AdTech in 2024: What does the future hold??

It’s that time of year when we reflect on the past 12 months and look forward to what’s to come. As I wrap up the year myself, I thought I would shed some insight into the trends I am most excited about next year. 

Here are just a small few snippets of my 2024 predictions, and what we can look forward to stepping into the new year:


Curated PMPs are the Future of Programmatic.

Both publishers and advertisers are looking for better – more refined – ways to buy and sell ads, due to an ever-increasing tangled and complex programmatic supply chain. And, it’s only going to get harder with the disappearance of the third-party cookie. 

Monetising first-party data is becoming increasingly important – but it is also creating a sense of dread among many as access to this rich data isn’t always easy. And the apprehension doesn’t stop there – with demands on advertisers to provide the best customer experience possible, publishers are likely to begin restricting the number of ads they deploy in pursuit of the same mindset. We are now dealing with a juggling act between delivering customer experiences that matter – and provoking action, versus generating revenue. And that is a tough place to be.

Further, with the cookie demise, it isn’t just performance that will suffer – the underlying foundations surrounding measurement, dwell time, and all the other core functionalities we have become so familiar with, will change.

And this is why I believe that curation is key. Curation will bring some well-needed transparency into the programmatic supply chain, while simultaneously allowing publishers to become privacy-focused in their approach. Until recently, PMPs served as a way for publishers to package their data and inventory to sell to buyers. However, through curation, publishers, advertisers, and data providers gain the ability to leverage PMPs for bundling their first-party data alongside third-party publishers’ inventory, which can then be offered to buyers. 

Agencies, DSPs and Ad Networks will need to build closer relationships with supply-side technologies to enable frictionless access to high-performance inventory. It’s time to take curation seriously as we step into 2024.


Sustainability Sustained – it’s Time to Act Now.

Sustainability has been a constant for many years, but arguably not a priority. Until now. I remember my days back at Teads, where the business created a pledge for sustainable advertising, with regards to user experience and ‘clearing out the bad AdTech practices’. But the industry has moved on a lot since then.

Many folks would look at AdTech and think: “What has that got to do with sustainability?” Oftentimes, when you think of cutting down carbon emissions and doing your bit for global warming, you picture cars in traffic or plastic filling the seas. But with our industry, it plays a different role. 

There is no doubt sustainability is a top priority for brands and advertisers. Nearly 40% of Fortune 500 companies have stated climate goals, which is pretty huge. And nearly every industry event scheduled for 2024 has ‘Sustainability’ at the heart of its agenda.

I have struggled to find the numerical impact on the total environmental footprint of digital advertising, but recent estimates suggest it is substantial – as much as 1% of global energy consumption. By the way – that is pretty big! Within the ad tech supply chain, there are many unfortunate culprits: Ad servers, SSPs, DSPs, Measurement and data partners, and so many more, are utilising a tremendous amount of power, causing a rather large impact without us realising.

However, we can’t simply just switch these platforms off. Each of these areas – particularly data centres – is not going away. Quite the contrary, their importance in delivering relevant, impactful digital ad experiences grows every single day. 

I’ve been reading a lot about this topic, and many ideas are being discussed which is amazing.  Some ideas include moving to renewable energy sources to power our data centres and, a building reliable reporting mechanism for companies to indicate the amount of renewable energy that’s powering their operations. 

While we remain far away from putting these ideas into practice, I do believe 2024 will be the year where this topic – quite rightly – becomes a priority for many. I for one am excited to see what we can do when we put our heads together. 


Context Regains its Crown as King. With First-party Data as its Queen.

The resurgence of contextual targeting has been long noted among our headlines since Google dropped the news of the cookie-demise. And for good reason. By default, contextual targeting relies on no personal data, therefore instantly offering brands the opportunity to reach consumers in a privacy-safe manner. 

But many still don’t believe the hype. I’ll often hear pals say ‘It’s just a keyword targeting tool’. And while that was true for contextual targeting in its prime, it’s far beyond that in its current form. Incredible advancements in AI, Machine Learning and Natural Language Processing are moving contextual targeting to a whole new level.

