Vudoo appoints Paul Blackburn as Chief Strategy Officer

Vudoo has announced the appointment of Paul Blackburn as Chief Strategy Officer.

Paul Blackburn transitions to Vudoo following his role as Director of Commercial Data and eCommerce at News Corp Australia. His extensive experience in digital media spans over 25 years, focusing on developing marketing solutions and services geared towards enhancing customer experiences and achieving quantifiable business outcomes.

Blackburn is an acknowledged thought leader in commerce media, recognised for his leadership skills and his ability to drive revenue growth and increase market share. He has been influential in the conversation surrounding AI and digital content monetisation, offering innovative perspectives on these evolving topics.

His tenure at News Corp Australia highlights his significant contributions in data innovation, particularly through initiatives such as the Moët shoppable video project. This experience positions him to bring strategic insight and creativity to Vudoo, enhancing how publishers and platforms navigate future changes in commerce media.

Paul Blackburn aims to simplify Vudoo's value proposition, advocating for a focus on engagement and transaction over mere visibility. He comments, "Advertising has always been about outcomes, yet so much of today's digital ad ecosystem focuses on the wrong metrics. Vudoo is leading the charge by creating a direct path from inspiration to transaction. Consumers expect immediacy – if they see something they love, they want to interact with it and act on it now. Vudoo enables brands to deliver that seamless shopping experience, turning passive engagement into action and optimising for effectiveness instead of impressions."

Nick Morgan, CEO of Vudoo, expressed enthusiasm over Blackburn's appointment, stating: "We are delighted to welcome Paul to the team. His work straddles innovation and practical application, with a strong focus on leveraging data and AI to deliver impactful commercial outcomes. We believe Paul's strategic input will be invaluable to us in aligning short-term revenue generation with long-term strategic positioning, ensuring Vudoo remains an innovation leader."

Beyond his strategic roles, Blackburn also hosts the Commerce Media Matters podcast, which delves into developments within commerce media, providing insights and fostering industry thought leadership. He has been a staunch advocate for prioritising effective client outcomes over so-called vanity metrics, motivated by a desire to reshape the digital advertising landscape into an efficient, outcome-focused domain.