Episode Summary: AdTechGod Pod - Ep. 66 Embracing Change in Ad Tech with Kelly McMahon from LG Ad Solutions

Release Date: February 18, 2025

In Episode 66 of the AdTechGod Pod, host AdTech God engages in a compelling conversation with Kelly McMahon, Senior Vice President and Head of Global Operations at LG Ad Solutions. Kelly brings a wealth of experience from the Connected TV (CTV) and programmatic advertising sectors, offering deep insights into her career trajectory, the dynamics of the ad tech industry, and future trends shaping the landscape.

1. Introduction and Guest Background

The episode kicks off with AdTech God introducing Kelly McMahon, highlighting her extensive background in CTV and programmatic advertising. Kelly shares her excitement about being part of the podcast and briefly touches upon her recent participation in the Market Tecture Live and Magnite event.

"Thank you so much for having me. I'm very excited to be here." – Kelly McMahon [01:32]

2. Kelly's Career Journey

Kelly provides a detailed overview of her career path, starting from a non-adtech role in a large multifamily housing company's marketing department. She discusses her initial responsibilities, such as shifting the company's marketing strategy from traditional print ads to digital platforms like Craigslist and robust websites, which allowed for self-qualification and conversions into leases.

"I felt really old... change is inevitable and it's easier to embrace change versus resist it." – Kelly McMahon [02:32]

After four years, Kelly transitioned to a regional independent ad agency as an integrated media planner, managing media across print, out-of-home, radio, and digital. This role solidified her interest in digital and programmatic advertising despite the steep learning curve.

Her pivotal career moment came in 2013 when she joined SpotX (now Magnite). At SpotX, Kelly focused on operations and customer success, balancing both supply and demand sides of the programmatic business. She emphasizes the importance of adaptability and problem-solving in a rapidly evolving industry.

"There's always a solution. You just in a lot of cases have to look a lot harder." – Kelly McMahon [06:44]

3. Embracing Change in Ad Tech

AdTech God draws parallels between Kelly's early experiences with shifting consumer behaviors and current trends in the TV advertising space, particularly the transition from linear to streaming services. Kelly highlights the similarities in consumer behavior shifts and the challenges they present to advertisers.

"How do we continue that education when it comes to reporting and measurement?" – Kelly McMahon [12:23]

She underscores the necessity of staying ahead of consumer trends to remain competitive, a lesson she learned early in her career and continues to apply in her current role.

4. Current Role at LG Ad Solutions

In her role at LG Ad Solutions, Kelly leverages her programmatic expertise to enhance partnerships across publishers, buyers, and data-driven measurement solutions. She discusses how LG's unique position in the market allows for innovative advertising strategies driven by robust data and measurement.

"Inventory quality and data strategy is what we're focused on." – Kelly McMahon [19:37]

Kelly explains that LG prefers to focus on programmatic channels rather than building a user-facing media buying interface, emphasizing the importance of maintaining high inventory quality and effective data strategies.

5. Education and Measurement in Connected TV (CTV)

Kelly addresses the ongoing education of media buyers regarding the nuances of buying CTV compared to traditional linear TV or digital display. She notes that while buyers are becoming more knowledgeable about CTV's unique metrics and reporting capabilities, there remains a need for continued education on leveraging CTV effectively for outcome-based measurement.

"We are in a better place now... there's still more education to be had." – Kelly McMahon [12:23]

6. Connected TV as a Performance Channel

The conversation shifts to the performance measurement of CTV. Kelly affirms that CTV can serve as a performance channel when paired with appropriate measurement and insights, allowing advertisers to tie ad spend effectiveness to tangible outcomes like app downloads and user engagement.

"Depending on your level of capabilities, it definitely can be a direct solution." – Kelly McMahon [13:53]

7. Artificial Intelligence (AI) in Streaming and Advertising

AI's impact on the streaming and advertising space is a focal point of the discussion. Kelly explains how LG integrates AI to enhance the consumer experience through better content recommendations and ad relevancy. She envisions AI as a tool to optimize content delivery and align advertisements contextually, thereby improving engagement and effectiveness.

"Our focus on AI right now is really user experience and putting the right content in front of users." – Kelly McMahon [15:35]

8. Challenges in Media Buying Interfaces

Kelly touches upon the challenges of developing a user-facing media buying interface. LG currently prioritizes programmatic channels for consumer connectivity over building their own UI, focusing instead on inventory quality and data strategy.

"Inventory quality and data strategy is what we're focused on." – Kelly McMahon [19:37]

9. Motivation and Passion for the Ad Tech Industry

When asked about her enduring commitment to the ad tech field, Kelly credits the dynamic nature of the industry and the opportunity for constant growth and cross-disciplinary collaboration. She enjoys the variety in her role, from operations and client relations to technical and strategic aspects, which keeps her engaged and motivated.

"I love the change and I love the pace... change is growth." – Kelly McMahon [20:09]

10. Work-Life Balance and Personal Insights

Kelly and AdTech God share their approaches to balancing the fast-paced nature of ad tech with personal routines and family life. Kelly finds solace in maintaining a strict personal routine, which contrasts with the dynamic work environment. Both appreciate how their professional lives balance their personal stability.

"I have the opportunity to work across a lot of the business... I like that balance." – Kelly McMahon [22:03]

11. Conclusion and Final Thoughts

The episode concludes with mutual appreciation for the ad tech community and its impact on personal and professional growth. Kelly expresses her continued passion for the industry, while AdTech God reflects on the deep connections formed through ad tech work.

"It's a pretty great community of people that you work with and then you learn about on a personal level too." – Kelly McMahon [22:54]

This detailed summary encapsulates the key points discussed in the episode, providing a comprehensive overview for those who haven't listened. Notable quotes are included with proper attribution and timestamps, and the content is organized into clear, thematic sections for ease of reading.