference.

The Evolution of TV: Streaming’s Dominance and the Decline of Cable

One of the most striking parts of their conversation was the discussion on the future of television. As a self-identified "cord cutter," Marilissa was particularly interested in how traditional cable TV is holding up against the rise of streaming platforms.

John noted that, while traditional cable TV isn’t going away anytime soon, the shift toward streaming and digital video advertising is undeniable. "There’s a clear move toward digital eyeballs," he said. "People are cutting the cord and supplementing their cable subscriptions with streaming services like Netflix and Hulu—many of which are adopting ad-supported models to cater to this change."

For John and Nexon, this shift represents an opportunity. The rise of connected TV (CTV) means more eyeballs on streaming platforms, and that’s a prime space for digital advertisers. The ability to deliver programmatic ads to viewers on platforms like Roku, Amazon Fire TV, and Apple TV is now more critical than ever, and Nexon is positioned to play a major role in shaping this transformation.

Looking Ahead: What’s Next for AdTech?

As the interview wrapped up, Vanessa and Marilissa reflected on how much John’s insights aligned with the broader trends they were hearing at CES. From the increasing importance of data-driven advertising to the rapidly expanding world of streaming TV, it was clear that 2024 is going to be a year of incredible innovation.

For Nexon, the focus will be on cultivating deeper relationships with both advertisers and publishers while harnessing the power of first-party data to drive more efficient and personalized ad experiences. As John put it, "It’s not just about proving our worth anymore—it’s about driving even more value for our partners."

The exclusive insights shared in this interview—captured live at CES 2024—are just a glimpse into the future of AdTech. For Vanessa and Marilissa, it was a thrilling experience to engage with a company at the cutting edge of digital advertising, and it’s clear that the landscape will continue to evolve rapidly over the next year.

This interview was one of many that News USA TV journalists Vanessa Vasquez and Marilissa Coller conducted during CES 2024, bringing our audience exclusive, behind-the-scenes content from the world’s top innovators in technology. From deep dives into the future of advertising to personal reflections on the challenges and opportunities of the industry, these conversations represent the pulse of tomorrow’s tech landscape. Stay tuned for more exclusive interviews from CES 2024 as we continue to bring you cutting-edge insights from the most influential minds in tech!

To watch the live interview, visit our Youtube Channel Via this link. 

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