About

Alessandro De Zanche

I'm Alessandro De Zanche, ADZ for short, an independent senior consultant and advisor with two decades of experience in the media and advertising industry, with a specific focus on audience and content monetisation.

My path has led me across all sides of the industry, examining it through the diverse lenses of different sectors: ad tech, media, mobile, research, and agency.

This broad perspective enables me to maintain an independent and comprehensive view of the challenges and opportunities that shape today's media and advertising landscape.

My Core Principles

Human-Centric

Audience experience and engagement should be central to strategy, taking priority over the quantitative metrics that have impacted the relationship between media brands, advertisers and agencies, and audience over the last two decades.

Technology as a Tool

Exploring AI with a focus on opportunities and risks to optimise processes, streamline repetitive tasks, and grow revenue.

Independent Perspective

As an independent consultant, I provide unbiased advice focused solely on what works best for your organisation: no vendor relationships, no hidden agendas.

Experience

Expand the toggles below to read about my experience in the specific sector:

AdTech

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I began my digital advertising career in 2004 at Eyeblaster (later MediaMind, then known as Sizmek by Amazon). This experience provided me with a foundational understanding of ad serving, ad tech, creativity, and advertising best practices, which continues to drive my vision of media monetisation.

My work at Yahoo! in 2006 represented a hybrid between ad tech and media, where I served as head of targeting products for Europe. In this pre-Right Media era, I helped build data products using exclusively first-party data from email, content consumption, and search queries. Yahoo! became one of the first companies to combine all first-party data sources for profiling and segmentation, while maintaining strict data privacy standards.

Media

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I consider the media environment as the convergence point for all my expertise.

At News UK, I worked on building the company's audience portfolio while supporting both advertising and marketing departments. My work encompassed audience identity resolution, unique data sources, and paywall strategies.

With FT Strategies, I worked on Google Digital News Initiative projects, helping small and medium news brands develop new audience revenue channels and providing support for multi-channel monetisation.

At DPG Media, I contributed to implementing a "funnel of trust" across more than 100 brands, developing strategies for audience engagement and first-party data collection.

Telco

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My work with Telefónica's innovation and global data teams focused on investigating and productising new technologies and data assets, particularly in Europe and South America.

At Hutchison 3G, I utilised data to manage and improve the company's B2C digital products.

Research & Insights

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As GfK's global product and strategy lead for data activation, I bridged traditional research data sources with advertising and marketing ecosystems across 100 countries.

I kickstarted projects to enrich clients' data and model it at scale for advertising and marketing purposes.

Agency, Measurement & Various

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My consulting work with Dentsu International involved building a data platform and testing Google Privacy Sandbox proposals.

My collaboration with UKOM, the UK industry standard setter for online audience measurement, addressed sector-wide challenges involving regulators and technology companies.

I am a member of OdiseIA, a Spanish independent observatory of the societal and ethical impacts of artificial intelligence, covering the advertising vertical.

Let's Work Together

I help media leaders build revenue strategies that put audiences first, use technology as a tool not a goal, and grow revenue that lasts.

Get In Touch