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.
Firstly, we’d love for the readers to get to know a bit about you and how you got to where you are today.
I stumbled into the media world during my time in London, working at a company that audited subscription magazine figures, which set the wheels in motion. After moving back, my passion for data and analytics led me straight into the world of programmatic at Amnet, and from there, I was hooked.
The next big step was building and leading the Trading team at Cadreon, now known as Kinesso, which really turbocharged my career in programmatic. I then made the leap to the DSP side, spending over four years at Yahoo, diving into ad-tech sales and strategy.
Now, I've come full circle, back to the agency world – but with a twist. This time, I’m more grounded in forming data and tech ambitions and delivery for Coles, and loving it!
You lead the digital transformation strategy for Coles - a brand which needs no introduction, but we’ll quietly remind everyone that Coles is one of Australia’s largest retailers and advertisers – this is no small feat! Talk us through your role, your favourite part about your job and what keeps you awake at night.
As the Transformation Director at OMD, my role is to set the macro data and technology strategies for paid advertising, driving Coles Group's ambition to close critical gaps and stay ahead in the digital space.
One of the best parts of the job is the constant learning curve. I’m always discovering new partners and technologies that can bridge gaps and push the boundaries forward. It’s incredibly rewarding to see how a strategic tweak in technology or approach can make a meaningful difference in not just the organisation but also the agency. That said, the challenges are real. Navigating change management and managing diverse stakeholders is always top of mind. It’s a balancing act between introducing new innovations and getting buy-in from all areas of the organisation, ensuring that everyone is on board with the vision for transformation. The pace of change and staying ahead of evolving consumer behaviours is what keeps me up at night. But that’s also what makes the role exciting!
The amendments to the Privacy Act reforms were expected to be implemented in the August bill, but this is now delayed – which gives us more time to get the right measures in place. How should marketers be preparing for the privacy reform? What are the immediate actions they should be taking?
Marketers shouldn’t fear the upcoming privacy reforms and instead, they should view this as an opportunity to build trust and improve the effectiveness of their digital marketing strategies. Much like GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act), the Australian reforms put consumer privacy at the forefront and have been anticipated for some time.
The immediate actions to take for the evolving expectations around data usage and transparency:
- Review how and where your clients collect data
- Implement or update consent management platforms (CMPs) to ensure that consumer preferences are respected across all digital touchpoints
- Evaluate data handling across all marketing channels
- Remove any unused, unconsented and redundant data
- Make sure that all teams involved in data handling and marketing are up to date on the new regulations and understand their responsibilities
In your opinion, what does the future of CDPs look like? And how will it help marketers be more compliant with the new data privacy rules?
I’m really excited to see how CDP platforms will evolve with advanced AI capabilities that go beyond the usual customer profiling and segmentation. I believe the future of CDPs lies in their ability to not only manage known customer data but also offer predictive modelling right within the platform. This means marketers can forecast behaviours and trends before activating that data in paid media, making campaigns smarter and more effective.
For known audiences, AI-driven modelling will be a game-changer, but we’ll still need platforms like Meta and Google for predictive modelling with unknown audiences. They offer the scale and insights that can help smaller businesses compete without breaking the bank. It’s all about balancing the power of CDPs with the reach of larger platforms to make the most of every opportunity.
When it comes to compliance, CDPs are becoming the central hub for managing consent and preference data. Currently, many CDPs send personal data, like hashed emails, to partner platforms, which can sometimes feel like a privacy grey area. A more integrated approach, where CDPs work hand-in-hand with consent management platforms, will help automate updates and synchronise consent across channels. This not only reduces manual effort but also minimises the risk of non-compliance and potential penalties.
By centralising consent management, marketers can ensure that customer preferences and privacy choices are respected and upheld throughout the entire data ecosystem. It’s a win-win – better marketing, happier customers, and no compliance headaches!
In July, Google announced the long-awaited deprecation of cookies will not go ahead. This comes after more than 4.5 years (we were also shocked that the original announcement was that long ago!) of preparation across the industry and significant progression of cookieless solutions. What’s your POV on this move and the impact it will have on the industry? Is it worth continuing to build on the progression and achievements that have been made in this space?
Google’s announcement to delay the deprecation of third-party cookies should not shift the focus for advertisers who have been preparing for a cookieless future. The reality is that consumers are more aware and in control of their data than ever before, and privacy-first ecosystems are no longer optional – they’re a necessity.
Cookie deprecation is already in effect across other major browsers like Safari and Firefox, resulting in only about 47% of inventory being trackable today. This means that even without Google’s immediate action, advertisers still face significant gaps in their ability to track and target audiences.
So, investing in cookieless solutions and a privacy plan remains critical with these key areas to focus on:
- Strengthen first-party data and data partnerships
- Adopt a measurement framework that leverages server-side tracking, clean rooms, and advanced attribution models
- Explore and adopt new identity solutions, such as first-party ID graphs
- Continue to collaborate with privacy and legal teams, with customer consent at the core of data usage
By focusing on these areas, marketers can continue to adapt and lay the groundwork for a privacy-centric future, regardless of the timeline for chrome cookie deprecation.
What do you think has been the most fascinating change we’ve experienced as an industry in the way of data collection and usage over time?
One of the most fascinating changes we’ve seen in the industry is how rapidly technology providers are evolving to address gaps in data collection and usage.
Just when we think a roadblock might delay our strategies, there’s a solution for almost every challenge we face. The key is finding the right partners and being willing to invest in testing and learning, as no single solution fits all needs. This adaptability and innovation have transformed how we approach data, making it possible to maintain effective marketing strategies even as the rules of the game continue to change – quicker than Taylor Swift can write a new breakup song.
As a consumer, do you opt out of optional cookies or accept all?
I’m not consistent – I pick and choose which cookies to accept. I know I should probably be more thoughtful about it, but sometimes convenience wins out when you get bugged every 5 minutes as the website doesn’t remember my choices!
What are the three key points to consider if a company is just starting the work on their tech stack?
Getting started with your tech stack doesn’t have to be daunting. Here are three simple steps:
- Audit Your Stack: Take stock of what you’re using and what’s just collecting dust.
- Check Utilisation: Are you using all those fancy features, or are they just for show?
- Cut the Fat: Get rid of tools you don’t need and put those savings to better use!
Keep it lean, keep it effective, and you’ll be off to a great start!