As a publisher, staying ahead of Google’s algorithm updates can feel like an uphill battle. However, significant traffic drops, especially since the September 2023 Helpful Content Update, have made this more challenging than ever. At Freestar, we are committed to helping publishers avoid penalties and regain lost traffic—leading to more revenue opportunities.

While traffic declines across all sources have been a concern, the most painful drop has been in organic search traffic. Since September 2023, Google has released nine algorithm updates, and another just launched last week. These changes, combined with the rise of AI-generated search results, have caused 80% of publishers to report drops in search traffic in 2023. The key to recovery—and ultimately to driving revenue—lies in staying compliant with Google’s guidelines and optimizing your site for both users and search engines.

Despite these challenges, there is cautious optimism among publishers. According to a recent survey, just over 90% of publishers expect some rebound in traffic in the coming months, driven partly by major events like the Olympics and political elections. There’s also hope that Google will allow recovery for sites that have addressed the issues for which they were penalized.

However, unless the penalty is manual, Google typically provides no specific information as to why a site may have been penalized. That’s why it’s crucial to understand common reasons websites might be hit by an algorithm update, all of which relate to practices that violate Google’s Search Essentials. By focusing on high-quality content, strategic internal linking, and staying ahead of emerging trends, publishers can navigate these updates and position themselves for recovery.

Dive deeper into how websites might be penalized and how to avoid these pitfalls so you can focus on growing your audience and improving your revenue.

 

1. Low-Quality Content

One of the most common issues we see from publishers claiming a penalty is low-quality content. At Freestar, we spend more time working on content strategy than on traditional SEO or even technical SEO. The fastest site in the world won’t matter if the content is subpar. Low-quality content can manifest in several ways:

• Thin Content: This doesn’t just mean short content; it refers to content that’s unsubstantial or not helpful to users. Any article that doesn’t thoroughly deliver on the promise of the headline could be considered thin content. This includes low-quality auto-generated content, scraped content, or rephrased content that’s essentially copied.
• Duplicate Content: If your site has identical or very similar content across multiple pages or domains, this can lead to a thin content penalty.
• Affiliate Content: Google has released several algorithm updates targeting low-quality affiliate content and unsatisfactory product reviews. Make sure to follow best practices when writing review content.

Content length isn’t a definitive quality indicator, however, if you’re unsure, spot-check the top results in Google to see what users are expecting. If your website has thin or outdated low-quality content, consider doing a content audit and updating or noindexing that content.

 

2. Unnatural Links

Natural backlinks are one of the most heavily weighted ranking signals used by Google today, but acquiring links through manipulative practices can get you penalized as they pose a threat to the website’s visibility.

• Buying Links: Buying or selling links to manipulate rankings can lead to penalties. Google may identify purchased links when they appear on unrelated websites, although not all paid backlinks fall into this category. For example, links in press releases or guest posts on other websites might not be penalized.
• Low-Quality Backlinks: Having too many links from low-quality or spammy sites can harm your website’s ranking. If you’ve been hit with an unnatural link penalty, finding the source of the bad links can be tedious. Google offers the disavow tool within your Google Search Console (GSC)to request certain links be ignored, though it doesn’t recommend using it in most cases.

 

3. User Experience (UX) Issues

User experience plays a crucial role in SEO rankings, search, and visibility Here are some common UX-related issues that can negatively impact your site:

• Slow Page Load Times: Slow-loading pages provide a poor user experience, causing visitors to bounce even before the page loads.. As an ad tech company, we understand how ad code can affect load times, but publishers should focus on optimizations that don’t sacrifice revenue, such as optimizing images or improving server performance and measuring key metrics such as the exit and the drop-off rates through GA4
• Poor Mobile Usability: Most Google searches occur on mobile devices, so optimizing your site for mobile is essential. Websites that aren’t mobile-friendly may suffer in rankings, especially after Google’s switch to mobile-first indexing in 2020.
• User-Generated Spam: While user-generated content can be valuable, as we’ve seen with the rise of Reddit, spammy content from users can result in a loss of traffic. It’s essential to understand, monitor, and moderate user contributions to maintain quality.

