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"I think one of the biggest challenges [for product development in adtech, martech companies] is, you know, the difference in language and culture. So, there is a lot of cross border complexity involved when it comes to developing products for adtech, mediatech companies and that really requires you to do a lot of user research and a lot of localization research in terms of launching a product for certain type of audience. So, for the english speaking world you know the language is the same but for other countries where they have their own local languages that are more dominant in a lot of countries, these languages are also their official and national languages, so people mostly communicate in those languages, so catering those languages, catering a lot of, you know, cultural and different challenges can be a problem when it comes to developing these products.” - Faiza Yousuf, Product Management Expert, Founder of WomenInTechPK and Co-Founder of CodeGirls.
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