For Women’s History Month, AdMonsters is excited to share the viewpoints of 44 women leaders in ad tech about what it’s like to be a part of the industry, advice for the next generation, and how best to use your voice to find success on your terms.
Women in ad tech are not strangers to being the only one in the room. While more women are entering the space and bringing new perspectives, challenges around representation and belonging remain.
Without visibility, recruiting and retaining women in ad tech is more challenging—especially when imposter syndrome and isolation set in. However, the data is clear: diverse teams make better decisions, and companies that prioritize gender diversity are more likely to outperform their peers.
Ad tech’s future depends on attracting and supporting talent from all backgrounds. This Women’s History Month, we’re highlighting the voices of 44 women leaders who are thriving in the industry and redefining what leadership looks like. Their perspectives are paving the way for the next generation.
Ad Tech Needs Women’s Voices
Innovation powers ad tech—but innovation doesn’t happen in an echo chamber. Diverse voices, lived experiences, and ways of thinking are needed to build technologies and strategies that resonate with the real world. Yet, too often, women’s perspectives are sidelined in rooms where the most significant decisions happen. That has to change. These leaders from across the ad tech ecosystem are here to remind us why women’s voices matter, how they drive the industry forward, and what advice they have for the next generation ready to speak up and shake things up.
Elli Dimitroulakos
Head of Ad Product and Innovation
Media.net.
“Own your voice and trust your perspective. Your ability to think differently is not a weakness–it’s your superpower. There’s often an expectation to adapt to the dominant culture in this industry, but the real leaders are the ones who challenge norms and bring fresh ideas forward. Use data to backup your insights, be bold in your decision-making, and don’t fear taking risks. Find mentors who encourage you to be your authentic self rather than those who push you to ‘fit in.’ And most importantly, never underestimate your value – you belong here.”
Kristie MacDonald
SVP of Strategic Development
Direct Digital Holdings
“Your perspective is valuable, and you have the potential to make a significant impact. Building strong networks with supportive colleagues who encourage each other’s growth is critical. Stay curious and ask questions like, “Why does this work this way?” or “Why is that person reacting like that?” Even if that person is yourself. Be solution-oriented and proactive. Your unique perspective can drive innovation.”
Chandra Cirulnick
VP, Global Supply Partnerships
Yahoo DSP
“First, welcome! We need your fresh perspective, so please question everything and bring your ideas to the table. Second, regardless of your role – product, engineering, business, legal, marketing–it’s important to learn how the tech works, but even more important is understanding what your customers – advertisers, at the end of the day–are ultimately trying to achieve and how any given product or feature fits into the larger picture of enabling those objectives.”
Maria Vilchez Lowrey
Chief Growth Officer
Direct Digital Holdings
“At Direct Digital Holdings, women are not just present – they lead the charge. Nearly 70% of our team and most of our C-suite are women; they are a testament to the power of distinct perspectives shaping the future of ad tech. Our leaders exemplify confidence, curiosity, and a commitment to lifting others as they rise. In an industry that thrives on innovation, we know success isn’t just about keeping up with change–it’s about driving it.”
Tanya Couture
VP of Product
Digital Remedy
“For women just starting in ad tech, know that you’re stepping into an industry where your voice, perspective, and leadership are needed. Being in a male-dominated space can be empowering–don’t hesitate to speak up, even if you’re the only woman in the room. We bring empathy, emotional intelligence, and a unique ability to drive collaboration and innovation. The industry is also evolving, with a growing community of women creating more opportunities for support, networking, and growth.”
Fatou Bah
Event Marketing Manager
Direct Digital Holdings
“One of the biggest lessons I’ve learned in the ad tech industry is that your voice matters. You’re in the room for a reason. You’re in the meeting for a reason. It’s easy to fall into an imposter mentality, but push past that–your perspective is unique, and it’s needed. Take up space. Speak up. Contribute. Because the industry doesn’t just grow from innovation; it grows from diverse perspectives, shaping the future. And as you take up space, make sure you’re creating room for others to do the same–pass the mic, uplift new voices, and keep the door open for those coming after you.”
