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316: The Power of the Open Internet with The Trade Desk’s Ian Colley

Ian Colley, CMO at The Trade Desk

Ian Colley has worn many hats, from working as a chicken processor in his college days to his current role as CMO at The Trade Desk. He joins the show to share what he’s learned about marketing, communications, and data-driven advertising from the variety of roles he’s played.

In this episode, Alan and Ian discuss the open internet and how it allows you to manage your campaign spend more precisely, reach your entire audience, and make data-driven decisions. 

In this episode, you’ll learn:

  • How to manage your campaign spend more precisely
  • Why connected television needs to be a part of your advertising strategy
  • The importance of data-driven decisions in advertising 

Key Highlights 

  • [02:00] Ian’s career path, from large corporation to startup
  • [04:30] Crossover between communications and marketing
  • [08:30] The power of the open internet
  • [10:30] Reaching your entire market with connected television
  • [13:30] How The Trade Desk helps modern marketers
  • [15:30] The transformation of journalism
  • [17:00] An experience that defines Ian
  • [18:45] Ian’s advice for his younger self
  • [19:30] What marketers should be learning more about
  • [21:30] Brands Ian is fascinated by
  • [23:00] The biggest opportunity and threat for marketers today 

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