Alex Dixie

I bring a unique blend of deep technical understanding and commercial pragmatism to the rapidly evolving digital landscape. As a Partner in Bird & Bird's Commercial and Data teams and Global Head of Media, I guide clients through the complex interplay of technology, regulation, and business strategy in the advertising, media, and entertainment sectors.

Clients turn to me for my ability to decode complex technical and legal challenges into clear, actionable strategies. With a background as a programmer, I understand the underlying technology from the ground up, making me a crucial bridge between technical and commercial teams and enabling truly applied advice. This allows businesses to not only navigate intricate regulatory frameworks but also to innovate and achieve their commercial goals effectively.

Expertise at the Forefront of Digital Innovation

I lead Bird & Bird's International Adtech practice, spanning over 20 countries. I am at the forefront of advising on some of the sector's most cutting-edge deals and groundbreaking developments globally. My expertise covers:

Adtech: Designing and implementing data commercialisation and monetisation strategies, advising on the procurement and use of adtech platforms (DSPs, DMPs, SSPs), managing media buying arrangements, and handling sophisticated data protection and compliance matters related to advertising technologies, including implementation of TCF-compliant consent frameworks. I help clients operationalise new adtech deployments, from addressable TV to dynamic ad insertion.

Artificial Intelligence (AI): Guiding clients on the strategic deployment of AI within the media sector, including content commercialisation and licensing for AI models. I assist in designing and implementing multi-disciplinary AI governance structures, ensuring clients can unlock the benefits of AI for creative generation, enhanced targeting, and service offerings while effectively managing associated risks.

Data Privacy: In an era of intensifying regulatory scrutiny, my deep expertise in data privacy and compliance is invaluable. I provide strategic guidance on the intricate web of global data protection laws (such as GDPR and emerging regional regulations), in particular as they apply to novel advertising technologies and the use of AI. From advising on the strategic deployment of new advertising technologies to designing new consent management platforms and addressing complex minor protection considerations, I help clients develop robust, future-proof compliance frameworks that align with their commercial ambitions. I am adept at providing comprehensive analysis and practical solutions for sophisticated data protection matters, ensuring businesses can confidently innovate while meeting their regulatory obligations.

Broader Media & Advertising: Advising on commercial and regulatory advertising matters, sponsorship, distribution deals, strategic platform partnerships, and comprehensive privacy and data protection issues across the media subsector.

Client-Centric & Pragmatic Advice

My approach is highly client-focused. I excel at understanding broader commercial goals and translating them into specific, actionable plans. Whether it's designing a compliant ad attribution solution for a new app marketplace, centralising a global adtech stack, or navigating new privacy guidelines for an ad-supported streaming service, clients value my 'ability to distil complex regulatory and legal issues into practical solutions.' I partner with businesses to help them understand and implement technologies that drive their commercial success while ensuring robust compliance.

• Advised 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.
• Advised a major entertainment company on the global creation and centralisation of its adtech stack, including addressable TV and dynamic ad insertion offerings. This involved comprehensive commercial contract support, global compliance advice (such as advertising policies), strategic partner selection, and worldwide data privacy support for its adtech use.
• Guided a prominent gaming company on the design and implementation of a compliant ad attribution solution for a new alternative app marketplace in Europe and the UK. This involved complex analysis of new privacy, regulatory, and commercial frameworks, actively designing solutions with business and technology teams in a constantly evolving regulatory environment.
• Supported a leading streaming service in designing and implementing a new consent management platform for its in-house adtech stack, ensuring compliance with industry standards for its ad-supported membership tier.
• Advised 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.