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In the latest episode of “IAS Masters of Media” series, we sat down with Csaba Szabo, our new EMEA Managing Director to discuss his 2022 focus, and some of the best business advice that he has received in the past.
What is your focus for the year?
In my new role at IAS, I’m focused on building on our industry-leading product, data, and insights to deepen our relationships with clients and partners in the EMEA region.
I’m very excited about the growth IAS is experiencing. We have a winning formula in programmatic, we’re putting a significant emphasis on expanding with social platforms, doubling down on agency relationships and we are very well positioned to win in CTV as well.
Through the acquisition of Context just last week and Publica in the summer of 2021, as well as ongoing innovation, we have a fantastic opportunity to build on our success to date and accelerate our growth in 2022 and beyond.
What attracted you to IAS?
Values and integrity have always been key driving factors in my life, so it’s no surprise that I was naturally drawn to IAS’s mission.
I have known IAS for a decade – dating back to my role at Yahoo. The reputation was, and still is, a combination of an extremely strong product range supported by the best talent in the industry.
Despite challenging circumstances in 2020 and 2021, IAS has delivered strong results, which stood out to me. As of late, IAS went public, made several strategic acquisitions, deepened partnerships with marketers, publishers, and platforms, and truly maximized outcomes. It’s exciting to join IAS at a time fruitful for innovation and business development.
I am absolutely thrilled to join the company at this very exciting period in its history.
When you were in high school, what type of work interested you the most?
When I was in high school in the mid 90s, this thing called the Internet just started to become mainstream. Little did we know what the future would hold for the technology and how it would alter culture and human history, but I was absolutely fascinated by it from the start.
It’s amazing that I have been able to dedicate the last 15 years to some of the most iconic brands on the Internet. Now I get to bring all that experience to IAS and work to make digital media a more transparent and safer place.
Best piece of business advice you received and from whom?
I started my career in a small boutique management consulting firm in Hungary. My Managing Director at the time told me to ask one simple question before sending work to a client: “If you were to show this piece of work to the Queen of England, would you be proud of it?”
It was a fabulous learning experience to start out in such a client-obsessed environment, and it’s a lesson that has stuck with me and served me well over the last two decades.
Favourite book and how might the theme relate to your profession?
One of the books I read over the holidays was ‘Humankind’ by Rutger Bregman. It is a very optimistic and uplifting take on human history, essentially arguing that deep down humans are wired to mean well, act with compassion and do fundamentally good things.
These have always been my core beliefs as a person and as a leader, but of course during difficult times (such as a global pandemic or on-going social injustice) it is easy to forget about it. Assuming positive intent and believing that we are all working together towards a good outcome are beneficial driving forces in my roles as a regional leader and as a commercial partner to many global brands.
