Programmatic advertising — where algorithms dictate everything, real-time bidding is the norm, and acronyms sound like they’re straight out of a secret government operation: DSPs, SSPs, DMPs. For ages, the AdTech industry was like an episode of Mad Men (minus the suits and martinis, of course). But the digital industry is changing, and so is its leadership. Enter: women. Not just any women — we’re talking about trailblazers, innovators, and visionaries stepping in to “reshape” programmatic advertising with their fresh perspectives.
The Stark Reality: The Numbers Don’t Lie
Despite some progress, women make up only 25 percent of the tech workforce and a mere 11 percent of executive roles. The leadership gap remains significant.
Rowena Lam, Sr. Director of Privacy & Data, captures this reality in an AdMonsters article: “You will often hear about giving people of diverse backgrounds a seat at the table or allowing them to be in the room. That’s a start, but in my opinion, it’s not enough.”
Hillary Slattery, Sr. Director of Programmatic, shares her own journey: “It took the majority of my 15+ years in this industry to feel truly empowered. Working alongside the strong, brilliant, capable female product leads on the Tech Lab team has been integral to that growth. I try to do everything in my power to ensure that it is easier for the next generation of women in AdTech than it was for me.”
At IAB Tech Lab, for example, women lead 50 percent of product roles, developing technical standards foundational to digital advertising transactions, such as OpenRTB, the Global Privacy Platform, and OM SDK. These examples show that while progress is happening, it’s uneven across different sectors.
The Challenges Women Face: A Universal Experience
The challenges women face in AdTech are universal. Many industries face the issue of a lack of diverse voices in leadership roles. AdTech is no exception. Traditionally dominated by men, the field is experiencing a transformative shift. This change is creating an era where previously underrepresented groups not only gain a seat at the table but also rise to leadership positions.
That said, there is still a lot of work to be done. The progress made is promising, though. As more women assume leadership roles, they open the door for their peers. This fosters greater opportunities for advancement.
Fostering a Space for Inclusion of Diverse Voices
Creating space for diversity in industries where it has not previously been the norm requires intention.
Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo, shares: “While professional women face more hurdles than our male colleagues, I try to focus on the advantages you have in the advertising industry. The business case for women is clear, and we need to help more women join, succeed, and stay in the workforce for success in our shared future. To give more women a seat at the table, I have had the opportunity to take a leadership role as the Executive Sponsor of Yahoo’s Women Inclusion Network so I can support not only my team but also the entire company.”
Sivan Tafla, CEO of Oraki, adds: “Being a woman in AdTech places me right in the heart of an industry where innovation and change are constant. At Oraki, our leadership team stands out because three out of four of us are women. This fact isn’t just for show; it’s a reflection of our commitment to excellence and talent, regardless of gender. Facing challenges head-on, from adapting to the rapid evolution of technology to tackling stereotypes, only fuels our determination. We’re here to innovate, inspire, and prove that talent knows no gender boundaries.”
The Balancing Act
Whether it’s balancing career and home life or simply the many responsibilities at work, women in any industry are often expected to juggle more than their male counterparts. This can be even more challenging in a traditionally male-dominated field.
Brenda Tuohig, CCO at Scope3, shares: “I always find it so humbling when junior female team members ask me how I learned to do it; to navigate family and work, egos in meetings, being talked over, or passed over. I won’t say that I’ve always done it gracefully or successfully, but if I can show other women that it can be done, I hope that inspires them to keep going and to know they can get there.”
This balancing act remains one of the most persistent challenges. Companies need to make the effort to provide “support systems” like flexible working hours, mentorship programs, and parental leave policies.
Why Diverse Leadership Drives Innovation
Diversity is a catalyst for creativity and progress. Women leaders often bring collaborative and empathetic management styles, fostering environments where innovative ideas thrive. Studies consistently show that diverse teams outperform homogeneous ones – and AdTech is no exception.
The author, Ann Tarasewicz, is CEO at Axis. Connect with her here.