A little insight: Advanced contextual targeting analyses text, audio, video and imagery to create contextual targeting segments, which are then matched to particular advertiser requirements, so that advertising appears in a relevant and appropriate environment. It’s pretty cool when you see it in practice.

Some advanced contextual targeting tools even have video recognition capabilities, where they can analyse each frame of video content, identify logos or products, and recognise brand-safe images, with audio transcript informing it all, to provide an optimum environment for marketing within and around that piece of video content. 

This is one key saving grace as we move into a cookieless world, and I am excited to learn more as we step into the new year.


AI and its role in AdTech.

You’d have to have been living under a rock if you hadn’t seen AI everywhere throughout AdTech. From advanced technologies to the rise of popularity with generative AI, it will without a doubt be centre stage as we step into 2024. 

In an industry centred around creativity and innovation, there’s been extreme hype and equally understandable concern that AI could eventually replace us humans in some shape or form. But further than that, there is a lot of chat about the regulatory concerns surrounding AI. 

In some aspects, AI is making us more resource-efficient, allowing us humans to spend less time on repetitive tasks and instead focus on strategy, creativity and more. It’s helping businesses reduce costs as teams collaborate with data that connects across platforms. 

However, we are entering the wild west of AI regulation. With so much going on within AdTech surrounding data privacy and protecting consumers – and businesses alike – it’s understandable why there is so much concern with AI. 

Earlier this year Getty Images sued Stability AI, an AI startup, for misusing the company’s data to train an image generation platform. Reddit just rolled out a new API policy that will require developers to pay for using the platform’s data for machine learning. 

With so much discussion going on surrounding AI regulation, I am positive this will only evolve over the next 12 months. Right now, I don’t know how we are going to tackle this – but I am going to keep my eyes on the developments as we move forward. 

These are just the tip of the ice berg regarding some of the most talked about topics within AdTech. From the growing use of Customer Data Platforms (CDPs) and the growing focus on Data Clean Rooms, to the insane rise of Retail Media.


One thing is for sure – 2024 is going to be a big year! And I look forward to exploring it with you!

Attention: The Saving Grace of Measurement? Or Another Industry Fad??

Advertisers strive to reach their target audiences. That’s a given. But, long gone are the days of simply ‘reaching audiences’ – the biggest question in AdTech right now is how do you ensure your audiences are truly engaged, and how can we really measure that?  In particular, how are businesses working to capture and retain audience attention in an era marked by information overload and fleeting consumer focus? 

After all, there is a key difference between something being visible, and something being consumed. In some cases, a passing glimpse will leave a lasting impact. In others, a drawn-out video will annoy and disdain a viewer. For me, ‘attention’ is more complex than just understanding if an ad was seen or engaged with.

I was watching the Scaling Attention speaker session with IAS & Lumen at the ExchangeWire Attention event, where Mike Follett, Managing Director, Lumen, took us back to a childhood memory of Eye Spy. Hours of fun for many of us in our distant memories, however, a game that presents a key lesson for us today.  It’s essentially about identifying the difference between viewability and viewing – “things are there to be seen but not always noticed”.  And some things are noticed but not always seen.

For me, the buzz around ‘Attention’ is becoming another industry craze that fails to answer what we hope it will. Why? Because ‘attention’ means everything and anything to everyone. Before I delve any deeper into my thoughts, let’s explore Attention in a little more detail.


The importance of ‘Attention Metrics’ in AdTech

In traditional advertising, success was often measured by impressions and clicks. However, these metrics alone fail to provide a comprehensive understanding of consumer engagement. In the digital realm, where attention spans are limited and competition for attention is fierce, tracking and analyzing attention metrics have become indispensable.

Attention metrics encompass a range of parameters that go beyond simple views or clicks. They delve deeper into user behaviour, interaction, and engagement levels. These metrics offer insights into how users engage with advertisements, how much time they spend, and whether they take desired actions after exposure.


Why is everybody talking about Attention Metrics right now?

The main reason behind its growth in popularity is down to the simple fact that the AdTech world is changing. With the third-party cookie set to demise as of next year, old ways of working are no longer applicable. And resurrected methodologies such as contextual targeting are taking a greater share of budgets. In essence, contextual targeting – and the data derived by contextual technologies – is feeding an advertiser with relevant insights surrounding the places and environments that consumers like best. 

