Perth Based TrafficGuard Expands Leadership Team With Appointment Of Chief Product Officer Elie Shuggi

Shuggi will be responsible for accelerating product development, realising the omnichannel vision and identifying new areas of growth across the digital advertising landscape
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Australia, 17 November 2022: Leading digital ad verification and fraud prevention platform, TrafficGuard, today announced the appointment of Elie Shuggi as Chief Product Officer. Shuggi will be responsible for scaling the company’s product offerings and supporting the growth of TrafficGuard globally. He brings with him over 20 years of experience leading global products in major Fortune 500 companies across banking, insurance, and eCommerce. This appointment comes just weeks after the company announced an AUD 3m funding raise to support its growing roster of global blue chip clients such as entertainment giant Disney, online travel leader Lux Escapes and leading sports betting businesses such as William Hill and Better Collective.
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TrafficGuard has grown over 173% since June 2021 and recorded an annual recurring revenue (ARR) of over AUD $3.2 million driven by new customer contracts across its mobile, affiliate and pay-per-click (PPC) products. The company now offers a comprehensive suite of products for full-funnel protection, making it the first company to truly offer an omnichannel digital marketing anti-fraud solution.
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Shuggi will be in charge of growing TrafficGuard’s organisational and product capabilities including advancing a Self Serve product designed for small and medium enterprises (SME) and a Social product, focussing on the rampant ad fraud problem impacting social platforms such as Instagram, Facebook and Twitter.
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Commenting on the appointment, Mat Ratty, CEO of TrafficGuard added, “Ad fraud is in many ways, a pandemic - one that is affecting Companies more than anyone thinks and impacting on traditional metrics which govern spend and investment. It is a $127b problem plaguing the advertising industry today and we are at the forefront of disruption and innovation in this space. TrafficGuard is fast becoming the measurement and verification tool of choice for enterprises and SMEs globally. We are in rapid growth mode, and Elie’s experience will complement and drive our product ambition forward - especially towards SMEs, who are the hardest hit by bad actors in ad fraud. We are excited to welcome him to the TrafficGuard team and look forward to bolstering our product portfolio and truly helping brands reach their maximum market potential.”

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TrafficGuard currently has a strong and growing pipeline and aims to invest heavily in growing channel partnerships, drive feature upsells, and commercialise the company's current freemium subscriber base.
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Elie Shuggi, Chief Product Officer, TrafficGuard also added, “The rates of digital ad fraud are alarming and require active management and intervention. TrafficGuard consistently remains one step ahead of the curve in offering businesses protection against bad actors syphoning advertising budgets,  saving them significant money and enabling far more accurate metrics. I’m thrilled to be a part of this high-performing company and its mission. Helping develop and scale the business’s product portfolio is a challenge I'm truly looking forward to tackling, with the added benefit of working alongside a talented, high-calibre team.”

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This is the third key leadership hire for TrafficGuard after the recent promotion of Matt Sutton to Chief Operations Officer and the hiring of Chadwick Kinlay as Chief Marketing Officer. Together, they bring over 25 years of experience and world-class leadership to the business.

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