Be Intentional About Inclusion
Hiring diverse talent is just the beginning. Building an inclusive ad tech industry means creating pathways for underrepresented voices to lead, influence, and innovate. That requires commitment—from leadership policies to mentorship programs to the everyday culture of our workplaces. Inclusion can’t be passive. It has to be active, ongoing, and built into the DNA of how we grow our teams and our businesses. Here’s what some of the women shaping the future of ad tech have to say about what real inclusion looks like—and why it’s non-negotiable.
Melanie Zimmermann
General Manager of Global Retail Media
Criteo
“Creating a more inclusive industry starts with leadership – companies must intentionally hire diverse talent, support career development, and foster an environment where everyone gets heard. Representation matters in leadership, the products we build, and the audiences we serve. As we progress, ensuring inclusivity in building technology and who gets a seat at the table will be critical to the industry’s long-term success.”
Katya Shkolnik
VP of Business Development
Future Today
“With more thoughts and inspiration coming from various voices, women leaders have demonstrated the value of diverse perspectives in ad tech. I have welcomed and even urged my fellow female peers from LG Ad Solutions, Sonobi, and Tastemade (to name a few) to join me on panels and other speaking events. I adore the seamless collaboration, creative brainstorming, and out-of-the-box thinking my powerhouse colleagues bring. As our industry progresses and embraces women as crucial stakeholders, we are paving the way for an inclusive industry that tackles today’s and tomorrow’s advertising challenges.”
Debbie Wogan
VP of Agency Partnerships
LoopMe
“Companies need to actively support and publicly profile the work of female talent and be advocates for inclusivity–from the recruitment stage onwards. Other findings from our research showed that support for male allyship in the workplace was high among younger people, with half (50%) of 18-24-year-olds believing that men should actively champion equality. This responsibility shouldn’t fall only on individuals; many company initiatives and networking groups across the industry ensure women are well-supported, and these must remain a priority. Women who work in ad tech know that this is a great space to forge an interesting and progressive career, and we shouldn’t let this be a well-kept secret from those looking to change jobs or enter the workforce. Implement policies that genuinely support underrepresented groups, including flexible work policies and mentorship programs and committing to diversity to attract the best talent. ”
Laura Grover
SVP, Head of Client Solutions
EDO
“Creating a more inclusive ad tech industry starts with intentional leadership. As a manager, you have the power to build diverse teams – bringing together different viewpoints that strengthen decision-making, inspire creativity, and drive better outcomes for companies, teams, and society. While there’s an encouraging representation of women in agencies and agency leadership, we need to see that same progress extend across the broader industry. Fostering a culture of listening and mutual respect is key – ensuring all voices are heard and valued without interruption. We build a stronger, more innovative industry by creating space for diverse perspectives.”
Valbona Gjini
SVP of Marketing and Communications,
ID5
“To keep ad tech a space where everyone feels welcome, companies should implement policies that genuinely support underrepresented groups. For women, pivotal moments like maternity leave and their return to work require particular attention. The fast-paced nature of ad tech often rewards always-on availability, but true inclusivity means designing structures that allow talent to thrive without forcing impossible trade-offs. Flexible work policies, mentorship programs, and leadership pathways for women are essential to ensuring long-term equity.
“However, these commitments must be more than just words. Recently, companies across industries have scaled back diversity initiatives in response to political shifts, revealing that these efforts were more about optics than genuine change. Ad tech cannot afford to follow this trend. The companies that stand firm in their commitment to equal opportunities will be the ones that attract and retain the best talent, creating stronger, more successful businesses in the long run.”
There’s No Such Thing As a Stupid Question
Ad tech doesn’t come with a manual. It’s a constantly shifting world where innovation moves fast, acronyms multiply, and today’s best practices might be outdated by tomorrow. In this environment, asking questions isn’t just acceptable—it’s essential. Curiosity is a superpower, as is the confidence to speak up when something doesn’t make sense. Whether you’re new to the industry or climbing the ranks, the women here remind us that boldness, clarity, and the willingness to learn will shape the future—not perfection.
Marianne Vita
Senior Vice President
Video Advertising Bureau
“My advice to women starting now is this: Don’t be afraid to ask questions. It’s natural for those new to any industry to have questions or be unsure. However, our industry, in particular, is undergoing so much rapid change and advancement that we all have to learn quickly. It’s okay to have missed something or need an explanation on something new. Often, junior employees and, disproportionately, women hesitate to ask questions for fear of being ‘found out.’ We’re all constantly absorbing new things, and there is absolutely no shame in asking for more understanding. It’ll make you better at your job, and that curiosity and thirst to learn are things good managers love to see.”
