Media consultancy ROAD opens
ROAD Consultancy (aka ROAD) – a company specialising in contextual targeting, analytics, digital measurement and brand safety – has opened.
The announcement:
In the wake of Oracle Advertising’s closure in July 2024, ROAD Consultancy is stepping up to address the growing demand for better solutions in digital measurement, analytics, brand safety, and contextual targeting. Co-founders Adrian Lloyd and Rowan Williams see this as a pivotal moment for the Australian media landscape, which has long demonstrated its strength and sophistication.
“The closure of Oracle Advertising in July 2024 shone a light on the limited choices available to our market, especially in the areas of digital measurement, analytics, brand safety, and contextual targeting,” says Adrian Lloyd, co-founder of ROAD. “We are a mature digital market in Australia. We punch well above our weight, and we deserve access to the best that the global media industry has to oOer.”
ROAD is launching at a crucial time, with the entire industry facing increased demands for eOiciency and eOectiveness. “Both the buy side and sell side are being asked to do more with less,” explains Lloyd. “Publishers are expected to increase ad revenues despite declining page views and pressures on rates, while agencies and brands must drive better outcomes with shrinking marketing budgets, more platform choices, and growing privacy challenges. Smarter, more sophisticated, and accurate solutions are required.”
ROAD’s mission is clear: to elevate the APAC media industry beyond where it stands today. To provide easy access to industry-leading vendors and drive better results across the media ecosystem. “Our purpose and North Star is to help both sides of the industry—buy and sell—achieve better outcomes. We’ve conducted thorough due diligence to ensure our partners are ROADworthy and align with our just cause.”
ROAD will launch with three global ad tech vendor partners (to be announced shortly), each operating in non-competing areas of the media industry, bringing fresh options to the Australian market. “We also want to engage with our industry peers,” adds Williams. “We want to hear from them on where they believe improvements can be made, and where additional choices are needed.”
Source: ROAD Consultancy
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