AdTechGod Pod - Episode 79: Streaming Ahead with Rhea Madrid on CTV, Performance, and Leadership

Release Date: May 20, 2025

Introduction

In Episode 79 of the AdTechGod Pod, host AdTechGod engages in an insightful conversation with Rhea Madrid, Vice President of Advertising at World. Rhea brings her extensive experience from her previous role at Zumo before joining World, a subsidiary of Applovin. The discussion delves into her career journey, the evolution of Connected TV (CTV) and streaming advertising, performance marketing, and her perspectives on leadership within the ad tech industry.

Rhea Madrid's Journey into Ad Tech

Rhea Madrid's entry into the advertising technology space was unconventional. She recounts her early days in Orange County, California, where opportunities in media and advertising were limited compared to major hubs like LA or New York.

Rhea Madrid [04:13]: "I almost feel like I fell into ad tech by accident. A very amazing accident."

After graduating, Rhea worked for a successful entrepreneur in Laguna Beach, gaining foundational business and marketing skills. Her pivotal moment came when she responded to a Craigslist job posting for an account manager at a boutique marketing agency, leading her to delve into programmatic advertising during its infancy.

Rhea Madrid [07:58]: "I was looking to find a job to get my feet wet and learn the ropes... It was a very unexpected first landing in ad tech."

This hands-on experience allowed Rhea to rapidly acquire knowledge in programmatic advertising and develop leadership skills organically, eventually managing a team of ten in a small digital company.

Transition to Zumo and the Rise of CTV

Rhea's move to Zumo, a joint venture between Viant and Panasonic, marked a significant step in her career. Joining Zumo at a time when CTV was emerging, she played a crucial role in building the advertising team and strategy from the ground up.

Rhea Madrid [09:40]: "It was, again, a really cool time to join, an awesome opportunity to build something from the ground up."

At Zumo, Rhea was instrumental in establishing a revenue-focused advertising department within a company primarily driven by engineering and product development. Her startup experience was invaluable in navigating the dynamic and unstructured environment, enabling her to effectively scale the advertising operations.

Rhea Madrid [14:19]: "I am immensely grateful for all of the startup opportunities that I had prior because... I love doing that."

Joining World and Applovin

Post the acquisition of Zumo by Applovin, Rhea transitioned to World, leveraging her deep understanding of both mobile and streaming advertising. At World, she focuses on enhancing performance marketing within the CTV space, aiming to provide publishers with advanced tools to drive more value per impression.

Rhea Madrid [12:27]: "I felt I was very well equipped to understand the business model of World and how they supported their customers..."

Rhea highlights the synergistic relationship between World and Applovin, emphasizing how their combined expertise positions them ahead in the competitive landscape of performance CTV advertising.

Strategies and Innovations in CTV Performance Marketing

Rhea discusses World’s strategic focus on building more contextual layers within the bidstream to ensure advertisers reach relevant audiences. This approach aims to enhance engagement and drive tangible outcomes for advertisers.

Rhea Madrid [15:52]: "Our goal is really for advertisers to reach more relevant audiences so that that relevancy leads to consideration and of course consideration leads to purchase, intent, action and so forth."

She underscores the importance of providing publishers with tools to make their inventory more targetable, thereby enabling more performance-oriented advertising packages both programmatically and through managed services.

Rhea Madrid [19:49]: "Our technology is evolving quickly because we already have that piece of the Equation done."

Rhea is particularly excited about World’s strong operational backbone in the streaming ecosystem, which includes deep integrations with content and rich viewership data. This foundational strength allows World to innovate and offer superior solutions to both buy-side and sell-side clients.

Future Outlook and Industry Insights

Addressing the current economic climate, Rhea views economic challenges as opportunities for growth and improvement within the ad tech space. She believes that economic pressures will drive all stakeholders to demonstrate greater value and efficiency in their advertising strategies.

Rhea Madrid [15:52]: "When people are put in a position to really demonstrate value when they're competing for less dollars, they really come at the table with their best."

Rhea draws parallels to the 2008-2009 recession, where economic pressures accelerated the shift towards measurable, performance-driven advertising solutions. She anticipates a similar trend in the current landscape, with increased emphasis on ROI and performance metrics in CTV advertising.

Rhea Madrid [18:55]: "Brands and these advertisers are really going to start looking for outcomes and they're going to look for ROI."

Leadership and Being a Female Leader in Ad Tech

As a prominent female leader in the predominantly male-driven ad tech industry, Rhea shares her experiences and offers advice for aspiring women in the field. She emphasizes authenticity, building relationships, and continuous learning as key factors for success.

Rhea Madrid [22:38]: "Be a human being. Right? Be authentic. Put yourself out there and be vulnerable."

Rhea acknowledges the challenges but highlights the supportive community and the importance of networking. She encourages women to ask questions, seek mentorship, and actively participate in the ad tech ecosystem to drive their own success.

Rhea Madrid [24:41]: "If you're curious, hardworking and a people person, you truly have the tools to succeed."

Her approach to leadership is centered around collaboration, transparency, and fostering an environment where team members feel empowered to contribute and grow.

Conclusion

Rhea Madrid’s journey in the ad tech industry exemplifies resilience, adaptability, and strategic vision. From her accidental entry into programmatic advertising to her leadership role at World under Applovin, Rhea has consistently driven innovation in CTV performance marketing. Her insights on leveraging economic challenges as growth opportunities and her advocacy for authentic leadership provide valuable lessons for professionals in the ad tech space.

Rhea Madrid [26:08]: "I think it's been a wonderful breath of fresh air and love your podcast."

As the ad tech landscape continues to evolve, leaders like Rhea Madrid are instrumental in shaping the future of digital advertising, ensuring that performance and relevancy remain at the forefront of industry advancements.

Key Takeaways

• Unconventional Career Paths: Success in ad tech often stems from diverse backgrounds and non-linear career trajectories.

• Importance of Performance Marketing: Economic pressures drive the demand for measurable, outcome-oriented advertising solutions.

• Innovation in CTV: Enhancing contextual targeting and leveraging rich content data are crucial for effective CTV advertising.

• Leadership and Community: Authenticity, relationship-building, and continuous learning are essential for leadership and growth, especially for women in the industry.

Notable Quotes

• Rhea Madrid [04:13]: "I almost feel like I fell into ad tech by accident. A very amazing accident."

• Rhea Madrid [09:40]: "It was, again, a really cool time to join, an awesome opportunity to build something from the ground up."

• Rhea Madrid [15:52]: "Our goal is really for advertisers to reach more relevant audiences so that that relevancy leads to consideration and of course consideration leads to purchase, intent, action and so forth."

• Rhea Madrid [22:38]: "Be a human being. Right? Be authentic. Put yourself out there and be vulnerable."

This episode offers a comprehensive look into the dynamic world of ad tech through the lens of a seasoned professional. Rhea Madrid’s experiences and forward-thinking perspectives provide valuable insights for anyone interested in the future of digital advertising and the pivotal role of CTV.