The Programmatic Digest

This is the second episode in a special 3-part series sponsored by Drako! Check out the YouTube Interview here:  https://youtu.be/jXgKLxwVj44 [https://youtu.be/jXgKLxwVj44]  In this episode, I talk with Natalia Ruelas from Drako about her journey from studying marketing in Canada to becoming an account manager in programmatic advertising. She shares how important it is to research and measure everything to help campaigns perform better. We discuss why small teams and good communication matter in this complex ad world. We also dive into campaign optimization. Natalia explains why it’s not enough to have a plan, you need SMEs that can adjust to real-world situations. We talk about: * What does real-world flexibility in campaign planning look like? * What are common mistakes with targeting and geofencing? * How can you use data to improve campaign performance? Natalia also shares how a positive attitude can drive creativity and success. She encourages marketers to be honest with clients and work together openly. This episode is full of tips and fresh ideas to help you plan smarter and feel inspired. Stay tuned for more on data-first media planning and campaign measurement!   Sign up to the Live podcast Episode 178 via LinkedIN Live:  Audience First, Attribution Always: A Practical Workshop for Traders https://www.linkedin.com/events/audiencefirst-attributionalways7333313761019142144/theater/ [https://www.linkedin.com/events/audiencefirst-attributionalways7333313761019142144/theater/] About Us: We teach historically excluded individuals how to break into programmatic media buying and land their dream jobs. Through our Reach and Frequency® program, an engaged community, and expert coaching, we offer: * Programmatic L&D Support: A monthly retainer providing hands-on training, strategy, and troubleshooting for programmatic teams. Book a Discovery Call: https://www.heleneparker.com/workshop/ [https://www.heleneparker.com/workshop/] Programmatic Training & Coaching:   * Executive Membership: for the busy mid-level to senior or director-level programmatic ninja looking for a structured, high-impact way to stay ahead of evolving trends, sharpen your optimization skills, and connect with like-minded experts Join Here: https://programmaticdigest14822.ac-page.com/executivemembership    [https://programmaticdigest14822.ac-page.com/executivemembership]   * Accelerator Program: A 6-week structured program with live coaching, hands-on DSP exercises, and real-time feedback. Sign Up: https://reachandfrequencycourse.thinkific.com/courses/program   [https://reachandfrequencycourse.thinkific.com/courses/program]   * Self-Paced Course: Learn at your own speed with full content access. Enroll Here: https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course [https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course]   Timestamp: (00:02) Media Planning With Data-First Mindset (10:25) Optimizing Campaign Planning With Data (23:39) Effective Campaign Planning With Data Partners (36:51) Embracing the Superpower of Happiness     Meet Our Guest: * Natalia Ruelas * https://www.linkedin.com/in/nataliaruelast/ [https://www.linkedin.com/in/nataliaruelast/]  * Drako * https://www.drakomediagroup.com/ [https://www.drakomediagroup.com/]  Meet The Team: * Hélène Parker - Chief Programmatic Coach * https://www.heleneparker.com/ [https://www.heleneparker.com/]  * https://www.linkedin.com/in/helene-parker/ [https://www.linkedin.com/in/helene-parker/]   * Manuela Cortes - Co-Host  * Programmatic Digest In Espanol  * https://www.linkedin.com/in/manuela-cortes-/ [https://www.linkedin.com/in/manuela-cortes-/] * Learn Programmatic * As a TEAM [https://www.heleneparker.com/workshop/]: https://www.heleneparker.com/workshop/ [https://www.heleneparker.com/workshop/]  * As a Programmatic Ninja [https://www.heleneparker.com/course/]: https://www.heleneparker.com/course/ [https://www.heleneparker.com/course/] Programmatic Coaching Newsletter [https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=6881736433963474944]:https://www.heleneparker.com/newsletter/ [https://www.heleneparker.com/newsletter/]    * Programmatic Digest * https://www.linkedin.com/company/programmatic-digest-podcast [https://www.linkedin.com/company/programmatic-digest-podcast] * https://www.youtube.com/@programmaticdigest [https://www.youtube.com/@programmaticdigest]      Looking for programmatic training/coaching?  