“Attention is a really big topic as we move into a privacy-protected world,” opens Rose Silford-McLoughlin, Programmatic Partner, dentsu. “We’re moving away from third-party audiences, measurement is becoming more difficult. We have to measure effectively in a cookieless environment.” source.

Further, we now have the data that perhaps we didn’t before. Technology platforms and expert services are available that allow advertisers to essentially stitch all their data and insights together, to make better and more informed decisions to deliver the outcomes that matter. 

And, arguably more importantly, the industry is accessing AI technologies more than ever before, allowing for the opportunity to turn this data into actionable functions Think about predictive analytics which can be used pre-and-post bit to drive better campaigns. 

All these moving parts are creating the perfect time to bring into focus the idea of ‘Attention’. But once again, I ask: what does Attention truly mean? And how can it be smartly applied depending on the environment in which we are consuming media? Attention across a mobile device will drastically differ from consuming TV and podcasts, and so on. I personally feel the fragmentation within measurement will be with us for a long time, and although ‘attention’ may be able to fix part of it, I’m not sure we’re quite there yet.


Putting my Positive Hat On…

I’m not dismissing the incredible opportunity that Attention can bring to AdTech. Understanding attention metrics empowers advertisers and marketers to optimize ad campaigns effectively. By analyzing data insights, they can refine targeting strategies, optimize ad creatives, and tailor content to resonate with their audience’s preferences and behaviours. Continuous testing, experimentation, and adapting to emerging trends are crucial in leveraging attention metrics to drive advertising success.

It goes without saying, the journey of attention will be a huge focus as we move into 2024. And I am excited to see how it evolves. But for now, I still stand slightly on the fence. Perhaps I need to define what attention means to me. Or perhaps I’m just too long in the tooth and have seen too many measurement fads come and go, promising to be the new ‘silver bullet’, only to have their methodology undermined and deemed useless a year or 2 later, to get excited about anything anymore.

Will Supply-Path Optimization Solve Efficiencies within AdTech??

In the ever-moving, fast-paced world of digital advertising, staying ahead of the curve is a perpetual challenge. Advertisers are continually seeking ways to maximize the efficiency and effectiveness of their ad and marketing campaigns. One of the key strategies to achieve this is Supply-Path Optimization (SPO). 

SPO is a complex but essential technique that helps advertisers make informed decisions about their programmatic ad buying, ensuring their messages reach the right audiences at the right time and in the most cost-effective manner. 

However, is SPO the holy grail for advertisers and transparency? I don’t think it’s as simple as that. And this article will help explain why

Firstly, let’s do a sense check into SPO and the benefits it is bringing to the industry.

Benefits of Supply-Path Optimization

Whilst I agree that SPO is a good thing and holds many benefits within control and transparency, I do have reservations that we run the risk of going too far in that direction, therefore putting the power in the hands of a small few – meaning aspects such as innovation and keeping a competitive edge will falter due to market dominance.

Further, aspects such as scale and price may overrun value, and that simply cannot happen. Big-volume SSPs that offer the lowest rates are currently being preferred over those SSPs that build the tools that add value to the supply chain. This can often be down to far too narrow scopes provided by the auditors. I understand cost and scale might be good for the short term, but removing value will only impact advertisers in their long term strategies.

For me, ‘value’ should always be the core focus, and I really do hope phase 2.0 of the SPO journey will start to shift focus and get back on track. 

Other Challenges with SPO 1.0

Advertisers should consider the following:

In an era where transparency and efficiency are paramount, SPO allows advertisers to make the most of their programmatic ad budgets. By streamlining the supply path, reducing costs, and enhancing transparency, advertisers can achieve better results and more effectively reach their target audiences. However, it’s essential to approach SPO with a well-defined strategy and a commitment to ongoing optimization to reap the full benefits of this powerful technique.

We cannot lose sight of value, and we need to ensure we do not let that slide in the bid to add scale and limit costs in the bid to drive efficiency. 

Embracing Change: The Power of Pivot in Business?

