IAB Australia has partnered with The Women in Programmatic Network (TWIPN) to launch the Seat at the Table Series. The series will dive into the personal stories and professional perspectives of those from the local advertising community, and give these role models a seat at the table to share their story. Each article will feature a different topic and guest speaker.
Industry reports have shown that the Australian media industry leans heavily towards a younger demographic, and that there has been an increased “juniorisation” of the advertising workforce. The most recent Media i survey results (released in November 2024) report that only 18% of the Australian media industry is aged 40+, dropping to 10% for 45+ years of age. Meanwhile, The 2024 IAB Australia Digital Advertising and Ad Tech Talent Report revealed that the most in-demand group are people with 3-5 years of experience. The prioritisation of younger talent coupled with more experienced generations leaving the industry is leading to a lack of age diversity and under-representation of people 40 years and over.
For this interview, we connected with women in the minority 40+ age group to dig into this group’s under-representation and the discrimination that older generations can face. We’re thrilled to be giving, for the first time ever, multiple seats at the table for our February issue, and our first story for 2025. Big thanks to Amelia Ward, Head of Buyer Development, AUNZ at Index Exchange, Tracey Pribadi, Head of Commercial Operations at ARN, and Laura Mason, former Head of Programmatic at QMS, for joining us for an intimate conversation on this important and often less prioritised topic.
As always, we’d love for the readers to get to know a bit about you and how you got to where you are today.
Amelia: I spent most of my career on the agency side, focusing on digital, data, and tech. Eventually, I transitioned to the tech side, and have spent my most recent years leading Buyer Development for AUNZ at Index Exchange (SSP). I’m also a mother of three boys, ranging from tweens to teens. Over the years, I’ve taken three maternity leaves and worked both full-time and part-time, navigating the balance between career and motherhood. These experiences have shaped my perspective on the industry, my own journey of self-confidence, and how the balance of family and work can affect career progression.
Laura: I’ve built my career in media sales, thriving on the dynamic nature of the industry and a constant hunger for growth and learning. For the past six years, I’ve leaned into the evolving world of programmatic and automation, knowing it represents the future of our industry. Staying ahead of trends and embracing innovation has always been central to how I approach my work, and it’s a mindset that continues to drive me forward.
I’m a mum to two beautiful children, a role that has taught me patience, resilience, and the importance of leading with empathy. These lessons have influenced how I approach challenges and lead teams in my professional life.
I’ve always believed success is a combination of hard work and being in the right place at the right time. But the truth is, the countless hours I’ve dedicated to personal and professional development have shaped the career I’m proud of today.
Tracey: My media journey started over 20 years ago in sales coordinator roles. My career led me down the operational side of publishers with roles in ad ops, process & systems, training, business system admin, vendor management, inventory & rate management, ad tech and project management. Today, I am the Head of Commercial Operations at ARN, responsible for fulfilment of all advertising campaigns (digital and all audio), sales booking lifecycle, business systems and ad-tech. It’s a rewarding role, connecting with internal and external stakeholders on evolving our products, tech stack and continually improving our service. I’ve been with ARN for 14 years where I’ve been given the opportunity to grow across digital, programmatic and leadership roles. Media is a fast-paced industry which is always evolving. This keeps me engaged, excited and continually growing. I am the mother of three children who have taught me more about myself as I help guide them through life.
We’re really grateful to all of you for your openness and vulnerability in sharing your experience with ageing in the media industry. We’d love for you to share with our readers why you feel this is an important topic to put your voice behind.
Amelia: As one of the more ‘seasoned’ digital/programmatic specialists around, I’ve become more aware of how ageing might be affecting perceptions of my abilities, my knowledge and even my own personal brand.
Jane Caro, who I admire greatly, calls ageism “the last acceptable prejudice”. Jane is one of the industry’s loudest voices advocating for women and challenging ageism, but we need more voices joining her. I think it’s super important to discuss ageing in the industry and the assumption that older professionals are less valuable. Age should be seen as an asset, bringing wisdom, life experiences and valuable perspectives.
On the flip side, ageism doesn’t only affect older individuals; there is also a form of 'reverse ageism' – the notion that younger workers are not capable of holding high-level, serious positions. I know people who deliberately avoid revealing their age to protect their credibility and professional standing.
