Spotlight on Women in Ad Tech: Dominique Tourne’s Journey in Programmatic

We recently explored why inclusive advertising isn’t just about representation—it’s about ROI. But inclusivity isn’t just about the ads we serve; it’s about the people behind them—the talent shaping the future of programmatic advertising.

As Dominique Tourne, Programmatic Specialist at E-Planning shares in her journey, stepping into ad tech often means embracing change, breaking barriers, and leading with adaptability and vision. She made a bold career shift into programmatic, driven by its potential for growth and constant learning. Today, she plays a key role in shaping company culture, values, and internal communication—proving that diversity isn’t just about hiring, but about creating spaces where people can thrive and lead.

Her story is a reminder that fostering women in leadership isn’t just a women’s issue—it benefits everyone. As Dominique puts it, more diverse leadership leads to better ideas, stronger teams, and balanced decision-making. But to truly make progress, the industry must go beyond representation and actively invest in mentorship, leadership opportunities, and inclusive cultures.

In this special feature, we dive into Dominique’s story, the milestones that shaped her career, and her insights on what’s needed to drive real diversity in ad tech.

Introduction & Personal Journey

I started in late 2020. At that time, I was working at a bank but was looking for a radical change in my career. I was also pursuing a degree in Public and Institutional Relations. That’s when I joined one of the Big Four agencies. I had no prior experience in social media, but my team, which was based in Texas, taught me everything about Social and Programmatic. 

What initially drew you to the industry? 

What led me to accept the job and make a 180-degree career shift was seeing the potential this industry had. Today, what I love most about it is that you are constantly learning new things.  

Wins & Breakthrough Moments

A moment in your career where you felt you were making an impact 

I feel that I’m making the biggest impact right now, as I’ve been given the opportunity to contribute to the development of the company’s culture, values, vision, and mission. At the same time, managing internal communication has been a great challenge, but also an incredibly rewarding experience. 

Any notable campaigns or projects you worked on? 

I managed a DOOH campaign while working at a U.S.-based company as the manager of a team handling a major client with a high monthly investment. It was the first time the company had run this type of campaign. I spent countless hours coordinating with DOOH providers, attending multiple meetings with the DSP we were going to use, and crafting the proposal and strategy to ensure everything went smoothly. It was an incredible experience, the campaign was highly successful, and I feel it was a valuable milestone in my career. 

A leadership lesson you learned along the way

One of the most valuable leadership lessons I’ve learned is the importance of adaptability. In such a fast-paced and data driven industry, being open to change and quick decision making is crucial. I’ve also realized that great leadership is not about having all the answers, but about fostering an environment where people feel empowered to contribute, experiment, and grow. Leading with transparency and empathy has always helped me build strong, motivated teams. 

Advice for the Next Generation

What advice would you give to young women entering programmatic advertising? 

My biggest advice would be to stay curious and never stop learning. Programmatic advertising is a constantly evolving industry, so embracing change and staying up to date with trends and technologies is key. Also, build strong relationships within the industry. Having a solid network of mentors can make a huge difference in your career development. 

How can we foster more women in leadership roles? 

To foster more women in leadership roles, companies need to create an environment that actively supports and encourages their growth. This includes offering mentorship programs, leadership training, and clear career progression paths.  
Fostering women in leadership isn’t just a women’s issue, it benefits everyone. More diverse leadership leads to better ideas, stronger teams, and more balanced decision-making. The key is not just to invite women to the conversation but to make sure their voices are heard, valued, and amplified. 

Your thoughts on the future of diversity in ad tech 

The future of diversity in ad tech is promising, but it requires continuous effort and commitment. 
Diversity isn’t just about representation, it’s about creating an environment where different voices are heard, valued, and integrated into decision making. As technology and data continue to shape the industry, having teams with diverse backgrounds, experiences, and ways of thinking will be crucial for innovation and problem solving. 
To truly move forward, companies need to go beyond just hiring diverse talent; they must actively invest in fostering inclusive cultures, providing equal opportunities for growth, and challenging unconscious biases. When diversity is embraced as a driver of success rather than just a checkbox, the industry will thrive in new and exciting ways.