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SAY Media to grow digital business with new exec role

Alexx Cass, SAY Media

To further grow its network of digital publishers and websites in Australia and New Zealand, digital publishing company SAY Media has expanded its executive position, and has appointed Alexx Cass as media development manager. Cass was earlier working as the digital services manager for the Audit Bureaux of Australia.

In his new role, Cass is responsible for growing and managing SAY Media’s network of digital publishers and websites in Australia and New Zealand across key vertical channels, including style, living, food and technology. Cass will also help educate local publishers about SAY’s cost-per-engagement and newer cost-per-exposure pricing models, designed to move the industry past high-wastage cost-per-impression pricing. Talking about the new appointment, Duncan Arthur, general manager for SAY Media Australia said, “Bringing someone of Alexx’s calibre onto the SAY team shows how serious we are about building a local portfolio of publishing partners, big and small, as we have done successfully in the US and the UK. Alexx’s deep industry relationships will give us a head start in initiating conversations with quality publishers and owner-operated sites about the many benefits of working with SAY.”

Cass joins SAY Media with an impressive ten years’ experience in the digital media industry. In his earlier job role at ABA, Cass had launched Australia’s first web audit initiative and compliance program, protecting media buyers from risky advertising and measurement practises. During this time, Cass had also served as chairman of the ABA Digital Watchdog Committee, bringing together senior publishers and media buyers to set industry rules for advertising practises and web measurement. Explaining the reason behind joining SAY Media, Cass said, “After three years of being an industry advocate for trustworthy advertising practises , it’s time for me to lead by example and support SAY’s efforts to move the industry forward by providing an engaging and premium digital advertising experience for advertisers and consumers. By championing more accountable, transparent pricing structures, a cleaner, uncluttered approach to digital advertising, and vibrant ads built for user engagement, I’m confident we will be able to quickly expand SAY’s local media partnerships in this region.”

Before the ABA, Cass held a senior business development role with Nielsen Online, assisting media agencies and publishers with their online research and measurement strategies and pioneering solutions for emerging areas such as ad networks, mobile media and social media.