can gain that competitive edge and stay ahead of the curve to achieve continued , sustainable success .
We ’ ve seen this kind of success ourselves , with clients choosing to connect their first-party data silos with cookie-less solutions for a future-proofed , omnichannel approach .
Q . WHAT HAS BEEN YOUR HIGHLIGHT IN YOUR CURRENT ROLE ?
» I ’ ve led MiQ ’ s EMEA business for four years , and , during this time , it ’ s been amazing to build my team , watching them flourish and develop .
I ’ ve also had the privilege of seeing very talented people deliver amazing results in the UK and move to other regions to continue their great work . When I joined , we had less than 100 people in EMEA ; by the end of the year , I expect we ’ ll be almost 200-strong .
Q . WHAT DO THE NEXT 12 MONTHS HOLD FOR YOU AND THE COMPANY ?
» In the short-term , sustainability is something that ’ s very much on our agenda . We are launching key industry partnerships that give us the ability to measure , report , reduce , and offset carbon emissions across the supply chain , helping our customers make environmentallyconscious decisions about their digital ad spending .
We ’ re also in the process of making sustainability a key part of MiQ ’ s DNA , from the inside-out – including how we run our offices and our infrastructure .
Alongside this , we ’ ve done a lot of work to ensure our clients don ’ t need to rely on third-party data , both in the run-up to GDPR and in preparation for the depreciation of cookies .
MiQ is focused on using data to help our clients understand their audience ’ s needs – such as behaviours by region , based on key macro trends like weather , the time of day or week , and so on . This can give us a solid idea of where advertising is going to be most powerful , which is fascinating . Understanding , and even embracing , the uncertainty of the cookie-less reality can significantly impact a company ' s data strategy .
The future of identity is already here and , with it , comes a wealth of opportunities . mobile-magazine . com 25