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 (M&G)

Chris’s first role in digital publishing was with Primedia Broadcasting, where he was part of the team that launched the radio station websites. As CEO of Primedia Online, he was responsible for it's creation, as well as bringing a strong sales focus to a “build it and they will come” mentality. It was during this period, that he twice served on the Management Committee of the OPA (the precursor to the DMMA and IAB). Chris spent the next five years in Australia, working across a number of media businesses – digital, TV and radio. On returning to South Africa, he spent time consulting to a number of digital publishers, before being appointed as the Head of Digital Media for Independent Media. It was during this time, that he successfully launched the African News Agency – the successor in title to SAPA. Chris is currently the Group Commercial Director for the Mail and Guardian Group.


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

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.


Kerry Friend

IAB SA Board Member; Head of Agency Council (FCB)

Currently Intergrated ECD at FCB. Kerry was previously the Executive Creative Director at Isobar, part of the Dentsu Aegis Network, and has 17 years experience in advertising. She has worked as a copywriting and then Creative Director as a number of leading advertising agencies, including TBWA Hunt Lascaris, Ogilvy and DDB, and as Executive Creative Director at hellocomputer. She also leads the IAB SA Agency Innovation Programme, which aims to encourage agencies to explore new ways of working and thinking as they seek to reinvent themselves to stay relevant in the age of digital transformation. Kerry is also part of a collective, Create Africa, who produce cultural events focused on the intersection between culture and technology.


Nathi Maramnco

IAB SA Board Member; Head of Publishing Council (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 digital marketing agency Quirk and sits on the boards of Red & Yellow advertising school and tech accelerator 42 Engines.


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.


Musa Kalenga

IAB SA Head of Brand Council (Facebook)

Musa qualified as the youngest chartered marketer (SA) in Africa. In 2005-06 he became the first chairman of the Youth Advertising Board of SA. His keen insights into the youth led to the establishment of Monatefellaz, a marketing and research consultancy. He has been hailed as a marketing fundi by Sunday World newspaper and has received much acclaim for his work, including an unprecedented three nominations for the prestigious Black Business Quarterly Awards.

Mike Carter

Mike Carter

IAB SA Head of Media Innovation Council; 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.

00Michelle Venter

Michelle Venter

IAB SA General Manager

Michelle has more than 17 years’ experience working at the front line of digital, particularly in the media space. She has worked for SA’s most prominent media groups, Media24 and Times Media, managing teams and implementing everything from client and digital account management to driving circulation and subscription services. She also worked as general operations manager for Entrepreneur Media. She now applies her finely honed organisational capabilities to manage the administration for the rapidly growing IAB SA.


Bronwen Auret

IAB SA Head of Transformation & Education Council (NuMetro)

Bronwen Auret has more than a decade’s experience in the digital industry in fields as diverse as e-commerce, digital marketing, and publishing. As the head of digital operations at MetropolitanRepublic, she is in charge of marketing across a variety of digital platforms. She and her team create content that build’s communities and promotes brand interaction. Auret believes that creating quality content is becoming an increasingly vital component of digital marketing. Her team’s work is often groundbreaking and achieves strong results. She was previously GM for BDFM Digital, responsible for all digital product development across BDFM brands, including Business Day, Financial Mail, Summit TV, The Home Channel, and Ignition TV. Bronwen Auret heads up the transformation council at the IAB.


Yaron Assabi

IAB SA Non Executive Board Member

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

Non Executive Board Member

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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