Women Leading Success in Programmatic Advertising
Discover how women are driving change in programmatic advertising - leading with curiosity, courage, and collaboration. Their stories shed light on a more inclusive, innovative future for the industry.
In the ever-evolving landscape of digital marketing, programmatic advertising stands out as a dynamic and fast-paced field. While the industry is often perceived as male-dominated, a significant and growing number of women are not just participating, but actively leading success in programmatic advertising. This article, inspired by insights from prominent figures in the field, highlights their invaluable contributions, career journeys, and visions for a more inclusive future.
The Powerful Presence of Women in Programmatic
The statistics speak for themselves: women are a formidable force in digital marketing. In Europe, they hold 59% of specialist roles and 55% of managerial positions in the sector. The United States follows closely with 46% and 43% respectively. These figures clearly demonstrate that women are already shaping the direction of programmatic and influencing its future. Their perspectives, insights, and leadership are crucial to the industry's continued innovation and growth.
Journeys into Programmatic: A Path of Curiosity and Continuous Learning
Many professionals, including the trailblazing women in this field, often "fall into" programmatic advertising rather than formally studying it. This serendipitous entry often leads to a steep, yet incredibly rewarding, learning curve.
One recurring theme among successful women in programmatic is the importance of curiosity. The desire to continuously learn, to dig deeper into why something works (or doesn't), and to explore new solutions is paramount in an industry that changes daily. This relentless pursuit of knowledge ensures that professionals stay ahead of the curve and adapt to new media buying tools and strategies.
Another key aspect that keeps leaders passionate and engaged is the ability to measure impact. Programmatic solutions offer a wealth of metrics, allowing professionals to track performance, pull various levers for optimization, and directly witness the positive outcomes of their work. This tangible impact provides immense satisfaction and drives further innovation. The problem-solving aspect, where complex technological challenges are tackled to drive client success, is also a highly motivating factor.
Nurturing Leadership and Embracing Vulnerability
Women are increasingly visible in leadership roles across ad tech. Their ascent is often fueled by a combination of personal drive and strategic support. Historically, women have been socially conditioned to be quiet and avoid rocking the boat. Overcoming these ingrained tendencies requires conscious effort and a willingness to be assertive. The ability to question, to be curious, and to speak up without fear of judgment are vital traits for career advancement.
An often-underestimated strength, particularly for women, is the power of vulnerability. Admitting when you don't know something or asking for help can foster stronger connections and elevate collaboration within a team. Leaders play a crucial role in creating safe spaces where team members feel comfortable speaking up, asking questions, and even admitting mistakes. This nurturing environment is essential for learning and growth, especially in a complex field like programmatic where "nobody knows everything."
From Fear to Empowerment: Navigating Decisions with Clarity
The journey to leadership often involves a shift from making decisions driven by fear to making them from a place of empowerment and clarity. Fear, whether it's the fear of looking bad, making a wrong decision, or simply putting oneself out there, can subtly control choices. Recognizing when fear is at play is the first step towards overcoming it.
One powerful technique to combat fear-driven decision-making is a daily reminder to ask: "What would I do if I wasn't afraid?" This simple question encourages individuals to step back from stress and overwhelm, and to approach decisions more objectively. This mindset can lead to unexpected opportunities, such as reaching out to new connections or embracing challenging projects that ultimately drive growth.
The ability to embrace imperfection and understand that failure is a step on the journey, not an outcome in itself, is also crucial. In a rapidly changing industry like programmatic, things can change on a dime. Accepting that not every strategy will work out perfectly allows for greater resilience and continuous adaptation.
Essential Skills for Success and a More Inclusive Future
Beyond technical prowess, several key qualities contribute significantly to success in programmatic advertising:
Curiosity: As mentioned, a genuine desire to understand and explore underpins effective problem-solving and continuous learning.
Adaptability: The programmatic landscape is constantly evolving. What worked last year may not be valid today, requiring an openness to new tools and approaches.
Strong Communication Skills: The ability to explain complex concepts, such as what is audience targeting or the intricacies of retail media trends, in a simple and understandable way is invaluable for both clients and team members.
People Skills and Analytical Skills: A balanced mix of these two is essential for understanding client needs, interpreting data, and fostering strong relationships.
Proactivity: Being known as someone who gets things done, picks up slack, and helps others without expectation of immediate return, contributes to a positive and effective work environment.
Looking to the future, a key change that would significantly enhance inclusivity in the industry is an increase in female founders and women in senior leadership roles. Greater diversity in leadership, encompassing not just gender but also ethnicity, leads to more inclusive programs and better strategies that appeal to a wider range of people. The rise of flexible working arrangements also particularly benefits women, allowing for a better balance between professional and personal life.
The language we use plays a critical role in breaking down inherent biases. Recognizing that women are often held to different standards than men (e.g., "commanding" versus "demanding") allows for a more equitable assessment of leadership qualities. Additionally, women supporting each other through honest communication, sharing challenges, and celebrating successes can create a powerful community that fosters growth and confidence.
Connecting and Collaborating for a Brighter Future
The journey of women in programmatic advertising is one of continuous growth, leadership, and a commitment to lifting each other up. By embracing curiosity, vulnerability, and a positive mindset, they are not only excelling in their careers but also shaping a more inclusive and dynamic future for the entire industry. The collective effort of creating spaces for connection, collaboration, and mutual support will ensure that everyone has the opportunity to thrive in the exciting world of programmatic advertising.