In the second of two episodes looking at New Zealand from Australia, Duncan Greive speaks to Paul McIntyre – founder and publisher at Mi3 – and one of the most credentialed journalists on advertising, tech and media in this part of the world. He wrote a story in late October which detailed the perverse incentives of the move to so-called "principal media", and how Australia's media looked at New Zealand as a cautionary tale to be avoided. We go deep into those topics and the tensions between content companies and big tech to try and get a deeper understanding of what has happened to advertising in recent years.

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