An open internet requires an open, curious approach. This has enabled us to innovate in various ways at The Lottery Corporation.
Our curiosity helped us to become one of the first to trial UID 2.0 and programmatic DOOH, increasing our reach amongst first-party audiences, while removing reliance on cookies. Combining our innovative thinking and expertise, we partnered with The Trade Desk to develop custom solutions that solve business challenges.
We’ve reimagined how we audit our supply paths for greater efficiency, deepening our relationship with publishers, and became more aligned with our above-the-line agency in how we target and communicate with audiences.
Nathan Pedwell
Head of Performance Marketing, The Lottery Corporation
Australia
Australia
“The ones unlocking the true value of the open internet – Advertisers who are open and curious in their marketing approach.”
A proud pioneer of Brisbane’s programmatic and performance marketing teams, Nathan is truly an innovator. Over the past two decades, he’s built unique expertise across multiple areas – digital, Martech, analytics, and strategy. All this to ensure that data can be used in a more meaningful manner, as he paves the way for businesses to thrive through digital and technological transformation.
LET’S TALK INNOVATION
As an innovator, how are you pioneering in your day-to-day to reinforce the value of an open internet with premium and transparent inventory?
How do you see the open internet driving innovation, and what are the opportunities it offers as compared to more closed ecosystems?
On the open internet, different perspectives allow for an exchange of equal value and create space for innovation. This enables advancement beyond closed ecosystems.
For our industry, the open internet has moved at a faster pace – providing better identity solutions as compared to the closed ecosystem we once all relied on. That’s because multiple perspectives enabled quicker action and more robust solutions, which were applicable to more people.
For our industry, the open internet has moved at a faster pace – providing better identity solutions as compared to the closed ecosystem we once all relied on. That’s because multiple perspectives enabled quicker action and more robust solutions, which were applicable to more people.
What advice would you give to aspiring innovators?
Don’t let the enormity of what innovation has become deter you from constantly finding your own way or a new way to do something. This frees you to think differently and find the real opportunity for innovation amidst the status quo.
