The Future of AdTech, Empathy & Ego: A Better Way to Work | Fern Potter

In an ad-tech world increasingly driven by AI, human connection remains the most powerful strategy we have. Join us as we explore the future of programmatic curation and supply-side decisioning with Fern Potter, SVP of Strategy & Partnerships at Multilocal.In this episode, Fern explains how streamlining the audience experience is creating viable alternatives to the walled gardens. We also dive into fascinating consumer trends, unpacking why Gen Z is abandoning static images for video storytelling to filter out AI disruption. Finally, we cover the deeply human side of business, discussing the vital importance of setting psychological boundaries and separating personal ego from professional outcomes.Key Takeaways:The Power of Curation: How bridging audience experiences on the supply side makes programmatic advertising less expensive and more efficient.Monetising Data Assets: How supply-side decisioning allows publishers to control performance and pricing directly.Leadership & Boundaries: Why internalising the success or failure of a project can be damaging to your career.Finding the Signal: Why futurists like Deborah Kantt and empathy experts like Brené Brown are essential guides for modern leaders.Chapter Timestamps:00:00 - Introduction & Welcome00:31 - The Signal in the Noise: Futurism & Media Indicators00:43 - Gen Z Media Consumption & Filtering Out AI Disruption04:56 - Navigating People's Attention in Advertising05:22 - What is Programmatic Curation in Ad-Tech?07:58 - Standing Out in a Competitive Ad-Tech Marketplace10:43 - Monetising Data Assets via Supply-Side Decisioning14:22 - Leadership Hero: Brené Brown18:14 - The Importance of Psychological Boundaries in Business21:59 - Finding Community: Digital Leading Ladies & Panel PowerLinks & Resources:Watch the full video interview on YouTube:https://youtu.be/zW74gTDu74g Connect with your host, James Welch, on LinkedIn: https://www.linkedin.com/in/jameswelch1234/ Connect with today’s guest, Fern Potter, on LinkedIn: https://www.linkedin.com/in/fp121/ Learn more about Multilocal: https://www.multilocal.media/