Interviews, insight & analysis on digital media & marketing

Celebrating Women in Programmatic: Samantha Cool, Sales Manager at Canopy Media Management

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 Samantha Cool, Sales Manager at Canopy Media

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

As a woman who works in programmatic and digital advertising, I noticed there was a lack of representation of women not only at the senior level, but in the ad tech companies throughout all levels. I have attended each event TWIPN has hosted, and I have always left feeling more inspired and further connected to my peers. I hope our industry becomes more inclusive to all genders, nationalities, races, and backgrounds. Shared experiences, collaboration, and transparency are required for us to meet this common goal.

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

The biggest challenge is the lack of women at the c-suite level. Each agency, publisher, and tech company I have worked with does have women on their team; however, when the senior directors are displayed, they are exclusively men. It is imperative to not only hire but invest and promote women within these companies. Women within programmatic have the opportunity to showcase their leadership skills, take ownership of their careers and really be a force in the company they are employed with.

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

The industry needs to recognise women who are pursuing leadership roles. Women are fighting their way to get a seat at the table of c-suites and companies need to recognise this hunger. It is no longer the traditional decision-makers comprised of men. Women need to be leading global conferences and influencing top-tier strategies for companies in the programmatic industry – and this shift can only be achieved through our industry supporting this endeavour.

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

Using data in a meaningful way to grasp an audience’s attention effectively and efficiently will be the biggest challenge this year. However, this gives us an opportunity to not only look at data for audience targeting but focus on the power of contextual targeting as well as other elements which yield successful performance metrics such as dynamic creative optimization. As an industry, we need to collaborate from all areas of the supply chain for transparency and honesty to not only the consumers but also to our brands who are investing with us.

What is your biggest achievement in programmatic to date?

My biggest achievement has been teaching and training newcomers to the advertising industry. Having a junior member of the team championing the complex digital ecosystem and effectively communicating with agencies makes me feel proud and encourages me to continue ongoing training and development.