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AdNews Australia: Industry Profile: IX’s Regional Managing Director, APAC Adele Wieser

Adele Wieser sitting on a panel with microphone

Industry Profile: IX’s Regional Managing Director, APAC Adele Wieser

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.

This week we speak to Index Exchange regional managing director, APAC Adele Wieser.

Time in current role/time at the company:
In the current role for just under 12 months but have been with Index Exchange since we opened our Sydney office in 2017.

How would you describe what the company does?
Index Exchange is a global advertising marketplace where premium digital media companies sell their ad impressions with accountability and in real-time. Built on the pillars of neutrality, openness, and the most reliable technology, Index is the ad exchange that media companies trust. With no other business interests to divide its attention, Index’s sole focus remains on connecting media companies with premium demand at massive scale.

What do you do day-to-day?
Working closely with our premium publishers, advertisers, buyers and DSPs to scale the Index operations across APAC. As well as supporting the local teams to forge new channels of business through the democratisation of header bidding and people-based marketing solutions.

Define your job in one word:
Gratifying.

I got into adtech because:
My love for technology! I find it fascinating that technology can simplify complex issues, so it’s exhilarating for me to focus on tackling those issues, for digital publishers and buyers. It’s also the pace of change in this industry and definitely the people. I’m surrounded by so many passionate people and it’s nice to be around people that genuinely enjoy what they do.

What’s the biggest challenge you face in your role?
The APAC region is extremely complex and each country operates in such a unique fashion with many different levels of understanding. The biggest challenge can be educating the marketplace about programmatic and the value that it drives for both publishers and buyers. The focus remains on supporting the evolution of the programmatic market and building foundational understanding around topics like people-based marketing and how the death of the third-party cookie will shift the ecosystem.

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