XR’s Jo Kinsella On Why Creative Is The New KPI
XR Extreme Research President Jo Kinsella argues creative metadata will reshape how the industry measures campaign success. The company served 600 million unique assets to 19,000 endpoints across 130 countries last year.
In this interview from CES 2024, President of XR Extreme Research Jo Kinsella shares how it’s going to change the industry with creative metadata.
Jo Kinsella: People think of us as a traffic delivery company. I don't want to talk about delivery. It's a utility. I want to talk about data and analytics, and insights for advertisers. To put that into context, last year alone we served 600 million unique assets to 19,000 endpoints in 130 countries. Did you know that? Did not know that. So what we're doing with XR is, XR is the creative network. At XR, we have all of this creative metadata that we're going to be putting out into the industry and we're going to change the world with it. KPI—Creative is the new KPI.