AdTech Woman Power by Blasto, Episode 7: Ekaterina Vagner on Building Space, Not Just Taking a Seat
“I’d walk into conferences where, for every 20, 50, or even 100 men, there might be one woman.”
That’s how Episode 6 with Samantha Dascher, SVP at Jun Group, opened and it set the tone for what this series is all about.
In Episode 7 of AdTech Woman Power by Blasto, we’re honored to spotlight Ekaterina Vagner, Principal Board Member at The Women in Programmatic Network (Germany) and Marketing Director, Supply at Verve. With a background that spans automotive, IT, and advertising technology, Ekaterina brings clarity, resilience, and long-term vision to one of the fastest-moving sectors in tech.
At Blasto, we created AdTech Woman Power to go beyond lip service. We believe in amplifying female voices, not only during awareness months but all year long. This series celebrates the women shaping the future of programmatic with real insights, real journeys, and real impact.
Ekaterina Vagner
1. You have a diverse background spanning automotive, IT, and advertising technology. What lessons from these industries have shaped your approach to programmatic advertising marketing today?
My career hasn’t followed a straight path, but every step has shaped where I am today. When I landed my first job at a telecom provider 20 years ago, I had no clue where it would take me. Looking back, I see how working across different industries and roles gave me firsthand experience with the full B2C and B2B customer journey. It shaped how I think about data, customer behavior, and brand building. At the end of the day, a brand isn’t what’s written on a website. It is how people feel when they interact with your company.
The automotive industry taught me the power of brand trust and positioning. IT reinforced the importance of innovation and scalability. And Ad Tech? It is a world where nothing stays still. What works today might be irrelevant tomorrow. Tech advancements, privacy regulations, and shifting consumer behavior will keep shaping this space. But one thing is clear: "We cannot solve our problems with the same thinking we used when we created them." (Einstein). That mindset drives how I approach programmatic. Winning here is not just about reacting to change. It is about creating value while staying ahead of it. The real game-changers are the ones who do not chase short-term fixes but take a long-term view and stay adaptable.
2. As a Principal Board Member of The Women in Programmatic Network, what initiatives or industry shifts do you think will have the biggest impact on supporting female leadership in programmatic?
At TWIPN, we support initiatives that do more than just help women get a seat at the table. We're focused on empowering women to create their own space. Some companies may promote diversity on the surface, but a closer look often reveals a different story. Real commitment to inclusion isn’t in slogans or #IWD posts. It’s in leadership teams, boardrooms, and decision-making structures.
For real change to happen, we need better visibility and representation. Women must take active roles in industry thought leadership, speak at events, and help shape programmatic strategy. More women in leadership roles will normalize women in decision-making positions, making it easier for others to follow.
Mentorship and sponsorship are also essential. Women don’t just need support; they need networks, mentors, and sponsors who will actively champion their growth. Career advancement isn’t only about skills; it’s about having access to opportunities. Strong networks create those opportunities, and groups like The Women in Programmatic Network are key to amplifying female voices and driving change.
Creating truly inclusive workplaces is another critical piece. Equity means flexible work environments, transparent pay structures, and clear pathways to leadership. Companies need to move beyond statements of support and actively address unconscious bias in hiring and promotions, ensuring women have the same opportunities as their male counterparts.
What matters most is action, not just talk. That’s why I resonate with this year’s International Women’s Day theme - 'Accelerate Action.' We’re all aware of the challenges, but now it’s time to actively pursue solutions. Real change comes from consistent, intentional steps forward, and every one of us has a role in making it happen.
3. As a contributor to IAB Europe’s Bitesize Guide to CTV, what is the most underrated challenge brands face in navigating the CTV ecosystem?
In my view, one of the challenges is finding the right partners to balance user experience and ad-supported models. These models are gaining ground due to economic pressures and changing viewer preferences. However, tolerance for ads doesn’t mean people will accept poor ad experiences.
Viewers may be willing to sit through ads for lower subscription costs, but the quality, relevance, and timing of those ads matter a lot. If ads are too frequent, irrelevant, or disruptive, it can quickly lead to frustration, churn, and a negative brand perception.
