SANTA BARBARA, CA – Short consumer attention spans don’t surprise L’Oreal’s Nadine Karp McHugh. What’s she’s interested in seeing is how AT&T’s new Xandr unit can help brands achieve relevance in their value exchanges with those consumers.

“I think that competition is always a good thing, and I think that this new offering at Xandr led by Brian Lesser is certainly going to be a force that I’m very interested to see how it develops,” Karp says in this interview with Beet.TV at the recent Xandr Relevance Conference. “I think they have all of the right pieces to certainly make a very interesting offering.”

McHugh, who is SVP of Omni Media, Creative Solutions & Strategic Investments at the iconic personal care marketer has always been a believer in relevance. “I always said that it’s about the value exchange between the consumer and what she or he chooses to engage with. We’re all sort of attention starved. There’s too many things for us to do,” she says.

Thus Xandr’s research about just how busy people are “wasn’t surprising.” The bigger question is how, when and where brands can fit in.

“So how do we gain permission from those consumers to engage with them in a meaningful way? I think that’s part of their story, which I’m interested to see how that plays out in messaging. I think we all have to address that in an ad-blocking, futuristic world.”

Summing up the road ahead of Xandr, she adds, “They have the data behind it, they have tech, so they have a really interesting, perfect storm so we’ll see what happens.”

This video is part of a series leading up to, and covering the Xandr Relevance Conference in Santa Barbara. For more videos from the series, please visit this page. This Beet.TV program is sponsored by Xandr, a unit of AT&T.