AdTechGod Pod Episode 73: "Balancing Act: Psychology, Partnerships & the Future of AdTech with Ali Wendroff"
Introduction
In Episode 73 of the AdTechGod Pod, released on April 8, 2025, host AdTech God engages in a compelling conversation with Ali Wendroff, the Vice President of Demand Partnerships at Sharethrough. With a rich background spanning notable companies like Triple Lift, Cargo, and Pubmatic, Ali brings a wealth of experience and unique insights into the advertising technology landscape. This episode delves into Ali's career journey, her focus on the human element in ad tech, Sharethrough's innovative approaches, emerging industry trends, and the interplay between psychology and technology in her professional endeavors.
Ali Wendroff’s Career Path
Ali begins by sharing her unconventional entry into the ad tech industry. Unlike the typical career trajectory rooted in marketing or technology, Ali's background is in psychology, which has profoundly influenced her approach to ad tech.
"I was born into Programmatic... I was thrown into the ad tech abyss and I never really looked back." (02:35)
Ali recounts her early days post-college, where she sought a role that would challenge her and allow her to learn something new. Her tenure at Pubmatic marked a significant turning point. Despite being relatively inexperienced, she inherited a substantial $60 million book of business while many colleagues were on maternity leave. This opportunity, coupled with robust mentorship, laid the foundation for her success in the industry.
"I came in pretty green... had an incredible support and learning system surrounded by so many valuable mentors and cheerleaders." (04:50)
Her subsequent roles at Cargo and Triple Lift further honed her skills in programmatic business development, DSP partnerships, and marketplace management. At Triple Lift, Ali spearheaded the development of the PMP marketplace and introduced the concept of a DSP engagement team, transforming underutilized teams into significant revenue drivers.
"Building a DSP engagement team... became one of my greatest success stories." (10:15)
Focus on Human Element and Driving Success
A recurring theme in Ali's narrative is the emphasis on the human element within the ad tech space. She attributes much of her drive and success to her upbringing and the influential figures around her, including her mother who paved the way for women in the music industry.
"If I don't feel that I can ask for the best of you, then I don't feel that I can give my best." (06:26)
Ali highlights the importance of building trust, confidence, and autonomy—values instilled in her from a young age. Her leadership style is deeply rooted in understanding clients' needs, fostering strong partnerships, and maintaining high standards for herself and her team.
"Every DSP is different. If I don't know my partners inside and out, I'm not doing the best that I can do for them." (20:05)
Sharethrough’s Unique Value Proposition
Transitioning to her current role at Sharethrough, Ali articulates what drew her to the company. Sharethrough's commitment to enhancing ad experiences across all channels through research-backed creative enhancements aligns perfectly with her vision.
"Sharethrough really invested in building creative technology that seamlessly can activate for clients and easily integrates with DSPs and publishers." (12:05)
Under her leadership, Sharethrough has evolved into a video-first SSP, significantly investing in video and CTV ad formats. The company leverages AI to enhance creative capabilities, such as dynamic captions and real-time contextual overlays, making high-impact creatives more accessible and effective for brands.
"We try to make sure that our brands are not only hitting the audiences that they're looking for, but actually really increasing the magnitude of where they can scale." (17:02)
Industry Trends and Future Directions
Addressing current and future trends, Ali identifies several key areas shaping the ad tech industry:
- Transformative Partnerships: Enhanced collaborations between DSPs and SSPs are fostering innovation and differentiation.
- Growth in CTV and Video Advertising: Increased investment in Connected TV (CTV) and over-the-top video (OLV) platforms is driving new creative strategies.
- Artificial Intelligence Integration: AI is streamlining operations, improving reporting, and enhancing creative formats, though it comes with its own set of challenges.
"AI, you know, naturally, which is for some a scary topic. I look at it as a way to help make tooling easier." (14:51)
Ali emphasizes the importance of focusing on trends that matter most to clients and leveraging them to simplify processes and enhance decision-making.
"Focusing on what trends matter most to your clients... and how can you help them make things easier." (15:30)
Psychology in Ad Tech
Ali seamlessly integrates her psychology background into her professional life, emphasizing the importance of human-centered communication and understanding client psychology.
"I always believe in picking up the phone. I believe in overly communicating." (19:54)
She advocates for building genuine relationships through direct communication, understanding client motivations, and addressing their pain points. This approach not only fosters trust but also drives more effective partnerships and solutions.
"The why is not about you. The why is about your clients." (20:30)
Personal Motivation and Work-Life Balance
Balancing a demanding career with personal life is a topic Ali touches upon candidly. As she anticipates the arrival of her first child, she reflects on the challenges and excitement that come with balancing professional ambitions and family life.
"I am about to have a baby, which is really tremendously exciting and new... I feel energized around it." (26:00)
Her passion for work, love for team success, and personal interests like cooking and traveling help her maintain a balanced and fulfilling life. Ali expresses gratitude for the supportive environment at Sharethrough, which allows her to pursue both career growth and personal milestones.
"I feel supported and grateful to be at a place in my career where I'm lucky enough to be on the verge of growing my family." (26:45)
Conclusion
The episode concludes with heartfelt congratulations to Ali on her upcoming addition to the family. Ali’s journey from a psychology student to a key player in the ad tech industry underscores the value of diverse backgrounds and the importance of the human touch in technology-driven fields. Her insights into building meaningful partnerships, embracing industry trends, and maintaining personal balance provide valuable lessons for professionals navigating the evolving landscape of advertising technology.
"This has been such an honor, and it's great to be here." (27:39)
Key Takeaways
- Diverse Backgrounds Enrich Ad Tech: Ali's psychology background illustrates how diverse disciplines can contribute uniquely to the ad tech industry.
- Human-Centric Approach: Building trust, understanding client needs, and fostering strong relationships are crucial for successful partnerships.
- Embracing Innovation: Investing in video-first platforms, CTV, and AI-driven tools can drive growth and enhance ad effectiveness.
- Adaptability and Resilience: Navigating career transitions and balancing personal life with professional ambitions require adaptability and resilience.
- Future Trends: Transformative partnerships, growth in video advertising, and AI integration are pivotal trends shaping the future of ad tech.
Notable Quotes
- "I was thrown into the ad tech abyss and I never really looked back." – Ali Wendroff (02:35)
- "If I don't feel that I can ask for the best of you, then I don't feel that I can give my best." – Ali Wendroff (06:26)
- "Sharethrough really invested in building creative technology that seamlessly can activate for clients and easily integrates with DSPs and publishers." – Ali Wendroff (12:05)
- "The why is not about you. The why is about your clients." – Ali Wendroff (20:30)
- "I feel supported and grateful to be at a place in my career where I'm lucky enough to be on the verge of growing my family." – Ali Wendroff (26:45)
Final Thoughts
Episode 73 of the AdTechGod Pod offers an in-depth exploration of the intersections between psychology, technology, and human relationships in the ad tech industry. Ali Wendroff's experiences and perspectives provide valuable insights into building effective partnerships, embracing innovation, and maintaining personal and professional balance. Listeners gain a nuanced understanding of the factors driving success in advertising technology and the importance of prioritizing the human element amidst rapid technological advancements.
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