Zoe Soon is Vice President of the Experience Center at the IAB which focuses on evolving consumer behavior and emerging technologies (AR, Voice and Games/Esports) to help define the advertising experiences of tomorrow. Zoe leads a Metaverse Board and a Games and Esports Board comprised of industry leaders who are invested in helping the industry prepare for and tap into emerging opportunities. In this role Zoe spearheaded the launch of PlayFronts, the first marketplace for advertising in gaming and most recently released IAB’s first guide around brand metaverse best practices. Prior to heading up the future-proofing arm at the IAB, Zoe worked with three major New York-based media companies (NYT, Condé Nast and Business Insider). Zoe has a Masters in Industrial Psychology and grew up on the Eastern beaches in Sydney.