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MediaMath’s Floriana Nicastro on Being a Woman in Tech and Where Mobile is Headed in 2019

January 17, 2019 — by Lauren Fritsky

The interview originally appears on MarTechSeries.

Tell us about your role and how you got here. What inspired you to be part of the programmatic industry?

I started in a mobile ad network to drive their first programmatic offering. I was fascinated by the technological exploits around data and measurement, and the early promise of reaching the right audience, at the right time, in the right place. I quickly moved to MediaMath — already pioneering the way — and I have never left! As the mobile channel lead for MediaMath, I’m working with both our product and sales teams to build a strong mobile offering that is aligned with client expectations and market evolution, as well as helping advertisers reach their business outcomes.

As a woman in tech-heavy ecosystem, what message would you give to other women, especially in the Marketing and Sales functions?

Ask for what you need to do your job — from coworkers, from teams, or from your boss. Stand up for yourself and for your team. Don’t let anyone cut you off — your voice is as important as anyone else’s. Don’t underestimate your ability ever. Be bold. Align yourself with strong women who will mentor and guide you. I have had a few mentors at MediaMath who have been instrumental to my growth.

How is your role at MediaMath different from the one you had when you joined the company? How did you prepare for the disruptive tech industry?

Mobile has been evolving so drastically, and MediaMath itself so fast, that my role has changed tremendously. From sales to product, from marketing to partnerships, it is like owning a little business within the business.

You can’t really prepare for disruption; you must learn to embrace and manage chaos. You have to be really agile in the way you operate and simply move forward, assembling every piece of the puzzle one by one — keeping in mind the big picture you have for driving the business forward.

What trends are you seeing in mobile programmatic right now? 

Mobile is not a channel anymore, but it is the channel of the other channels. Mobile is becoming the centerpiece of overall advertising spend, not only to reach where consumers are, but to build the bridge between online and offline (DOOH, TV, audio, desktop, mobile).

Read the rest of the interview here.