Unlocking AdTech Secrets with Angelina Eng: The Future of Digital Measurement, Programmatic AI

Made-for-Advertising Sites: The Junk Food of the Internet

First off, let’s tackle the made-for-advertising (MFA) sites. Angelina’s got some strong opinions here. “It’s a problem. It’s been a problem for 20, almost 30 years,” she says. “Made-for-advertising has been around since the beginning of the internet when ads first started.” She’s seen it all, from the days of Commission Junction to today’s AI-driven, programmatic circus. “There are things that we can do to mitigate and minimize spending dollars on MFAs,” she adds, reminding us that the junk food of the internet is a persistent issue, but not insurmountable.

So how do you dodge these digital landmines? Angelina has a game plan, and it’s not for the faint of heart. “Build relationships with publishers, know where you're running your ads, be conscientious of the types of places that you're running, look at that domain list of sites that you get from your ad verification company, question everything, vet them,” she advises.

Let’s break that down. Building relationships with publishers isn’t just about shaking hands and exchanging business cards. It’s about digging deep, understanding their ethos, and ensuring their values align with yours. Think of it as a digital version of speed dating—only you’re in it for the long haul, not just a one-night stand.

Knowing where your ads are running sounds simple, but in the chaotic jungle of digital advertising, it’s akin to finding a needle in a haystack. Angelina’s approach is meticulous. She emphasizes the need to scrutinize domain lists from ad verification companies like a detective hunting for clues. “Question everything,” she says, turning skepticism into an art form. Vetting sites is not a passive task; it’s an active, ongoing process. It’s like constantly weeding a garden to prevent the invasive species (read: MFAs) from taking over.

And let’s not kid ourselves—this isn’t a set-it-and-forget-it scenario. In the fast-paced world of digital ads, it’s like playing a high-stakes game of Whack-a-Mole. One moment you think you’ve got it all figured out, and the next, a new MFA site pops up, demanding your immediate attention. It’s exhausting but necessary. “It's about being proactive, not reactive,” Angelina insists, highlighting the relentless vigilance required to stay ahead of the game.

Inclusion Lists: Limiting Potential

Now, let’s talk inclusion lists. Angelina isn’t pulling any punches here. “I don't think that creating an inclusion list or especially creating an inclusion list and running only on an inclusion list is the right thing to do,” she states unequivocally. For her, it’s all about flexibility and not limiting potential. “Inclusion lists prohibit or limit the ability to allow for free ad-supported internet.”

Think of inclusion lists as exclusive clubs with velvet ropes and bouncers. Sure, they keep out the riff-raff, but they also limit your opportunities to discover hidden gems. Angelina’s stance is clear: over-reliance on inclusion lists is a myopic approach. It’s like wearing blinders in a digital landscape teeming with potential.

Angelina’s vision is broader and more inclusive. She advocates for a balanced approach where exclusion lists—identifying specific sites you want to avoid—are used in tandem with a more exploratory strategy. This means not just sticking to the big-name, safe-bet publishers but also venturing into the dynamic and diverse creator economy. “We’ve seen lots of new, diverse, great content creators in the DNI space as well as local news and regular news,” she points out. By overly restricting ad placements to inclusion lists, you risk missing out on these emerging voices and platforms.

Moreover, Angelina highlights a critical issue: the financial disparity. “There are situations in which depending on who's looking at these sites, viewing them as MFAs when they are legitimately great content, have great support but may not have the financial means to create a beautiful website or recode their site,” she explains. It's a sobering reminder that appearance isn't everything, and some of the most compelling content can come from the least expected places.

In a nutshell, Angelina is pushing for a more nuanced, thoughtful approach to digital advertising. One that values quality and integrity over superficial metrics and ensures that the digital ad landscape remains vibrant, diverse, and, most importantly, fair.

AI: The Double-Edged Sword

When it comes to AI in marketing, Angelina sees both sides of the coin. On one hand, AI is the shining knight in digital armor, ready to revolutionize the industry with its vast potential. “It’s both Terminator and Wall-E,” she says, summing up the dichotomy perfectly. The Terminator side of AI, with its relentless efficiency and precision, promises to cut through the noise, streamline operations, and deliver unprecedented insights. But let’s not get carried away just yet—Wall-E reminds us that there’s a softer, more human element to consider, one that prioritizes user experience and genuine engagement over cold, hard algorithms.