Jules Carfora
VP, Publishers
Perion
“Your opinion and point of view matter immensely and should always be heard. Embrace the confidence to speak up and ask questions, even if you rethink your words. Remember, each contribution enriches the conversation, so bring your ideas to the table without hesitation. Also, surround yourself with a supportive network of peers and mentors; having that support can truly make a difference in driving innovation and change in ad tech today.”
Liat Barer
Chief Product Officer
Odeeo
“Be curious and bold. Ad tech is an industry that never stops changing, innovating, and growing. To be successful and provide added value, you need to constantly learn, understand what is new, and ensure you are not stagnant. My other related advice will be to be bold–speak your mind, bring forward ideas, and if you think something is not working well–point it out. In a male-dominated industry, making your voice heard naturally is sometimes not trivial. So I advise women to keep this in mind and actively remind themselves that they should overcome the stress of sometimes being the only woman in the room and bring forward their ideas, thoughts, and critical thinking–both for the company’s sake and their own.”
Sapphire Yi-Dyer
VP of Customer Ecosystem
CreativeX.
“Becoming more fluent in biases and stereotypes can cause a paralysis of second-guessing – ‘Should I have been more this, or done this like that?’ A younger me would hide these self-doubts, but I now reframe these thoughts as opportunities to learn. These are the moments to decide who we are as leaders.
“The ad tech space is dynamic, fast-paced, and creative, valuing pioneering and evolution. We need to harness these values to promote new, authentic leadership styles. Find those you admire who are willing to be open with you, and you’ll realize we all have these doubts – it’s part of being human and is, importantly, one of our greatest strengths. There’s great power in sharing our vulnerabilities and pushing forward together.”
Iris Fu
Director of Engineering, AI
GumGum
“Ask questions–about your work and other areas that spark your curiosity – learning from your team can open unexpected opportunities. Find a mentor who can guide you and advocate for your growth. Continuously build your skills while having confidence in what you already know. Take initiative, own your work, and be proactive – the best way to learn is by doing. Most importantly, be intentional about where you invest your time, choosing opportunities that set you up for success.”
Gilit Saporta
Sr. Director Fraud & Quality Analytics
DoubleVerify
“I have learned that there are no stupid questions. Our industry always needs greater clarity and transparency, especially when emerging media is involved. For example, technical details can seem complex when learning what’s under the hood of various CTV and audio integrations. I soon learned there is no substitute for digging into the technical details, asking as many questions as possible, and ensuring you are confident about the traffic bought and sold in a highly opaque market.”
Lindsey Wilkes
SVP of Business Development
Orange 142
“Many young women entering this industry possess unique talents and a natural gift for digital marketing, largely because they are the first generation raised in a fully digital world. As the industry evolves and automates, the need for oversight and the human touch has become more critical than ever. Their ability to understand consumer perspectives and connect with audiences is a phenomenal asset for the brands we serve, and the young women joining our industry are, no doubt, leading this charge. My advice – take every new interaction and meeting as an opportunity to learn something, and don’t hesitate to speak up when you have valuable insights to add to the narrative.”
Take up Space & Own Your Confidence
There is no singular path to success, and the road can be winding. However, almost all of the leaders we spoke to agreed that knowing your worth goes a long way toward building the future you want. Know yourself, embrace it, and follow what you want the most; success will follow.
Bri Hudson
Director of Strategy
Saylor
“If I could offer advice to early career women, it would be three things: first, get crystal clear about your vision for your career and your life. Then, share your ambitions early and often. Women tend to shy away from self-aggrandizement, but people can’t support their goals if they don’t know what they are. Actively pursue conversations and advice from industry giants – you’d be surprised how many are eager to mentor and share advice with rising talent. Third, remember that only you have the power to define your worth. Others not seeing your value isn’t a reflection of who you are; it’s a reflection of their lack of vision. Stay the course, keep learning, and remain steadfast.”
Victoria Dever
VP, Client Operations
BrightLine
“A year ago, a distant colleague of mine took a chance and advocated for herself, sharing her interest in switching disciplines within the company. Months later, I saw an opportunity in BrightLine’s evolution and advocated for her to make that move; she has since established and now leads our Global Partnerships division. May we all find the strength to voice our goals and welcome and acknowledge those voices.”
