Georgia Brammer has covered serious ground in the adtech evolution, from Flash-based creative, privacy sandboxes to connected TV. Brammer’s approach to the industry has been guided by curiosity and tenacity, taking a seat at the table even when she wasn’t invited.
As we gear up for the 2026 Women Leading Tech Awards, presented by Atlassian, Brammer’s story and advice help shine a light on the incredible work being done by women in tech.
Beginning her career in operations and progressing to client success has seen her unify her skills and knowledge into a best-in-class marketing practice. From years of collaborating with advertisers and agencies to create personalisation and measurement solutions, Brammer has carved out a space in the adtech industry—and she’s here to stay.
These days, Brammer is general manager, APAC, at Innovid, an ad tech platform creating, delivering, measuring, and optimising ad-supported experiences across screens.
For women looking to build a future in tech, her advice is simple: “curiosity is your greatest advantage. You don’t need to know everything, but you need to be willing to learn faster than the industry evolves. Adtech rewards those who experiment and take initiative”.
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B&T: How did you get into tech, and what advice do you have for young girls and women looking to a future in tech?
GB: I started in news distribution at AAP and followed the work that combined creativity, data, and real outcomes. Operations taught me precision. Client success taught me scale and partnership. Leadership sharpened my focus on solving the hard, unglamorous problems that hold advertisers back.
Working in London early in my career was a turning point. It gave me a global lens on how technology and creativity intersect, and set the foundation for my path to leading Innovid across APAC today.
For women looking to build a future in tech, my advice is simple: curiosity is your greatest advantage. You don’t need to know everything, but you need to be willing to learn faster than the industry evolves. Don’t wait to be invited into technical conversations; ask questions, seek mentors, and get hands-on. Ad Tech rewards those who experiment and take initiative. Be tenacious.
Representation matters, but participation is what drives change. The more diverse perspectives we have designing, coding, leading, and questioning, the stronger our industry becomes.
B&T: What challenges are creatives and advertisers facing in the space right now?
GB: Advertisers’ biggest challenges are around fragmentation, inefficiencies, and lack of transparency. The main challenges for advertisers in the Connected TV (CTV) space are centred around optimising ad exposure, managing measurement and workflows effectively in a complex and fragmented ecosystem, and capitalising on the audience shift.
There’s a disconnect between where audiences are and where budgets are going. Eyeballs are moving to CTV, and time spent is increasing — but advertiser spending is not trending at the same pace. While Innovid saw CTV impressions grow by 18 per cent year-over-year in 2024, and in 2025, we’re seeing 56 per cent of our video impressions now dedicated to CTV, advertiser investment often trails consumers’ time spent streaming.
Live events are the last stronghold of linear TV, and that wall is crumbling given the recent upfronts. Viewers by the hundreds of millions have shifted to streaming content, such as sports, and advertising opportunities are growing on CTV. As subscription video-on-demand streamers like Disney+ and Netflix introduce advertising-based video-on-demand tiers, joining our local broadcasters, brands have more CTV outlets than ever to reach unique and growing audiences. But there is a viewership vs. spending gap.
Consumers are redefining attention and consumption. Creatives and advertisers can leverage new advertising formats that simply aren’t available on linear. Linear TV is a lean-back experience, while CTV allows for interactive ad experiences that encourage viewers to lean forward, with interactive and shoppable formats. Advertisers can engage viewers on-screen with remote control-accessed elements like expandable learn-more galleries, add-to-cart buttons, and QR codes.
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B&T: What advice do you have for creatives and advertisers?
GB: Advertisers should adopt a strategy that reduces reliance on any single platform to achieve long-term success and minimise risk, particularly in light of increasing regulatory scrutiny on major ad tech players and the rate of advancement in the ecosystem.
Advertisers must work to reclaim their autonomy in ad tech decisions. This is grounded in three essential principles. The first is taking full ownership of data and decisions. Demand complete transparency in how campaigns are executed and measured, ensuring investments work for them rather than media sellers. Advertisers should have full ownership over their data and decisions, free from opaque algorithms that prioritise platform interests.
The second is budget flexibility. Be free to allocate budgets where it makes the most sense for the business, not where platforms dictate. This allows for spending based on performance and strategy, without being restricted by walled gardens. Independent partners unlock the capability to measure and manage large-scale campaigns across numerous channels, products, and regions.
The last one is conflict-free, unified platforms. Onboard a unified platform for ad delivery, creative personalisation, measurement, and optimisation across CTV, digital and social channels, that is free from conflicts of interest and encourages choice. This allows for seamless management of reach, frequency, performance, and audience engagement across screens.
