The IAB South Africa is a member-driven organisation that promotes digital growth.

We are an independent, voluntary, non-profit association focused on growing and sustaining a vibrant and profitable digital industry within South Africa. The IAB SA currently represents more than 200 members including online publishers, brands and educational institutions, as well as creative, media and digital agencies. Our aim is to provide our members with a platform where they can engage and interact with each other and address digital issues of common interest, thereby stimulating learning and growth within the South African digital space.

The IAB SA represents the South African digital industry to all sectors, including the marketing community, the media, the South African government and the public.



Josephine Buys


Media and marketing pioneer Josephine Buys has embraced digital across industries and platforms in sales, marketing, brand development and e-commerce. Her strategic intuition and infectious energy have helped organisations effect real and lasting change in the digital space. At the IAB SA she builds awareness of the organisation’s core purpose, instilling confidence in and ultimately increasing revenue for the South African digital industry by promoting standards and accelerating the growth of digital media. She also works to address the shortage of digital professionals in the workforce through education and transformation.


Chris Borain

IAB SA Chairperson (OneRepublic)

After qualifying as a chartered accountant, Chris' career has been spent working across all media types - including radio, TV, print and a newswire agency startup - but always with an emphasis on the transformational opportunities afforded by digital media. He twice served on the Management Committee of the OPA (the precursor to the DMMA and IAB), and on his return to South Africa rejoined the Publishing Council of the IAB before standing as chairperson. Chris has worked for and across most of the media groups in SA, and is currently the project director for OneRepublic South Africa.


Paula Hulley

IAB SA Vice Chairperson (Gloo@Ogilvy)

As managing director at Gloo@Ogilvy CT, Paula Hulley oversees the growth and day to day operations of the Cape Town business, aligning with both the Gloo@Ogilvy Johannesburg presence and the Ogilvy Cape Town larger offering, while helping to drive strategy for the company as a whole. She also facilitated the build of the Customer Innovation Lab, driving Gloo@Ogilvy’s customer centric strategy and innovation pillars. Paula has been with Gloo since its first year of operation, moving into a role as project manager in 2006, and later serving as head of project management, operations director and finally as MD of the Gloo CT business before the merger with Oglivy at the end of 2014. Paula has deep experience in the publishing, eventing and digital marketing industries in South Africa and London. Brands she has previously worked with include: FNB, SKIP, Speedo, Shape, Nivea, Orangina, PUMA, Energade, Audi, Cadbury, and BWE CAT She has a BA degree from Stellenbosch University as well a psychology honours degree from UNISA, Red & Yello Copywriting and UCT GSB finance.


Gustav Goosen

IAB SA Board Member, Head of Research (The SpaceStation)

Gustav has been the IAB SA’s head of research since 2012. He previously served on the DMMA Exco of 2011 and was responsible for the monitoring portfolio. He is the CEO of The SpaceStation, SA's leading digital media sales company. It is an innovative partnership between 24.com and DStv Media Sales, both members of the Naspers group. Representing more than 50 of Africa’s favourite websites, mobi-sites and mobile apps, the company offers advertisers a unique launch pad for reaching more than 30-million connected South Africans each month.


Marc du Plessis

IAB SA Board Member, Head of Publishing (Spark Media)

Marc du Plessis is Joint CEO and Spark Media, a division of Caxton & CTP Publishers and Printers. Spark Media focuses on Local Media (print & digital) and audience solutions in the premium and programmatic space. Marc has been intimately involved in Caxton’s digital strategy, including launching innovative digital offerings particularly in the geo-location and retail environment. He has also previously served on the AMASA (Advertising Media Association of South Africa) committee.


Nathi Maramnco

IAB SA Non Executive Board Member (ZaNathi Holdings)

Nathi Maramnco is deputy managing director: broadcast and content at Times Media. He is also the publisher of the Sowetan and Sunday World. He was previously the COO and later publisher of the Business Day and Financial Mail. Prior to that he was the general manager of Times Media’s Eastern Cape operations. He chairs the RiseFM board in Mpumalanga and until December 2013, he was the chairman of the South African Press Association (SAPA).


Andrew Allison

IAB SA Board Member; Head of Regulatory Affairs; Treasurer (Mirum)

Andrew studied business science and law at UCT and spent seven years in legal practice in Johannesburg and London. He is experienced in law for contracts, intellectual property, companies, consumer rights and data privacy, and is a non-practising attorney of the High Court of SA and a chartered management accountant. He holds a master’s degree in tax law (Unisa) and is a member of the SA Institute of Tax Practitioners. He is also the Chief Operating Officer of the Red & Yellow advertising school, and a director of WPP-owned digital agency Mirum and creative agency NotNorm.


