Our Industry Profile takes a look at some of the professionals working across the advertising, ad tech, 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 PubMatic associate director of customer success AUNZ Tina Tsang.
Time in current role:
I’ve been in my current role for one year, and I have worked at PubMatic for four years, starting in our London office
How would you describe what the company does?
PubMatic helps publishers maximise the value of their ad inventory, with a focus on quality and delivering advertiser ROI.
What do you do day-to-day?
There are two different parts to my role. I manage the customer success team in Australia across account management and operations, and I’m also responsible for a number of publisher accounts in Australia and New Zealand. Every day, I have the privilege of working with my amazing team and I do my best to support and guide them. I also work with my publishers to help implement new integrations, troubleshoot any possible issues and collaborate to help maximise monetisation.
Define your job in one word:
Strategy
I got into advertising because:
When I graduated from university, I’d always wanted to work in publishing. Originally my interest was in the editorial side of things, however once I was in, I was drawn to advertising, which eventually led me to ad tech, and the rest is history.
What’s the biggest challenge you face in your role?
Sometimes it’s necessary to wear many hats and trying to find the right balance when you’re being pulled in different directions can be a challenge. That said, being across so many parts of the business, from commercial to technical and everything in between, is also exciting.
What’s the biggest industry-wide challenge you’d like to see tackled?
The in-app environment poses some measurability, attribution and ad fraud challenges which need to be solved for. In-app also represents a significant opportunity for publishers, developers and advertisers and the roll out of initiatives like the Open Measurement SDK, Ads.txt for app and “header” bidding in this environment will contribute to tackling these issues. PubMatic has a major focus on in-app this year.
Previous industry related companies you have worked at:
My career has largely been publisher-side in Sydney and London. Apart from PubMatic I have also worked at VisualDNA, 24/7 Real Media, News Digital Media
Who has been a great mentor to you?
Mike Stamp, my friend, and professionally the chief strategy officer at Hudson, who has been my guide and advisor, my sounding board, my challenger and my voice of reason for over a decade
Words of advice for someone wanting a job like yours?
Just go for it. Anyone can do this job, as long as you have a curious mind, the ability and passion to learn, and the drive.
If I wasn't doing this for a living, I'd be:
A penniless writer or a piano teacher.
My philosophy is:
Fortune favours the brave.
My favourite ad is:
Three (UK) ad #singitkitty
I love Jefferson Starship, cats and a good lip-sync.
Music and TV streaming habits?
Spotify, Netflix and Stan.
Tell us one thing people at work don’t know about you?
I’m a classically-trained pianist and I’ve performed at the Sydney Opera House. I started at age 4 and took it through to age 21. My favourite composition is Chopin’s Polonaise in A-flat major, Op. 53. It’s physically and technically challenging, emotive and completely dramatic.
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