The potential of AI to transform marketing is vast, but so are the pitfalls. Angelina is quick to acknowledge the promise. “I think there is an ability for technology to help identify good quality content,” she notes. Imagine AI sifting through mountains of data to unearth those hidden gems of content that truly resonate with audiences. It’s like having a digital bloodhound, tirelessly sniffing out the best spots for your ads. AI can analyze trends, predict consumer behavior, and even personalize ad experiences on a scale previously unimaginable. But with great power comes great responsibility—or in this case, great potential for error.

Here’s where Angelina’s cautious optimism comes into play. “You need to be really careful in whatever results that have been generated by AI. Fact-checking is essential,” she warns. The seductive allure of AI’s capabilities can lead to a dangerous over-reliance, where marketers might take AI outputs at face value without proper scrutiny. It’s like trusting a GPS without ever looking at a map—you might end up in the right place, but you could just as easily find yourself in a ditch. Fact-checking and human oversight are non-negotiable. AI might be able to process data faster than any human, but it lacks the nuanced understanding and contextual awareness that only human intelligence can provide. This vigilance ensures that while AI can be a powerful tool, it doesn’t become an unchecked force wreaking havoc on the credibility of marketing efforts.

The Glass Ceiling: Breaking and Shattering

And now, let’s get personal. As an Asian American woman in the ad world, Angelina’s journey hasn’t been a walk in the park; it’s been more like a trek through a dense jungle with obstacles at every turn. “I think that...we're considered very tactical and very strategic all the time,” she says, touching on the stereotypes that often box in women of her background. Despite her expertise and experience, there’s always been a shadow of doubt from others, lurking like a persistent fog. “I'm not a very serious businesswoman, if you will,” she chuckles, reflecting on how she’s often underestimated due to her upbeat and approachable demeanor. It’s a double-edged sword; being seen as approachable can open doors, but it can also lead people to overlook the depth of her strategic acumen.

Angelina’s path is a testament to resilience. She's had to constantly prove her worth in an industry that’s quick to judge based on superficial qualities. “I think there's an assumption that if you're not the stereotypical hard-nosed executive, you’re not as competent,” she notes. This stereotype has meant working twice as hard to be taken seriously, often juggling the expectations of being both ‘tactical’ and ‘strategic’ without receiving the same recognition as her male counterparts. It’s a classic case of working behind the scenes, orchestrating massive campaigns and making strategic decisions, yet not always getting the spotlight. “Sometimes, I feel like I’m playing a game designed for beginners on expert mode,” she says, highlighting the extra hurdles she’s faced simply because of her gender and ethnicity.

Yet, she’s not one to back down. Angelina’s approach to shattering the glass ceiling has been a blend of perseverance, adaptability, and a knack for turning challenges into opportunities. “I've learned to navigate around the stereotypes, use them to my advantage when I can, and push back against them when I must,” she says. Her journey is not just about breaking the glass ceiling but smashing it to smithereens, clearing a path for others to follow. It’s about redefining what it means to be a leader in the ad industry, proving that competence and approachability can go hand in hand, and that true leadership transcends outdated stereotypes.

Advice for the Next Generation

For the young women, especially women of color, entering the industry, Angelina has some sage advice: “Know what you're worth, right? And go after different types of opportunities that you feel fit your lifestyle but also a company that shares in your same beliefs and that respects you.” This isn’t just a career tip; it’s a life mantra. She stresses the importance of aligning your professional path with your personal values and lifestyle. “It’s not just about titles; it’s about impact and balance,” she emphasizes. Titles might look good on paper, but they don’t guarantee fulfillment or respect. It’s the impact you make and the balance you achieve that truly define success.

Angelina believes that young women should not be afraid to take risks and seek out diverse experiences. “Don’t box yourself into one role or one path,” she advises. “Explore different facets of the industry, from creative to strategic roles, and find what truly excites you.” This exploration is crucial not only for professional growth but also for personal satisfaction. By broadening their horizons, women can find their niche where they can excel and make a significant impact.

Moreover, she champions the idea of seeking out supportive environments. “Look for companies that value diversity and inclusion, and where you feel your contributions are recognized and valued,” she says. It’s not just about getting a foot in the door; it’s about finding a place where you can thrive. Angelina’s advice is clear: don’t settle for less than you deserve. Surround yourself with mentors and allies who will advocate for you, and don’t be afraid to advocate for yourself. “Your voice matters,” she insists. “Use it to shape your career and carve out the space you deserve in this industry.”

 
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