#WIB – Q&A With Lauren Africa CEO Of Digital Driven

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Can you please tell us more about your business?

A. Digital Driven is a Cape Town-based company, with Google tools and products we manage programmatic yield for publishers across Africa. We know how to create additional revenue for publishers by delivering more value to advertisers. We develop and implement solutions guaranteed to increase spend on our publisher partner sites.

When, how and why did you start your business?

A. About two years ago I worked at a publishing company. I saw the gap in the industry for programmatic yield management, as more and more publishers were becoming interested to tap into programmatic revenue.

Funny story, I tried giving this entire business idea to the company I worked for but because programmatic was very new to them, they agreed that the business concept was brilliant but flat out ignored it, which turned out to be a good thing. This gave me time to plan and gain the confidence to start Digital Driven.  It worked! Now they will have to catch up.

What is your role in the business?

A. To grow our publisher network and ensure our publishers are happy with our services.

Where did you study and what did you study?

A. I’ve done Digital Marketing via UCT online, and Google tech training at Acceleration.

How did you finance your business?

A. With my last salary from the previous company.  (No this wasn’t a lot)

Describe your average workday, if such a thing exists.

A. Coffee, emails, and meetings.

How do you balance your home life and your work life?

A. As long as I finish the most urgent duties before 19:00 pm, work, and home life balances.

What drives you and inspires you?

A. Running your own business means that you can give clients what you believe to be the best services. Seeing positive and appreciative reactions from your clients based on what you provide them can be incredibly motivating especially if you are tired or not having the best day.

Where and when do you have your best ideas?

A. At night.

Where and how do you market/advertise your business for sales leads?

A. Networking is very important to our business and I’ve always been extremely social and a huge networker– It’s been my most fruitful tool in building DD.

What is next for your business?

A. Clearly, my business ideas work, so this time I won’t share it for free.

What advice would you give to female entrepreneurs hoping to start their own business?

A. I believe that God gives you your hearts desires, so if your business is something you desire to have, know that it’s God’s desire for you. Be courageous, persistent and don’t allow fear and failure to cloud your vision, do this and you will be victorious.