IAB Australia announced today that Mitchell Greenway, Managing Director APAC at OpenX has been appointed as the Chair of its Executive Technology Council (ETC) and now becomes the ETC representative on the IAB Australia board. Greenway replaces Nicole Prior, who was most recently Head of Media and Adtech Solutions APAC at Microsoft Advertising.
With over 15 years’ experience in the digital industry, Greenway has held roles across agency, adtech, and publisher organisations including Bauer Media Group, Yahoo7 (Yahoo! Australia), Val Morgan, and Cirrus Media Australia. As APAC lead for omnichannel supply-side platform (SSP) OpenX, he spearheads programmatic innovation and is responsible for driving growth across the region. A vocal advocate on key industry themes, and an active member of IAB Australia, Greenway is passionate about future-proofing the digital advertising industry.
The IAB Executive Technology Council is focused on identifying and addressing critical issues in advertising technology innovation, providing key insights, leadership, and strategic guidance with a particular focus on the digital value chain. A key priority for ETC is developing and upskilling the industry by guiding the IAB Mentorship Program. It also works collaboratively with IAB Australia’s technology-focused councils on several ongoing projects, most recently delivering definitions and guidance around Made for Advertising sites.
The ETC includes representatives from media and technology companies, including Carsales, Cartology, FreeWheel, Google, GumGum, Half Dome, Index Exchange, InMobi, Integral Ad Science, Kinesso, LiveRamp, Magnite, Microsoft Advertising, News Corp Australia, Nine, Ogury, OpenX, Publicis Groupe, PubMatic, REA, Seven, StackAdapt, The Trade Desk, WPP Media and Yahoo!
Gai Le Roy, CEO of IAB Australia, commented, “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.”
Mitchell Greenway, Managing Director APAC at OpenX, said, “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. I look forward to continuing that work, driving greater alignment between publishers, platforms, and advertisers while helping the next generation of leaders through mentorship and education. In a time of rapid transformation across CTV, privacy frameworks, AI, and measurement, the ETC’s role is more vital than ever.”
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About the Interactive Advertising Bureau
As an independent industry association with more than 170 members in Australia and nearly 9,000 globally spanning media owners, publishers, technology companies, agencies, and advertisers, IAB works to align industry stakeholders to develop solutions for the issues faced by the market and develop standards that are integral to the operation of digital advertising.
As one of 47 IAB offices globally, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia as well as demonstrating to marketers and agencies the many ways digital advertising can deliver on business objectives.