Mutinex promotes Rupert Pay to spearhead new era of data-led media collaboration

Mutinex has promoted Rupert Pay to senior business director and head of commercial partnerships.

In his new role, he will oversee Mutinex’s existing commercial partnerships program with major publishers and out-of-home players including News Corp Australia.

The program aims to strengthen collaboration between advertisers and media owners through transparent, third-party measurement frameworks and to reduce reliance on self-assessment.

Strengthening independent measurement across the industry

Henry Innis, CEO and co-founder of Mutinex, said that since joining earlier this year, Pay has made an immediate impact.

“Ru's leadership is accelerating our mission to make independent measurement a core part of how the industry operates,” he said.

“When publishers and advertisers can align around trusted, objective frameworks everyone wins.”

The partnerships function will sit at the intersection of Mutinex’s Marketing Effectiveness Platform and its growing ecosystem of collaborators.

Pay said the expanded role represents a natural evolution as Mutinex scales its relationships across the media and marketing landscape.

“Media owners play a critical role in helping marketers understand what works,” he said.

“By creating more transparent connections between platforms, publishers, and independent modeling tools, we can raise the bar for how marketing performance is measured and trusted.”

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