Laura: Ageing in the media industry is a topic close to my heart, and sharing my experience feels both timely and important. Over nearly two decades in this fast-paced, ever-evolving industry, I’ve witnessed significant progress but there are still barriers to break and biases to challenge.
Media can be critical, quick to judge, and sometimes dismissive, particularly when it comes to age and gender. Yet despite this, I believe experience and perspective are powerful assets, not liabilities. As a single mum to two amazing children, I want to inspire them to see that age, gender or background should never limit their potential.
We need more stories that celebrate resilience and achievement at every stage of life. Just look at Demi Moore, winning her first Golden Globe at 62, proof that success doesn’t have an expiration date. By sharing my journey, I hope to encourage conversations about the value of diversity, experience and perseverance in shaping the future of our industry.
Tracey: We are becoming more aware of ageism but there is still a long road to travel. From an early age I recall hearing negative comments about people ageing, particularly women. As these comments or perspectives shape how we view things later in life, my goal is to lead by example, not only for my own children, but for those around me.
Have you felt pressure to change your skillset and/or the way you look as you’ve aged in this industry?
Laura: I think we naturally become more conscious of how we are perceived, especially as leaders. There is definitely pressure to stay relevant by upskilling, but for me learning never stops. Growth, adaptability, and curiosity are essential in this ever-evolving industry, and in life, and I’ve always embraced the need to keep growing.
When it comes to appearance, I’ve never sought validation from others. I’ve always dressed for myself, whether that’s in way-too-puffy dresses or gold heels! Staying true to who I am has always been my priority.
That said, I do think age brings a different kind of confidence, where you start focusing less on external pressures and more on your value, experience, and the impact you can make. In a fast-paced, youth-driven industry, I believe the best way to navigate these pressures is to stay authentic while continuing to evolve.
Tracey: Our industry is continuously evolving, today driven even faster by AI and technology advancements. Yes, I’ve felt the pressure to upskill, which is difficult to juggle with work and family commitments. I’ve recently returned to work after a year of parental leave with my third child. The gap year off makes it even harder to ‘catch up’ and find time to upskill. I’m aiming to tackle this in 2025 via my peers, industry events and newsletters.
Are the stereotypes around ageing softening/changing?
Amelia: I really hope so, but I feel that unconscious bias still remains a major barrier. The assumption that age is a negative factor is still prevalent, and we need to shift this thinking. Age brings experience, which often leads to better decision-making and being calmer under pressure. The most respected voices in the room are often those with the most experience. My hope is that if we continue to reinforce the idea that age is an asset rather than a hindrance, these stereotypes will eventually fade.
Tracey: Yes, I feel as though there has been a shift. The Diversity Council Australia, a not-for-profit body, is doing some great work partnering with businesses to drive workplace diversity and inclusion. For example, these are samples regarding language in the workplace and how a slight adjustment can make a world of difference (Diversity Council Australia, WordsAtWork – Building Inclusion Through the Power of Language, Sydney, Diversity Council Australia, 2016). They also partner with research institutes to conduct surveys that inform future policies like this one with The University of South Australia.
We know that people, particularly young women, are heavily influenced by role models. Research suggests that we are more likely to pursue an objective or dream if we have a role model to look up to. Do you think that the lack of age diversity is impacting our retention of women in the media industry?
Amelia: Yes, I do. If women don’t see others navigating both career and family, they may feel the industry isn’t supportive or sustainable in the long term.
What’s particularly missing, in my opinion, are role models who openly discuss stages of life like menopause, ageing, and the challenges women face as they grow older. These topics are often shrouded in silence (or even shame), yet they are such an important part of the female experience. We need to normalise these discussions and create spaces where women can embrace these life stages, especially in the work environment, rather than feeling pressured to hide them. [As an interesting aside, I recently came across Dr. Casagranda’s interpretation of the evolutionary benefits of menopause. He reframes this natural life stage in a positive light, which is so important for changing the narrative around ageing in women. Link to video]
Laura: In the past yes, but the media industry has evolved significantly during my career, particularly in terms of female leadership. We now see more women in senior roles, and while these achievements are celebrated at women-in-media events, they often come with great personal sacrifice. I missed many first moments with my daughter. I was only able to attend her first school assembly, at age nine, with my recent career break.
There’s still a lingering stigma around working mothers, though progress is being made. As these barriers shift, new conversations about equitable opportunities are emerging. This isn’t just a female issue as working fathers often receive minimal parental leave and feel the impact of outdated norms too.
