Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
This week we speak to DoubleVerify country manager ANZ Imran Masood.
Time in current role/time at the company:
How would you describe what the company does?
DoubleVerify is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. How do we do this? By ensuring ads are seen by real people, in brand-safe environments, in the intended geography. We do this across the entire marketplace creating transparency and building trust with advertisers and publishers.
What do you do day-to-day?
I Zoom, Zoom! My primary responsibility is to lead the ANZ team as we scale our business here. We’re going through an exciting period of growth so I’ve been spending a lot of time interviewing and making sure the team has the tools they need to help our clients deliver better results from their digital investments. Year-end also means planning and more planning so, when I’m not Zooming, I’m reading a broad cross-section of business publications, industry thought leadership and wading through global regulation policy to better understand what our post-COVID world will look like in 2022.
Define your job in one word:
I got into marketing because:
As all good stories should begin, I was having a pint of Guinness in a pub in Dublin and one thing led to another. I've now been in this industry for 17 years and fully enjoying every moment of it.
What’s the biggest challenge you face in your role?
Call it a challenge or call it an opportunity, but my biggest focus for 2022 will be to make sure the local market understands DoubleVerify isn’t just about ensuring media quality; we can now deliver improved media outcomes through optimisation. Some people still think of us as a quality play, so I’m looking forward to demonstrating how we’re making a tangible impact on performance.
What’s the biggest industry-wide challenge you’d like to see tackled?
We’ve been talking about talent for a while now, but the pandemic has highlighted just how much our industry relies on overseas staff and experience. Certainly, the adtech industry is under-resourced by 15% with thousands of open roles. It's a good moment to pause and consider the local development of talent, introducing tertiary programs to focus on core skillsets and find a way to nurture innovation within Australia.
Who has been a great mentor to you and why?
I wasn’t sure whether to default to my mum (who continues to be an important role model and guide, particularly in my most challenging moments) because it's still hard to talk about - but the honest answer is that it’s the late and wonderful Sam Smith. He provided me with the opportunity to steer my career from TV to digital when I moved to Australia, and became both a constant mentor and close friend. I expect I speak for many when I say that he was a terrific role-model, advocate, sounding-board and friend.
Words of advice for someone wanting a job like yours?
More than just being comfortable with it, you need to actively thrive on constant change and find the opportunities change affords. The word resilience is pretty overused, but it also springs to mind given the highest highs and the lowest lows the media industry can throw at you!
If I wasn't doing this for a living, I'd be:
A retired professional cricketer and current full-time coach would be the dream! (I played international cricket for Ireland between the ages of 15-19.) Cricket was my first love growing up, but over the years I’ve complimented my passion for a summer of cricket with a winter of rugby.
My mantra is:
Search for the positive - and make it grow.
My favourite advert is:
I’ve got a soft spot for Honda’s Impossible Dreams 2005 ad.
Music and TV streaming habits.What do you subscribe to?
Disney+ (for my two boys), Netflix and nerdy podcasts like The Evolving Leader, No Bullsh!t Leadership, to name a few.
Tell us one thing people at work don’t know about you?
My first appearance on broadcast media was telling an Irish radio host that I’d just kissed a girl behind the bike shed. It was part of a series where they went around Ireland interviewing kids to understand more about their lives and aspirations. He asked me what I was up to - and I guess expected a more macro answer! I’ve since been media trained (although it made me the king of the playground for a little while).
In five years’ time I'll be:
Endeavouring to master multitasking. I hope to still be a leader at an innovative technology business and supporting the next crop of talent and leaders. Maybe a bit of coaching my kids under 10s rugby and cricket teams, or maybe cheering from the sidelines while managing the sausage sizzle.
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