 

4. Technical Issues

Most technical penalties are related to malicious practices. Although they’re less common today, here are some key issues to watch for:

• Cloaking: Cloaking involves showing one version of a page to search engines while showing a different version to users. This practice violates Google’s guidelines.
• Hidden Text or Links: Examples include keyword-stuffed text hidden in a white background or excessive optimized links in a footer.
• Hacking: If your site is hacked and starts distributing malware or spam, contact your hosting company immediately. Google targets these issues in spam-related algorithm updates.
• Sneaky Redirects: When users click a link and are redirected to a different URL without their knowledge, this is known as a sneaky redirect and should be avoided.
• Copyrighted Material: Publishing unauthorized content that infringes on someone else’s intellectual property not only breaks copyright laws but also violates Google’s search guidelines and ad policies. Ensure all content on your site is original or properly licensed.

 

5. Over-Optimization

Similar to spam signals, over-optimization can trigger penalties. Here’s how to avoid common pitfalls:

• Exact Match Anchor Text: Overusing exact match keywords in anchor text can be seen as manipulative. Strive for natural phrasing in links, prioritizing user experience over keyword stuffing.
• Excessive Internal Linking: Internal linking is important for site structure, but overdoing it with too many links, especially to the same keywords or pages, can be seen as an attempt to manipulate search rankings.
• Overuse of Structured Data Markup: While implementing structured data is valuable, abusing schema markup to create misleading rich snippets can result in penalties.
• Heavily Optimized Navigation: Keep your main navigation simple and focused on your most important or pillar pages. Avoid adding extra keywords to target SEO phrases.

Consequences of over-optimization can lead to both manual and algorithmic penalties which ultimately lead to loss of trust in users thus damaging brand identity.

 

Looking Ahead

The August 2024 core update aims to address feedback from publishers regarding the significant changes in search engine results pages (SERPs) over the past year. Staying compliant with Google’s guidelines, focusing on valuable content, and delivering a positive user experience is crucial to avoiding penalties and safeguarding your revenue stream.

At Freestar, we’ve witnessed a significant rise in the number of publishers struggling with the effects of Google’s algorithm changes over the past year. We understand how these penalties and traffic declines can hit your bottom line hard. That’s why we’re dedicated to helping you navigate these challenges, recover lost traffic, and unlock your full revenue potential.

Don’t let Google Algorithm updates hold you back. Contact us today!

 

The Challenge of Ad Stack Optimization

In the fast-paced world of digital advertising, optimizing ad stacks has long been a cumbersome and recurring challenge for publishers. The manual efforts involved in adjusting bidder configurations, managing timeouts, setting floor prices, and adapting to market dynamics have often consumed valuable time and resources. As the industry evolves, the need for a dynamic solution becomes increasingly apparent. Enter Freestar’s game-changing innovation – the Dynamic Ad Stack.

What is Dynamic Ad Stack?

Freestar’s Dynamic Ad Stack (DAS) redefines ad optimization by leveraging the power of machine learning to personalize every ad request. Unlike traditional static ad configurations, DAS constantly learns and adapts to market dynamics, ensuring optimal performance and revenue maximization.

So how does it work? DAS operates by using a percentage of the traffic to conduct ongoing experiments. The data gleaned from these experiments is then used to optimize the remaining traffic, setting the configuration dynamically based on, amongst other factors, geo and device type.

 

The ‘Dynamic’ in Dynamic Ad Stack

DAS earns its ‘dynamic’ title by optimizing several key elements in the ad configuration on a publisher’s website based on a range of factors. This results in an ever-changing configuration.

Freestar also continues to invest in DAS, so the feature set is also dynamic – there is a full roadmap of upgrades planned for 2024 and beyond. At the time of writing, DAS optimizes the following elements:

• Bidder stack: Identifying the optimal set of bidders for each auction to maximize revenue.
• Bidder timeouts: Reducing timeouts dynamically without compromising demand, resulting in faster auctions and improved page speed.
• Client vs Server: Dynamically updating bidders to determine the best combination of client-side and server-side setups for each publisher, considering factors like speed and total number of bidders.
• Floor price: Setting a minimum CPM per auction to maximize revenue per ad request

DAS optimizes per site and ad unit and time of day. Some of the additional factors used to make the optimization decision are:

• Geo: Where the user is in the world.
• Device type: Whether the user is on a mobile device, desktop or tablet and what browser they are using.
• User’s network speed: Different configurations, especially whether bidders are run client or server side, can be influenced heavily by the user’s speed of connection.

