What is the biggest opportunity for advertisers in digital marketing in the next 12 months and why?

Measurement has long been a core focus for advertisers but often kept at arm's length - treated as something separate from strategy rather than embedded within it. What I'm seeing now is a real shift, with brands and agencies moving beyond engagement-led metrics toward real-world business outcomes. That means focusing less on vanity metrics like clicks or impressions and more on sales and real incremental impact. There's a huge opportunity in leaning into this shift and building it into your core capabilities. Those who can clearly connect marketing activity to tangible business results will be far better positioned - particularly when it comes to demonstrating value to more commercially focused stakeholders like CFOs. Being able to evidence your contribution to business growth in a consistent and credible way is becoming a true differentiator – for both marketing teams within brands and the agencies that partner with them.

What is the most exciting aspect of attending Programmatic Pioneers Summit?

For me, it's the opportunity to connect and collaborate with peers from across the industry. These events bring together a really diverse mix of perspectives - from brands and agencies to tech providers - which makes for far more meaningful conversations. In my role as a Principal Consultant, it's essential to stay close to what's actually happening on the ground: the challenges teams are facing, the pressures they're under, and the solutions they're actively looking for. Events like Programmatic Pioneers create the space for those honest, practical discussions. It's not just about thought leadership - it's about listening, sharing experiences, and ultimately taking those insights back to help shape better, more relevant solutions.

What has been yours or your company's most impressive achievement this year and why?

A standout achievement for Experian this year has been reaching 87% coverage of digital IDs across households within our Digital Identity Graph. This is a significant milestone - not only because this level of scale is rare, but because it fundamentally increases the value advertisers can unlock from both their first-party data and broader third-party datasets. With stronger identity resolution and enhanced audience extension, campaigns can be targeted, measured and optimised with far greater accuracy across channels. It also makes it easier for advertisers to onboard into platforms and collaborate seamlessly with partners across the ecosystem. Ultimately, this creates a more connected and consistent view of the consumer - something that's increasingly critical in today's fragmented digital landscape.

What technology are you most excited about at the moment and why?

It almost feels cliché to say "agents" at this point, given how much attention they're getting - but when you look beyond the hype, there's some genuinely exciting, tangible innovation happening in this space. What stands out to me is the practical application: tools that can automate complex workflows, streamline campaign management, and surface insights more quickly and intelligently. Rather than replacing human decision-making, these technologies are augmenting it - freeing up time and resource so marketers can focus more on strategy, creativity, and judgment. If implemented well, this could significantly reduce operational overhead and speed up execution, which has been a longstanding challenge in digital marketing. It's that combination of efficiency and empowerment that makes it particularly exciting.