From automating ad ops tasks to building stronger mentorship networks and preparing for what’s next, women leaders in ad tech shared practical lessons on AI, workflows, and allyship during a recent LinkedIn Live hosted by AdMonsters and The Women in Programmatic Network.
In ad tech, change is constant—but leadership isn’t always inclusive.
During a recent LinkedIn Live hosted by AdMonsters in partnership with The Women in Programmatic Network, three powerhouse women in ad tech—Glenda Bautista-Baker, Senior Director of Product at Penske Media Corporation; Stephanie Layser, Worldwide Head of Publisher Ad Tech Solutions at Amazon AWS; and Hélène Parker, Founder of Hélène Parker Consulting—shared practical insights about what it takes to lead teams, integrate automation, develop others, and stay current in a rapidly shifting industry.
The energy was high, the stories were honest, and the takeaways were refreshingly real.
Watch the full LinkedIn Live replay below, or keep scrolling for the key takeaways, quotes, and strategies these leaders shared.
🔧 AI and Automation: Streamlining Workflows with Purpose
While most people think of AI as a research tool, the panelists dug into how it’s actively reshaping daily operations—from streamlining content classification to scaling internal knowledge.
They’re applying automation where it matters most—replacing tedious, time-consuming tasks with tools that improve editorial, operations, and strategy efficiency. But AI only delivers value when it involves thoughtful human input, strong taxonomy, and a willingness to evolve your workflow.
Key Takeaways:
- AI is being used to automate repeat internal questions, helping scale institutional knowledge across teams.
- Generative AI is improving archive tagging and URL classification, freeing up time for more strategic work.
- Automation is most effective when paired with solid taxonomy and workflow design.
Insightful Quotes:
“I trained an internal AI tool on my own documentation. Now the team can get answers without needing me to be in the room.”— Stephanie Layser, Amazon AWS
“We use GenAI to help categorize content across our many properties—from archives to blogs—so it’s more accessible to both readers and advertisers. It’s really about understanding what we have and making it relevant and useful.” — Glenda Bautista-Baker, Penske Media Corporation
“Nobody wants to sit and tag thousands of assets. That’s the kind of thing AI should do—once your foundation is right.” — Hélène Parker, Hélène Parker Consulting
📚 Continuous Learning and Upskilling: Staying Relevant in a Rapidly Changing Industry
The pace of ad tech demands constant learning, but staying current doesn’t just mean reading every newsletter or jumping into the latest tool.
The panelists shared how they intentionally make space to build knowledge, develop a point of view, and connect that learning to action.
Professional growth takes consistent effort, whether blocking weekly time to explore new tools, reflecting on how industry shifts affect your role, or surrounding yourself with people who challenge your thinking.
Key Takeaways:
- Block dedicated time weekly to experiment with tools and sharpen skills—treat it like any other meeting.
- Don’t just consume content—take notes, reflect, and build your own perspective.
- Diversify where you get your information to avoid echo chambers and uncover emerging ideas.
Insightful Quotes:
“I literally have a Friday calendar invite called ‘Steph Explores AI.’ If I come across something cool, I drop it in there. That’s my time to test, learn, and get ahead of what’s coming.” — Stephanie Layser, Amazon AWS
“The newsletters help me stay current, but it’s not just about reading. It’s about being able to explain it to someone else—or apply it.” — Hélène Parker, Hélène Parker Consulting
“Sometimes I’m just reflecting on what I read that week—what it means for our product, the team, and the business. It’s not about being reactive. It’s about building perspective.” — Glenda Bautista-Baker, Penske Media Corporation
👪 Mentorship and Feedback: Building Trust, Not Just Networks
Mentorship came up often—but not as a formalized program or a title someone gives you. The focus was on genuine feedback, sponsorship, and truth-telling in the moment.
The panelists stressed the importance of honest relationships and reciprocal support, especially across gender, race, and seniority lines.
Key Takeaways:
- Build a “board of mentors” with diverse perspectives—people who will be honest with you.
- Give and receive feedback that challenges growth, not just affirms status.
- Sponsorship and allyship can be as simple as amplifying someone’s voice in the room.
Insightful Quotes:
“A senior leader once stopped a big meeting and said, ‘Steph, you didn’t finish your thought.’ That moment gave me the floor. That’s allyship.” — Stephanie Layser, Amazon AWS
“I’ve had to ask my circle, ‘Was I being too much in that meeting?’ I trust them to tell me the truth. That’s mentorship.” — Hélène Parker, Hélène Parker Consulting
“Someone once said, ‘You should be on that panel,’ and made it happen. Creating space doesn’t need a big initiative. Just act.” — Glenda Bautista-Baker, Penske Media Corporation
🛠️ Inclusion and Representation: Creating Space Without Waiting for Permission
Representation matters, but the panelists focused more on what it means to make space for others than simply being included.
They shared what it means to be intentional about equity in the day-to-day work, from creating psychologically safe environments to modeling inclusive hiring and team-building practices.
Key Takeaways:
- Inclusion doesn’t have to be a formal initiative—it can be modeled in hiring, collaboration, and visibility.
- Psychological safety starts with leaders who listen and take feedback seriously.
- Think critically about who’s *not* in the room, and find ways to make room.
Insightful Quotes:
“You don’t need a DEI program to make space. You just have to look around and ask, who else should be here?” — Glenda Bautista-Baker, Penske Media Corporation
“One of my goals is always: how do I make it safe for people to ask questions? Because if they can’t, we’re not going to learn.” — Stephanie Layser, Amazon AWS
“Representation matters, yes—but it’s also about how you show up for people who come after you.” — Hélène Parker, Hélène Parker Consulting
💬 Cross-Team Communication: Translating Ad Tech for Different Audiences
Ad tech is complicated and often siloed.
The panelists talked about the importance of simplifying technical concepts without watering them down and how clarity in communication can strengthen collaboration across product, marketing, sales, and engineering.
Key Takeaways:
- Explain complex workflows in plain language to bridge gaps across departments.
- Tailor your message to your audience—context and clarity matter more than jargon.
- Strong internal communication can increase the adoption of new tools and strategies.
Insightful Quotes:
“You should be able to explain this to your mom or your kid. If you can’t, you don’t fully understand it.” — Hélène Parker, Hélène Parker Consulting
“You have to adjust your pitch. You can’t explain something to an engineer the same way you do to a marketing lead.” — Glenda Bautista-Baker, Penske Media Corporation
“Simplifying something doesn’t mean you’re dumbing it down. It means you respect your audience enough to make it clear.” — Stephanie Layser, Amazon AWS
🔀 What’s Next: 2025 Trends to Watch
The panel closed with a lightning round on what trends they’re watching in the year ahead.
The answers reflected where the industry is going and what these leaders value—flexibility, more intelligent workflows, and more humane tech. Their advice? Stay curious and open to change.
Key Takeaways:
- Flexibility isn’t just remote work—it’s adapting workflows to how people work best.
- AI-driven automation is moving beyond productivity to impact well-being and decision-making.
- Don’t wait for perfect conditions to innovate—test, refine, and iterate in real-time.
Insightful Quotes:
“Flexibility to me means working when I work best—not being tethered to some legacy model that doesn’t make sense anymore.” — Héléne Parker, Héléne Parker Consulting
“My personal AI agent now helps me make decisions faster. That’s the future—not just time saved, but better thinking.” — Stephanie Layser, Amazon AWS
“I’m interested in where AI and wellness intersect—how it can support us, not just drive us.” — Glenda Bautista Baker, Penske Media Corporation