Wayne was one of the UK’s earliest adopters of programmatic and has since traded programmatic campaigns in the earliest DSP's, created two agency trading desks, created a marketing technology consultancy within a global media agency and led the overall programmatic efforts for Dentsu Aegis in the UK. Wayne founded The Programmatic Advisory in the summer of 2016 to provide non-conflicted advice on how programmatic can achieve business goals for companies. Wayne was nominated by an industry panel for ‘Digital Trading Leader Of The Year’ at The Drum Digital Trading Awards in 2016, voted as one of the Top 100 Most Influential People in the UK Digital Industry in 2017 by The Drum and voted in the Top 50 'Industry Players of 2017' by PerformanceIn.