Why Publishers Need Dynamic Ad Stack

Real-Time Ad Request Optimization

DAS excels in real-time ad request optimization. This capability ensures that publishers consistently deliver the most relevant and lucrative ads to their audience.

Fine-tuning Demand Partners

One of the standout features of DAS is its ability to fine-tune demand partners dynamically. By analyzing performance metrics, DAS optimizes the selection of demand partners for each auction, maximizing revenue and ensuring a competitive edge for publishers.

Page Loading Speed Optimization

In an era where user experience is paramount, DAS focuses on optimizing page loading speed. By dynamically adjusting bidder configurations and reducing timeouts, DAS enhances the efficiency of the auction process, resulting in faster page load times and a more satisfying user experience.

Increased Ad Revenue

Ultimately, the primary goal of DAS is to increase ad revenue for publishers. The dynamic optimization of bidder configurations, coupled with real-time adjustments, contributes to consistently higher revenue generation, making DAS an invaluable tool for publishers seeking to maximize their monetization potential.

Future-Proofing with Dynamic Ad Stack

Navigating Privacy Laws

As privacy laws evolve and the industry adapts to the post-third-party cookies era, DAS remains a future-proof solution. By relying on machine learning and real-time adjustments, DAS ensures publishers can navigate the changing landscape of privacy regulations seamlessly.

The Technology Behind Dynamic Ad Stack

Leveraging AI and Machine Learning

At the core of DAS’s success is its reliance on artificial intelligence and machine learning. These technologies enable DAS to continuously predict the best ad stack setup, learning from historical performance and experiment data to optimize auction outcomes.

Big Data and Cloud Computing

Underpinning the DAS AI and ML components is an enormous amount of data. By exploiting the big data capabilities of a 100% cloud computing environment, DAS ensures that it is always adapting to the latest market trends, providing publishers with a cutting-edge solution for ad optimization.

Dynamic Ad Stack: A Game-Changer in Ad Optimization

Freestar’s Dynamic Ad Stack revolutionizes ad optimization by transforming it from a time-consuming manual task into a dynamic, AI-powered solution. By constantly learning, adapting, and optimizing, DAS ensures that publishers can stay ahead of the curve in the ever-evolving landscape of digital advertising. As the industry faces new challenges, DAS stands out as a beacon of innovation, offering publishers a powerful tool to maximize revenue whilst still providing a great user experience. Embrace the future of ad optimization with Freestar’s Dynamic Ad Stack.

Video Advertising Techniques Publishers Should be Using To Monetize Their Website

In the ever-evolving landscape of digital advertising, video monetization has emerged as a powerful tool for publishers looking to increase their revenue streams. As internet users continue to consume video content at a staggering pace, it’s essential for publishers to tap into the potential of video advertising. In this blog post, we’ll explore some effective video advertising techniques that publishers should be using to monetize their websites or apps successfully.

In-Stream Video Ads

In-stream video ads are short video clips that play before, during, or after the main video content. Publishers can monetize their video content by incorporating in-stream ads. These can be further categorized into:

• Pre-Roll Ads: These ads play before the main video and are typically 15 to 30 seconds long. They’re a popular choice because of their high visibility.
• Mid-Roll Ads: These ads appear during the video, often at natural breaks in the content. They are less intrusive than pre-rolls and can lead to higher engagement.
• Post-Roll Ads: These ads play after the main video content has concluded. While they may have lower viewership, they can still be effective if the content is engaging enough to retain the audience.

Out-Stream Video Ads

Out-stream video ads, also known as native video ads, are standalone video units that appear within non-video content, such as articles or social media feeds. These ads are less intrusive and can be a great option for publishers who want to monetize without relying solely on video content.

