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.
Katherine McVeity: director, customer success at IAS
Time in current role:
I have been in this role for just over five years.
How would you describe what the company does?
Integral Ad Science (IAS) is a leading global media measurement and optimisation platform that enhances media performance by ensuring advertisers invest in high-quality media (impressions that are viewable, brand-safe, suitable, fraud-free, and in-geo) to strengthen brand equity and drive results across all channels.
What do you do day to day?
As the leader of a top-tier Customer Success team, my primary responsibility is to ensure our clients consistently achieve exceptional outcomes. I see my role as part strategist, part trusted advisor, helping our clients navigate the complexities of digital advertising and elevating their campaigns to “first-class” status. My days are spent designing tailored strategy frameworks, proactively addressing challenges, and constantly seeking new ways to deliver value.
Outside the office, I make it a point to connect with clients and colleagues in some of Sydney’s best cafes and restaurants. I know that the most valuable insights often emerge from authentic conversations rather than dashboards alone. By translating real-world feedback into actionable guidance for our team, I help steer our clients’ success and ensure they see us as indispensable partners in their journey.
Define your job in one word:
Dynamic.
I got into my industry because:
Like most people, I fell into it accidentally and never looked back.
What’s the biggest industry-wide challenge you’d like to see tackled?
CTV measurement and AI readiness are definitely the big challenges on my radar. With CTV growing fast, the lack of clear, standardised ways to measure reach and viewability often leaves everyone guessing; it’s still a bit of a black box, especially without channel-level transparency. The good news? Initiatives like IAS’s CTV Lab in Australia are paving the way for clearer insights and better solutions, so I’m pretty optimistic that true transparency is on the horizon.
As for AI, it’s rewriting the industry rulebook. To make the most of it, we need to ensure that teams have the right skills and frameworks to use it wisely, built on trust, transparency, and privacy. Encouraging everyone to dive in, learn, and experiment with AI isn’t just a nice-to-have; it’s essential if we want to stay ahead (and maybe even have some fun along the way).
Previous companies:
I have had the opportunity to work with many great companies, including News Corp, Nine, and oOh!
Notable campaigns/initiatives:
Over the past two years, I’ve prioritised team empowerment and development, resulting in a 100% staff retention rate. By implementing tailored progression plans for each team member, I’ve fostered an environment where ongoing skill development is the norm and career advancement is actively supported. This approach has not only strengthened our team’s capabilities but has also translated into tangible progression; nearly 40% of my direct reports have earned promotions during this time. Investing in professional growth and clear pathways for advancement has proven key to building a resilient, motivated team that’s customer-centric and ready to build stronger outcomes for the clients.
Who has been a great mentor to you?
Jessica Miles, Laura Kusuma, and Rob Kay. Every leader at IAS has been inspirational to my growth and development.
Words of advice:
One thing I’ve learned is that your career is only as strong as your network. The junior colleague you mentor today may be a CMO tomorrow, and a current sales teammate could one day become an MD seeking new partnerships. In this industry, cultivating authentic relationships, maintaining a strong reputation, and staying curious often prove more valuable than any single line on a resume.
If I wasn’t doing this for a living, I'd be:
If I weren’t immersed in the dynamic world of digital media, I would likely be channelling my energy into the mental health sector. I’m deeply inspired by the impactful work of organisations like Beyond Blue and Headspace, largely because their mission resonates with what I value most in my current role. At its core, my job is about active listening, uncovering underlying challenges, and developing strategies to help others achieve meaningful outcomes. It would be a privilege to apply those same skills, not just to optimising campaigns, but to supporting individual wellbeing, helping people build resilience and gain clarity in the face of life’s complexities.
My philosophy is:
My philosophy centres on shaping the next generation of leaders by creating an environment that encourages growth through real-world experiences. I believe in empowering individuals to take initiative, embrace challenges, and learn from their mistakes, while providing steady guidance and unwavering support throughout their journey. My goal is to foster confidence, resilience, and independent thinking, ensuring those I mentor are well-equipped to lead with impact.
My favourite advert is:
My favourite advert is Qantas’s “I Still Call Australia Home.” For me, it transcends traditional advertising, it evokes a powerful sense of belonging and nostalgia. I’ll never forget arriving at JFK after living in the US, spotting the Qantas tail on the tarmac and immediately feeling a wave of relief and connection. Hearing the familiar Australian accents and that iconic song on board perfectly captured the emotion of coming home. It’s a masterclass in branding that goes beyond selling a service and instead captures the profound feeling of returning to one’s roots.
Music and TV streaming habits - What do you subscribe to?
I am currently enjoying content on AppleTV, Binge, Stan, Netflix + Kayo
In five years’ time, I'll be
In five years, I envision my journey progressing from leading Australia’s customer success team to taking on a broader, strategic leadership role with regional influence. By 2030, when AI becomes industry standard and CTV reaches full standardisation, I aim to transition from day-to-day operations to forging C-suite partnerships, steering clients confidently through a fast-changing, complex landscape. My ambition is to be an indispensable advisor: leveraging deep industry insights to drive meaningful business growth, mentoring the next generation of leaders, and championing ethical, transparent standards that elevate the digital advertising industry not just in Australia, but across the region. Alongside developing future talent and advocating for integrity and innovation.
I also foresee dedicating time to improving my golf game and lowering my handicap, striking the perfect balance between professional excellence and personal fulfilment.
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