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.
This week we met Integral Ad Science director of sales, Andrew Gilbert.
Duration in current role/time at the company:
In one sentence, how would you describe what the company does?
We work with advertisers, agencies and publishers to help drive a trusted and transparent digital ecosystem.
In one sentence, what does your role involve?
Everyday I help clients navigate the complex issues of brand risk, viewability and ad fraud within their media strategies, so they have the best chance of delivering their brand message successfully.
Within the last six months/year, what stands out as the company’s major milestones?
Last six months - The IAB officially took ownership of our own Integral Ad Science Mobile In-App SDK. From there they have driven a one SDK to rule them all strategy in order to drive consistent measurement across the industry. Currently all verification vendors are deprecating their own in favour of this, and major mobile inventory providers are ingesting it to give media buyers access to high quality mobile in-app inventory.
Last month - We got acquired by Vista Equity Partners.
Best thing about the industry you work in:
The people. It’s a fast and ever changing industry but I wouldn’t be able to get through it everyday without the incredibly intelligent and amazing people we work with.
Previous industry related companies you have worked at:
I started my career at Ikon Communications where I spent four years working across some of the biggest accounts in Australia such as Commbank, Vodafone, Ladbrokes and Flight Centre.
I then moved client side to Vodafone Australia where I drove their paid digital sales channel and their data management platform project whilst also being involved in the wider marketing team’s brand and retail sales delivery.
Career-wise, where do you see yourself in three years time?
Still driving change in this industry whether it is with IAS or another cause.
What is the elephant in the room?
Attribution. At some point in time we need to find an effective, scalable solution that doesn’t cost a fortune. Post click, post impression, these are all solutions that incorrectly reward partners who are gaming the system. As long as this is still an issue, marketers will chase short term gains instead of pursuing long term brand growth.
Tell us one thing people at work don’t know about you?
I secretly want to drop everything and go work for a disability not for profit.
Top networking tip:
Have a point of view on anything and everything.
My favourite restaurant for a business lunch is:
Firedoor. You cannot beat good ingredients cooked over wood fire.
My favourite advert is:
Not an advert, but more so a brand message by OPSM. See what you love, love what you see. Simple and effective and portrays exactly what their brand purpose is.
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