When Women’s History Month rolls around each March, awareness is raised to recognize women’s contributions and advocacy for gender equality.
In case you missed it on your calendar, International Women’s Day was March 8, and this year’s theme was “Accelerate Action.” Considering the threat to women’s rights in the United States, the time to take action is now.
Despite diverse hiring initiatives and programs to support women in the workplace, representation in ad tech is lacking. Still not convinced? Attend an ad tech conference or take a look at the speaker lineup from some leading industry groups.
According to a Women in Tech Study, women only account for 27% of technology jobs compared to a 49% average of all other professions.
What’s even more concerning is the rollback of DEI initiatives spurred by political pressure and legal concerns aligned with the Supreme Court’s ruling against affirmative action. We’ve seen a host of major corporations backtracking on their DEI promises made in 2020, despite consumer backlash threatening the progress to a more equitable workplace.
The good news is that women in our industry will not just sit back and wait for change to happen. In the past two years, we’ve seen an inspiring rise in groups championing women in ad tech – whether through grassroots efforts, Slack communities, LinkedIn or participation in official nonprofit organizations like The Women In Programmatic Network. (Full disclosure: I sit on the TWIPN board as a special advisor.) These groups share a common mission: to educate, empower and forge a path for the next generation of women in ad tech.
Why we need more female representation
Even with small gains in representation, ad tech remains a predominantly male industry. Increasing diversity among the decision-makers and influencers of ad tech expands perspectives, encourages curiosity and avoids an echo chamber. Many industry organizations have taken steps toward inclusivity by creating panels and awards that highlight the voices and achievements of women in ad tech. Despite these efforts, men continue to dominate much of the conversation.
We need to go beyond representation in roles like client services, administration and marketing and see parity in product development, engineering and leadership roles. Women lead approximately 10% of Fortune 500 companies. That already-low number is even bleaker for women of color. With greater representation, stereotypes lessen and more women are encouraged to pursue leadership roles.
Aside from being inherently blessed multitaskers and problem-solvers, having more women executives is a good business decision. Women approach challenges with empathy and create balance and innovation, leading to an improvement in company culture and productivity. However, if you’re only concerned with the bottom line, companies with higher gender diversity are more profitable.
A company’s goal should not be to just change numbers but also to foster a work environment where women feel respected and supported. Prioritizing opportunities for promotion, leadership and fair compensation is essential. Retention improves when women see a clear path for career advancement and recognition for their contributions.
With today’s shifting political dynamic, the incoming workforce will have different expectations when choosing their employers.
Here’s what needs to be done to drive progress:
Mentorship programs: Female leaders should strive to mentor and support the next generation. Either join formal mentorship programs or seek informal opportunities within your network. Looking for a female leader? Turn to your network to learn more about emerging female-led organizations.
Addressing imposter syndrome: This is a real and common struggle for many women in the industry. Building a culture of encouragement and affirmation helps women feel more confident and empowered in their roles.
Amplifying women’s voices: A note to our allies: Ensure women are not just present but actively participating in conversations, panels and decision-making processes. We’re here, and if you can’t find us, that’s a problem.
To the next generation of women in ad tech: Your voice matters. Don’t wait for an invitation to join the conversation – step up, share your perspective and advocate for change. The future of ad tech will be stronger, more innovative and more inclusive when women are equally represented at every level of the industry.
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.
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