Not everybody likes change. Change often brings disruption, confusion and a feeling of being unsettled. But learning to embrace change, in business, can be one of the most powerful tools in your toolkit. Why? Well in the crazy world of business, change is the only constant. Industries shift, customer preferences evolve, and unforeseen circumstances can disrupt even the most well-laid plans. In such an environment, the ability to pivot becomes a critical skill for any business seeking long-term success. 

Today we explore the power of the pivot in business, sharing actionable insights on how to embrace change effectively.

Let’s Explore The Power of the Pivot


Adaptability Leads to Resilience

Adaptability is a cornerstone of resilience in business. Organizations that can pivot quickly in response to changing circumstances are better equipped to weather economic downturns, technological disruptions, or unforeseen crises. History is replete with examples of companies that have not only survived but thrived by embracing change. Consider Netflix, which evolved from a DVD rental service to a streaming giant, or Apple, which shifted from a computer manufacturer to a global tech leader. These companies understood the power of the pivot and adapted their strategies accordingly – not just to create a competitive edge, but to be brave and deliver something new to an evolving audience.

Staying Relevant in a Dynamic Market

Market dynamics are in a constant state of flux. Consumer demands, competitors, and technology can all change rapidly, leaving businesses that fail to adapt at risk of obsolescence. To stay relevant, it’s essential to monitor industry trends, customer feedback, and emerging technologies. Embracing change enables businesses to align with these shifts, ensuring they remain competitive in their respective markets. We talk a lot about this in our New Markets whitepaper which you can find here.

Capitalizing on Opportunities

Change doesn’t always bring challenges; it can often bring new opportunities. A well-timed pivot can open doors to untapped markets, innovative product offerings, or strategic partnerships. By remaining open to change, businesses can position themselves to capitalize on these opportunities and gain a competitive advantage. Embracing change isn’t just about surviving; it’s about thriving in a dynamic landscape.


Explore my 5 key ways to embrace change in business

  1. Foster a Culture of Innovation

Innovation requires different minds to come together. I would urge all of you to create a diverse task force that thinks differently and can approach trends and topics with a unique point of view. Encourage your team to think creatively and explore new ideas. Create an environment where employees feel comfortable sharing their insights and experimenting with new approaches.

  1. Stay Informed

Regularly assess your industry, market, and customer trends. Whether you attend industry events, read weekly newsletters or ensure an open dialogue with good pals within the industry – whatever works for you, do it and make sure it is consistent! Stay informed about emerging technologies and evolving consumer preferences. Knowledge is power, and understanding the changes happening around you will enable you to make informed decisions.

  1. Be Agile

Incorporate agility into your business processes. Develop flexible strategies that can adapt to changing circumstances. This might involve shorter planning cycles, cross-functional teams, or rapid prototyping. This doesn’t mean you can’t have an end goal, but by being flexible in your path to that goal, you’ll leave yourself open for growth where needed. The key is to be ready to adjust your course when necessary.

  1. Learn How to Fail

Not every pivot will be a resounding success. Some may fail, and that’s okay. Failure can provide valuable insights and serve as a stepping stone to future successes. This is true not only in business but in life too. Often the biggest achievements we have in our lives have been as a result of some kind of failure. Encourage a culture where failure is viewed as a learning opportunity, not a setback.

  1. Communicate Effectively

Change can be unsettling for employees and stakeholders. Clear and transparent communication is essential during times of transition. Keep your team informed about the reasons for the pivot, the expected outcomes, and their roles in the process.


Let’s summarise.

I cannot stress enough how the power of the pivot cannot be overstated. Embracing change is not just a survival strategy; it’s a pathway to growth, innovation, and long-term success. 

Remember that change is not a threat; it’s an opportunity waiting to be seized. So, embrace change, and let it propel your business to new heights!

The Rise of Retail Media?

In recent years, the retail landscape has witnessed a significant transformation, driven by technology and changing consumer behaviors. One of the most remarkable developments in this evolution is the rise of retail media. Retailers, both online and traditional ‘brick and mortar’, are discovering the immense potential of leveraging their customer data and online platforms to offer advertising opportunities to brands that deliver more engagement and personalisation opportunities than ever before. In this blog, we’ll explore the concept of retail media, its growth, and the impact it’s having on the world of advertising.


