Libsyn Directory

138. Multicultural Targeting in Programmatic Media with Iesha White

Release Date: 10/12/2023

197. July Focus: WTF is Programmatic Performance Media

Programmatic Digest

I attended a performance advertising workshop hosted by MediaMath and it reminded me of something I truly believe: The best way to learn something is to teach it. So this July, I'm dedicating all of our content to one topic: Programmatic Performance Advertising. Predictive targeting. Identity resolution. Dynamic budget allocation. Attribution. And more. New content every week. All month long. About Us: We help historically excluded individuals break into programmatic media buying and land jobs they love. Through our Reach and Frequency® program, coaching, and community, we make...

196. AI Meets Programmatic: How Media Buyers Can Optimize with AI

Programmatic Digest

In this episode of the Programmatic Digest, Hélène Parker and Assetou Kone dive into the evolving role of AI in programmatic advertising and campaign optimization. The conversation explores how media buyers and traders can use tools like ChatGPT and Claude to streamline workflows, analyze campaign data more efficiently, and uncover deeper optimization insights. Hélène opens the session by reframing optimization as more than simple “bid up, bid down” tactics. Instead, she explains how successful optimization requires hypothesis testing, strategic thinking, and understanding how DSP...

195. From Cookies to Context: Rethinking Targeting in Ad Tech

Programmatic Digest

In this episode of the Programmatic Digest, Manuela Cortes sits down with Eric Tilbury, Head of Programmatic and Solutions Engineering at Anuvo, to discuss the evolution of ad tech and the industry's shift away from traditional identity-based targeting. With over 14 years in the space, Eric shares insights from his unique background working on both the supply side (monetization) and the buy side, explaining how balancing the needs of both publishers and advertisers has shaped his perspective on the ecosystem. The conversation highlights a major flaw in current programmatic practices: the...

194. Resilience in Ad Tech: What Agency Life Teaches Every Programmatic Trader

Programmatic Digest

Sign up to our FREE workshop on March 31st: In this episode of Programmatic Digest, Hélène Parker sits down with Assetou Kone, programmatic expert and consultant, for a real conversation about resilience in programmatic advertising and agency life. Assetou shares her journey into ad tech, from studying political science and mass communication to discovering programmatic during a digital marketing bootcamp. What started as a curiosity about digital media quickly became a career built on solving complex marketing problems across multiple verticals, including political campaigns,...

From Data to Insight: How Curation Drives Smarter Optimization

Programmatic Digest

Our Let’s Talk Curation series was created in partnership with GDB, our curated data partner, to help demystify curated audiences, what they are, how they work, and when and why you should consider using them. Check out this lesson, From Data to Insight: How Curation Drives Smarter Optimization. #ProgrammaticAdvertising #Curation #AdTechEducation #MediaBuying #ProgrammaticTips About our Partner: GDB is a curated audience data partner focused on combining quality inventory and audience signals to support smarter testing and cleaner measurement in programmatic campaigns.

193. Community, Confidence, and Career Growth in Programmatic, With Tiffany Wade

Programmatic Digest

In this episode of Programmatic Digest, Hélène sits down with Tiffany Wade, Media Director at Hunter Blue, for a grounded conversation on community building, mentorship, and leadership as a woman in programmatic and ad tech. Tiffany shares her path into media, from a psychology background and early career pivots to finding her footing through curiosity, asking better questions, and building relationships that opened doors. They talk about what it feels like to be “the only one” in the room, how to stay brave while navigating discomfort, and why finding your community matters, even if...

CTR vs Conversions Real Performance Examples

Programmatic Digest

Our Let’s Talk Curation series was created in partnership with GDB, our curated data partner, to help demystify curated audiences, what they are, how they work, and when and why you should consider using them. Check out this lesson on CTR vs Conversions real performance examples. #ProgrammaticAdvertising #Curation #AdTechEducation #MediaBuying #ProgrammaticTips About our Partner: GDB is a curated audience data partner focused on combining quality inventory and audience signals to support smarter testing and cleaner measurement in programmatic campaigns.

192. Follow the Eyeballs: Integrated Media Planning + AI for programmatic Traders with Dominique Robinson

Programmatic Digest

In this episode of Programmatic Digest, Hélène sits down with Dominique Robinson, an integrated media planner at Luquire, for an insightful conversation on how media planning is evolving in today’s programmatic-first world. Dominique shares his personal journey into advertising, from early inspiration through marketing and design to building integrated media strategies that blend traditional channels like broadcast with digital and programmatic media across streaming, social, and online platforms. Together, they break down what “integrated media planning” really looks like inside an...

191. Agency Life Unfiltered

Programmatic Digest

🎧 Summary: In this episode of the Programmatic Digest, Hélène sits down with Alexa Fulmer, a seasoned programmatic buyer and advocate for inclusion, to discuss what it’s really like navigating agency life as a gay woman of colour. From microaggressions and being the only person of colour in the room to building confidence and community, Alexa shares her story with vulnerability, insight, and strength. They unpack how authenticity in the workplace often comes at a cost, the emotional labour tied to identity, and why representation matters—especially in leadership. Alexa also reflects...

Curation 101 in less than 3 mins

Programmatic Digest

Our Let’s Talk Curation series was created in partnership with GDB, our curated data partner, to help demystify curated audiences, what they are, how they work, and when and why you should consider using them. Check out this lesson on Curation 101. Subscribe to our YouTube channel: About our Partner: GDB is a curated audience data partner focused on combining quality inventory and audience signals to support smarter testing and cleaner measurement in programmatic campaigns.

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

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