Our Industry Profile takes a weekly look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Last week we met Melbourne-based Havas Melbourne group MD Matt Houltham. Now, we head to Sydney to meet Integral Ad Science sales director in Australia and New Zealand, Jessica Miles
Duration in current role/time at the company:
Just over six months
In one sentence, how would you describe what the company does?
Integral Ad Science (IAS) is a global measurement and analytics company that builds verification, optimisation, and analytics solutions to empower the advertising industry to invest with confidence and activate consumers everywhere, on every device.
In one sentence, what does your role involve?
I am responsible for driving growth and adoption of IAS technologies across Australia and New Zealand.
Within the last six months/year, what stands out as the company’s major milestones?
We’ve recently announced new features to increase our focus on Consumer Based Marketing. The end goal is shifting from impressions to people as effective digital advertising starts and ends with the consumer’s ad experience, not the individual impression. By focusing on consumer exposure, marketers can learn the total exposure frequency and time of audiences on any publisher or platform, in real time.
Best thing about the industry you work in:
It’s constantly changing nature that brings new challenges and new, innovative solutions
Previous industry related companies you have worked at:
My introduction to adland was at InMobi where I was part of the founding team. From there I tested the waters publisher side with Fairfax and then shifted back into ad tech with the mobile self-serve platform Pocketmath.
Career-wise, where do you see yourself in three years time?
Hopefully still with the great team at IAS, fighting the good battle against poor media quality and lack of transparency.
What is the elephant in the room?
The thing that no one is talking about – but they should be. 'Third Line Forcing'. Bullying is never okay and is not a negotiation tactic!
Tell us one thing people at work don’t know about you?
I briefly reviewed cars for Drive.com in the ‘he says, she says’ section.
Top networking tip:
Be present, listen and above all smile!
My favourite restaurant for a business lunch is:
Alpha Restaurant. Great food and atmosphere.
My favourite advert is:
Arnott's Tim Tam Chocolicious Bites. I’m in it!
My must-have gadget is:
Samsung Galaxy S8. It’s my everything from mirror to camera, personal assistant, daily newspaper and boredom buster. Oh and I can make calls from it.
My favourite media is:
Mobile. There is currently no other medium that allows brands and advertisers to have such personal, one on one conversation with their consumer. It gives brands and advertisers the ability to personalise their communication and really surprise and delight the consumer.
My favourite TV show is:
Game of Thrones. So complex and entangled. The ultimate fantasy drama.
The last book I read:
Never Split the Difference by Chris Voss. A really engaging, quick read that takes you into the mind of Chris Voss, a high stakes negotiator for the FBI. He shares his learnings and gives examples on how you can apply his techniques to business and everyday negotiations.
My mantra / philosophy is:
How can you expect a positive outcome with negative thoughts? Always believe in yourself no matter what.
I got into advertising/ad tech/marketing etc because: Mobile advertising sounded like something completely different, new and exciting. From there I discovered my passion for mobile, was a passion for adtech. I loved the challenges and opportunities that came with the new medium and that translated to a passion for emerging technology and how it moved and evolved industry.
If I wasn't doing this for a living, I'd be:
Working in Blockchain or IOT.
In five years' time I'll be:
Seamlessly managing mum-life and work-life and looking chic doing it (I can hope!?)
Define your job in one word:
What's your poison:
Red wine and chocolate
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