Established in 1997, MCN is Australia\u2019s leading multi-screen media network, responsible for the advertising interests of 15 capital-city free-to-air channels from Network Ten; more than 70 subscription television channel brands across Foxtel; 107 premium digital publishers websites; 72 apps; online catch-up and streaming TV service Tenplay and 73 Digital-Out-Of-Home screens within 19 premium shopping centres nationally.\nMCN was the first sales house in the Australian marketplace to introduce a trading model more akin to digital trading, which allows for an audience based trading model, ultimately helping advertisers optimise their campaigns.\nThe company \u2013 a joint venture between Foxtel, Ten Network and Fox Sports \u2013 calls it Dynamic Trading, and rolled the product out last year to Network Ten under the leadership of chief technology and systems operations officer Angela Goodsir.\n\u201cAs the industry landscape becomes increasingly more complex, sophisticated and automated tools like Dynamic Trading plays a significant role in helping advertisers trade with greater ease, flexibility and efficiency,\u201d Goodsir said.\n\u201cAs the first Free to Air network in Australia to trade dynamically, this meant Ten\u2019s advertisers could trade audiences rather than just airtime across their assets, helping improve targeting and audience campaign delivery,\u201d she added.\nThe technical work behind the roll-out was significant, and included transitioning Network Ten\u2019s inventory into Landmark. The Landmark system \u2013 developed and launched by Goodsir and her team in 2014 \u2013 is well utilised throughout the world, most notably by Sky Media in the UK who transact 250 channels and 30 million spots per annum through the system.\nBut it was as much a change and stakeholder management challenge as a technology one.\n\u201cAs the trading model was a first for the Free to Air industry, it was one of the largest and most complicated stakeholder engagement technology initiatives executed for Network Ten. The implementation therefore demanded the delivery of a change management plan that was both rigorous and effective,\u201d Goodsir, who has been in her role at the company since 2002, explained.\nThis included an intense program of internal communications and engagement with vendors, channels, technical committees and industry bodies.\n\u201cA highly engaging, multi-layered consultation process was adopted to achieve the right level of enthusiasm, support and understanding,\u201d Goodsir said.\nThis year has seen the launch of another MCN innovation; a proprietary platform that facilitates the trading, tracking and reporting of automated bookings for broadcast linear TV called Smarthub. The platform allows brands to connect with highly targeted audiences and \u201cmove away from blunt age\/gender demographics\u201d for subscription broadcast linear TV and digital video, all within one system.\n\u201cWith the increasing concerns around brand safety on video-based platforms, and tech vendors retreating from supply side trading platforms, the solution ensures the market can continue trading TV efficiently through a secure and locally produced portal,\u201d Goodsir explained.\n\u201c[It is] the next milestone in MCN\u2019s legacy as a market leader of innovative solutions as it\u2019s currently the only platform able to offer true paid TV trading in broadcast linear TV not only locally, but globally,\u201d she added.\nInnovating through disruption\nIn what Goodsir characterises as a \u201ccompetitive and disrupted industry\u201d, the CTSOO is busy identifying innovations that can help MCN differentiate itself and lead the market.\nThere is a three step approach to developing ideas into production: executing a disciplined approach to technology, forming partnerships with key technology vendors and re-engineering solutions that bring benefits to MCN.\n\u201cThese solutions aim to project MCN forward, resolve challenges in the market, whilst always coming back to the company\u2019s fundamental pillars: data, content and ideas,\u201d she says.\nGoodsir \u2013 who sits within the company\u2019s core strategy team \u2013 says her biggest passion is her people and \u201cidentifying, encouraging, and mentoring media industry talent\u201d.\nTo that end she is also a big champion of women in technology, and works within her organisation and beyond to address the imbalance of genders. She has participated in a CSIRO and Charles Sturt University research project on gender enquiry in the Australian Digital Economy, and she is a member of Women on Boards; an organisation that helps develop skills and opportunities for female executives.