Welcome to this episode of the Marketing Vanguard podcast. Today, Jenny Rooney speaks with Natalie Bastian, global CMO of media advertising platform Teads, recorded at CES in Las Vegas.
In this engaging conversation, Natalie shares her journey from traditional TV entertainment to becoming a global marketing leader in the ad tech space.
She brings a unique perspective shaped by her experience across traditional TV, streaming platforms, and advertising technology.
From her early days at Comedy Central and Lifetime to leadership roles at Roku, Tubi, and now Teads, she has witnessed and participated in the transformation of the media landscape.
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Key takeaways:
[03:52] The Journey from TV to Adtech — Natalie shares her journey from interning at Comedy Central to working at Lifetime Networks, Howard Stern, and A&E. She highlights how her early passion for television evolved into a career spanning traditional media, streaming platforms, and eventually ad tech. Her experience demonstrates the importance of following your interests while remaining open to new opportunities.
[04:43] CES and Business Strategy — Natalie discusses Teads’ approach to CES, emphasizing the importance of building relationships with clients and partners. She explains how these meetings shape their 2025 plans and highlights the company’s focus on measuring ROI through meeting value and strategic partnerships.
[05:23] The Future of CTV and Omnichannel — Looking ahead to 2025, Natalie predicts a tipping point for CTV adoption, noting the shift in viewership from linear to streaming TV. She emphasizes the growing opportunities in CTV advertising and the importance of tech infrastructure in enabling scalable solutions.
[15:34] Career Development Advice — Natalie emphasizes the importance of balancing passion with practical experience in marketing. She advocates for being a “triple threat”—wearing multiple hats, staying hungry for knowledge, and maintaining curiosity about both the business and technological aspects of the industry.
