Tony Baddingham

Tony Baddingham is best known as the CEO of White Digital Media, a UK-based digital advertising and media company with a strong focus on regional and local publishing markets. He has been a consistent advocate for helping smaller and regional publishers compete effectively in the programmatic advertising ecosystem, championing technology adoption and revenue diversification strategies tailored to the unique challenges of non-metropolitan media businesses. Over his career, Baddingham has built a reputation as a hands-on operator who bridges the gap between traditional regional media and modern digital advertising infrastructure. His work at White Digital Media has encompassed programmatic display, digital audience development, and monetisation strategy for publishers who often lack the scale of national titles but serve highly engaged local audiences. He has been involved in industry discussions around publisher sustainability, the evolving role of regional media in the digital advertising supply chain, and the practical implementation of ad technology for smaller organisations. While not among the highest-profile names on the global AdTech stage, Baddingham is a respected practitioner voice within UK digital media circles, particularly in conversations about the long-tail publisher ecosystem.

• Built White Digital Media into a recognised digital advertising partner for UK regional publishers
• Advocated for long-tail publisher representation in programmatic supply chain discussions