Alex Dixie

Commercial, Privacy & Data Protection, Retail & Consumer, Trade Marks & Brands

Alex Dixie is a commercial partner and heads up the adtech practice at Bird & Bird working for brands, agencies and tech providers. With a focus on advertising within the broader media, entertainment and sports and technology and communications sectors, he is based in London.

He has extensive experience advising clients in the adtech sector, or looking to use adtech, in all matters relating to advertising, including the procurement, appointment and use of adtech platforms and technologies, including DSPs, DMPs, SSPs, etc.

In addition, he works on complex adtech-related data protection matters, including providing strategic advice relating to the deployment of new advertising technologies, both from the perspective of legal compliance and also providing technical insight, analysis of industry standards and expertise.

He also has market-leading experience drafting and negotiating large-scale, market-defining, global media buying and advertising services arrangements from conception, through RFP and to completion, together with related disputes and brand safety issues.

He regularly runs training sessions with clients and speaks at external events on key trends and developments across the advertising sector.

Prior to joining Bird & Bird, he worked at another global law firm, where he founded the adtech practice.

Before becoming a lawyer, he previously worked as a programmer, founding a bespoke software house catering for SMEs.