Podcast Summary: AdTechGod Pod - Ep. 69: Streaming Success & Human Connection with Meagan Myers

Podcast Information:

• Title: AdTechGod Pod
• Host: AdTechGod, The AdTech God
• Episode: Ep. 69 Streaming Success & Human Connection: Meagan Myers on AdTech, AMC, and Partnerships
• Release Date: March 11, 2025

Introduction

In Episode 69 of the AdTechGod Pod, host AdTech God engages in a comprehensive conversation with Meagan Myers, Director of Partnership Sales at AMC Networks. The episode delves into Meagan's extensive journey in the advertising technology (AdTech) space, her strategic role at AMC Networks, and the broader implications of human connection in building successful partnerships within the industry.

Career Journey and Foundation in Programmatic Advertising

Meagan Myers opens up about her career trajectory, highlighting her foundational years at SpotX in Denver. She recounts her early challenges and learning experiences, such as understanding technical aspects of programmatic advertising.

Meagan Myers [01:55]: "I always think about the question that I asked my account manager at the time of can you tell me the difference between vast and V paid? And sometimes today I still kind of think about that and you're like, wow, I've come pretty far."

Her pivotal moment came at age 24 when she was instrumental in setting up SpotX's Paris office. This experience not only broadened her international perspective but also deepened her technical expertise, thanks to mentorship from Julian, a solutions engineer she describes as one of her all-time mentors.

Meagan Myers [03:50]: "I would roll over and ask him all these ideas about building things and I think that that really helped me dig into the deeper tech portions of Programmatic."

Transition to AMC Networks and Strategic Partnerships

After SpotX's merger with Magnite and the onset of COVID-19, Meagan transitioned to the publisher side, taking on a leadership role at AMC Networks. She emphasizes AMC's unique position as a premium publisher in the Connected TV (CTV) space, renowned for its storytelling and high-quality content.

AdTech God [04:32]: "You started off at SpotX as, as really like an inventory specialist and then you moved up over a period of almost five years and now you're obviously leading all of account management and partnerships at AMC."

Meagan discusses AMC's strategic decision to distribute content across multiple streaming platforms rather than maintaining exclusivity. This approach ensures broader audience reach and enhanced engagement.

Meagan Myers [07:02]: "We decided to put our content on as many apps as possible, rather than kind of putting it under exclusively the AMC space. Just because everybody has a lot of streaming apps today and there can only be so many."

This strategy has successfully transformed AMC from a few fast channels within a single platform to a dominant presence across the majority of streaming services, facilitating in-season premieres and maintaining a diverse content library.

Content Distribution and Ad Strategy

The conversation shifts to how AMC's broad distribution impacts their advertising strategies. Meagan explains that while AMC explores sponsorships and innovative ad formats within their own platforms, they prioritize cross-platform selling to maximize audience reach and advertiser value.

Meagan Myers [09:52]: "We're pretty much just selling cross platform and cross streaming services and it's been really successful."

She highlights the importance of a robust data and research team to ensure that advertising efforts are effectively targeted across various devices and streaming platforms.

Building and Sustaining Strategic Partnerships

Meagan delves into her role in managing partnerships, emphasizing the critical nature of selecting and nurturing the right partners in the AdTech ecosystem. She underscores the shift from merely integrating multiple Supply-Side Platforms (SSPs) and Demand-Side Platforms (DSPs) to fostering meaningful collaborations that drive innovation and mutual growth.

Meagan Myers [13:35]: "We built this programmatic live linear product last year that runs through free will, and that's actually then inserting programmatic ads into our linear stream."

She advocates for genuine partnerships characterized by trust and open communication, likening them to enduring relationships rather than transactional vendor interactions.

Meagan Myers [14:39]: "It's a lot of the human connection, the like authentic human connection that's behind that, that completely changes the business and changes like it feels like it changes the flow of ideas that even come out of that partnership."

Content Diversity and Audience Engagement

AMC Networks boasts a diverse content portfolio, catering to varied audience preferences. Meagan highlights flagship shows like Breaking Bad, Mad Men, The Walking Dead, and niche offerings like BBC America's nature programming and anime channels.

