A self-described builder, Travis Scoles has had what he calls an atypical career for a major media ad executive. He began at a firm that provided consumer packaged goods shelf assortment analysis, then did coding and modeling for a consultancy and now runs Paramount’s advanced ad division. 

“My career has been interesting because instead of following a job function or following an industry, I followed the ability to solve problems and build cool stuff with data and math,” said Scoles, 38, senior VP of advanced advertising at Paramount. “And that’s taken me into technology, that’s taken me into CPG and media.”

At Paramount, Scoles has been critical in creating the company’s products for digital and addressable advertising. A recent highlight is a tool he calls the “convergent optimizer,” which allows a brand to place marketing across Paramount’s linear assets, including CBS or MTV, and its digital platforms, such as Paramount+ or Pluto TV, while controlling viewer reach and frequency. The product, launched earlier this year, has been adopted by 30 of Paramount’s advertisers.

To succeed in his role, Scoles said he must have an eye for the next new thing because the fast pace of ad tech means the products he’s building now will be replaced by his next invention in a matter of years.

If you could have dinner with one person, alive or dead, who would it be and why?

Julia Child, because I bet the dinner would be unreal.

What are the top two social media sites you use on a regular basis?

Instagram for meme consumption. Otherwise, I’m not a social media guy. I much prefer premium, long-form content.

What’s currently on your bedside reading list?

I just wrapped “The Bomber Mafia” by Malcolm Gladwell—an amazing story of a great idea that was before its time.

What was the last show you binge-watched?

“Joe Pickett”

At what age do you hope to retire?

What’s retirement?