Interactive Video Ads

Interactive video ads are designed to engage users actively. They often include interactive elements like polls, quizzes, or clickable links within the video. These ads can boost user engagement and increase ad revenue.

Video Header Bidding

Video header bidding is a programmatic advertising technique that allows publishers to auction their video ad inventory to multiple demand sources simultaneously. This increases competition among advertisers and can lead to higher CPMs (Cost Per Mille) for publishers.

Video Ad Personalization

Personalization is a key trend in digital advertising. By leveraging user data and AI-driven algorithms, publishers can serve video ads that are highly relevant to individual users. This not only improves user experience but also boosts ad revenue through increased engagement and click-through rates.

Mobile Optimization

As mobile device usage continues to rise, it’s crucial for publishers to optimize their video ads for mobile viewing. This includes ensuring that video ads are responsive and load quickly on mobile devices.

Ad Placement and Frequency

Careful consideration of ad placement and frequency is essential. Publishers should strike a balance between monetization and user experience. Too many ads or poorly placed ads can drive users away, while a well-placed, well-timed ad can enhance the overall viewing experience.

Quality Content Production

Finally, quality content production cannot be overlooked. High-quality video content is more likely to attract advertisers willing to pay a premium for ad placements. Publishers should invest in creating compelling and engaging video content that appeals to their target audience.

In conclusion, video advertising presents a significant opportunity for publishers to monetize their websites or apps effectively. By incorporating in-stream and out-stream ads, embracing interactivity, optimizing for mobile, and personalizing content, publishers can tap into the full potential of video advertising. Additionally, utilizing programmatic techniques like video header bidding and striking the right balance with ad placement and frequency will contribute to a successful video monetization strategy. Ultimately, the key to successful video advertising for publishers lies in delivering engaging content while maximizing revenue potential.

In honor of International Women’s Day, we wanted to highlight some of the amazing women in our industry that are paving the way for women in ad tech. In this interview, they share their stories on growing their careers, becoming leaders, and what advice they’d give their 25-year-old selves. 

Meet our inspiring leaders:

• Ashley Wheeler, SVP, DV+ Platform, Magnite
• Christina Fiasconaro, SVP, Business Development, Freestar
• Lashanne Phang, Senior Director, Mobile, PubMatic
• Lashawnda Goffin, Founder & CEO, Colossus SSP
• Lior Shvo, VP of Marketing, Primis
• Joanna Burton, CSO, ID5
• Pamela Ibarra, VP, Partner Management, InMobi
• Rikki Decker, Head of Client Services, Blockthrough

How did you start your career in ad tech? How have you grown?

Ashley: When I started my career in ad tech, I took a bit of a risk. And in doing so, I also managed to convince someone to take a risk on me. When I applied for the role at Rubicon Project, I had a little bit of digital sales experience, but virtually no programmatic experience at all, which was a stretch since the role I was applying for effectively required me to be a programmatic consultant to publishers. The hiring manager at the time tasked me with proving to him that I’d be able to learn and grow into the role. He asked me to do some research and write him a 2-3 sentence thesis on the industry and where it was headed. For anyone who works in programmatic, you’ll know that’s a nearly impossible feat to try and summarize an entire industry’s worth of information into a few sentences. So I wrote my 2-3 sentences, and then attached a 6 page, fully footnoted essay to accompany them. I was told I got the role, in part, because I went above and beyond what was asked of me. I learned a lot through that process — namely, to not be afraid of risks and to always go the extra mile when you feel it’s necessary — and I have tried to live by those learnings as I’ve grown in my career

Christina: I started on the TV side of the business right out of college working for Nickelodeon. It was one of the best experiences and where I learned a ton not only about the industry but also about business relationships. My first manager was someone whom I try and emulate in my management style. Her entire goal was to teach me enough to help me get to my next role and that’s exactly what she did. I stayed in the company for 6 years and grew a lot during that time. I was young and naive and made a ton of mistakes. From that time I’ve grown into learning how to handle certain business situations and conversations better. Reactions can determine final outcomes and it’s important to understand how to approach things professionally.

