In this “IAS Masters of Media” series, we speak to the people behind the IAS brand on all matters digital. Meet Paul Nasse, our RVP Agency Development, EMEA.
Tell us a bit about yourself – who you are, what you do at IAS!
My name is Paul Nasse and I recently moved back into an EMEA role – leading our Agency Development and Agency Success teams across the region. Our main goal is to continue building on our strategic partnerships with the Agency Holding Companies locally, regionally and globally.
What three words best describe you?
Loud, honest and hungry.
What is your favourite thing about working at IAS?
My favourite thing about working at IAS is the opportunity it offers in driving truly positive change across the ecosystem. Having the ability to bring Agencies, Clients, Publishers and Ad tech together means every conversation can be a positive and proactive one.
What is the hardest part of your current job?
Honestly, it’s finding the right balance between driving a globally coordinated strategy alongside delivering local and regional solutions. I think we do a good job, but would welcome further feedback and any recommendations of how we can improve! 😉
How does IAS support agency customers in these challenging times?
Support can mean very different things depending on the Agency, Contact and the task/ask, but being customer obsessed is one of our core values and being accountable is also one of those core values. As such, we have a number of teams dedicated to servicing and supporting our Agency partners. These include but are not limited to; Agency Development, Agency Success, Sales, Customer Success and Technical Client Services.
What is the biggest challenge agencies face in 2022?
It has been almost 9 years since I worked inside an Agency so I am probably not best placed to comment here! Whilst I think Agencies continue to be well positioned to handle the ever changing marketplace I do think that having a strong strategy around the “cookieless future” will be crucial in a privacy first world.
What’s the greatest technological change you think we will see in digital advertising over the next couple of years?
Where to start?! At IAS we are very excited about our video analysis tech that is currently powering part of our TikTok brand safety solution. Scaling this tech and enabling us to score video content across the open web is a very exciting development for 2022!
Why are days that champion inclusion & diversity, such as International Women’s Day, important to you?
I am a very lucky man in that I am a father of two beautiful little girls, called Nora and Ada, and have been married to my wife Ally for 11 years. Being surrounded by such a strong group of ladies allows me to see first hand just how amazing they are.
International Women’s Day is important in making sure they grow up in a world that is equal and respectful to all walks of life.
What is the best piece of advice you’ve ever been given?
“We are given two ears and one mouth, use them in that proportion”
What is your advice to the next generation of media execs?
Put people before the tech. Technology is an enabler but I strongly believe that good, strong, personal relationships are still the key to great advertising.
Who was your most played artist on Spotify in 2021?
It’s a close one but it would definitely be between Maribou State and Radiohead. If I could break it out by day it’s likely to be Radiohead on a Monday/Tuesday and anything later in the week would be Maribou State!
What would you like to “perfect” in 2022?
I guess I should say “going to the gym” or “having a more balanced diet” but they are both unlikely and pretty boring. How about my very bad golf swing*?
*Which you could also argue is very unlikely and pretty boring as well!