138. Multicultural Targeting in Programmatic Media with Iesha White
Release Date: 10/12/2023
161. Day 2️⃣: Optimize Frequency Caps #programmaticadvertising
Programmatic Digest
If I had 8 days to prep my programmatic campaigns before 🎄, here’s what I would do daily, in 150 words or less: Frequency caps determine how often your ads are shown to the same user. Too high, and you risk ad fatigue or wasted impressions; too low, and you might miss opportunities to engage a receptive audience. Analyze performance data to see how current caps impact goals, KPIs, and conversions. This means to pull your report in that sexy excel format and look at the average and even layer in recency if applicable. For branding campaigns, aim for consistent visibility,...
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160. Day 1️⃣: Audit/QA All Active Programmatic Campaigns in Your DSP(s)
Programmatic Digest
If I had 8 days to prep my programmatic campaigns before 🎄, here’s what I would do daily, in 150 words or less: Day 1️⃣: Audit/QA Active Campaigns Begin by thoroughly auditing/QAing all active campaigns in your DSP. Check goals like pacing, budget utilization, and KPIs such as CTR, conversion rates. Ensure that campaigns are on track to meet their goals. Identify underperforming line items—these could be due to low bid competitiveness, poor targeting, or weak creative performance. Likewise, pinpoint top-performing placements or segments and consider scaling...
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159. Pre-Bid Filters and PMP Deals Training With Iesha White - Part 1
Programmatic Digest
Check out the YouTube Video Here for better experience as we did share a deck: https://youtu.be/agn8qNhtnKU Welcome to the first part of our 55-minute training session, originally delivered in October, featuring the incredible Iesha White, founder of Multitudes Marketing and a trusted partner at Helene Parker Consulting. In this episode, we break down some key concepts in digital advertising: pre-bid filters, private marketplace deals, and curation. We’ll explain what these terms mean, how they work, and why they matter. Iesha and I dive deep into the world of pre-bid filters and...
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158. Mastering TV Advertising: Balancing Traditional and Programmatic Strategies with Haley Wiaz
Programmatic Digest
Join us as Haley Wiaz, Group Director of Digital at Scale Marketing, delves into the intersection of traditional TV and digital programmatic advertising. She explains how brands can blend the broad reach of traditional ads with the precise targeting of digital streaming, maximizing campaign effectiveness. Haley shares insights on the power of premium content and direct partnerships, emphasizing the role of platforms like Hulu and Peacock alongside Original Equipment Manufacturers (OEMs). She discusses how combining premium content with OEM inventory can enhance reach while keeping strategies...
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157. Balancing In-House Expertise and Outsourcing with Helen Lum at AppScience
Programmatic Digest
What makes programmatic campaigns so challenging, and is it better to manage them in-house or outsource? Join us as Helen Lum from AppScience, with over 15 years of industry expertise, provides an in-depth look into these crucial questions. Helen offers her perspective on the significance of third-party measurement solutions for transparency and the unique benefits of AppScience's device-first household graph approach. We also scrutinize various metrics such as currency and brand lift studies, underscoring the need for actionable insights and efficient audience tracking in today's fast-paced...
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156. Programmatic Curation, AI, and Global Collaborations with Seika Media
Programmatic Digest
Join us as media industry veteran John-Paul graces the Programmatic Digest podcast, sharing his wealth of experience from Mindshare, Dennis Publishing, and Gameloft. We start on a light note with a chat about England's whimsical weather before diving into the fascinating world of programmatic curation. John-Paul sheds light on the value of curated deals, emphasizing their role in saving time and incorporating expert knowledge to enhance media strategies. We also reveal how our media strategies have outperformed traditional methods, with a notable case study involving an automotive brand...
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Insights from Stefanie Beach on Consultancy Transformation and Strategic Outsourcing
Programmatic Digest
Stefanie Beach, founder and CEO of SMB Media Consulting, shares essential strategies for optimizing digital media in the latest Programmatic Digest podcast. She discusses her firm's evolution from a consultancy to a full-service media agency offering paid search, social media, programmatic, SEO, ad operations, and email marketing. Stefanie emphasizes the benefits of strategic outsourcing, including partnering with agencies to white label services for specialized expertise. She highlights the role of programmatic consultants in swiftly supporting buying teams and the importance of thorough...
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S19 - Masterclass Para Publishers Sobre First Party Data con Gabriel Weitz de AdGoat
Programmatic Digest
¿Conocen a los Messi o GOAT de los Ads? Aunque Google no vaya a remover sus cookies de Chrome, esto no significa que nuestros pubs en Latam no deberían aprender nuevas herramientas y estrategias para organizar y monetizar su 1st party date. Hablamos de retail, CMPs, Google Sandbox y muchos temas más con Gabriel Weitz, COO de AdGoat.
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153. I Served 1MM Impressions Blank: Here's How To Avoid
Programmatic Digest
Join The Free Training Sponsored by : How Not to Screw Up With DSP Setup: Top Mistakes to Avoid and Save a Fortune 🗓️ Thursday July 25th at 10 AM EST Can’t join Live? No problem, register and you’ll receive the recording to review after ✅ Extra Bonus if you join Live Designed specifically for ad agencies and programmatic in-house teams, this training will equip you with the knowledge to avoid common pitfalls, optimize performance, and maximize ROI. Sign up today to streamline your processes, save on costs, and stay ahead of the competition with expert...
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152. How To Avoid Overspending in Your Programmatic Ad Campaign
Programmatic Digest
Join The Free Training Sponsored by : How Not to Screw Up With DSP Setup: Top Mistakes to Avoid and Save a Fortune 🗓️ Thursday July 25th at 10 AM EST Can’t join Live? No problem, register and you’ll receive the recording to review after ✅ Extra Bonus if you join Live In this training, we will cover 10 specific mistakes with their solutions and provide a guide on how to solve each with your team. Sign up to this Free Training Sponsored by Epom: This if for you: 💻You’ve made the same mistake as described in tbe video or almost was this person 💻...
info_outlineIesha White is a programmatic media expert with over 10 years experience working for companies like Tinuiti, Sony Pictures, Xaxis, PureCars, etc. She walks us through the importance of multicultural targeting in programmatic advertising and how to implement accordingly. We cover some essential discussion points including why a person’s identity isn’t brand unsafe!!!!!!! (yes, we had to explain why excluding keywords such as “black” or “asian” or “queer” is unacceptable and simply wrong!!!). Another important focus was why consider adding multicultural media and how it can affect the bottom line for brands.
Additional resources mentioned in the interview:
● Media Buying Briefing: Agencies expand their DEI goals and offer their expertise to clients
● It’s Time to Dispel the Multicultural Media Scale Myth [Source: AdWeek]
● Black Media Is Being Hurt by Agency Blocklists [Source: AdAge]
● Diverse-owned publishers say they’re still educating advertisers about their audiences [Source:Marketing Brew]
● Combating Corporate ‘Pinkwashing’ During Pride Month With Mutual Aid [Source:Inequality.org]
About Us:
Our mission is to teach historically excluded people how to get started in programmatic media buying and find a dream job.
We do so by providing on-demand lessons via the Reach and Frequency™️ program, a dope community with like-minded programmatic experts, and live free and paid group coaching.
Hélène Parker has over 10 years of experience in programmatic media buying, servicing agencies and brands in activation, strategy and planning, and leadership. She now dedicates her time to recruiting and training programmatic traders while consulting companies on how to grow and scale a programmatic department.
Interested in training or hiring programmatic juniors? Book a Free Call
At Helene Parker Consulting, we provide training and media buying.
Timestamp:
00:00:25 - www.jobsinadtech.com
00:01:35 - Leave us a review on iTunes
00:02:10 - Meet Iesha White
00:05:45 - How She Landed in Programmatic (super interesting story 😅🤣!)
00:11:01 - Shoutout to Gabriel Cohen at Magnite
00:11:50 - The Importance of a diverse team, how it influence my career
00:12:45 - Black People, Queer are often blocked for brand safety reasons, wtf??
00:15:22 - What, How, and Why multicultural targeting is important
00:17:02 - Less than 7% is spent in multicultural media where 40% of the US population is.
00:19:52 - Black owned media ain’t interested in programmatic and prefer direct deals
00:23:03 - Best practices: what you should do
00:25:17 - One’s identity isn’t brand unsafe
00:27:05 - Reaching out to your DSP team to fix it!
00:27:05 - Reach and Frequency™️ program is looking for partners to offer internships/employment
00:32:15 - Why consider spending on diverse/multicultural media
00:37:55 - Targeting strategy
00:40:01 - Actionable insight for buyers/brands
00:44:35 - Iesha’s Word of Wisdom
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Take our free Quiz: www.heleneparker.com/programmaticquiz
Guest Information:
Meet Our Team:
-
Hélène Parker - Chief Programmatic Coach
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