Adstra announced that James Hsu has joined the company as VP, Head of Identity Products. Hsu will oversee the development and deployment of Adstra’s Enterprise Identity Platform, Conexa™, across new channels and business areas.

Hsu has spent his career at the crossroads of identity and CTV. Prior to Adstra, Hsu served most recently as Principal Product Manager, Data and Audiences at CTV platform Tubi, and prior to that, as Senior Director, Product Management at TV/CTV measurement company Samba TV. These roles within the burgeoning CTV space followed posts at 4INFO, Oracle, and CBS Interactive. This combined experience will benefit Adstra as the company meets rising demand for its identity solutions across the board, but particularly within the burgeoning CTV ecosystem.

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“At this point, marketers have become less obsessed with the risks of cookie deprecation and more excited about the positive potential for identity,” said Hsu. “As new channels like CTV occupy a greater share of marketing budgets, marketers are increasingly looking for identity solutions that are securely and efficiently portable across these different environments.”

Conexa is Adstra’s flagship Enterprise Identity Platform, designed for maximum portability, interoperability, and control in an era characterized by increasing channel fragmentation and mounting privacy regulation.

Conexa™ features groundbreaking technology to help enterprises connect any type of identifier with any type of offline or online media efficiently, economically, and securely. Given its ability to operate behind a brand’s firewall, Conexa™ is the first EIP to deliver brands the ability to accurately resolve and control consumer identity transparently inside their own environment, transact on that identity without privacy risk, and without being beholden to an external provider “tax” on their interaction with partners.

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