Ryan Smit

IAB SA Head of Measurement (Silverstone)

Ryan has been actively involved in data, analytics and strategy for over 10 years, across a number of different roles. He joined Silverstone in 2015 as Analytics Director in order to enhance and manage the data and analytics strategies across business operations in Africa and the Caribbean. He has recently been made Chief Strategic Officer, which has expanded his responsibilities to include group-wide strategic planning and business development. Ryan is also the Analytics Lead for Adjoin Media, and is responsible for utilizing data management platforms to build out valuable audiences for the project.

Mpho Maseko

Mpho Maseko

IAB SA Head of Brand (Wunderman)

Mpho has been working in the Marketing and Communication field for over 15 years. She has worked in the advertising industry, in both client services and strategy development roles. Mpho is the Chief Marketing Officer for Wunderman South Africa, a network of digital marketing advertising agencies that deliver integrated brand marketing solutions for some leading global brands. She is a committee member of AMASA (Advertising Media Association of South Africa) since 2014 and currently serves as committee member of the Marketing Achievement Awards Council.

Mike Carter

Mike Carter

IAB SA Head of Media Innovation; Special Projects Director (MaxAxion)

Made in London, Mike has been fortunate enough to have worked with some of the most pioneering and inspirational people during his career across a range of disciplines, from F1 sponsorship acquisition, Coca - Cola new product launches through to social experiment apps such Askmi and DemocraCITY generating massive social engagement. Currently driving international relationships with the likes of Celtra, IPON Web, Rubicon project and Rocket Fuels/Audience X as they pave their way into Africa and leveraging their expertise for the local Industry.


Anna Vaulina

IAB SA Head of Marketing (Showmax)

Anna is a marketing specialist passionate about translating digital channels into real business value. She has been part of MultiChoice for more than five years, primarily tasked with marketing digital products and driving digital strategy for group brands across the continent. She also leads the digital insights team, driven by her passion for bringing ROI and measurement closer to marketing.


Oupa Monamodi

IAB SA Head of Transformation & Education

Dr. Monamodi is a Non-Executive Director of a number of companies, and also serves as Chairman of the Board in four (4) of these companies, including: Y&R, Mindshare, Volcano Advertising and Native VML. He is the former Chief Executive Officer (CEO) of Uthingo Management (Pty) Ltd, the first South African National Lottery operator. He assisted in the launch of the Lottery between 1999 and 2000. He was part of, and later led, the team that grew the business to more than R4 Billion per year, until the end of the first lottery licence on 31 March 2007.


Yaron Assabi

IAB SA Non Executive Board Member (DSG Group/MMA)

Yaron Assabi is an entrepreneur with a passion for ICT. He founded the Digital Solutions Group in 1998, which focuses on relationship marketing solutions using multi-channel commerce. It was recognised as a Top Technology 100 enterprise in 2005/2006/2007 and won several innovation awards. Yaron also founded BroadBrand in 2012 to assist MNO’s, publishers, developers and brands with their mobile marketing and mobile advertising. He has served as the ICT strategist for the Nelson Mandela Foundation. He was recently appointed chairman Mobile Marketing Association of South Africa and was nominated as a non-executive director to the Internet Advertising Bureau SA Board.


Melissa van Zyl

IAB SA Non Executive Board Member (M&C Saatchi)

Melissa’s studies included a mix of business and social sciences, setting the foundation for a career in advertising. Using both qual and quant sources of consumer information, she specialises in building predictive models for media placement that strip away inefficiencies over time. Past and current brand experience includes takealot.com, Diageo, Hollard, Mastercard, The DTI, GCI


In 2014, the IAB South Africa has worked closely with AAA School of Advertising to present a digital curriculum to part-time students, and played an active role in the first annual Digify internship programme.

We are taking great strides in opening our membership base to include a wider scope of digital industry players, including brands and educational institutions.

With the appointment of a full-time CEO in May 2014, we are able to effectively build closer ties with other industry bodies such as Print and Digital Media South Africa, the Association for Communication and Advertising, the Advertising Media Association of South Africa, the Advertising Media Forum, the South African Audience Research Foundation and others.

 IAB SA: driving digital forward.




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