Interviews, insight & analysis on digital media & marketing

Celebrating Women in Programmatic: Aurore Borelli, Solutions Engineer, Adomik

The Women In Programmatic Network was set up to represent women in the programmatic industry. To celebrate its work and its members, NDA is running a series of interviews with its members. Next up is Aurore Borelli, Solutions Engineer, Adomik.

Why did you join the Women in Programmatic network and what do you hope to get out of it?

I’d like to connect with more like-minded women, and maybe even start some speaking opportunities. Sometimes it feels easier to step up, and be listened to with other women and still be intimidated by a male audience.

What are the biggest challenges, and opportunities for women in the programmatic industry today?

It’s the same challenges in any industry – mixing professional and personal life, especially when parenthood comes into the equation, and avoid leaning out.

Programmatic being quite a young industry, I do feel like there are quite a lot of women ready to step up, especially now life has changed and we are more WFH.

What does the industry need to do to champion women in the programmatic industry better?

The industry need to push women in more tech and data jobs.

I’ve often met women in sales and account management but few data analysts, scientists and engineers.

What are the biggest challenges, and opportunities overall for programmatic advertising this year?

Transparency at scale, whether it’s SPO, fraud, consent or identity related. Privacy (for users) and efficiency (for technologies) are the biggest challenges and they all relate to transparency with where and how data is being used.

Today so many companies are trying to tackle theses issues but are not able to provide one solution that can scale in terms of data volume and providing a 360 -degree point of view.

What is your biggest achievement in programmatic to date?

I still think that was my first ‘programmatic strategist’ job in 2016, when very few exchanges were doing programmatic.

I managed to build an entire dictionary of nuances and terms to train people at my own company (from the CM to the PM and analysts) on how to troubleshoot and optimise campaigns (scale), exchange (profitability) and inventory (yield).