The focus must be on creating equal opportunities for everyone, regardless of age or gender, and celebrating success at all stages of life. Age diversity and visible role models across generations are essential to retaining and inspiring not only women, but great people in media. Success stories can’t just be highlighted at annual events, they need to be integrated into the everyday fabric of our industry to show that thriving at any age is possible.
We’ve naturally focused on women’s POVs for this article, but we’d be remiss to not acknowledge that men can experience the pressures and negative experiences that come with ageing too. How do you think men’s experiences are the same and how are they different to what we experience as women?
Amelia: As a mum of boys, I aim to be an advocate for the voices of men in these same situations. Men face pressures related to ageing as well, especially as they balance career progression with changes in their personal lives and getting older. My husband, for example, has been lucky enough to have worked in environments that supported his role as a flexible parent – but not all men get the same opportunity for flexibility.
I’ve also witnessed male colleagues - many of whom are over 45 - experience significant challenges, such as long periods of unemployment following redundancies. This seems to be a direct consequence of ageism in the workplace, where older workers may be unfairly overlooked or pushed out in favour of younger talent.
While the specific pressures might differ for men and women, the challenges they face around ageing and career progression are quite similar. Lack of support or flexibility can negatively impact both their careers and personal lives.
Laura: It would be remiss not to acknowledge that middle-aged men in media have likely felt considerable pressure, especially over the past decade as female leadership has risen. Shifting dynamics can create uncertainty, and men may also face concerns about staying relevant in an evolving industry.
Regardless of gender, ageing in media comes with challenges. The industry is fast-paced, young, and ever-changing, which can make anyone feel the need to constantly adapt to stay competitive. This is why it’s crucial to focus on learning, diversifying skill sets, and building resilience.
The right person for a role should always be chosen based on ability and potential, not age or gender. To create a truly inclusive industry, we must continue conversations about age diversity and address pressures felt by everyone. Empowering individuals at every stage of their career will not only retain talent but ensure the media landscape reflects a broad range of experiences and perspectives.
Given how rapidly the media landscape is changing, what are your plans for the next 3-5 years? Do you envision yourself in the same role as you are now?
Laura: Over the past three months, I’ve taken time to reflect on my 20-year career in media. I remain deeply passionate about this dynamic and ever-evolving industry, where I’ve had the privilege of working alongside some of the smartest and most creative minds.
Looking ahead, my goal is to align with a business that shares my core values: kindness, courage, and honesty. I want to continue learning, networking, and inspiring others while adapting to the ongoing transformation of the media landscape.
In 3-5 years, I hope to be part of a forward-thinking company driving meaningful change, embracing innovation, and fostering a culture of collaboration and growth. My journey from hand-drawing ad placements at The Manly Daily to leading change in outdoor media with the introduction of programmatic DOOH, and launching businesses like Samsung Ads to Australia has been incredible. I’m excited about the opportunities ahead.
What is your advice for individuals who are passionate about media/advertising, but feel pressure to exit the industry - potentially due to their lack of role model or vision of what their future in the industry looks like?
Amelia: Don’t give up. We are here, though we may be fewer in number. Reach out to those of us who’ve been in the industry for a long time. Talk to us at events, connect on LinkedIn, and don’t hesitate to contact those whose experiences resonate with you. I’ve always been open to helping others - the more we connect, the easier it is to show that there’s a future for anyone passionate about the industry, regardless of age. Find your community, and keep pushing forward.
Tracey: The media industry is a fun, rewarding and fast-paced place to grow. The industry is navigating uncertain times, this will change and it will thrive again. Before you try another industry, take a stab at driving change yourself. For example, you may not have access to someone you align with as a role model in your business, but leaders within your organisation or network should be able to help you find a suitable partner. Industry groups like TWIPN are a great place to meet people to support you. There is an IAB Mentor Program which offers one-on-one support for successful candidates to support those new to the industry.
______________________________________
On behalf of IAB Australia and The Women in Programmatic Network, we're so grateful to Amelia, Tracey and Laura for their words of wisdom, openness and vulnerability in the name of changing our industry for the better.
The Women In Programmatic Network community has like-minded women who are always here to listen and help in any way they can. Please, join our group for career support, advice, or a chat here.