Co-authored with a colleague, Justin Alder-Swanberg, this guide introduced the concept of sustainability in advertising and offered concrete steps for marketers to take action in a swiftly evolving world.
The content in this guide was presented at DMEXCO 2022.
As part of the IAB Tech Lab, I helped draft the technical specifications for Seller Defined Audiences, a protocol for audience and contextual targeting without the use of traditional consumer or household identifiers.
In 2023, I was awarded by the IAB Tech Lab for my effort to build a more privacy centric digital ecosystem, with proposals like Seller Defined Audiences and other co-hort solutions.
As the digital advertising industry shifted beyond viewability, we considered what capturing, measuring, and optimizing toward consumer attention meant for marketers.
This guide, co-authored with my colleague, Justin Alder-Swanberg, provides marketers with a deep dive into what attention means for marketing.
STILL
Originally a hackday project, Still became one of my favorite products to manage. Conceived of and built by an engineer who wanted to help an operations team member explore data on her own, Still enabled easy queries against our Vertica database.
We continued development on the solution, creating a real time business intelligence and data visualization tool utilized by our entire organization, which eventually powered 99% of the data exposed in our Demand Side Platform.
MEASURING VIEWABILITY
At Visible Measures, I led efforts to develop ad experiences and as the topic of ad viewability became foremost in the minds of marketers, we pursued accreditation for our measurement techniques with the Media Ratings Council.
We were issued accreditation in 2015, becoming one of a handful of demand side platforms at the time to share the designation for both display and video.
We also contributed to the open source code base - Open Video Viewability - which made our measurement possible, developing test suites and intersection observer-based technology to support HTML5.
Women in Product is a community that empowers women in technology to be influencers in their product management and marketing roles, inspiring them to make a difference and grow in their careers. The Boston-area group's first volunteer, I also served as director for 1.5 years, helped coordinate programming, promoted the group via local partners and social media, managed accounting and finance functions, and served as the primary liaison between Women in Product and the Boston Product Management Association.
After Cars.com, I took my knowledge of digital classifieds east, joining the product team at Boston Globe Media, supporting classifieds and other products on Boston.com and BostonGlobe.com, the first major news outlet to embrace responsive design.
Managing the strategy and execution of online automotive, real estate, and recruitment verticals
for one of the top 10 most visited US news and information digital destinations was challenging, in the best way. The newsroom, commercial team, and product partnered together to inform and delight readers, while launching innovative ad solutions for New England auto retailers, real estate professionals, and employers.
NEW VEHICLE INVENTORY
While I spent a good deal of time at Cars.com thinking about how to help used-car retailers merchandise their vehicles online, with the competition only a click away, we knew new vehicle inventory was an equally critical component to automotive marketing success.
Partnering with General Motors to feature all their US new vehicles online was an effort that truly embodied how "team work makes the dream work." Aside from the technical effort, the program launch incorporated regional sales presentations, in-person and virtual nationwide dealer training sessions, email and direct mail campaigns, all brought about by one of the most collaborative and fun-loving, cross-functional team efforts I've had the pleasure of leading.
