Experience Isn’t Optional: Zuzana Urbanova on Building What Lasts in Adtech 

In an industry obsessed with what’s new, longevity is often underestimated. But for Zuzana Urbanova, experience isn’t something you reference—it’s something you apply, daily. 

With more than 20 years across agencies, publishers, platforms, and adtech, Zuzana brings a full-circle view of advertising to her role at Lotame. Her career mirrors the company’s own 20 years of compound experience: built through real-world use, hard lessons, and an unwavering focus on what actually delivers outcomes, rather than industry hype. We sat down with Zuzana to talk about her role, the realities of modern adtech, and why experience—personal and institutional—has never mattered more. 

How long have you been in your current role at Lotame? 

Seven years. 

How do you describe what Lotame does to someone outside the industry? 

Lotame helps marketers and media owners make more meaningful connections with their customers—both existing and prospective. 

We do this by making data addressable across digital platforms and touchpoints, including web, mobile, and connected TV. The result is better-performing customer acquisition and retention strategies, powered by identity-driven data and technology. 

It’s complex, no doubt. But in short, we help companies understand their customers through data so they can advertise more effectively. 

What does your role look like day to day? 

No two days look the same—sometimes no two hours. 

My overarching KPI is to increase adoption of Lotame’s data and technology among brands, agencies, and tech partners. In practice, that means educating clients on opportunities they might be missing and showing how our solutions fit into their broader marketing and media strategies. 

I also spend a lot of time with leadership teams, understanding their needs and feeding that insight back into product development so we can best serve the APAC market. Outside the office, if I’m not meeting clients, attending events, or speaking on panels, I’m spending time with my team. 

If you had to describe your job in one word? 

Dynamic. 

What first drew you to the advertising and media industry? 

I’ve loved media and advertising from an early age. As soon as I started thinking about a career, I knew this was the industry for me. 

I was fascinated by advertising’s ability to elevate brands and influence culture, and I wanted to understand how that actually happens. I learned the ropes on the agency side, then moved into publishers and platforms, gaining experience across planning, execution, and activation. 

Technology was the last piece of the puzzle—and that’s what ultimately brought me to Lotame. After more than 20 years, I’ve seen how the entire ecosystem fits together. 

What’s the biggest challenge you face in your role today? 

Keeping up. 

This industry moves incredibly fast. Even with years of experience, staying ahead of competitors and adapting to constant change takes real effort. The challenge is making sure we’re always evolving in ways that genuinely improve outcomes for clients—not just reacting to the latest trend. 

What’s the biggest industry-wide challenge you’d like to see solved? 

Cross-channel, cross-platform measurement of advertising performance—from exposure all the way through to sales. 

Right now, that level of insight is mostly limited to closed-loop environments. To expand it across the wider media ecosystem, we need a consistent standard that allows true apples-to-apples comparisons. It’s a big challenge, but one the industry—and brands—desperately need solved. 

Who has had the biggest influence on you as a mentor? 

Kerry McCabe from UnLtd. 

He taught me to be human first. There can be a lot of pressure on women in leadership to adopt a tough, traditionally masculine leadership style. Kerry showed me that you can lead with kindness, empathy, and authenticity—and still make a meaningful impact. 

What advice would you give to someone who wants a role like yours? 

Be prepared. 

You need to think on your feet, pivot quickly, and be open to constant challenge. If you’re naturally proactive—someone who sees an opportunity and runs with it without waiting for permission—this kind of role will suit you well. 

If you weren’t doing this for a living, what would you be doing? 

Honestly? Nothing else. 

Despite my love of coffee, I have no interest in opening a café. This is what I enjoy doing, and I want to keep doing it—ideally until I can buy a holiday home in Ibiza, take a short break, and then jump straight back in again. 

What’s your personal philosophy? 

There’s no such thing as “not possible.” 

There’s always a way around a challenge if you’re willing to look hard enough. It might require a different approach or an outside perspective, but you’ll never find a solution if your first response is “no.” 

Do you have a favourite ad of all time? 

The Rhonda and Ketut campaign for AAMI Insurance. 

It was completely original—a long-running, sitcom-style romance—and it genuinely became part of Australian culture. I still quote it today. It’s a perfect example of the power of advertising when it truly connects with people. 

What are your current music and TV streaming habits? 

SoundCloud for music. Hayu for my Real Housewives reality TV fix. And SBS on Apple TV for Nordic dramas. 

What’s one thing your colleagues might not know about you? 

I’m pretty good at clay pigeon shooting. 

Where do you see yourself in five years’ time? 

Still working in adtech and media—and hopefully enjoying a chilled Cava Sangria at that Ibiza holiday home. 

Experience That Compounds. Not Experiments. 

Zuzana Urbanova’s career is a reminder that real progress in adtech isn’t built on shortcuts or shiny disruption—it’s built on time in market, pattern recognition, and hard-earned perspective. Her journey across agencies, publishers, platforms, and  adtech reflects the same philosophy that underpins Lotame itself. 

For 20 years, Lotame has been compounding experience—learning from real-world deployments, surviving industry shakeouts, and refining identity-driven technology long before it became table stakes. That advantage lives not just in the platform, but in the people behind it. Leaders like Zuzana bring the signal that only comes from having seen what works, what doesn’t, and why foundations matter when the ecosystem inevitably changes again. 
 
In an industry crowded with noise, experience isn’t optional—it’s outperforming. And through people like Zuzana, Lotame continues to put 20 years of compound experience to work for brands that can’t afford to get it wrong. 

Ready to put 20 years of compound experience to work for your business? Lotame is ready when you are.