The interview with Jo Kinsella from XR (formerly Extreme Reach) delves into the rebranding and expansion of the company, highlighting its evolution from TV distribution to a comprehensive platform marrying creative and media. Kinsella outlines XR's focus on streamlining the advertising workflow through technology, emphasizing the integration of asset management, distribution, creation, and informative insights. The discussion also touches on XR's role in addressing industry challenges like creative asset utilization and global rights management, illustrating the company's ambition to innovate within the advertising technology space while serving a broad spectrum of clients, including 98% of the top 200 advertisers. Visit Marketecture.tv to join our community and get access to full-length in-depth interviews. Marketecture is a new way to get smart about technology. Our team of real industry practitioners helps you understand the complex world of technology and make better vendor decisions through in-depth interviews with CEOs and product leaders at dozens of platforms. We are launching with extensive coverage of the marketing and advertising verticals with plans to expand into many other technology sectors. Copyright (C) 2023 Marketecture Media, Inc.