AdTechGod Pod: Episode 89 - CTV, Startups, and the New Marketing Funnel with Austin Scott
Release Date: July 22, 2025
Host: AdTechGod
Guest: Austin Scott, Chief Commercial Officer (CCO) and Co-founder of Bedrock Platform
Introduction and Background
In Episode 89 of the AdTechGod Pod, host AdTechGod welcomes Austin Scott, a seasoned professional in the advertising technology (adtech) industry. Austin brings a wealth of experience from her tenure at prominent companies such as X+1, TubeMogul, Sticky Ads (acquired by FreeWheel and later Microsoft), and Xander before co-founding Bedrock Platform. The conversation delves into Austin's career trajectory, the evolution of the adtech landscape, and her insights into the future of connected TV (CTV) and marketing funnels.
Career Journey and Industry Insights
AdTechGod begins by tracing Austin's impressive career path:
"You are a programmatic career. What do we call it? Like one heck of a career... you've been in it since X+1, which is pretty wild." [02:38]
Austin Scott emphasizes her organic entry into adtech:
"Ad tech chooses you. So I, I definitely feel like that's sort of my origin story..." [02:53]
She recounts her early days at a small agency in New York, transitioning from traditional media buying to the digital realm by joining X+1. This move allowed her to engage deeply with digital advertising's complexities, such as brand safety and strategic programmatic decisions.
Austin further elaborates on her international experience:
"After TubeMogul, I moved to Paris and helped a small French startup, Sticky Ads, build their business..." [08:30]
She highlights the cultural adaptations required when Sticky Ads was acquired by FreeWheel and later integrated into larger entities like Comcast. This international perspective enriched her understanding of diverse market dynamics and the importance of adaptability in the global adtech ecosystem.
Founding Bedrock Platform: Addressing Market Gaps
Transitioning to her entrepreneurial venture, Austin discusses the inception of Bedrock Platform:
"The idea of solving for the buy side, making sure that you don't have the conflicts of interest with trying to please all different components and sides of the transaction was a big opportunity." [03:50]
Bedrock Platform aims to provide an independent, flexible solution for media buyers by addressing limitations in existing Demand-Side Platforms (DSPs). Unlike legacy systems that often impose constraints, Bedrock offers customizable modules such as curation and bidding, allowing users to tailor their strategies without being tethered to outdated technologies.
Austin explains Bedrock's unique value proposition:
"We take that infrastructure approach, but we can also be flexible... enabling real collaboration in a controlled and contained way where everybody's happy and comfortable." [16:16]
This flexibility ensures that media buyers can maintain control over their data and strategies, fostering a more transparent and efficient advertising process.
The Evolution of CTV and the Marketing Funnel
A significant portion of the discussion centers on the growth of Connected TV (CTV) and its impact on traditional marketing funnels. Austin shares her excitement about the advancements in signal processing and outcome-driven strategies:
"What are the signals, what are the ways to really think about the combination of them to drive results, outcomes, performance." [21:47]
She critiques the outdated marketing funnel models that fail to account for the seamless integration of digital and traditional media:
"The funnel has changed, and somebody needs to re-diagram it to show that they all blend into each other." [29:00]
Austin advocates for a more dynamic and interconnected approach to marketing, where platforms like Roku enable instantaneous transitions from brand awareness to purchase, challenging the rigid stages of the classic funnel.
Challenges and Future Outlook
The conversation also touches on the complexities of cross-channel measurement and attribution in today's fragmented media landscape. Austin points out the inherent difficulties in assigning value to different touchpoints:
"Once you can really track it all, well what's my fractional value for the role in the life cycle of the outcome?" [29:00]
She emphasizes the necessity for platforms to listen directly to advertisers to build products that genuinely address their needs, rather than making assumptions:
"Platforms were building out what they assumed were the outcomes that buyers wanted... they actually built a significantly better product by listening to the advertisers." [24:07]
Looking ahead, Austin is motivated by the potential to harness data and AI to create more granular and effective advertising strategies. The integration of advanced contextual targeting and customizable algorithms positions Bedrock Platform to lead in delivering tailored solutions that meet the evolving demands of the adtech industry.
Conclusion
The episode concludes with AdTechGod expressing gratitude to Austin for her insightful contributions and wishing Bedrock Platform continued success. Austin reciprocates the thanks, highlighting the importance of maintaining the "mystery" that keeps the industry intriguing.
"Thank you so much. Appreciate getting to be on and keep the mystery living." [30:47]
Listeners are encouraged to stay connected with AdTechGod for more updates and insights into the adtech realm.
Key Takeaways
- Austin Scott's Diverse Experience: From startups to acquisitions, Austin's journey provides valuable perspectives on navigating the adtech industry's complexities.
- Bedrock Platform's Innovation: Addressing the limitations of legacy DSPs by offering customizable, independent solutions for media buyers.
- Evolving Marketing Funnels: The integration of CTV and digital media necessitates a rethinking of traditional marketing models to better reflect current consumption patterns.
- Importance of Advertiser Feedback: Building effective adtech solutions requires platforms to engage directly with advertisers to understand and address their specific needs.
- Future of Adtech: Emphasis on data-driven strategies, AI integration, and flexible infrastructure as key components shaping the next phase of advertising technology.
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