Coar oversees strategy and new product development of TWC’s $1 billion advertising arm and has cultivated strategic relationships with telco and satellite companies to extend the reach of media sales. His team’s work in VOD dynamic ad insertion may revolutionize cable advertising. “With Ads Everywhere, we can provide our clients with unique advertising solutions that reach their target customers in premium TV programming on connected devices, from an iPhone to a Smart TV,” he says. “We are able to connect marketers with their consumers where and when they’re watching.”

What’s been your company’s biggest innovation this year?

Time Warner Cable Media has invested in Big Data and Dynamic ad insertion platforms over the last few years and it is paying off in our “Ads Everywhere” platform. With Ads Everywhere, we can provide our clients with unique advertising solutions that reach their target customers in premium TV programming on connected devices, from an iPhone to a Smart TV.  We are able to connect marketers with their consumers where and when they’re watching. With the learnings we have from our data, we better understand how TWC consumers are engaging with our programming, enabling us to provide marketers with insights to improve their marketing efforts.

What qualities do you look for when making a new hire?

I addressed the same question to a senior technology leader at TWC and will steal his answer, “aptitude and attitude.” I am looking for someone with the capabilities to do the job at the highest level, but more importantly, someone that is excited about the challenge and working as part of our team.

Name one emerging trend in cable we should all have our eyes on.

In local advertising, one major emerging trend is ad fraud. Clients are spending hundreds of millions of dollars on online advertising that is being wasted on “bots” rather than potential customers. We have a responsibility to our clients (and our business) to find ways to provide “fraud-free” solutions.

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