Pinar Ozyetis
General Counsel
StackAdapt
“Complete a personal assessment of your strengths and what your brand represents. Be honest about these, and write them down. Then, take actions and steps in your career that will demonstrate your leadership skills in a way that is consistent with your strengths, values, and personal brand. Why? The best leaders are authentic in how they show up, and that authenticity gives their voices power. Particularly for women, it is important to learn and embrace that you may show up differently than your peers. Strong organizations and performance cultures will embrace and encourage such differences rather than seek uniformity in their leadership ranks. Attach yourself to those organizations.”
Anna Jankowska
Executive VP of Global Partnerships
RTB House/Adlook
“Don’t shrink yourself to fit into predefined industry norms–your unique perspective is your greatest asset. Speak up, even when uncomfortable, and seek mentors who champion authenticity over conformity. Build your network intentionally, focusing on genuine relationships rather than transactional ones. And most importantly, don’t let self-doubt hold you back. Everyone experiences it, but success comes from moving forward despite it.”
Putney Cloos
CMO
Bombora
“One of the biggest lessons I’ve learned in the ad tech industry is that it’s not as complicated as it looks. Ad tech is about getting the right messages in front of the right audience at the right time. It is the same thing we did when I was an Associate Brand Manager at a CPG company. It’s easy to get lost in the terminology and the latest tech trends, but it comes down to mining reliable data for insights that shape authentic and compelling stories that motivate your audience. My advice? Don’t be intimidated. Embrace the technology, have fun with the jargon, and never lose sight of the core principles that will always drive great marketing.”
Cassandra Hudson
Chief Financial Officer
StackAdapt
“I learned long ago never to hang out in the peaks and valleys. I try not to get too focused on only celebrating success, but I also don’t dwell on the tough times. I focus on my long-term goals and understand it’s never a straight line to get there. My career dramatically changed when I adopted this mindset.”
Jessica Shapiro
Chief Marketing Officer
LiveRamp
“Our industry changes so rapidly that you must be confident and bold enough to put the big ideas out there. Make big bets, bring new ideas, and test and learn quickly. At the pace of change in ad tech, what’s innovative in Q1 is ‘old news’ by Q3. If you don’t act, someone else will. So, trust your experience and knowledge, but resist the urge to over-analyze–simply go for it.”
Jennifer Thrasher
VP, Performance Marketing Solutions
Orange 142
“Trust yourself, own your expertise, and contribute with confidence. You’ve earned your place through hard work and dedication. Your expertise and insights bring value to your company and clients, making you an integral part of the solution. Confidence in your abilities will help you navigate challenges and drive meaningful impact.”
Darcie Henry
Chief People Officer
StackAdapt
“For me, I have an expression I often use to help women find the courage to do what they fear or what they second-guess themselves doing (whether in technology or otherwise). If you see the train approaching your station, and it slows down enough that what you see inside, the opportunity both scares you and excites you, jump on the train. In the worst-case scenario, you can get off at the next station. If you don’t take that opportunity, you may regret it. But likely, you’ll find that you will love the new direction.”
Focus On The Fundamentals
Ad tech might be fast-moving and complex, but the foundations still matter. The fundamentals keep this industry grounded, whether understanding what drives consumer behavior, interpreting data with care, or collaborating across teams to build more intelligent systems. At its best, ad tech balances innovation with intention—pairing technical advancements with human insight, creativity, and ethics. These women remind us that adaptability, clarity, and connection aren’t just soft skills—they make the whole machine run.
Christena Garduno
CEO
Media Culture
“The ad tech landscape is defined by rapid innovation, making adaptability necessary. Staying ahead means not just reacting to change but embracing emerging technologies – AI, programmatic advertising, and data-driven strategies – before they become industry standards.
“However, while data is the backbone of successful campaigns, creativity remains the differentiator. The ability to interpret consumer insights, optimize performance in real-time, and pivot strategically turns good advertising into great advertising. With this power comes responsibility—ethical data usage and consumer privacy should always be at the forefront of decision-making. Lastly, technology alone isn’t enough–relationships are just as critical. Strong teams, diverse perspectives, and a commitment to continuous learning drive the most impactful innovations. Whether through brand partnerships, leadership collaboration, or fostering a culture of curiosity, ad tech thrives on human connection.”
