Programmatic Pulse: Andrew Williams on Building Mogl's International Business

In a special Cannes edition of Sentient Talent's Programmatic Pulse podcast, Andrew Williams, Senior Director of EMEA at Mogl, shared his perspective on building an international business, the power of strategic partnerships, and the lessons he's learned leading Mogl's expansion across EMEA.

From helping independent agencies unlock enterprise-grade programmatic technology to building a business from the ground up, Andrew's conversation highlighted that growth isn't just about technology—it’s about people, curiosity, and a willingness to learn. Building on that conversation, we’ve expanded on some of the key themes and takeaways below.

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Building a Different Kind of Programmatic Partner

As a certified service partner of The Trade Desk, Mogl helps brands and independent agencies access enterprise programmatic technology through flexible activation models designed to meet businesses wherever they are in their programmatic journey.

As Andrew explained:

"Whether a client is looking to upgrade their programmatic technology or taking their first steps into programmatic advertising, we're there as a consultant—from media planning right through to buying.”

Whether clients choose a fully managed service, a hybrid model, or complete self-service, Mogl's goal is to simplify programmatic and help advertisers build long-term capability.

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Partnerships That Create Opportunity

For Andrew, partnerships are more than a growth strategy—they're a way to deliver greater value to clients. By bringing together best-in-class technology, premium inventory, data, and measurement partners, Mogl helps brands and agencies access capabilities traditionally reserved for the world's largest advertisers and holding companies.

At the heart of this ecosystem is The Mogl Pass, which brings together the key components of a programmatic campaign into one framework. From preferred publisher pricing and premium inventory to audience targeting, measurement, verification, and creative services, advertisers can seamlessly layer solutions to build smarter, more effective campaigns.

"Our role is to help customers unlock the full value of The Trade Desk and everything the platform has to offer."

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Leading Through Growth and Change

After spending nearly a decade at The Trade Desk, Andrew joined Mogl to establish and grow its international business from London. The transition from a global organization to building something from the ground up has required adaptability, curiosity, and a willingness to get involved across every part of the business.

"Building an international business means wearing multiple hats—from finance and sales to client services and strategy."

For Andrew, the excitement comes from the opportunity to build, experiment, and learn along the way.

"Perfection is impossible. What's important is being willing to try, learn, and keep moving forward."

That mindset has shaped both Mogl's growth across EMEA and Andrew's approach to leadership. Rather than focusing solely on outcomes, he believes success comes from trusting the process, surrounding yourself with the right people, and staying open to learning.

"Building a strong network of peers, mentors, and advisors makes every challenge easier to navigate."

For those starting their careers in media and advertising, Andrew's advice is simple: stay curious, ask questions, build genuine relationships, and don't be afraid to make mistakes.

"Don't be afraid to fail. Sometimes that's exactly how you discover a better way forward."

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Listen to the Full Conversation

Listen to Andrew's full Programmatic Pulse conversation to hear more about Mogl's EMEA expansion, partnerships, and approach to programmatic growth.

Whether you're an agency looking for a flexible path into programmatic or a brand looking to maximize your media ecosystem, Mogl is here to help.