Lashanne: I graduated in IT and have always been passionate about tech industry. When the opportunity came by to consider a career switch from finance industry to ad-tech industry, I took the leap of faith and dove straight into it. I have to say it’s probably the wisest decision I’ve made. The decade worth of business development experience from finance industry was a blessing to ease me quickly into the role in ad-tech. The ever-changing ad-tech industry created constant learnings. With PubMatic, I’ve been fortunate to be given opportunities to grow from regional to global role. The experience is one in a lifetime, enabling me to gain perspective of the nuances from each region, broadening my views and sharpened my strategic mindset.

Lashawnda: My career in ad tech started after touching two specific areas in the programmatic ecosystem. I started off as a trader and then as a seller within a publisher. So in thinking about the next step for me, the best thing was to take what I had done in my previous roles and continue to try new things which is how I entered the ad tech space.

Lior: I began my career 15 years ago as a media planner at UM, a McCann agency. Due to my love of data and technology, I was drawn to the more technical side of digital media. A couple of years ago, I moved into ad tech when I joined Primis to manage Sellers.guide (a free ads.txt cleaning and analysis tool). I soon took over the marketing department management as VP. I grew exponentially as I transitioned to a new industry, new markets. It forced me to step outside of my comfort zone and find new passions.

Joanna: I began my online advertising journey at Asserta Home (now Zoopla) in the marketing department. Since then, I have accumulated 22 years of experience working in the industry across a variety of roles in marketing, PR, and strategy within several different companies including ID5, SpotX, and Rubicon Project.

I was fascinated with the early days of the dot-com boom, with the development of new business models funded by advertising and partnerships. It was interesting to see how, a decade later, the industry changed with the arrival of programmatic advertising, creating increased efficiencies for businesses and enabling the growth of data-driven advertising. A decade on from that, identity, data protection and doing more with less data are driving a new wave of innovation in the advertising business.

I have loved being a part of this never-ending journey. Over the years, I have grown in a multitude of ways as an adtech professional, and it has been nothing short of a fulfilling experience to have made it to where I am today and establishing myself as a respected voice in the space. At ID5, I have had the pleasure of building our initial portfolio of publisher clients as well as developing and spearheading the adoption strategy for our solution.

Pamela: Like many in this field, I tripped and fell into ad tech. My degree is in Creative Writing, so initially my focus was on book publishing (and reading poetry at open mic nights). But there were no jobs in publishing when I graduated, and I had a friend who got me an interview for a temp job at Google. And then unexpectedly I had a career in front of me! Ad tech changes so rapidly, so there’s always new problems to solve. I’ve been hooked ever since.

Rikki: I was very interested in consumer behavior when I started college and ended up pursuing a dual degree in Marketing and Finance with the aim of working in an analytical marketing role. I was introduced to the concept of programmatic retargeting in a college class and was intrigued by the complex and fast pace nature of the digital advertising ecosystem. I landed my first job in AdTech as a campaign manager at Millennial Media, and later moved on to a more analytical trading role at MiQ. My first foray into Customer Success was at The Media Trust, where I had the opportunity to build up an AdTech platform-facing team from scratch.

My focus at Blockthrough has been fostering a consultative approach to partnerships and client services, leveraging Blockthrough’s innovative product insight and my own passion for analytics to forge strong and sustainable client and partner relationships. I appreciate that a career in AdTech doesn’t have to be linear—I’ve had the privilege of working in diverse roles and various organizations throughout the ecosystem and I’ve found that the perspective I’ve gained can always be applied to the next role, no matter how different on the surface. At this point, I find it most rewarding to share my experiences with my team and see how they iterate and apply these learnings in new ways.

When you began your career many years ago, did you ever imagine that you would have a leadership role in this profession/organization?

Ashley: When I first applied to that job posting, I never would have believed that my career at Rubicon Project and now Magnite would have evolved as it has. I remember feeling so incredibly grateful for that first role, and so excited to be a part of such a dynamic, ever-changing industry. In that moment, I think I tasked myself more with understanding ad tech inside and out, and proving to my hiring managers that the faith they put in me at the start was the right choice to make. In a lot of ways, I still feel that way. Leadership wasn’t necessarily what I was aiming for at the start of my career, but was rather a more organic consequence of throwing myself into the ad tech landscape and trying to figure it out from the ground up, and then wanting to help others do the same.

