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177. Programmatic Media Planning with a Data-First Mindset

Programmatic Digest

Release Date: 06/05/2025

200. Behind 200 Episodes: The Real Work, the Real Joy, and the Real Impact with Manuela Cortes and Hélène Parker show art 200. Behind 200 Episodes: The Real Work, the Real Joy, and the Real Impact with Manuela Cortes and Hélène Parker

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Celebrating 200 Episodes: Community, Representation, and the Future of Programmatic Digest Reaching 200 episodes is more than a milestone. It's a celebration of the incredible community that has supported Programmatic Digest from day one. In this special episode, Hélène Parker and Manuela Cortez reflect on the journey that brought them here, the lessons they've learned along the way, and the vision they're building for the future. From expanding the podcast into Spanish to creating opportunities for more diverse voices in ad tech, this conversation is a reminder that meaningful change...

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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...

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

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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...

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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...

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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,...

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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.

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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...

info_outline CTR vs Conversions Real Performance Examples show art CTR vs Conversions Real Performance Examples

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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.

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More Episodes

This is the second episode in a special 3-part series sponsored by Drako!

Check out the YouTube Interview here:  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/



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/

Programmatic Training & Coaching:

 

 

 

 

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:


Meet The Team:

 

 

 

 

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 

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 



Join our next workshop by signing up to our waitlist below:

https://www.heleneparker.com/waitlist/