The Birth of Retail Media.

Retail media is a relatively new concept that emerged as e-commerce giants like Amazon, Walmart, and Target recognized the untapped potential in their customer data and digital platforms. These retail giants began to offer advertising space on their websites and apps, allowing brands to target shoppers with highly relevant ads. This shift marked the beginning of retail media’s rise and has continued to grow tenfold since. It has arguably become one of the hottest trends in AdTech, and there’s good reason why.

The Power of Customer Data

One of the key drivers behind its route to fame is the vast trove of customer data that retailers possess. They have insights into shoppers’ preferences, purchase history, browsing behaviour, and so much more. This rich data enables advertisers to create highly targeted and personalized ad campaigns that are more likely to resonate with consumers, leading to increased conversion rates.

The Enhanced Shopping Experience

Retail media doesn’t just benefit advertisers; it also enhances the shopping experience for consumers. Instead of bombarding shoppers with irrelevant ads, retail media allows for the delivery of ads that align with their interests and purchase intent, without being creepy or ‘stalkerish’. We’ve come a long way since the days of consumers feeling ‘watched’ and as more begin to understand the value exchange between sharing their data and getting something in return, the relationship between advertising and brand grows ever stronger. This creates a win-win situation where consumers see ads that are more likely to be useful to them, while advertisers achieve higher ROI.

The Diversification of Ad Formats

Retail media platforms offer a wide range of ad formats beyond the traditional display ad. These include sponsored product listings, video ads, and even in-store advertising opportunities for traditional in-store-only retailers. This diversity of ad formats allows advertisers to choose the most effective means of reaching their target audience within the retail ecosystem.

Future Growth

The growth of retail media shows no signs of slowing down. As more retailers embrace this model and invest in enhancing their advertising capabilities, the retail media landscape is expected to expand further. Smaller retailers and niche e-commerce platforms are also entering the space, making it a diverse and competitive arena.



The rise of retail media represents a fundamental shift in the way advertising and shopping intersect. It’s a win-win for both retailers and advertisers, offering highly targeted and personalized ad experiences to consumers while providing retailers with an additional revenue stream and a competitive advantage. As technology continues to advance, and retailers further unlock the potential of their customer data, the role of retail media in the advertising ecosystem will only continue to grow. It’s an exciting development that’s reshaping the future of retail and advertising.

The Minds Behind LaunchPad.?

Continuing on from our earlier blog with co-founder and CEO, Guy Jackson, we interview our co-founder, Remy Wasyluk, to understand how LaunchPad came to fruition, and what the future holds for the the consultation business.


01. What excites you about LaunchPad’s vision?

In its shortest and most straightforward form, Launchpad has a vision of doing consultancy better.  Better ways of thinking, smarter strategies and aligned processes that I believe, fill a huge hole in today’s fractional skills marketplace.  In between jobs, I have undertaken fractional work as a specialist for a number of years – while also witnessing many others do the same – and I have learnt a lot over time.  For me, the fundamentals lie in the pairing of specialism with a strategy; a place where expertise meets technology to unlock some incredible opportunities. And this is where LaunchPad can really make a difference, in providing a better framework for delivering the results that matter in a more transformative way for clients – rather than simply short-term processes that won’t last the distance.  

With transformation being driven at the rate that it now is, this market is only going to grow and it’s an area that Launchpad will spearhead the charge. And that really excites me!


02. What are the biggest challenges faced by businesses today that you hear the most about in your role at LaunchPad?

Wow, I mean there is in all honesty there are so many challenges faced by businesses within AdTech today. It entirely depends on the sub-category in which a client exists, their product and or service offering and where they are in their transformation journey. However, one common theme that seems to be present in almost all of my clients is the lack of digital specialists and SMEs (subject matter experts) alongside the cost of implementing these skill sets and the limited time in which leadership has to balance short-term delivery with mid-long term growth initiatives.  