Sign up to our Accelerator Program: A 6-week structured program with live coaching, hands-on within DSP(s) exercises, and real-time feedback—perfect for those who thrive on accountability and community, and looking to grow their technical skillset https://reachandfrequencycourse.thinkific.com/courses/program [https://reachandfrequencycourse.thinkific.com/courses/program]  Self-Paced Course: Full access to course content anytime, allowing independent learners to study at their own speed with complete flexibility. https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course [https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course]  Join our next workshop by signing up to our waitlist below: https://www.heleneparker.com/waitlist/ [https://www.heleneparker.com/waitlist/]

This is the first episode in a special 3-part series sponsored by Drako! In this episode, I talk with Stewart Sullivan, CEO of Drako, about his journey from being a marketing student at Concordia University to leading a fast-growing programmatic data company. Stewart shares what it’s like to work in ad tech as a former trader and why it’s so important for media buyers and data partners to work closely together. You’ll learn how Drako grew from just reselling a DSP to building their own powerful location data tools that help solve real problems for advertisers. We talk about: * How to choose the right data partner (and why it’s often confusing) * The biggest myths about using custom data in campaigns * Why location data is key for reaching the right audience and beating competitors How to use geo-targeting and data signals to improve campaign performance Stewart also gives great advice for marketers: Ask questions, dig into your data, and don’t just stick with what’s familiar. This episode is packed with tips for making smarter programmatic decisions — and it’s just the beginning. Stay tuned for parts 2 on Media Planning with a Data-First Mindset  and 3 on Data Measurement and Attribution of this special series with Drako.  Sign up to the Live podcast Episode 178 via LinkedIN Live:  Audience First, Attribution Always: A Practical Workshop for Traders https://www.linkedin.com/events/audiencefirst-attributionalways7333313761019142144/theater/ [https://www.linkedin.com/events/audiencefirst-attributionalways7333313761019142144/theater/] About Us: We teach historically excluded individuals how to break into programmatic media buying and land their dream jobs. Through our Reach and Frequency® program, an engaged community, and expert coaching, we offer: * Programmatic L&D Support: A monthly retainer providing hands-on training, strategy, and troubleshooting for programmatic teams. Book a Discovery Call: https://www.heleneparker.com/workshop/ [https://www.heleneparker.com/workshop/] Programmatic Training & Coaching:   * Executive Membership: for the busy mid-level to senior or director-level programmatic ninja looking for a structured, high-impact way to stay ahead of evolving trends, sharpen your optimization skills, and connect with like-minded experts Join Here: https://programmaticdigest14822.ac-page.com/executivemembership    [https://programmaticdigest14822.ac-page.com/executivemembership]   * Accelerator Program: A 6-week structured program with live coaching, hands-on DSP exercises, and real-time feedback. Sign Up: https://reachandfrequencycourse.thinkific.com/courses/program   [https://reachandfrequencycourse.thinkific.com/courses/program]   * Self-Paced Course: Learn at your own speed with full content access. Enroll Here: https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course [https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course]   Timestamp: (00:00) - Choosing Data Partners in Programmatic (07:48) - Choosing the Right Data Partner (17:05) - Optimizing Data Onboarding and Segmentation (26:16) - Customizing Data Signals for Campaign Success (37:54) - Customizing