At the same time, advertisers face a fragmented landscape where measurement, targeting, and inventory quality vary across platforms and channels. The real challenge is not just reaching audiences, but making sure those impressions actually create value. This requires a smart mix of data-driven targeting, carefully selected inventory, and a cross-channel strategy that aligns measurement across mobile and CTV.
4. What sparked your interest in programmatic advertising, and who played a key role in shaping your expertise? How many years have you been contributing to this industry?
When I joined Smaato (now part of Verve) over a decade ago, it was my first real dive into programmatic advertising. I started with the basics, like understanding ad requests and CTR, before gradually grasping the mechanics of the ecosystem.
That hands-on experience shaped how I approach programmatic today. There is a big difference between discussing a “seamless user experience” and actually knowing what goes on behind the scenes, such as setting up campaigns, rendering ads, testing traffic on a real device, and watching ad calls happen in real time. That technical foundation still informs my work today.
One of the biggest lessons I learned early on was the value of transparency, whether in inventory quality, industry standards, or creating a sustainable programmatic ecosystem. When I led the Ad Quality and later the Traffic Quality departments, we focused on building a fraud-free and brand-safe platform. Many of the tools, guidelines, and principles we put in place are still around today, and I am proud of the foundation we built.
My technical expertise was also shaped by our COO at the time, who showed me that even the most complex problems can be simplified with the right knowledge and approach. He remains my definition of a true leader, someone who empowers their team to achieve things they never thought they were capable of doing.
When I moved back into a marketing role, I kept learning every day and was lucky to work with industry professionals whose expertise I deeply admire. We market to experts, people with sharp instincts who can spot buzzwords from a mile away. That is why transparency, authenticity, and innovation are crucial for effective marketing in ad tech. They build credibility and pave the way for long-term success.
5. What advice do you have for aspiring women leaders in the adtech world? Share a personal story of growth.
There’s no one-size-fits-all answer because every situation and person is different. But I can share what’s helped me stay on track during tough times and what I tell my daughter as she prepares for her own journey, as well as what I remind myself as I continue to grow.
The world is unpredictable. Layoffs, economic downturns, industry shifts, change is the only constant. In times like these, resilience isn’t just a skill, but a necessity. One of the best ways to build it is to learn from everyone. Keep an open mind and an open heart. You’ll meet people who will recognize your potential and lift you up, but you’ll also meet those who see your light and wish it wasn’t there. Learn from both. Accept it, grow from it, and move forward.
Find your strengths and sharpen them. Step onto industry stages, contribute to thought leadership, and build relationships that matter. Growth happens when you push yourself into uncomfortable spaces, taking on challenges you don’t yet feel qualified for. Be brave.
And above all, be kind. People might forget what you said, but they will always remember how you made them feel. This industry is driven by data, but behind every number is a person. Empathy is a powerful force for change.
If you find yourself in a leadership role, never forget where you started. Be the leader you once needed. Give opportunities to young professionals, to parents returning after a career break, to those who had to step away for reasons beyond their control. Many people are quick to talk, but few take meaningful action. Be the one who takes action. Be the change.
At Blasto, we’re proud to host this series — not because diversity is a trend, but because it’s a necessity for progress.
AdTech Woman Power is our commitment to:
Giving the mic to the women who build this industry
Showcasing leadership across every layer of programmatic
Building a better ecosystem, together
In previous episodes, we’ve featured:
Episode 1: Featuring Marta Grgurović, Content and SEO Writer at TargetVideo. In this episode, Marta reflects on her growth from a tiny marketing team to becoming a key player in programmatic advertising.
Episode 2: With Corina Tutunaru, Senior Business Manager at Rakuten Viber. Corina discusses how she navigated challenges and carved her career path in the messaging app space, emphasizing the importance of being bold, trusting your voice.
Episode 3: Featuring Helen Mussard, CMO of IAB Europe. Helen talks about her career transition from diverse industries to leading in AdTech, focusing on IAB Europe’s mission to promote diversity in programmatic advertising.
