157. Balancing In-House Expertise and Outsourcing with Helen Lum at AppScience
Release Date: 10/08/2024
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...
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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...
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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...
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175.5. Programmatic Hands-On Keyboard Training (June Specials)
Programmatic Digest
What it is: A 4-week live accelerator for programmatic traders and ad ops pros who want to level up fast inside the DSP, using real campaigns and walkthroughs. Who it's for: Junior traders who want hands-on experience Client service or ad ops pros managing campaigns In-house marketers pivoting to programmatic Traditional Media Buyer What they’ll get: Weekly live DSP walkthroughs (recorded if they miss it) Campaign optimization using real examples (Bring your own or use our case studies) Slack channel access for Q&A and peer support Hélène’s personal feedback on one campaign...
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175. Reaching Hispanic Audiences with Premium Video + Programmatic Power
Programmatic Digest
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;...
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S.20 - Video First: Estrategias para Maximizar Ingresos en Medios Digitales con Álvaro Al. Cuesta
Programmatic Digest
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.
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174. Curation & SPO: Simplifying Programmatic with Bob Regular at Infolinks
Programmatic Digest
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...
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173. Adtech Economic Forum Discussion with Shannon Rudd and Allie Lichtenberg
Programmatic Digest
In this episode of the Programmatic Digest Podcast, Shannon Rudd and Allie Lichtenberg joined us to talk about their experience at the AdTech Economic Forum, an event created by Rob Beeler and Tom Triscari. Allie shared how excited she was to win a free ticket, showing how helpful it is to give new professionals chances to grow. Shannon talked about how the forum felt welcoming and praised the organizers for including different voices, especially in talks about money and business deals in ad tech. They also discussed big changes happening in the ad tech world — like how people’s online...
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172. Marketecture Live Takeaways: Privacy, Diversity, and Identity Discussion with Shannon Rudd and Allie Lichtenberg
Programmatic Digest
In this episode of the *Programmatic Digest Podcast*, we hear the unique career journeys of Shannon Rudd and Allie Lichtenberg into adtech. Allie, who started in biology and chemistry, now runs her own programmatic media buying company, Ad Lucem. Shannon shares her experience moving from publishing to consulting for midsize publishers, showing how the ad tech world is always changing. We also talk about important industry topics like privacy (specifically PETs) and diversity at tech conferences. Women and BIPOC (Black, Indigenous, and People of Color) representation matters, and we...
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171. Women Leading the Way in Ad Tech with Ann Tarasevich
Programmatic Digest
Ann Tarasevich, the visionary leader of Access Marketplace, joins us to unravel the complexities of leadership in the ad tech world. With her rich experience at the intersection of academia and digital marketing, Ann takes us on a journey through Ukraine's evolving programmatic advertising landscape. Discover how her company’s innovative technology connects advertisers and publishers and gain insights into the programmatic SSP platform, all while understanding the dynamics between buy-side and sell-side players. Ann’s story is not just about technology; it's about her personal evolution...
info_outlineWhat 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 digital environment.
Shifting gears, we tackle the pressing issue of cultural diversity in marketing. Helen shares how AppScience goes beyond contextual data by integrating self-reported information, app usage, language preferences, and geographic data to help businesses engage more effectively with diverse audiences. Our conversation stresses the importance of internal company diversity and the role of allies in creating inclusive marketing strategies. Together, we uncover the benefits and challenges of programmatic advertising, discuss the balance between in-house expertise and external support, and highlight the role of mentorship and industry connections in fostering growth and innovation in the programmatic space. Listen in for practical advice and transformative insights from a seasoned expert.
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Timestamp:
(0:00) - Who is Helen Lum and What We’re Going To Talk About
(05:05) - Measurement Definition
(07:57) - Where You Can Apply AppScience
(09:49) - How Scalable Is AppScience Data
(12:49) - What is Panelless
(15:53) - Best Practices in Targeting Culturally Relevant Segments
(25:00) - Pros and Cons on In-House Programmatic Campaigns Vs. Manage Campaigns
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