Sixteen years inside the system.
Andrew Gilbert has worked every side of the media market: brand, agency, publisher and adtech. Systems That Decide exists because the only advice worth having is advice with no stake in the answer.
A 360° view of the ecosystem, across sixteen years.
Independence is not a claim. It is a model with no contracts pointing the other way.
The recommendation doesn't lead anywhere else
The practice does not run media, configure platforms or stand up infrastructure. Recommendations are not a path to a build engagement.
No platform in the room when the analysis is written
No platform partnerships. No reseller margin. No certification revenue. No co-marketing arrangements with the systems being evaluated.
The answer doesn't change based on who's paying for it
No commission on what is recommended, named or unnamed. The analysis ends where the document ends. The next conversation is yours to have.
"The analysis is the product. I am not incentivised by what you buy next, but by how well you understand what you already have."
Launched the first payments native commerce media product in ANZ. Built the commercial model end to end.
Led the AUSEA commercial team during 2,550% revenue growth. Senior operator across the buy side stack.
Managing the ANZ business, overseeing commercial partnerships and new product launches.
Helped build Integral Ad Science in ANZ to roughly 60% market share. Senior commercial leadership across publisher, brand and agency sides.
Managing agency relationships, digital marketing and marketing technology across the business.
Earlier internship work at Starcom Mediavest Brisbane, then moved to Ikon Communications in Sydney before returning to Brisbane to build their performance marketing team and capabilities.
Every consultancy has platform relationships. Every agency earns margin on what it recommends. This one has neither. No implementation, no referral fees, no preferred suppliers.
Independence is the product.
Ongoing advisory, kept current by structure.
A roadmap in this market has a shelf life. The Retainer is how it stays current: assumptions re-tested each quarter, triggers checked, the plan moved where the market moved. Retained counsel to boards, CMOs and commercial leadership between reviews. The structured path for most organisations is the Readiness Program: Diagnose, then Map, Roadmap, and Retain.