News Corp's ad tech innovation manager Aryeh Sternberg has left the business to head up intent marketing practice in Australia for global media and marketing agency DWA.
Sternberg, previously managed the advertising technology stack at News Corp Australia, defining and managing how different pieces of its technology infrastructure worked together. He worked to solve the nuances of platform limitations and learned how publishers perceive their own media and performance - and ultimately what can and cannot be done on the large publishing networks in Australia.
He also held many global roles such as GroupM chief operating officer in Jakarta, as well as GroupM interaction officer in Vietnam - where he helped grow digital spending to more than $30m per annum in those markets.
DWA, which was founded in the UK in 1996, expanded from London to Sydney in the early 2000s, then incorporated two North American offices in San Francisco and Boston in 2009 - and now has nearly 200 staff across eight offices globally.
The global media and marketing agency specialises exclusively in the technology sector and says Sternberg will be responsible for growing the agency’s analytics and reporting capabilities through the “robust use of data analysis and emerging technology”.
DWA's senior director for global marketing and communications, Ben Barenholtz, said digital media has always promised better measurement and better results than traditional media channels, yet, too many advertisers and agencies still use traditional channel analysis to derive insights and use traditional metrics to measure performance.
“At DWA, Aryeh will continue to pioneer how the agency uses data to measure performance and deliver data-driven solutions. His addition continues DWA’s movement beyond typical media metrics, or any false indicators of success, toward tangible media and marketing outcomes,” Barenholtz said.
Beyond eyeballs and clicks
Speaking to AdNews, Sternberg said he has also been interested in the behavior aspects and more deep-routed thinking behind digital interactions – as opposed to merely focusing on the numbers of spots and dots.
Sternberg, who said he personally has a huge interest in tackling and improving understanding and education on some of the ad tech industry's concerns – such as viewability and fraud, said the team at News Corp, under Cam King, are doing a great job and are moving in the right direction – but AdNews assumes the marketing lure proved too much.
“My goal is to empower DWA to provide data-driven insights and analytics, beyond anything offered at any other agency in Australia,” said Sternberg.
“Working with DWA worldwide, the goal is to build a new paradigm of performance. We’re serious about ensuring that our media and marketing programs are delivering measurable value - in real dollars and cents - beyond eyeballs and clicks.”
Sternberg also served as digital creative director at New Media, where he worked with clients to define where, how and what audience insights to look for and target.
CEO at DWA David Wood added: “With Aryeh joining us, we’re continuing to take leaps forward when it comes to masterful use of all available data - including first party, third party, situational, and even data from non-digital platforms - to derive the smartest insights revealing customer intent.
“We’re leading the market in helping advertisers deliver meaningful communication to their target audiences in ways that results in measurable marketing performance.”
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