Christina: Never. Quite frankly I expected to be a stay-at-home mom once I started a family. It never really seemed like there was the option to do both. I assumed I had to give up whatever career I built to be there for my children. Because of that, I always focused on being an individual contributor in a sales role. I wanted to make as much money as possible while I could and build a reputation and foundation that would allow me to come back to a role once I had a steady family life.

Lashanne: There is certainly the desire to grow into a role that enables me to contribute beyond an individual contributor. However, the discovery of leadership elements came along the way.

Lashawnda: No, that was not the intention. Initially, the opportunity was geared towards traditional sales but after further conversations with Mark Walker, our co-founder of Direct Digital Holdings, we were able to create a leadership role at Colossus SSP that allowed me to deliver on the strategic objectives to rebuild the company from the ground up. This leadership role has grown over time and allowed me to evolve my career by pulling from my experiences across strategy, business development and sales.

Lior: Yes. As my mom always told me, “Do everything you do to the best of your ability”. This motivated me to grow, to move on. Everywhere I go to, I want to excel in what I do and do it the best way possible.

Joanna: If I wanted a position of leadership, I knew that I was certainly going to have to work for it, and that’s exactly what I did! As well as putting in the elbow grease, I made sure that I was present at every key industry event, speaking to other professionals, building my contact list, essentially getting myself noticed and remembered. Today, I have strong connections and friendships across the industry in multiple markets, and this has been a real contributor to some of the great opportunities I have landed throughout my career.

Pamela: No? I was sort of shocked to be there in the first place, around so many smart and interesting people. It was a few years before I even realized there was a ladder, and a path up.

Rikki: I didn’t necessarily imagine it but I definitely aspired to a leadership position. I grew up watching small business owners in my family–my grandmother has owned and managed a hair salon for 35 years and my father has maintained an independent consulting business for over 20 years. I saw them forge ahead with tenacity and drive in the face of the unknown. I sought to follow in their footsteps and eventually be in a position to help build and optimize a business from the ground up.

What motivated you to step up and become a leader?

Ashley: I was very fortunate to have a wonderful mentor and role model as my own manager for a large portion of my tenure at Magnite. I saw first hand the impact a good leader can have on someone’s personal and professional development and their commitment to a company. In many ways she encouraged me to take on new challenges in my career and inspired me to want to help foster others as she helped foster me.

Christina: Once I realized I could balance a family and a career, I knew I wanted to lead. I found that I got more out of work when I was helping someone. I started quickly learning the jobs I was in and being that person that people would come to when they had questions and that was my favorite part of the day. It’s exciting to watch someone succeed with a piece of advice or tip that you shared with them. It became more exciting than my own wins. Not only that but being an advocate for a team and helping in making their roles easier with cross-departmental discussions is very rewarding.

Lashanne: The feeling of winning as a team has been a fueling mechanism and affirming the commitment to lead. Being able to work as a team, share knowledge, mentor young talent, and develop winning strategies together are big motivations.

Lashawnda: I had some amazing female leaders in my previous roles and looking at how much they poured into me, I knew that it was my turn to do the same thing. I also knew that being in this role with a certain kind of power, I didn’t want to take it lightly. I have the opportunity to introduce other people to this space, and I really enjoy being able to help the next generation who could give those chances to others.

At Colossus SSP, we’ve been able to really grow a successful organization with individuals that were hungry and really have the yearning and tenacity to deliver.

Lior: Influence and recognition are two of my strongest motivations. When my work doesn’t have a real impact on business and people don’t see it, my inner fire dies. Both motivations are fulfilled best in leadership roles. I also knew that if I saw something done wrong and wanted to change it, I had to take my seat at the table and do it myself.

Joanna: I am passionate about the industry I am in. When digital media began I found it incredibly compelling, and I wanted to be a part of it. My goal of moving into a position of leadership was so that I could drive real change in an industry that I love. I also wanted to inspire others to find passion in their work, as well as mentor young women to achieve the best of their ability in their careers as well.