Many leaders know what they need in order to pivot towards success, however, they are weighing up time, resources and tightening budgets, and that is not a fun place to be. The good news is, LaunchPad can really add value here. In fact, these are the core challenges that both Guy and I have been supporting clients with for years before we created LaunchPad itself.  We aim to take your ideas and use our specialist skill sets – and community of experts – to roadmap and help you execute at lightning speed. In short, with us, you’ll see the benefits quicker than without us.


03. What areas of AdTech get you up in the morning? And equally, wake you up at night!?

I’d like to be able to say I leave AdTech at my desk before the end of the day, but the truth is, it is in my veins! However, what I do love about our industry is that it is FULL of incredible technological innovation. And challenges are only increasing due to the speed of innovation and AI.  As leaders, we need to be on our A-game, which can cause a threat if you look at it like that, but it can also open up a huge amount of opportunities and gains – and that’s why I love what I do. 

I genuinely love working around our client’s challenges and finding their path to growth that they didn’t know existed. You know the old age saying ‘Two heads are better than one?’ It’s that in a nutshell. Our collective thinking and strategy delivery is always the best for me as we’re exploring new ideas, and opening eyes to potential which is a pretty exciting environment to be in. Challenges don’t always have to be doom and gloom – it’s how you overcome them that matters. And so it doesn’t really keep me up at night, but it certainly is why I get up in the morning!

DMEXCO 2023 Wrap-Up: Exciting Times Ahead?

DMEXCO visitors flocked to Cologne last week to hear from more than 700 international speakers, across some 400 sessions and 150 masterclasses, on 13 stages, filling a program of over 200 hours! DMEXCO’s wide-ranging conference served up plenty of industry-relevant topics and interests, and there definitely was a sense of excitement in the air!

The excitement felt quite supercharged; not only was it fantastic to see so many familiar and new faces all together for two days, but the event also created a feeling of ‘new beginnings’ and a sense that the industry is ready to pivot to a brighter and better future. AdTech, as a whole, is on the edge of huge disruption, and rather than fear that disruption, the DMEXCO crowd seemed genuinely invested in learning how we as a collective industry can make a change.


The topics that resonated:

Before I touched ground in Cologne, I started my week at the Video Week conference. Together, these events covered some really exciting topics and trends:


One final point to add, and one that I wasn’t expecting to see during my week of events, was the strength and force of the SSPs. The supply side may be having a hard time but their presence was definitely felt.  It felt almost defiant, seeing the supply side giants of Magnite and Pubmatic dominating presence in the main hall as if to tell the world “We might have lost the last round but we’re a long way from losing the fight”. In a world of consolidating partnerships, these guys still hold a lot of power and innovation will be their fight back.

Overall, I had a smashing week! It was fantastic to see so many amazing faces. 

Until next year…

How to Successfully Launch into New Markets?

Our latest blog explores the challenges and opportunities faced by many AdTech leaders who are looking to venture into new regional landscapes.

For many, ‘landing and expanding’ into new markets is high on the agenda when setting out future ambitions for the organisation. And, as technology advancements increasingly become the key driver in organisational success, global expansion is a prerequisite ‘must’, rather than a ‘luxury’ for any serious AdTech leader.. 

Research findings from an annual survey of technology decision-makers, by Equinix, Inc. revealed that global businesses are planning major investments in digital technologies to support ambitious expansion plans following lessons learned from the global pandemic:

However, many fail in their global footprint efforts due to ill-thought-out strategies, an assumption mindset, and/or a lack of due diligence. (In fact, the assumption mindset is one of the biggest downfalls of many businesses that I have met throughout my many years in AdTech!

So many business leaders believe if a product or service works well in one region, it will likely translate to another. But this simply isn’t true. If the global pandemic taught us anything, it is that despite going through unprecedented times on a global stage, recovery strategies and routes to ‘normality’ differed immensely. Audiences differ, external factors differ, and economic landscapes differ; there is no ‘one size fits all’ approach to AdTech, so my advice is to remain humble in every part of the decision process. 

The good news is, by thoroughly working through your ‘new market’ strategy, you will start to see the incredible opportunities available to you and your business’s future, and you’ll most likely be able to do a bit of a ‘spring clean’ in the process, removing tech, vendors, and processes that may no longer be delivering you value. And, the good news is, you’re not expected to do this alone! Embracing change and launching into a new market can be pretty daunting, however, the incredible collective at LaunchPad is here to help. 

