About
Alessandro De Zanche (ADZ) is 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.
His path has led him 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 him to maintain an independent and comprehensive view of the challenges and opportunities that shape today's media and advertising landscape.
Expand the toggles below to read about Alessandro's experience in the specific sector:
AdTech
ADZ began his digital advertising career in 2004 at Eyeblaster (later MediaMind, then known as Sizmek by Amazon). This experience provided him with a foundational understanding of ad serving, data, creativity, and advertising best practices, which continues to drive his vision of media monetization.
He believes that audience experience and engagement should be central to strategy, taking priority over the quantitative metrics that have impacted the relationship between customers and media brands over the last decade.
His work at Yahoo! in 2006 represented a hybrid between ad tech and media, where he served as head of targeting products for Europe. In the pre-Right Media era, he helped build data products using exclusively first-party data from email, content consumption, search and ad logs. During this time, Yahoo! became one of the first companies to combine all their first-party data sources for profiling and segmentation, while maintaining strict data privacy standards.
Media
ADZ considers the media environment as the convergence point for all his expertise.
At News UK, he headed the audience and advertising systems team, building the company's audience portfolio while supporting both advertising and marketing departments. His work encompassed identity resolution, unique data sources, and paywall strategies.
With FT Strategies, he worked on Google Digital News Initiative projects, helping small and medium media brands develop new audience revenue channels and providing support for revenue channel diversification.
At DPG Media, he contributed to implementing a "funnel of trust" across more than 100 brands, developing strategies for audience engagement and first-party data collection.
Telco
His work with Telefónica's innovation and global data teams focused on investigating and productizing new technologies and data assets, particularly in Europe and South America.
At Hutchison 3G, he utilized data to manage and improve the company's B2C digital products.
Research & Insights
As GfK's global product and strategy lead for data activation, De Zanche bridged traditional research data sources with advertising and marketing ecosystems across 100 countries.
He kickstarted projects to enrich clients' data and model it at scale for advertising and marketing purposes.
Agency, Measurement & Various
His consulting work with Dentsu International involved building a data platform and testing Google Privacy Sandbox proposals.
His collaboration with UKOM, the UK industry standard setter for online audience measurement, addressed sector-wide challenges involving regulators and technology companies.
ADZ has been a member of OdiseIA, a Spanish independent observatory of the societal and ethical impacts of artificial intelligence, covering the advertising vertical.