Data Segments for Success     Meet Our Guest: * Stewart Sullivan * https://www.linkedin.com/in/stewartsullivan/ [https://www.linkedin.com/in/stewartsullivan/]  * Drako  * https://www.drakomediagroup.com/ [https://www.drakomediagroup.com/]  Meet The Team: * Hélène Parker - Chief Programmatic Coach * https://www.heleneparker.com/ [https://www.heleneparker.com/]  * https://www.linkedin.com/in/helene-parker/ [https://www.linkedin.com/in/helene-parker/]   * Manuela Cortes - Co-Host  * Programmatic Digest In Espanol  * https://www.linkedin.com/in/manuela-cortes-/ [https://www.linkedin.com/in/manuela-cortes-/] * Learn Programmatic * As a TEAM [https://www.heleneparker.com/workshop/]: https://www.heleneparker.com/workshop/ [https://www.heleneparker.com/workshop/]  * As a Programmatic Ninja [https://www.heleneparker.com/course/]: https://www.heleneparker.com/course/ [https://www.heleneparker.com/course/] Programmatic Coaching Newsletter [https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=6881736433963474944]:https://www.heleneparker.com/newsletter/ [https://www.heleneparker.com/newsletter/]    * Programmatic Digest * https://www.linkedin.com/company/programmatic-digest-podcast [https://www.linkedin.com/company/programmatic-digest-podcast] * https://www.youtube.com/@programmaticdigest [https://www.youtube.com/@programmaticdigest]      Looking for programmatic training/coaching?  Sign up to our Accelerator Program: A 6-week structured program with live coaching, hands-on within DSP(s) exercises, and real-time feedback—perfect for those who thrive on accountability and community, and looking to grow their technical skillset https://reachandfrequencycourse.thinkific.com/courses/program [https://reachandfrequencycourse.thinkific.com/courses/program]  Self-Paced Course: Full access to course content anytime, allowing independent learners to study at their own speed with complete flexibility. https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course [https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course]  Join our next workshop by signing up to our waitlist below: https://www.heleneparker.com/waitlist/ [https://www.heleneparker.com/waitlist/]

In this episode, we’re joined by Augusto Romano, co-founder of Digo, and Anthony Gonzalez from JWP Connatix, to break down how smart video strategies and real partnerships are helping brands connect with the growing U.S. and Hispanic audience. Augusto shares how Digo was built to serve vibrant communities such as  Dominicans, Puerto Ricans, Salvadorans, and more through premium video content. Meanwhile, Anthony shows us how JWP Connatix powers this mission with advanced tech to deliver and monetize video content effectively. Together, they explain how viewer habits are shifting; everyone’s watching more video and why publishers and advertisers need to keep up. The solution? Using tools like Private Marketplaces (PMPs) and Demand-Side Platforms (DSPs) to reach Hispanic audiences in brand-safe, culturally relevant ways. But the real secret sauce? Authenticity. Augusto and Anthony talk about why brands need to understand cultural nuances, not just demographics, to truly connect. By building long-term, genuine partnerships and embracing digital transformation, especially among Latin American and Spanish-language media, brands can unlock the full power of the Hispanic market. Tune in for an insider’s look at what it takes to create meaningful connections and successful campaigns in today’s video-first world. 🚨 New cohort kicks off next week! Just a few seats left in the Reach and Frequency™ program—designed for programmatic buyers and ad ops pros ready to optimize smarter and activate with confidence. Don’t miss your chance to join this hands-on, expert-led experience. 👉 Secure your spot now: https://reachandfrequencycourse.thinkific.com/courses/program [https://reachandfrequencycourse.thinkific.com/courses/program]    About Us: We teach historically excluded individuals how to break into programmatic media buying and land their dream jobs. Through our Reach and Frequency® program, an engaged community, and expert coaching, we offer: * Programmatic L&D Support: A monthly retainer providing hands-on training, strategy, and troubleshooting for programmatic teams. Book a Discovery Call: https://www.heleneparker.com/workshop/ [https://www.heleneparker.com/workshop/] Programmatic Training & Coaching:   * Executive Membership: for the busy mid-level to senior or director-level programmatic ninja looking for a structured, high-impact way to stay ahead of evolving trends, sharpen your optimization skills, and connect with like-minded experts Join Here: https://programmaticdigest14822.ac-page.com/executivemembership    [https://programmaticdigest14822.ac-page.com/executivemembership]   * 🦄 NEW cohort starting next week: Accelerator Program: A 6-week structured program with live coaching, hands-on DSP exercises, and real-time feedback. Sign Up: https://reachandfrequencycourse.thinkific.com/courses/program   [https://reachandfrequencycourse.thinkific.com/courses/program]   * Self-Paced Course: Learn at your own speed with full content access. Enroll Here: https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course [https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course]   Timestamp: (00:03) - Video Technology Partnership in Media (09:00) - Hispanic Audience Engagement Through Premium Partnerships (23:28) - Building Authentic Partnerships for Brand Engagement (36:10) - Direct Contact Information for Partners     Meet Our Guest: * Augusto Romano * LinkedIn: https://www.linkedin.com/in/augustoromano/ [https://www.linkedin.com/in/augustoromano/] * Digo Hispanic Media: https://digohispanicmedia.com [https://digohispanicmedia.com] * Anthony Gonsalves * Linkedin: https://www.linkedin.com/in/agonsalves/ [https://www.linkedin.com/in/agonsalves/] * JWP Connatix: https://connatix.com [https://connatix.com] Meet The Team: * Hélène Parker - Chief Programmatic Coach * https://www.heleneparker.com/ [https://www.heleneparker.com/]  * https://www.linkedin.com/in/helene-parker/ * Learn Programmatic * As a TEAM [https://www.heleneparker.com/workshop/]: https://www.heleneparker.com/workshop/ [https://www.heleneparker.com/workshop/]  * As a Programmatic Ninja [https://www.heleneparker.com/course/]: https://www.heleneparker.com/course/ [https://www.heleneparker.com/course/] Programmatic Coaching Newsletter [https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=6881736433963474944]:https://www.heleneparker.com/newsletter/ [https://www.heleneparker.com/newsletter/]    * Programmatic Digest * https://www.linkedin.com/company/programmatic-digest-podcast [https://www.linkedin.com/company/programmatic-digest-podcast] * https://www.youtube.com/@programmaticdigest [https://www.youtube.com/@programmaticdigest]    * Manuela Cortes - Co-Host  * Programmatic Digest In Espanol  * https://www.linkedin.com/in/manuela-cortes-/ [https://www.linkedin.com/in/manuela-cortes-/]   Looking for programmatic training/coaching?  Sign up to our Accelerator Program: A 6-week structured program with live coaching, hands-on within DSP(s) exercises, and real-time feedback—perfect for those who thrive on accountability and community, and looking to grow their technical skillset https://reachandfrequencycourse.thinkific.com/courses/program [https://reachandfrequencycourse.thinkific.com/courses/program]  Self-Paced Course: Full access to course content anytime, allowing independent learners to study at their own speed with complete flexibility. https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course [https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course]  Join our next workshop by signing up to our waitlist below: https://www.heleneparker.com/waitlist/ [https://www.heleneparker.com/waitlist/]

En este episodio hablamos con Álvaro Cuesta sobre cómo los publishers pueden optimizar sus estrategias de monetización a través del video. Álvaro comparte recomendaciones clave, incluyendo la elección de los mejores vendors de video, la importancia de revisar el archivo ads.txt y seleccionar partners estratégicos. Además, ofrece consejos tanto para publishers grandes como pequeños, destacando el valor de asistir a eventos de la industria, mejorar la oferta de producto y sumar video como un pilar central en la estrategia digital.

In this episode, we sit down with Bob Regular, CEO of Infolinks, to explore the evolving world of programmatic advertising and the rising importance of curation. Bob walks us through his journey in digital media—from the dial-up days to today’s complex ad tech ecosystem—offering valuable insights along the way. We dive into how Supply Path Optimization (SPO) is playing a critical role in improving the connection between advertisers and publishers by enhancing media quality and eliminating unnecessary middlemen. Using the analogy of choosing the best billboard location, Bob explains how digital ad placement is just as strategic, with audience targeting and creative messaging being essential for success. We also touch on the often-overlooked challenges of inconsistent naming conventions and unclear attention metrics, and how curation and SPO can help simplify and improve the overall advertising experience. The conversation wraps up with a closer look at the differences between direct and reseller relationships in ad tech, and how SPO is shifting industry priorities. Bob shares key takeaways from recent training sessions with media holding companies, including the major reduction in non-value-adding players since the adoption of ads.txt. This episode is a must-listen for anyone interested in the future of digital advertising and how we can build stronger, more transparent partnerships in the ecosystem. About Us: We teach historically excluded individuals how to break into programmatic media buying and land their dream jobs. Through our Reach and Frequency® program, an engaged community, and expert coaching, we offer: * Programmatic L&D Support: A monthly retainer providing hands-on training, strategy, and troubleshooting for programmatic teams. Book a Discovery Call: https://www.heleneparker.com/workshop/ [https://www.heleneparker.com/workshop/] Programmatic Training & Coaching:   * Executive Membership: for the busy mid-level to senior or director-level programmatic ninja looking for a structured, high-impact way to stay ahead of evolving trends, sharpen your optimization skills, and connect with like-minded experts Join Here: https://programmaticdigest14822.ac-page.com/executivemembership    [https://programmaticdigest14822.ac-page.com/executivemembership]   * Accelerator Program: A 6-week structured program with live coaching, hands-on DSP exercises, and real-time feedback. Sign Up: https://reachandfrequencycourse.thinkific.com/courses/program   [https://reachandfrequencycourse.thinkific.com/courses/program]   * Self-Paced Course: Learn at your own speed with full content access. Enroll Here: https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course [https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course]   Timestamp: (01:44) Evolution of Digital Media Industry (09:27) Publisher Placement Curation Strategy  (15:07) Challenges in Ad Serving and Curation  (25:18) The Complexity of Ad Tech Pathways  (33:15) Perspectives on Premium Advertising Approach  (38:12) Rebuilding Collaboration in Advertising Industry     Meet Our Guest: * Bob Regular  * https://www.linkedin.com/in/rregular/ [https://www.linkedin.com/in/rregular/]  * Infolinks Media  * http://www.infolinks.com [http://www.infolinks.com/] Meet The Team: * Hélène Parker - Chief Programmatic Coach * https://www.heleneparker.com/ [https://www.heleneparker.com/]  * https://www.linkedin.com/in/helene-parker/ * Learn Programmatic * As a TEAM [https://www.heleneparker.com/workshop/]: https://www.heleneparker.com/workshop/ [https://www.heleneparker.com/workshop/]  * As a Programmatic Ninja [https://www.heleneparker.com/course/]: https://www.heleneparker.com/course/ [https://www.heleneparker.com/course/] Programmatic Coaching Newsletter [https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=6881736433963474944]:https://www.heleneparker.com/newsletter/ [https://www.heleneparker.com/newsletter/]    * Programmatic Digest * https://www.linkedin.com/company/programmatic-digest-podcast [https://www.linkedin.com/company/programmatic-digest-podcast] * https://www.youtube.com/@programmaticdigest [https://www.youtube.com/@programmaticdigest]    * Manuela Cortes - Co-Host  * Programmatic Digest In Espanol  * https://www.linkedin.com/in/manuela-cortes-/ [https://www.linkedin.com/in/manuela-cortes-/]   Looking for programmatic training/coaching?  Sign up to our Accelerator Program: A 6-week structured program with live coaching, hands-on within DSP(s) exercises, and real-time feedback—perfect for those who thrive on accountability and community, and looking to grow their technical skillset https://reachandfrequencycourse.thinkific.com/courses/program [https://reachandfrequencycourse.thinkific.com/courses/program]  Self-Paced Course: Full access to course content anytime, allowing independent learners to study at their own speed with complete flexibility. https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course [https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course]    Join our next workshop by signing up to our waitlist below: https://www.heleneparker.com/waitlist/ [https://www.heleneparker.com/waitlist/]