Leslie Lee
SVP of Marketing
Vistar Media
“While technology shifts and media priorities may change, the companies that remain focused on the roots of marketing always perform the best. After all, that is what ad tech is supposed to support. While having a competitive edge or ‘special sauce’ can help optimize media campaign plans, we are building brands that can connect with and shape consumer preferences. Complexity does not equal value or competency. As a leader in the ad tech industry, I’ve learned to speak clearly and directly, like a human. The more complicated something sounds, the more confused potential brands or partners may be. Simplicity is substance.”
Crystal Park
Head of B2B Marketing
The Weather Company
“Having started my career in the advertising industry many years ago with Advertising.com, one of the pioneers in ad tech, I’ve learned many lessons. One key learning that resonates with me today is that while advancements in automation, technology, and data have transformed the industry, their true value lies in the human decision-making that guides them. Ad tech should enhance human expertise, not replace it. The best result is the synergy between innovation and thoughtful, strategic insight. These lessons have stayed with me throughout my career and have been especially relevant at The Weather Company, where we continue to blend AI technology and weather data with human insight to drive real impact.”
Amanda Forrester
Vice President, Marketing
OpenX
“Technology provides a powerful opportunity for women as it allows women to show quantitative value–which is hard for a business to dispute. As AI continues gaining traction, we must remember that data science teams that include individuals from backgrounds across genders, beliefs, and regions will build better trained–and challenged—models. Companies with different perspectives on these technical teams will better serve evolving customer demographics and maximize revenue and performance for their partners.”
We Lift Each Other Up
Women know it to be true–we are stronger together than we are apart. Our mothers, friends, mentors, and all the other strong women in our lives help fortify us. The women who have made space for themselves in ad tech take the time to pay it forward to the next generation of industry professionals through mentorship, networking, and amplifying these younger women’s voices.
Sherry Smith
Executive Managing Director for the Americas,
Criteo
“With over 20 years in digital marketing, I’ve seen firsthand how consumer behavior continues to evolve – especially with the rise of omnichannel shopping. Today’s shoppers seamlessly blend digital research with in-store visits, relying on mobile apps, AI-driven recommendations, and social commerce to inform purchasing decisions. This shift has reinforced the importance of meeting consumers wherever they shop, making data-driven strategies and personalization critical for brands to stay competitive. I’ve also learned that adaptability is key as technology and regulations constantly change, and companies that embrace innovation and first-party data strategies will thrive.
“The ad tech industry moves fast. Change is constant, and adaptability is key. I’ve learned that success comes from being proactive rather than reactive. Collaboration across teams–sales, product, or marketing – drives the best outcomes. Open communication, active listening, and ensuring alignment on a shared vision make all the difference. It is important not only with how we work with our teams but also in how we approach and work with our clients and partners.”
Lashawnda Goffin
CEO
Colossus SSP
“‘Change is constant’ isn’t just a popular quote; it is the way of the advertising technology Industry. You must be agile and noble to keep up with the ever-changing landscape, which makes this space exciting. No day is ever the same.”
Beth Berger
VP and GM
Moloco
“Prioritize joining companies and teams known for their high bar for talent. Businesses that truly value talent as a differentiator create cultures that reward people for their impact, making great soil for women to plant themselves in early in their careers. When you surround yourself with smart, humble, and growth-minded people, you will learn faster and build a strong foundation for the rest of your career.”
Kristen Dolan
SVP of Growth
Influential
“I’m especially grateful for the women who shaped me–my mom and sister. Their strength, sacrifice, and unwavering support have fueled my drive and grounded my leadership. In a fast-paced industry like influencer marketing, having a strong circle is essential, as is supporting others. We rise by lifting other women, sharing what we’ve learned, and opening doors that once felt closed.”
Jennifer Flanagan,
Marketing Executive
Adtaxi
“Own your expertise, and don’t be afraid to speak up. The ad tech space can be complex, but your perspective and ideas are valuable. Seek out mentors, build relationships, and never stop learning–this industry rewards those who stay curious and engaged. Most importantly, you should support other women in the field. When we lift each other up, we create more opportunities for everyone.”