Pamela: I’ve always had a leader persona. In elementary school, I would invent clubs and little societies (like I hated packing my own lunch in fourth grade, so I convinced all the girls in my class to empty their lunches onto the table, and we’d all share and make fun concoctions. Tuna with BBQ chips on top! Salami wrapped around carrot sticks! It became a thing.) I taught children’s classes, coordinated a youth dance summer trip to El Salvador, elected class Vice President – all that stuff. However, even with natural tendencies, you still need to advocate for a leadership role, especially the first one. My first management role was at a new company that was skeptical about hiring someone who didn’t bring a track record of manager success. I had to advocate for myself – all my professional and personal experiences – to tip the scales. Of course, there is always the aspect of the right place/ right time.

Rikki: I’m the oldest of 3, and my siblings would tell you that I’ve had a lot of practice. I love having the autonomy to build processes, streamline workflows, and coach colleagues and I felt that a leadership position would be the best opportunity to pursue these passions.

What are the benefits of having women in leadership?

Ashley: Within any organization, it is beneficial to have a number of diverse perspectives that can contribute to the overall strategy and introduce unique ways of thinking. Women in leadership add to that diversity.

Christina: It’s really important to have women leaders in a company. There is a perspective that is different from men and can really make a difference in decisions that affect an entire organization. I’ve had a few women managers and leaders who I could look to as examples for myself, but the ones I’ve had made so many more things seem possible for my own future. For me, it’s important to show women balancing work and family. There is a ton of pressure as a mother and what that should look like, and even more pressure as a working mother and what that means to your commitment at the office. When young women see women leaders seemingly accomplishing everything they want in their own careers, it gives a real sense that it’s possible and builds confidence in those young women that they, too can accomplish anything they want.

Lashanne: Many women leaders I know are great at multi-tasking and highly organised. They are meticulous and have strong analytical minds. They are rational and compassionate. They are focused and determined. Having these elements as a leader enabled women leaders to efficiently work with a wider spectrum of profiles.

Lashawnda: Diversity and equality are one of the founding pillars here at Colossus SSP. I’m proud to be a part of an organization that recognizes the disparity and takes action and onus to do something about it! Having women in leadership roles not only helps bring balance in decision-making or diversity of thought but provides opportunities for mentorship to the next generation.

Lior: One of the biggest benefits of being a woman in leadership is that other women can look up to you and believe that they can also reach that position. In addition, it creates a societal change; women who lead create a much more equal home with their partners. The partners take a larger role in raising the kids, performing house chores, and so forth.

Joanna: Having women in leadership roles gives professional women a voice and establishes the position they deserve in the workplace – it’s fulfilling to see more and more women in C-level roles, which was rarely the case in the past. In turn, this also influences the positive development of more diverse workplaces and inspires those from all different backgrounds to aim for roles that they may have previously stayed away from.

Pamela: Women in leadership in many cases still set precedents. It says to other women that it is possible to reach higher. And there are a million studies about how diversity of all kinds (gender and race) increase revenue and performance in companies. Statistically women do better in school, graduate in higher rates, have higher GPAs, get higher degrees, yet we do not hold an equal rate of leadership roles, C-suites or on board seats. So we have some work to do.

Rikki: In interfacing with decision makers within client organizations and being a decision maker in my own organization, I’ve found that awareness of differing perspectives is critical to problem solving and ensuring sustainability for desired business outcomes. Because of this, I highly value cross-functional teamwork. On a tactical level this typically involves collaboration between stakeholders within different business functions. However, individuals are more than just the role they are fulfilling at the moment. Employees bring their whole identities to work, and embracing that provides an opportunity to leverage differing perspectives as they relate to communication and relational intelligence.

A lack of women in leadership leads to a gap in perspective, which becomes an opportunity cost for an organization. It would be an obvious risk to allow a single department to make all the decisions for a given organization without input from other departments. By the same token, I see it as a risk to allow a single demographic to unilaterally make decisions for an organization.

Seeing women represented in leadership can help to inspire the next generation. I’ve found it incredibly inspiring to see more senior women in the industry leading in a way that feels authentic to them, regardless of if it matches the precedent laid before them.