We’ve created a How To Guide focused on launching into new markets. Within our guide you’ll learn about the current marketplace regarding business expansion, the ‘Do’s & Don’ts’ when defining your strategy, the legalities in global expansion, and the next steps on how to get started.

Download our Launching into New Markets Whitepaper and start your journey on international expansion!

Introducing LaunchPad: The Management Consultancy for Ad-tech Scale-ups?

We interview our CEO and co-founder, Guy Jackson, to understand a little more about how LaunchPad came to fruition, and what the future holds for the business.


1. How did the LaunchPad idea come about?

Launchpad was an evolution rather than an idea. After years (potentially decades, but that would reveal my age!) of working in several high-growth businesses, you get a real sense of how businesses operate, whilst an understanding of both the importance of empowerment and entrepreneurial spirit. It’s no easy feat, to launch a new business and it takes a huge amount of passion and patience to do so. In fact, According to the latest data, up to 90% of startup businesses fail, and across almost all industries, the average failure rate throughout years two through five is a staggering 70%.

Several factors will hinder many in their journey to success; from external economic disruption to market maturity and adoption. Yet, with those somewhat obvious obstacles removed, many of the challenges faced by AdTech leaders today are centred around the lack of process and oftentimes dysfunctional leadership team structure.  Scale-up businesses need to move fast and leaders need to have the conviction to make decisions whilst creating and leveraging collective alignment and strategy often suffers as a result.  

It was during a fast-paced period after Teads sale to Altice and the subsequent 4-year earn-out when growth requirements and heavy expectation was so intense that I was able to appreciate everything that made a business scalable. Whether that be through its ‘Sales-first’ culture, the technology infrastructure, its finance and funding, as well as operational practices.  All these moving parts are valuable in their own right, yet only make sense when underpinned by a solid strategy. The whole is greater than the sum of its parts if you will. 

And that strategy piece can often be hard to navigate – especially when you are too far into the weeds of the business. Hence the launch of LaunchPad.


2. What is the core mission of LaunchPad and what makes it unique?

In its simplest form, LaunchPad has been designed to deliver transformative growth for AdTech businesses. It is all centred around the ability to deeply analyse the parts of an AdTech company and, then build a robust strategy to optimise its delivery in a way that maximises its potential for scale.  

In terms of what makes us unique, I see this as a two-pronged answer. 

Firstly, the founding team (including myself) and our want to never stop learning:

When I was launching the business alongside my co-founder, Remy Wasyluk, I heavily invested in myself by way of further education that gave me an academic basis for my work. I undertook a diploma in Management Consultancy to learn about in-depth business strategy practices, and then later went on to complete a mini-MBA in product strategy, which was invaluable in understanding the requirements of technology businesses to focus on and efficiently deliver customer value.  

Secondly, the LaunchPad model:

The LaunchPad business model acts as a new kind of management consultancy layer; one that provides a variety of bespoke specialisms, from consultancy services and system integrators to commercial and strategic direction. Our thorough consultancy process – combined with an incredible network of subject matter experts – sets us apart from the traditional consultancy business model. This crossover of professional backgrounds, collaboration and exposure to different areas of AdTech puts us in a very unique position within the industry.


3. What areas of AdTech excite you the most, and which projects make you tick?!

What excites us as a business is the requirement for change.  The prerequisite for change is nearly always disruption, and that disruption usually comes from one of two areas:  

I’ve become almost philosophical about the innate nature of change and its importance in both personal as well as business evolution.  It’s always been required, however I believe that we are entering a new era of acceleration that is going to reshape the way that we act and operate as both people and businesses to meet the needs of the future, a future that is only around the corner.  

As humans, we are pre-programmed to seek comfort and safety in familiarity and this means that growth can be quite an uncomfortable experience.  I’ve put a lot of work into myself personally – as well as in the strategies that we deliver to our clients – to embrace change and challenge every area.  

It’s the breaking down of barriers that makes me tick; seeing potential and growth in individuals and numbers is my passion.  Working with a client to move past the obstacles that once hindered them, is a very powerful thing.