AdTech Woman Power Episode 1: Marta Grgurović - Pioneering Her Path in Programmatic

Blasto’s AdTech Woman Power initiative is designed to bring forward the stories of inspiring women in programmatic advertising, showcasing their journeys, challenges, and triumphs in the adtech industry. 

In each episode, we highlight a female leader who has made a remarkable impact, promoting strong leadership. Our first guest is Marta Grgurović, Content & SEO Writer and Social Media Editor at TargetVideo. Marta shares her story of joining programmatic and adtech — a field that was new to her — and her growth from content writer to an all-rounder in digital advertising.

Wearing Many Hats in a Small Team

Q: How did you first get into programmatic advertising? Was it a role you always wanted?

“When I joined TargetVideo, I was hired as a content writer, but since our marketing team is small — just four people — everyone has to take on multiple roles. So, I quickly found myself learning new skills on the spot, including programmatic ad buying, ad operations, and various forms of digital marketing. This past year has been a crash course in all things digital advertising!”

Finding Mentorship and Learning on the Go

Q: Did you have a mentor to guide you through your learning journey? How did their support impact you?

“When I first joined, I had a ‘buddy’ — a more experienced content writer who helped me. Unfortunately, he left after only six months, which meant I had to step up quickly. It was challenging, but being put in that position forced me to deepen my understanding and become more confident in programmatic.”

Q: What skills do you think are essential for a content writer in the adtech industry?

Marta quickly realized that being a content writer in the adtech world demands more than just writing skills.

“You must have the skills as a content writer in general, and then a deep understanding of the programmatic in order to actually write something that, you know, a professional will want to read. You know, it's not like, oh, we're just writing blogs for other blog writers. We're actually writing blogs for people who know what they're talking about.”

Her advice here is golden for anyone looking to create meaningful content in programmatic: know your audience and ensure that your content speaks to their expertise.

Supportive Leadership: A Key Factor

Q: What role has leadership played in your development within programmatic?

“I’m fortunate to have a great Director of Marketing who’s been with the company since its early days. He understands the challenges and nuances of the industry and has been incredibly patient with me as I learn. His guidance has been a huge part of my growth.”

Having a supportive leader who understands the industry inside-out can make a world of difference, especially when you’re learning complex new skills.

Building Relationships with Partners in Programmatic

Q: How important are relationships with partners in your work?

“We focus heavily on customer care and partner relationships. We don’t just sell a product and move on; we build solutions that work for our clients. With a team of skilled developers, we’re able to customize and respond to our clients’ needs. It’s a collaborative relationship rather than just a transaction.”

Advice to Women in Programmatic

Q: As a woman in programmatic, what advice would you give to others looking to succeed in this field?

Marta’s advice to other women in programmatic and adtech is both empowering and practical.

“Lean into the strengths that come with being a woman. We often have strong attention to detail, diligence, and a hard-working mindset. Use that to your advantage.”

Marta’s approach reflects the philosophy of AdTech Woman Power: celebrating the unique skills and perspectives that women bring to this industry. In programmatic, where complexity is the norm, these strengths can make a meaningful impact.

Marta Grgurović’s story is just the beginning. 

Stay tuned for more episodes as we continue to amplify the voices of women leaders shaping the future of adtech!

If you want to speak out your path in the future series, feel free to fill in the form.