Podcast: Lessons From The Media Trenches

It’s been almost a year since Vista Equity Partners acquired a majority stake in ad verification company Integral Ad Science. In the wake of the acquisition, the company appointed a new CEO, Lisa Utzschneider, to lead the company.

In this episode, Utzschneider discusses her 20 years in senior revenue roles at Microsoft, Amazon and Yahoo, and she offers advice for today’s ad sellers.

“It’s very important to understand programmatic, to be deep listeners … to ask the right questions and understand, what is the marketer really trying to solve?” she says.

But above all, sales teams need to understand the marketer’s approach to data.

“Everyone, all parties involved, are really interested in data,” Utzschneider says. “Marketers are getting much more sophisticated about their own data, about bringing more resources in house so they’re able to analyze their own data. It’s critical to ask the client, ‘What is your data strategy? What are your priorities around data?’”

Also in this episode: Amazon’s early ad culture, the transition from CRO to CEO, what IAS needs now.

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