Accenture Song joins IAB Australia technology and data councils

Accenture Song has joined IAB Australia, securing representation on two of the industry body's key councils as digital advertising grapples with changes in AI, data and measurement.

Nick Thomas (pictured), principal director of commercial investment and operations at Accenture Song ANZ, will join IAB Australia's executive technology council, while Ryan Goldsworthy, head of data, platforms and performance, will take a seat on its data council.

Thomas said joining IAB Australia would allow the company to contribute to discussions about the industry's future.

“There are massive shifts impacting business and we welcome the opportunity to be at the forefront of shaping what good looks like,” Thomas said.

“For us, this is about contributing to an industry that is more progressive, more accountable and ultimately delivers better outcomes for our clients.”

Goldsworthy said the growing role of data in marketing required the industry to reconsider established approaches.

“We're at a point where data has the potential to fundamentally reshape how companies understand and serve their customers,” he said.

“There's a need to challenge the assumptions and practices the industry has held, and to turn that progress into new opportunities for businesses.”

IAB Australia CEO Gai Le Roy said Accenture Song's experience in digital transformation, technology and media would strengthen the organisation's work, particularly in measurement and AI.

“That's exactly where the industry is moving fastest right now, and where our councils and working groups are doing some of their most important work,” Le Roy said.

IAB Australia's councils and working groups bring together industry representatives to develop Australian-specific standards, educational resources and guidance on issues affecting digital advertising.