TO HEAR AT&amp;T TELL IT, Brian Lesser is the man who will reinvent modern advertising. In the year since the carrier tapped the former GroupM North America CEO to lead its advertising and analytics business, Lesser has already presided over a $1.6 billion deal to buy AppNexus and rebranded the division as Xandr. But that&rsquo;s just the beginning; AT&amp;T has tasked Lesser with building an advertising exchange that will serve not just digital and streaming video inventory but also targeted TV ads, upending the industry&rsquo;s entrenched old-school norms.For his part, Lesser says he sees AT&amp;T as a chance to continue the work he was doing at GroupM to improve media buying with technology&mdash;but on a much bigger scale and with more resources.&ldquo;It struck me that it was an even better opportunity to change the marketplace and improve advertising for consumers, for media companies, and for agencies and advertisers because we can have a single-minded approach to changing the market and bring new products that we think advertisers and agencies will benefit from, but do it in a much more directive way with just tremendous resources,&rdquo; he says.Xandr is central to AT&amp;T&rsquo;s larger vision to transform itself into what it calls a &ldquo;modern media company&rdquo;&mdash;with a vertically integrated stack of content, data, ad tech and distribution. Lesser says the company&rsquo;s thesis is that streaming services can&rsquo;t support the costs of producing content from subscriptions alone in the long run. And the current model of advertising isn&rsquo;t cutting it&mdash;the industry needs to be less intrusive and more targeted and measurable, he says.&ldquo;The world needs advertising more than ever to keep up with the pace of content development,&rdquo; says Lesser. &ldquo;We think that because we have these content assets at AT&amp;T ... we cannot just rethink how advertising is targeted and measured but also reinvent advertising because we can start to experiment with things inside our distribution channels.&rdquo;

Executive Of The Year Digital: Brian Lesser

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{{magzter}} is the World's largest and fastest growing self-service, cross-platform digital newsstand with over 88 million users since its inception in 2011 and thousands of magazines and newspapers across 40+ categories and 60+ languages. Headquartered in New York, Magzter has its local presence in Amsterdam, London, Mexico City, Chennai, Mumbai, New Delhi, Bengaluru, Singapore, and will soon be expanding to other countries. Founded by global entrepreneurs, Girish Ramdas and Vijay Radhakrishnan in June 2011, Magzter enables magazine and newspaper publishers around the world to create and deliver digital editions of their titles to global consumers.