Tina is Head of Ad Tech at IAB UK, the industry body for digital advertising. Her remit includes facilitating discussion and collaboration among the ad tech community to address mutual challenges, with a current focus on User ID, Brand Safety and Transparency. She is also the UK liaison for the US based IAB Tech Lab; working to educate and drive adoption of market standards. From a technical perspective, Tina inputs on industry taskforces and the IAB Gold Standard.