What advice do you have for women looking to grow in their career?

Ashley: My advice adheres closely to the things I learned when I initially started my career in ad tech — take risks, don’t be afraid to push yourself out of your comfort zone, and when in doubt, always try to go the extra mile.

Christina: Never doubt yourself. Always ask the question. Remember that when you are pursuing something in your career, it’s never a no, it’s a not yet. Keep working at it, and you will get there.

Lashanne: My advice for women is to be true to yourself and be confident in sharing your opinion objectively. Maintaining the desire to learn, advance and give back.

Lashawnda: You have to be your biggest cheerleader. Often, we are our biggest enemy. We critique ourselves the most and pull everything apart. Secondly, you also have to be the one to take control of the trajectory of your career.

Lior: Embrace change without fear. It is through change that we grow and become stronger. No matter what happens, you will learn so much about yourself from it, even if you fail.

Joanna: As mentioned, growing my list of contacts has been a true benefit to my career. My advice to women aiming to grow in any industry is to make yourself known: go to events, reach out to those you admire, create a presence on social media, and do your research. All of these tips will contribute to you making a name for yourself and getting noticed.

Pamela: Identify your strengths and lean into them. Capitalize on what comes easily and where you shine. And seek feedback honestly and often.

Rikki: I would encourage women looking to grow in their career to leverage their network as much as possible. It can be easy to fall into the trap of imposing unfair self-criticism. In my experience the best way to combat this is to have trusted advisors that you can check in with to help validate your strategies. Building confidence is an important foundation for leadership, and getting an objective understanding of your current strengths and opportunities for growth are key to building that confidence.

Finally, what advice would you give your 25-year-old self?

Ashley: Probably to trust myself more. I questioned myself a lot when I was in my 20s and often those doubts would prevent me from speaking up and offering my perspective on things. Confidence eventually came with maturity, but if I could go back in time, I definitely wish I could have accelerated that process for myself.

Christina: I would tell her to enjoy that body of hers because she will never see it again after kids. Kidding (ish). I would tell her that there are a lot of really good things to come and not to dwell on the mistakes or the bumps. There’s a lesson in each of them that will add to your growth and turn you into the leader you will end up wanting to be in the future.

Lashanne: Taking the leap of faith – especially after researching and analysing, your instinct still says yes. I’ve learnt over the years, contemplating made me missed many good boats!

Lashawnda: Give yourself a little grace. I think we put a lot of pressure on ourselves to get it right. We need to realize that we can course correct and by doing so, we can remove that bit of the stress. When we’re 25, we think we know it all, but in reality, we’re just starting our careers.

The other piece of advice I would offer is to take chances. It’s hard especially when you are in an entry-level role, and you’re around colleagues that are seasoned – there’s always a comparison. Sometimes we need to make those tough decisions that are uncomfortable and move on to try something new.

Lior: Conflicts should not be feared. Starting my career, I was afraid to voice my opinions to defend my place. I was once told that when you think about a conflict, think of a match and a matchbox; their conflict creates fire, energy, which has an endless potential to do great stuff.

Joanna: My top piece of advice for my 25-year-old self would be to remain open to change. It is impossible to grow by remaining stagnant. I have been fortunate enough to be part of some amazing opportunities and experiences, and many of those wouldn’t have happened without me being willing to say yes to shifts and deviations in the road I had set out for myself. It’s important to take risks to allow for your continuous evolution.

Pamela: Work hard. Don’t take it all too seriously. Also, start wearing a blazer to work. Those jeans and tee shirts are not giving “promotion candidate” to your superiors.

Rikki: A mentor of mine often told me “don’t let the perfect get in the way of the good!” and that has stuck with me ever since. I would encourage my 25-year-old self to take career risks and not be afraid to take on challenges outside of my current skill set or comfort zone. No matter the outcome, there’s always a lesson on the other side.

As we learned from this interview, the incredible women in our industry in leadership are inspiring and truly disrupting all corners of our industry and are constantly sending the elevator back down to elevate the next group of women. For International Women’s Day and Women’s History Month, consider supporting a female-owned business, donating to a women’s nonprofit, or even sending a message to a woman who inspires you.