Alex Dixie

I am a commercial partner and head up the adtech practice working for brands, agencies and tech providers. With a focus on advertising within the broader media, entertainment and sports and technology and communications sectors, I am based in London.

I have extensive experience advising clients in the adtech sector, or looking to use adtech, in all matters relating to advertising, including the procurement, appointment and use of adtech platforms and technologies, including DSPs, DMPs, SSPs, etc.

In addition, I work on complex adtech-related data protection matters, including providing strategic advice relating to the deployment of new advertising technologies, both from the perspective of legal compliance and also providing technical insight, analysis of industry standards and expertise.

I also have market-leading experience drafting and negotiating large-scale, market-defining, global media buying and advertising services arrangements from conception, through RFP and to completion, together with related disputes and brand safety issues.

I regularly run training sessions with clients and speak at external events on key trends and developments across the advertising sector.

Prior to joining Bird & Bird, I worked at another global law firm, where I founded the adtech practice.

Before becoming a lawyer, I previously worked as a programmer, founding a bespoke software house catering for SMEs. My background has given me a deep insight into the world of technology.

• Advising a multinational pharmaceutical provider on several complex adtech projects, including its sophisticated data-sharing arrangements and centralisation of its data management platforms, and on the renegotiation of its multi-billion dollar global media buying deal, together with its sophisticated new frameworks for broader advertising-related services from its agency partners.
• Advising a leading broadcaster on all aspects of its use of adtech, from product development through to data partnerships, appointment of key technology partners and broader data compliance.
• Advising a market-leading price comparison site on all aspects of its use of advertising, from appointment of its creative and media-buying agencies, through the use of advertising technology platforms to all data protection issues relating to the use of adtech and new technologies.
• Advising a global consumer healthcare and pharmaceutical leader on strategic adtech-related data matters, including data centralisation arrangements with its key DMP partner, appointment and ongoing management of its digital agency relationships, deployment of its IAB TCFv2 CMP and risk assessments and mitigation activities associated with new advertising product launches.