In June, Trusted Media Brands (TMB), which publishes titles such as Reader’s Digest, Taste of Home, and The Family Handyman, brought on industry veteran Scott Mulqueen to assume the role of VP, programmatic and data product operations. The move comes as data is increasingly used to drive intelligent programmatic ad targeting products and is the key selling point for these products.
Combining the roles of data management and programmatic advertising will, Mulqueen notes, allow the company to far better support its advertising efforts across all of its platforms. Mulqueen brings a strong background in programmatic and data monetization: He most recently he served as VP, programmatic and audience monetization for About Inc., where he managed the team that oversaw the programmatic business including sales, forecast, revenue, and general operations.
In this Q&A, Mulqueen shares some of his goals for TMB’s programmatic business and how he expects data to influence the path forward.
The continuously strengthening value of current, effective data is exceptionally interesting. As the industry begins to think about alternatives to targeting a cookie, the absolute value of a media provider’s information and knowledge about users traversing their ecosystem becomes that much more powerful and useful.
Toni McQuilken is the senior editor for the printing and packaging group.