IAB Australia appoints Sarah Kruger to lead policy and regulatory affairs

Sarah Kruger has joined IAB Australia as Director of Policy and Regulatory Affairs, effective immediately.

The appointment sees Kruger tasked with navigating the complex regulatory landscape that underpins the digital advertising ecosystem, both locally and globally. She will collaborate with IAB members, other trade associations, policymakers and the international IAB network to help the industry adapt to evolving legislative and compliance requirements.

Kruger most recently held the position of Head of Government and Regulatory Affairs at Seven West Media. Prior to that, she was Chief Legal and Government Affairs Officer and Company Secretary at Commercial Radio & Audio (CRA). Her experience spans legal, policy and government affairs across major Australian media and technology organisations.

Gai Le Roy, CEO of IAB Australia, said Kruger’s appointment comes at a pivotal time for the sector.

“We’re delighted to welcome Sarah Kruger to the IAB Australia team. Sarah brings extensive experience from media organisations, industry associations, and working with government—making her ideally placed to help navigate the complex and evolving regulatory environment,” Le Roy said.

“She will play a critical role in advancing our work on privacy reform, data governance, transparency and industry standards, supporting a sustainable and innovative future for digital advertising in Australia.”

Kruger added: “I am very excited to be joining IAB. I look forward to working closely with publishers, tech platforms and advertisers on the important policy and regulatory issues that the sector faces.”

She holds both a BA (Hons) and a Master’s degree from the University of Cambridge.

IAB Australia is part of a global network of 45 offices. It works with nearly 9,000 members worldwide across publishing, technology, advertising and media to drive investment in digital and set operational standards.

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