Mitchell Greenway, Managing Director APAC at OpenX, has been appointed Chair of the Interactive Advertising Bureau (IAB) Australia’s Executive Technology Council (ETC), replacing Nicole Prior, former Head of Media and Adtech Solutions APAC at Microsoft Advertising.
Greenway also joins the IAB Australia board as the ETC’s representative. His appointment comes after more than 15 years in digital media, with prior roles spanning Bauer Media Group, Yahoo7, Val Morgan and Cirrus Media Australia.
At OpenX, Greenway leads regional strategy and programmatic innovation for the omnichannel supply-side platform, focusing on growth across Asia-Pacific. A long-standing member of the IAB, he has contributed to key initiatives around digital advertising’s sustainability and evolution.
The Executive Technology Council advises on innovation and best practice across the digital advertising ecosystem, with a strong focus on the value chain, education, and industry development. A key initiative of the ETC is overseeing the IAB Mentorship Program, and most recently, the group helped develop industry definitions and guidelines for ‘Made for Advertising’ (MFA) websites.
Current ETC members span a broad cross-section of the media and tech landscape, including representatives from Google, Nine, Seven, Microsoft Advertising, Publicis Groupe, The Trade Desk, News Corp Australia, Cartology, Carsales, Yahoo, GumGum, PubMatic and others.
Gai Le Roy, CEO of IAB Australia, said: “Mitchell brings a raft of experience and insights to his new role as Chair of the IAB Australia Executive Technology Council. His understanding of the adtech, agency, and publisher experience will be invaluable as the Council advances its plans to support the industry.”
Greenway added: “It’s an honour to take on the role of Chair of the Executive Technology Council. The ETC has long played a pivotal role in elevating technical standards, fostering cross-industry collaboration, and supporting sustainable growth across the digital advertising ecosystem.”
“In a time of rapid transformation across CTV, privacy frameworks, AI, and measurement, the ETC’s role is more vital than ever.”