Also, embrace innovation. AI is accelerating at a breakneck pace that is difficult to comprehend. It’s changing the way advertising is done. Generative AI has firmly cemented its place as the most important consumer trend, selected by 72 per cent of marketers in our latest survey of hundreds of advertisers —a 15 per cent increase from late 2024.
Brands should prioritise working with platforms that are delivering truly omnichannel operations connected to industry activation workflows and automated through AI, but with caution to not fall for shiny, commoditised solutions – instead brand-centric solutions.
B&T: How are you harnessing AI in the work you do?
Georgia Brammer: Innovid is embedding AI end-to-end into the core of how campaigns are created, delivered, measured, and optimised, ensuring it enhances creative work rather than competes with it.
Our latest AI-powered features are designed to eliminate repetitive work, unify siloed platforms, surface smarter insights faster, and give marketers time to focus on creative strategy.
According to Nielsen, creativity drives 56 per cent of a campaign’s sales ROI, and Google reports that 70 per cent of a campaign’s success is determined by the creative. Creative personalisation is not something advertisers can continue to put on the back burner – consumers expect it.
However, for many years, personalised creative has come up against missing skill sets, deadlines and costing models that were rewarded by manual, time-consuming practices, inhibiting the scale needed for campaign success. With cost and innovation at the forefront of marketers’ minds, along with greater comfort with AI, there is a greater mandate for technology to nail an equilibrium between the two, with effectiveness in both media and creative.
Our own team and our partners are taking advantage of these tools to streamline the once-expensive and tedious steps to success.
For instance, we’re harnessing AI for smarter creative labelling and insights. Long gone are the days of horrific naming conventions and endless Excel sheets; we’re using AI image recognition to automatically label creative assets within ads. These tags feed directly into the reporting and optimisation tools, surfacing actionable, real-time intelligence without manual effort. Auto brands have particularly favoured this technology, with the AI being trained to automatically recognise and label proprietary car models and features within their large suite of creative iterations.
We’re also using it for paid social automation. Marketers can manage and optimise campaigns in real-time across platforms like Meta, TikTok, Snapchat, Pinterest, Reddit and LinkedIn. Early adopters of this paid social automation are reporting a 22 per cent lift in ROAS versus native social tools. We enable custom rules to be applied across all publishers and campaign entities at once, with full control over timing, triggers, and conditions – removing repetitive siloed actions when having to work with the individual platforms natively.
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B&T: What are clients asking for at the moment?
GB: Advertisers are looking for neutral platforms that offer unified platforms for ad serving, personalisation, measurement, and optimisation that return control to the advertiser. This push to say goodbye to the closed systems of legacy ad tech is becoming a reality and is due to mounting regulatory scrutiny on monopolistic practices and the desire to break free from the inefficiencies and conflicts of interest in closed environments.
Confirmed by IAB’s Data State of the Nation 2025 report, data for digital advertising continues to be viewed as critical for commercial success, with the importance of transaction data for digital advertising increasing over the last year. Closed ecosystems and black boxed attribution models just don’t allow for that level of access, strategic control or trust.
Clients are seeking full-funnel performance and engagement. They seek solutions that recognise CTV as a high-growth, high-engagement channel – “brandformance” if you will. CTV is not just an awareness channel. The ability to drive outcomes-based KPIs is real.
They demand solutions for personalisation and relevance. Moving beyond standard metrics, many say reach and frequency aren’t enough, pushing for real-time data and creative scalability to deliver personalised messaging that resonates across fragmented environments, addressing creative fatigue and desired personalised consumer experiences.
Clients want high-engagement experiences. They want to use interactive ad formats, which Innovid saw an average of 71 seconds of additional time earned over standard pre-roll. According to our delivery stats, advertisers have boosted their use of interactive ads with QR codes by 3.25x since 2024, signalling that viewers are embracing more dynamic, lean-forward ad experiences.
They also recognise that AI can help automate the mundane, freeing up creative and media teams to focus on originality and strategy. The expectation of marketing sophistication has increased in parallel with the speculation of marketing budget and headcount. AI-fuelled optimisation and workflow tools are now an expected foundation of platforms to ensure business growth is achieved within the current constraints of the conservative economy.
As AI is set to rewire the tech industry, we need visionaries such as Brammer to take the helm and set the future in motion. If that sounds like you, enter the 2026 Women Leading Tech Awards, Presented by Atlassian, now!
