Carolina Wagner on success in ad tech and shaping programmatic at Automattic

Liftoff, an AI-powered growth platform that helps mobile marketers scale performance across the entire app lifecycle, is bringing together inspirational women from across the mobile industry to share their stories. In this series, we’ll explore their achievements, the challenges they’ve overcome, and their vision for the future, offering insights from the experts shaping the world of mobile apps and technology.

This month’s article focuses on Carolina Wagner, VP of Programmatic Strategy & Operations at Automattic.

Can you start by walking us through your career path—how did you get to where you are today?

My path into the adtech world began after four years in finance. Living in the Bay Area, I felt a strong pull towards the dynamic tech scene and decided to pursue an MBA. In business school, I met my future boss, who was working at Buysight, a retargeting ad network. Upon graduating, I joined them as one of three account managers. This role on the buyside was foundational, teaching me the basics of ad tech, partner management, and resourcefulness—an essential skill in a startup environment.

Three months into my time at Buysight, AOL acquired us. This acquisition was an incredible learning experience, especially being involved in the exit strategy. It solidified my interest in remaining in ad tech, but with a desire to understand the supply side of the business. I transitioned into an Account Executive role, supporting a portfolio of supply partners. Two years later, AOL was acquired by Verizon, which went on to also purchase Yahoo, leading to the merger of these two ad tech giants.

As is often the case in ad tech, my journey included a layoff. In 2018, a restructuring impacted my role. Still passionate about the supply side but with a growing interest in mobile, I found a new opportunity at Fyber (now Digital Turbine), selling monetization tools to app developers.

Later that year, at an industry conference, I reconnected with a former colleague from my AOL days who convinced me to join PubMatic, an absolute powerhouse in the industry. The timing was perfect, and I stepped into a director role, where I focused on bringing in new business for mobile, an area PubMatic was actively expanding into. A year later, PubMatic went public—another exhilarating milestone in my career.

In early 2021, I realised that while I enjoyed my time on the vendor side, I was very curious about the publisher side. I reflected on my previous business relationships, thinking about where my vendor perspective and monetization skills could be valuable. This led me to Automattic, where I now help lead programmatic monetization for Tumblr and WordPress.

In your own words, could you tell me what Automattic is all about and your role there?

Automattic empowers individuals to create their own websites and blogs by providing a platform equipped with the necessary tools to communicate their message effectively. Over its 20-year history, the company has strategically acquired numerous companies that share its passion for democratizing the internet, including WordPress, Tumblr, WooCommerce, and many others.

In my current role as VP of Programmatic Strategy and Operations at Automattic, I have the privilege of shaping our programmatic strategy and how we execute it across our diverse inventory on Tumblr and WordPress. Automattic’s overall advertising strategy has evolved over the past few years, although our primary focus is still driving revenue and identifying new revenue streams.

At the same time, we maintain constant communication with our partners while functioning as yield analysts, ad operations specialists, and even dabble in legal and financial considerations. We’re only a team of two managing a wide range of responsibilities, so the concept of being resourceful often takes on a whole new meaning.

What inspired you to pursue a career in the app/mobile industry?

I saw the potential of working in an area less defined than traditional desktop and mobile web monetization. In the mobile industry, user experience is paramount, and the challenge of balancing revenue generation with maintaining user loyalty has always been particularly exciting to me. While ad-free apps might enhance the user experience, monetization is a necessity, and that’s where my expertise comes into play.

What are some of your biggest accomplishments during your career, as well as your biggest challenges?

During my time at PubMatic, I consistently ranked as a top seller, achieving year-over-year revenue growth and profitability, including significant increases in video and mobile ad revenue.

However, I am most proud of my contributions to Automattic. Since joining, I’ve driven a 55% increase in programmatic revenue across the entire platform and an impressive 94% increase on Tumblr alone. Successfully leading and managing multiple integrations simultaneously is a particularly rewarding accomplishment.

Throughout my career, I’ve learned that change is a constant, and the ability to adapt is crucial. My six years at AOL were marked by numerous acquisitions and mergers, so much so that I reported to over eight different leaders during that time. Remaining adaptable proved invaluable in navigating different management styles and evolving goals.

How do you navigate building and maintaining successful partnerships within the fast-paced mobile advertising ecosystem?

Building and maintaining successful partnerships in the fast-paced mobile advertising ecosystem requires a proactive approach. It is crucial to stay informed about industry trends through publications and conferences, which are also invaluable for establishing initial connections. Once a partnership is in place, check in regularly to ensure you’re providing enough ongoing support and are informed about any important updates, which will help ensure you’re seen as a valued team member.

Quantitative and qualitative factors are both essential when assessing the value and success of a partnership in mobile advertising. Quantitative metrics provide a numerical benchmark to evaluate performance, and they might include KPIs like revenue, eCPMs, and fill rates. Qualitative factors involve strategic alignment with the partner, quality of support, and effectiveness of communication.

What key trends are you observing in mobile advertising partnerships, and how are you adapting to them?

Several key trends are shaping mobile advertising partnerships, with the rise of AI impacting various aspects of the bidding process, particularly creative optimization. Many marketers are also actively exploring new ad formats entering the market, although balancing that with maintaining a positive user experience requires careful attention.

What are some common barriers women still face in this space?

Ad tech, particularly within mobile app-focused companies, tends to be male-dominated, which can lead to biases in how women are treated and preconceived ideas about their professional capabilities. Workplaces that truly value diversity will recognize the unique perspectives women bring to the table, while less diverse environments can present challenges.

There can also sometimes be a sense of competition among women based on the outdated notion that only limited opportunities are available. This is counterproductive because it helps when women actively support each other.

What advice would you give to women looking to build a successful career in mobile?

My advice is to remain laser-focused on achieving results. Despite any persistent biases, your accomplishments and the quality of your work will speak volumes about your capabilities. Your success will reflect your skills and dedication, proving that you earned your position through merit. While it might sometimes feel like you need to work harder, consistently delivering strong results will be your key to a thriving career in ad tech.