Ray Carpenter, Xandr

Years in Industry: 16

Education: Sonoma State University (BA, Political Science), Texas Christian University (MBA)

A new addition to Cablefax’s list, Carpenter has vastly grown AT&T’s Xandr since its September 2018 launch, helping oversee its integration with AppNexus and video advertising platform clypd. Top priorities include aligning Xandr’s overall strategy with the finance function to make sure the entire organization executes across departments, and working closely with the data and analytics team to improve financial outcomes.

The COVID-19 pandemic forever changed my perspective on:
How powerful technology can be in bringing people together, keeping them informed, and fueling creativity in an unprecedented set of circumstances.

How has the pandemic shaped the industry’s future?
The pandemic has underscored the arbitrage within the industry and will accelerate scale in business models that focus on bringing value to customers. That can take shape with more direct commercial relationships, a higher degree of transparency, and an accountable calibration between value and cost.

Number of subscriptions to streaming services:
Six right now, however I actively subscribe and cancel based on what I want access to.

Without sports on TV, I have…
Been just fine. I do miss listening to the Dodgers radio broadcast via streaming. However, football season is coming up. That might be a problem.

My prediction for AVODs is….
It will be one of many business models that enables consumers to engage with content. I would expect the consumption models, ad loads, and access to content to be more dynamic and individualized as the industry embraces the technological capabilities we have access to.

Working from home has taught me…
I married the right person. Only my wife could put up with me in isolation for this long of a period.

Biggest challenge facing advertising?
Inertia. There is an undeniable opportunity to improve how advertising connects consumers with content in a more engaging way. It will require letting go of business models that today offer security and familiarity to those with tenure in the business.

Honored For: