IAB Australia has recently published the 2024 IAB Australia Digital Advertising and Ad Tech Talent Report, which provides IAB members with information on industry vacancy rates, staffing composition, adoption of company policies, future hiring plans as well as training and development needs.
As a follow-up, we asked the IAB Australia Talent & Careers Working Group a few questions on the insights, trends and key findings of the report:
Akib Hasan, Senior Strategy Lead – Yahoo
Only 5% of the digital advertising and ad tech employees are now aged over 50 years of age. Are we in danger of abandoning experience and knowledge in place of more affordable younger talent?
The fact that only 5% of digital advertising and ad tech employees are over 50 is startling, especially when other industries see about 25% of their workforce in this age group. This contrast suggests a potential blind spot in the sector. While younger employees bring energy and a natural grasp of new tools, older professionals offer decades of experience, crisis management skills, and a long-term view of industry trends.
Several studies show that age-diverse teams are more innovative and productive. Yet, the digital ad industry may overlook this due to stereotypes about older workers being less tech-savvy or expensive. This narrow focus on youth could be short-sighted.
By sidelining seasoned talent, the industry risks losing strategic insights and networks, a nuanced understanding of market cycles, and the ability to navigate complex challenges – skills that only come with experience. Older professionals provide a long-term perspective crucial in an industry driven by rapid changes and short-term gains. Their mentorship is key to shaping future leaders and ensuring the industry remains resilient.
While the emphasis on younger talent might offer immediate benefits, such as cost savings and quick adaptation to new tools, it could inadvertently erode the foundational strengths that have long sustained the industry.
Janette Higginson, APAC Head of Buyer Development – Index Exchange
How concerned are you to see a fall in females in senior management roles over the past 12 months?
As an executive woman in the industry, while I am concerned by the recent decline in females in senior management roles, I see this as a critical moment for us to double down on our efforts to support and elevate women in leadership. This trend is a reminder that the journey toward gender equality is ongoing, and it underscores the need for continued focus on creating environments where women can thrive and advance.
I believe that with intentional actions—such as strengthening mentorship programs, fostering flexible work environments, and investing in leadership development—we can reverse this trend and ensure that female leaders not only regain their presence but continue to drive innovation and success in our industry. It’s a call to action for us all, and I’m optimistic that we can turn this challenge into an opportunity for even greater progress.
Sorrel Kesby, APAC Head of Media – GumGum
Only 5% of the digital advertising and ad tech employees are now aged over 50 years of age. Are we in danger of abandoning experience and knowledge in place of more affordable younger talent??
The data is certainly starting to show that, likely, downward pressure on cost and organisational efficiencies is creating a decreased focus on hiring and retaining talent from a wide variety of age-based demographics. At the same time, I don’t think we should conflate age with knowledge/experience especially as it relates to some of the newer areas of media; being digital, programmatic and DOOH.
Ultimately, depending on the nature of each pillar and business within our ecosystem, leaders and talent teams need to balance experience, IP and knowledge with fresh thinking, new ideas and the latest innovative training and education.