Libsyn Directory

138. Multicultural Targeting in Programmatic Media with Iesha White

Release Date: 10/12/2023

185. From Brand to Demand: B2B Programmatic with Rosey Sutton

Programmatic Digest

In this episode of the Programmatic Digest, host Helene Parker welcomes Rosey Sutton, Head of Programmatic at Leadswell, for a deep dive into the world of B2B programmatic advertising. Rosey shares her journey from traditional broadcast buying to programmatic leadership, offering practical insights into brand-to-demand strategy, content syndication, and how to connect brand awareness with demand generation for better results. We explore the importance of aligning creative messaging with funnel stages, why programmatic often serves as the accelerator in B2B, and how intent data can transform...

184. AI, Attribution & Attention: Insights from IAB’s Angelina Eng | Programmatic Digest Podcast

Programmatic Digest

In this episode of the Programmatic Digest, host Manuela Cortes sits down with Angelina Eng, Vice President at IAB, to unpack the evolving world of measurement, attribution, and attention in digital advertising. Angelina shares her deep expertise in helping reduce friction across the ad tech ecosystem and establishing industry best practices through IAB’s Measurement, Addressability, and Data Center. She breaks down the misconceptions around last-touch attribution, the importance of assisted attribution, and how weighting ad formats can better reflect their role in the funnel. We also...

183. Curate the Path: How DPO + AI Boost Publisher Yield with Petri Kokkonen from Relevant Digital

Programmatic Digest

Petri Kokkonen from Relevant Yield explains how his team helps publishers grow revenue through Demand Path Optimization (DPO), curation, and AI-driven decisioning.

182. How LATAM is Reimagining CTV with Alberto Grande from EXTE– Live Episode from Cannes Lions 2025

Programmatic Digest

In this special Cannes Lions edition of the Programmatic Digest Podcast (Español), host Manuela Cortes sits down with Alberto Grande, Regional Lead at EXTE, to explore the evolving media landscape in Latin America. Alberto shares how his team built a creative-first programmatic powerhouse from scratch, the growing impact of Connected TV (CTV) across LATAM, and how partnerships like LG are redefining attention metrics. They also dive into market-specific buying behavior, cultural preferences in ad formats, and the challenge of measuring outcomes beyond CTR. If you're curious about how CTV is...

181. How Programmatic Buyers Think About UGC with Andrew Super from Nextdoor - Live Episode from Cannes Lions 2025

Programmatic Digest

Direct from La Croisette, The Programmatic Digest lands at Cannes Lions 2025 to unpack the biggest stories, trends, and power players shaping the future of advertising. Join us as we interview industry leaders, innovators, and disruptors live from the Croisette—diving into everything from UCG to data privacy and the evolving programmatic landscape. Bite-sized insights. Big-league conversations. Fresh from the beach.

180. From History Major to MadTech Leader: Heather Macaulay on Tech Stack Clarity, Connectivity, and Career Advice

Programmatic Digest

In this episode of the Programmatic Digest, we sit down with Heather Macaulay, President of MadTech, an AdTech consultancy transforming how teams approach data, integrations, and strategy. Heather shares her unexpected journey into ad tech—from Newbury Street project management to Pubmatic to founding MadTech—and the lessons she’s picked up along the way. We dive into what it really means to have a strong, scalable tech stack, the common mistakes advertisers make when choosing tools, and why platform connectivity is now mission-critical. Heather also breaks down how MadConnect,...

179. From Intern to Programmatic Media Director: Navigating Career Growth and Industry Insights with David Wiener

Programmatic Digest

In this episode of the Programmatic Digest, we talk with David Wiener, Director of Programmatic Media at a large agency group. He shares how he got started in programmatic as an intern at a small shop while studying at Hofstra and how he worked his way up through companies like Quotient to his current leadership role. David talks about how he stayed motivated during career changes and the challenges many face in this industry, like job stress and feeling stuck. We also talk about how to keep growing and knowing when it’s time to make a move. We then break down what makes campaigns work well....

178. Audience First, Attribution Always: A Practical Workshop for Traders

Programmatic Digest

This is the third episode in a special 3-part series sponsored by Drako! Check out the YouTube Interview here: In this episode, we sit down with Giorgia Howell, Head of Managed Services at Drako, to break down the art and science of smart programmatic advertising. Whether you’re a newbie trader or learning how to manage client expectations better, this one’s packed with gold. Key Takeaways: Custom targeting is a game changer Use geo-targeting, competitive conquesting, and location data to find the right users in the right places. Don’t skip pre-campaign planning Understand...

177. Programmatic Media Planning with a Data-First Mindset

Programmatic Digest

This is the second episode in a special 3-part series sponsored by Drako! Check out the YouTube Interview here: 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...

176. Choosing The Right Data Partner In The Crowded Programmatic Market

Programmatic Digest

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...

More Episodes

Iesha 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

Interested in finding out if you are a fit for a career in digital advertising and programmatic?
Take our free Quiz: www.heleneparker.com/programmaticquiz

Guest Information: