In this edition of WomenAdvancing, host E.B. Moss speaks with Nada Bradbury, CEO of AD-ID, on the company’s innovations that address transparency in ad spending. Their in-depth discussion covers the company’s origins, its role in the advertising industry and Bradbury’s career journey as a leading woman in the ad tech space.
AD-ID was created over 20 years ago by two nonprofits: the 4A’s (American Association of Advertising Agencies) and the ANA (Association of National Advertisers), which represent agencies and advertisers alike. As Bradbury explains, “Their entire scope was, ‘We need folks to be able to understand where their advertising dollars are going and making sure that those are being planned appropriately.’” Fast forward to today and the rise of digital media and AD-ID has become even more essential, offering a way to assign a unique ID to every ad creative and gather critical metadata to ensure ads are placed effectively and not overexposed to viewers. “We’re able to associate a unique ID to every advertising creative and understand what that creative is about by collecting metadata around it.”
Bradbury also addresses the growing issue of ad fatigue in the digital age, noting the detrimental impact of overexposure on both consumers and brands. “Can you imagine spending all of your advertising dollars with the hopes of bringing in more sales, yet your ad shows way too often and annoys viewers,” she says. This “piss-off effect,” which Moss more pointedly calls overly repetitive ads, not only creates negative associations with a brand but can even drive consumers to avoid the entire product category. However, Bradbury also stresses that consumers aren’t rejecting ads outright -- they simply want ads that are relevant and shown in moderation. “People want activation to be more addressable for them… they want ads that are shown to them a decent number of times, so they can remember, and be exposed to different products they might be interested in.”
Beyond her expertise in ad tech, Bradbury shares valuable career advice for women looking to break into leadership roles. When Moss asked what advice she’d give to her younger self, or any young woman entering the ad tech space, Bradbury had this to say: “Be open to everything. Always be the first to raise your hand. It doesn’t matter what it is. Think about when we interact with people, we are always so attracted to the folks that want to be a part of something, that want to help. If you feel like you can help and provide some support, do it.”
Bradbury’s leadership at AD-ID reflects a broader vision for improving the advertising landscape, and her personal experience underscores the importance of boldness, transparency, and relevancy -- both in business and in navigating the path to success as a woman in the tech world.
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