From the death of third-party cookies to navigating new ad platforms like connected TV and e-commerce, digital advertising is a mess.
Meet the rising stars of advertising technology who hope to help advertisers solve those challenges.
These are early- and mid-career professionals who are spearheading initiatives around cookieless advertising,streaming TV, and e-commerce advertising.
The list is based on peer nominations, products and campaigns they have worked on, their influence at their companies, and their potential to be industry leaders. We considered nearly 90 people from adtech companies, publishers, brands, and ad agencies.
Here are the 42 rising stars of adtech, listed alphabetically by last name.
Irvine helps the independent ad agency use consumer data and research to plan clients' ad-buying.
Since joining the agency in 2020, he's standardized its audience intelligence practice and expanded its application from one client, Honda, to several others, including La-Z-Boy and Carl's Jr. He has also led a review of the tech tools RPA uses to reach clients' marketing goals, such as training Cedars-Sinai to better tie ad buys to leads, and helping La-Z-Boy gather more first-party data from its website.
Irvine serves as vice chair of RPA's policy and action committee and works with HR to help find new venues to identify minority candidates for open roles. He's also creator and host of the agency's podcast "Clear the Air," where he interviews top ad industry personalities.
He previously worked at Dentsu's consumer data agency, Merkle.