Mariah Stein
Director, Brand and Communications
JWP Connatix
“Women’s History Month is a great time to celebrate the incredible women driving our industry forward–and while ad tech is still primarily male-dominated, many incredible women are pushing the industry forward! But recognition shouldn’t be limited to just one day. Although women are often expected to downplay our successes and remain humble, I see WHM as a reminder to own our achievements and celebrate our wins year-round.
“At JWP Connatix, we foster this mindset through a monthly women-in-tech group, a Slack channel to share resources and give each other well-deserved shoutouts, and our first post-merger mentorship program that just launched. There are also industry-wide speaker events and networking groups that provide ongoing support. I’m so grateful for the women who’ve shaped my career and the community I’ve built and can lean on for inspiration, advice, and support–because supporting women in ad tech and media shouldn’t be just a once-a-year occasion.”
Olivia Oshry
SVP of Marketing and Communications
Out of Home Advertising Association of America (OAAA)
“Throughout my career, I’ve been fortunate to work with and for incredible mentors, colleagues, and leaders who have helped shape my journey. But being at OAAA–working for a female CEO and alongside a majority-female team while helping elevate more women in OOH—has been a true career highlight. OOH has historically been a male-dominated industry, but today, we are seeing more women in OOH leadership, driving innovation and growth and shaping the future of our business. This Women’s History Month, I’m proud to celebrate our progress and the work we continue to do in championing women’s leadership in the OOH industry and across the broader advertising landscape.”
Barbara Burnett
Head of Buyer Development
Colossus SSP
“Ad tech is always changing, but your network will keep you grounded –iron sharpens iron. Relationships matter as much as expertise–collaboration and support make all the difference. Own your voice, build real connections, and take up space. Find people who champion you, stay curious, and don’t wait for permission to lead. Nurture your relationships and pay it forward.”
Karen Bennett
US Managing Director
Jellyfish
“Mentorship isn’t just about guidance; it’s about creating opportunities, amplifying voices that might otherwise go unheard, and ensuring that every person–regardless of how vocal they are–has the chance to grow and thrive. When we lift each other up, we all rise, and so does the work.”
Visibility Is More Important Now Than Ever
With inclusion being challenged on multiple fronts, visibility is powerful and necessary. Representation matters more than ever in the workplace, legislation, and culture. These women remind us that progress isn’t guaranteed unless we actively protect it, mentor others, and make space for every identity to lead and thrive.
Sheryl Daija
CEO & Founder
BRIDGE
“Women’s History Month hits differently this year as we must acknowledge that women’s rights are equally under attack and being used as a disguise for discrimination against other identities. By distorting the language of inclusion, Executive Order 14168–Defending Women from Gender Ideology Extremism and Restoring Biological Truth to the Federal Government–uses women’s rights to instruct federal agencies to recognize only two sexes, male and female, eliminating gender identity, gender expression, or the existence of transgender, gender-nonconforming, or non-binary persons. As BRIDGE calls the industry to action and to stay steadfast with their DEI efforts, it is our collective responsibility to stand up to those pushing for anything less than an inclusive future.”
Fiona Walsh
President
Infolinks
“Fostering mentorship and inclusion is more important than it has ever been. Today’s society and workflow allow people remote access and a work-life balance that has never existed before. The downside is that there is a loss in the transfer of knowledge and work culture inclusion from not being physically together every day. Through corporate mindfulness, unified work sessions, and designated mentorships, I am confident we can maintain and grow the mentorship and inclusion fabric that makes our workplace and society stronger. We must continue cultivating the new perspectives that diversity initiatives have brought to our working environments. We must mentor our newcomers so that they do not make the same mistakes that we have.”
Liz Asher
Sales Director
Perion
“Women in leadership positions are key. I so admire previous managers I had that were women. Aside from being incredibly supportive and wonderful managers, they let me know there was space to grow and provided me with a road map to how I wanted to succeed in my company and the industry. Most importantly, knowing they were being promoted and leading the charge let me know that the industry was ready and eager for women to do so.”
Kayla Roberts
Director of Sales
Infolinks Media
“As African American women in this industry, we don’t just break barriers; we reconstruct them. Being in this position isn’t just a personal achievement; it’s a responsibility to be a stepping stone to the next generation of women that will lead the charge.”