Tess O'Brien (FreeWheel) - Media Tech Talk #002

Media Tech Talk #002 – Tess O’Brien (FreeWheel)

Tess O’Brien - Managing Director of FreeWheel Australia & New Zealand - joins Daevid Richards and Paul Luckett to talk about her journey from New York back to Sydney, leading FreeWheel’s APAC expansion, and how the TV and streaming ecosystem is transforming through programmatic, automation, and AI.

In this episode:

(00:00) – From law to media: Tess’s early career and the move to New York

(02:00) – Inside FreeWheel’s evolution and global growth

(07:00) – How Australia became one of the most programmatic-advanced TV markets

(10:00) – The differences between US cable and Australian free-to-air

(14:00) – Why Australia is a testing ground for global ad tech innovation

(16:00) – Introducing Universal Ads and the rise of SMB advertisers on TV

(20:00) – AI, automation, and unified decisioning in streaming

(23:00) – Delivering programmatic ads in live events like the Olympics

(32:00) – Building trust and managing risk with major broadcasters

(35:00) – FreeWheel’s partnership with Paramount and the future of streaming

(38:00) – Recognition, leadership, and mentorship in ad tech

(45:00) – The future of TV and advertising in 2030

(49:00) – Curiosity, discomfort, and advice for the next generation

💬 Guest: Tess O’Brien - Managing Director, FreeWheel Australia & New Zealand🔗 https://freewheel.com | LinkedIn: https://www.linkedin.com/in/tesselizabethobrien/

Hosts: Daevid Richards & Paul Luckett

🎧 Media Tech Talk explores the intersection of media, technology, and innovation through candid conversations with the people shaping the future of digital advertising.

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