AdTechGod Pod Episode 76 Summary

Title: Curate, Don’t Complicate: Unlocking Curations Potential with Yen Nguyen
Release Date: April 29, 2025
Guest: Yen Win, SVP Head of Curation at Consumable

1. Introduction

In Episode 76 of the AdTechGod Pod, host AdTechGod engages in an insightful conversation with Yen Win, the SVP Head of Curation at Consumable. Recognized as the "Curation Queen," Yen brings a wealth of experience from her previous roles at Audigent, Varic, Goodway, and more. The episode delves into the pivotal role of curation in the advertising technology (adtech) industry, with a special focus on the burgeoning field of audio advertising.

2. Yen Win’s Background and Career Path

Yen Win shares her unconventional journey into the adtech industry, highlighting how her career in curation was largely accidental. Beginning her career at Goodway Group during the nascent stages of programmatic advertising, Yen navigated through roles at Varic and Audigent. Her passion for data-driven solutions and the evolving landscape of adtech led her to Consumable, where she focuses on audio curation.

Notable Quote:

Yen Win [02:10]: "It was totally accidental. I don't think that any children growing up would say I want to grow up and be a Curation person or to work in advertising. But here I am."

3. Understanding Curation in AdTech

Yen elucidates the concept of curation in the adtech realm, emphasizing that true curation transcends mere supply or data. Instead, it hinges on the expertise of curators who meticulously package and optimize campaigns to meet specific performance goals.

Notable Quote:

Yen Win [08:00]: "The really true core of curation is not in the supply or in the data, but the expertise of the curators who find the best suited solutions, match it with the best suited supply, package it in an elegant and neat EMPs or buyers to easily target, easily optimize."

4. Curation at Audigent vs. Consumable

At Audigent, Yen played a pivotal role in transitioning from implementing strategies to creating comprehensive playbooks for curation. This experience underscored the importance of developing industry-first curation platforms that deliver on data-driven promises while ensuring premium supply and performance.

Notable Quote:

Yen Win [06:00]: "At Audigent, I learned a lot. We created new things and that's what really excites me. I wanted to create a new product, a new solution that isn't just going to be, you know, just another ad tech vendor."

5. The Audio AdSpace: Potential and Challenges

Yen highlights the immense potential within the audio advertising sector, citing reports like eMarketer's projection of $2 billion in programmatic digital audio spending for the year. Despite this growth, only 30% of digital audio ad dollars are channeled through programmatic means, revealing a significant untapped market.

Notable Quote:

Yen Win [10:04]: "Only 30% of digital audio ad dollars are currently flowing through Programmatic channel. And that signals a huge, massive untapped potential."

6. Consumable’s Mission in Audio Curation

Consumable aims to bridge the technological gap between traditional audio platforms and programmatic buyers. By developing a next-generation audio curation platform, Consumable seeks to make audio ads more targetable and addressable, akin to breakthroughs seen in other sectors like ridesharing and short-term lodging.

Notable Quote:

Yen Win [11:55]: "Consumable. We're trying to build a bridge to kind of connect the tech gap between the classic audio business and the programmatic buyers."

7. Brand Investment in Audio Advertising

Yen discusses the educational gaps and misconceptions hindering brand investment in audio advertising. Many brands mistakenly believe that audio ads lack targeting capabilities or require exorbitant upfront costs. Consumable addresses these misconceptions by enabling programmatic purchases and precise audience targeting based on sentiment analysis at the episode level.

Notable Quote:

Yen Win [14:34]: "There's this misconception that visual is always better, but the value prop for audio is compelling. Audio ads deliver similar emotional impact and educational benefits as video, if not more often at significantly more efficient price."

8. Future Directions and Innovations in AdTech Audio

Looking ahead, Yen is optimistic about innovations that enhance efficiency and sustainability within adtech. She expresses excitement about initiatives like Scope Three, which focuses on environmental impact, and the integration of AI to further refine curation processes. Additionally, the emergence of digital out-of-home audio screens presents new avenues for targeted advertising.

Notable Quote:

Yen Win [22:49]: "Digital out of homes is going to be one of the next big, big things, especially audio enable out of home screens. Any solutions that we can work with to bring more values to reduce our footprint, I would welcome all the challenges and all the change."

9. Conclusion

The episode wraps up with Yen emphasizing the critical role of collaboration within the audio industry to maximize value for buyers and brands. She advocates for an integrated approach to adtech, where curation serves as the elegant solution to the sector's fragmented challenges. Her vision underscores a future where audio advertising is not only more efficient and targeted but also seamlessly integrated into the broader digital advertising ecosystem.

Notable Quote:

Yen Win [21:01]: "The audio industry needs to sit together, not in silo. I would invite everyone to the table to think about how we can bring the most value to the buyers out there."

Key Takeaways:

• Curation as Expertise: True curation in adtech relies on the expertise of curators to package and optimize advertising campaigns effectively.
• Audio AdSpace Potential: Despite significant growth, programmatic audio advertising remains underutilized, presenting vast opportunities for brands.
• Consumable’s Role: By bridging the tech gap between traditional audio platforms and programmatic buying, Consumable aims to make audio ads more targeted and efficient.
• Educational Gaps: Addressing misconceptions and educating brands about the efficacy and capabilities of audio advertising is crucial for increased investment.
• Future Innovations: Embracing AI, sustainability initiatives, and new formats like digital out-of-home audio screens will shape the future of audio adtech.

For more insights and updates from the world of adtech, tune into future episodes of the AdTechGod Pod.