Meagan Myers [16:19]: "We have everything from the Breaking Bads and the Mad Men, so these really good, intense, scripted dramas. There's things like Walking Dead and Mayfair Witches, which gets into a little bit of, like, gritty and fantasy."

This extensive library ensures that AMC remains "everything to somebody," fostering deep engagement and loyalty among diverse viewer segments.

Addressing Industry Challenges: Data Integration and Cross-Platform Tracking

The AdTech landscape is rapidly evolving, with increasing fragmentation across streaming platforms and devices. Meagan discusses AMC's proactive approach to these challenges through initiatives like "Audience Plus," a comprehensive solution for cross-platform audience tracking and holistic ad buying.

Meagan Myers [19:17]: "We released Audience plus last year at our upfront, which is just saying, you know, if you're buying via set top box, if you're buying via tv, if you're buying via mobile, however you're looking to reach your audience, we can follow them."

She emphasizes the necessity of a nimble data strategy to navigate the complexities of diverse data signals from platforms like Roku, LG, Samsung, and Fire Stick.

Meagan Myers [21:07]: "We have a huge first party data strategy... our data team is also being really nimble."

Personal Insights: Brand Loyalty and Future Aspirations

Beyond her professional insights, Meagan shares personal anecdotes about brand loyalty and her aspirations outside the AdTech realm. She humorously admits her loyalty to a particular water bottle brand and dreams of owning a wine and cheese shop that fosters human connections through shared expertise in wine and cheese selection.

Meagan Myers [23:34]: "I am always stuck with a Swell water bottle. You'll always see me out with that."

Her guesthearted exchange with AdTech God about dream ventures like opening a café underscores the importance of personal passions and human interactions, mirroring her professional emphasis on authentic partnerships.

Conclusion

Episode 69 of the AdTechGod Pod offers a deep dive into the strategic operations of AMC Networks within the AdTech landscape, guided by Meagan Myers' extensive experience and insights. The discussion highlights the significance of versatile content distribution, strategic partnerships grounded in human connections, and innovative solutions to industry challenges. For professionals and enthusiasts in AdTech, this episode provides valuable perspectives on navigating the dynamic world of streaming and digital advertising.

Notable Quotes with Timestamps:

• Meagan Myers [01:55]: "I always think about the question that I asked my account manager at the time of can you tell me the difference between vast and V paid? And sometimes today I still kind of think about that and you're like, wow, I've come pretty far."

• Meagan Myers [03:50]: "I would roll over and ask him all these ideas about building things and I think that that really helped me dig into the deeper tech portions of Programmatic."

• AdTech God [04:32]: "You started off at SpotX as, as really like an inventory specialist and then you moved up over a period of almost five years and now you're obviously leading all of account management and partnerships at AMC."

• Meagan Myers [07:02]: "We decided to put our content on as many apps as possible, rather than kind of putting it under exclusively the AMC space. Just because everybody has a lot of streaming apps today and there can only be so many."

• Meagan Myers [09:52]: "We're pretty much just selling cross platform and cross streaming services and it's been really successful."

• Meagan Myers [14:39]: "It's a lot of the human connection, the like authentic human connection that's behind that, that completely changes the business and changes like it feels like it changes the flow of ideas that even come out of that partnership."

• Meagan Myers [16:19]: "We have everything from the Breaking Bads and the Mad Men, so these really good, intense, scripted dramas. There's things like Walking Dead and Mayfair Witches, which gets into a little bit of, like, gritty and fantasy."

• Meagan Myers [19:17]: "We released Audience plus last year at our upfront, which is just saying, you know, if you're buying via set top box, if you're buying via tv, if you're buying via mobile, however you're looking to reach your audience, we can follow them."

• Meagan Myers [23:34]: "I am always stuck with a Swell water bottle. You'll always see me out with that."

Final Thoughts

This episode serves as an insightful resource for understanding the interplay between content distribution strategies and advertising technology advancements. Meagan Myers' emphasis on human connections and strategic adaptability offers a blueprint for success in the ever-evolving landscape of digital advertising and streaming media.