185. From Brand to Demand: B2B Programmatic with Rosey Sutton
Release Date: 09/17/2025
207. The AI Middle Layer: The Next Brand Safety Battleground
Programmatic Digest
In this podcast episode, Dr. Cecilia Dones and Iesha White discuss the complex evolution of artificial intelligence within the marketing and advertising industries. They explore the shift of AI becoming a "middle layer" between brands and consumers, highlighting how automated systems can influence purchasing decisions using unverified information. These outstanding ladies distinguish between closed and open AI systems, warning that proprietary models often lack transparency and can lead to brand safety issues like hallucinations or data poisoning. They emphasize that while AI...
info_outline
206. A Discussion on The signal brief, AI Search, and Ozone
Programmatic Digest
AI-driven search is changing how people discover information, and challenging the intent-based funnel publishers and advertisers have relied on for years. In this episode of the Programmatic Digest Podcast, I sit down with Christian Robinson of Ozone to explore what this shift means for publishers, programmatic traders, and the future of the open web. Christian shares how Ozone helps advertisers reach audiences across trusted, premium publisher environments while reducing duplication and wasted media spend. We discuss why first-party data, authenticated audiences, and journalistically safe...
info_outline
205. Conversational Ad Ops, AI agents, and Model Context Protocol (MCP) with Rob Janes
Programmatic Digest
In this episode of the Programmatic Digest Podcast, host and guest Rob JAnes, Head of Product at AdButler, discuss the rapidly changing landscape of publisher monetization and programmatic ad operations heading into 2025. Check out the interview on YouTube here: They break down the industry-wide adjustments following Google's unexpected decision not to deprecate third-party cookies and the subsequent pivot to internal identity resolution systems. A major focus of the conversation is the existential crisis content creators face due to declining traffic, driven by generative...
info_outline
204. Martech Architecture Explained: The Missing Layer in Ad Tech
Programmatic Digest
🎧 Summary: In this episode of the Programmatic Digest Podcast, Hélène Parker sits down with Sanarr McLaughlin to unpack one of the most overlooked challenges in programmatic advertising and digital marketing: martech structure. From disconnected tools and messy integrations to reporting confusion and operational inefficiencies, Sanarr explains why many agencies, brands, and media teams are struggling under the weight of their own systems. Together, they explore how poor martech architecture impacts campaign execution, data accuracy, internal productivity, and ultimately business growth....
info_outline
203. Are We Optimizing for Bots? Unpacking AI, CTR, and Ad Fraud with Dr. Fou
Programmatic Digest
In this episode of the Programmatic Digest, Hélène Parker sits down with Dr. Augustine Fou, founder of Fou Analytics, to unpack the realities of ad fraud, attribution, AI, and programmatic optimization. Dr. Fou challenges some of the metrics and tools our industry has relied on for years, explaining how bots can manipulate signals like CTR and how algorithms can unintentionally optimize toward fraudulent inventory. The conversation also explores the limitations of traditional fraud detection, the importance of independent verification, and how traders can use more granular data, including...
info_outline
202. Mastering Audience Optimization & DSP Transparency with Jenn Ha and Ed Hackney from Pearl Diver
Programmatic Digest
In part two of this special episode of the Programmatic Digest podcast, host Hélène Parker welcomes back Ed and introduces Jenny, the Head of Customer Experience at Pearl Diver Building on the previous episode's focus on audience discovery, this conversation dives deeply into audience optimization and the critical role of true partnership in ad tech. Jenny and Ed share insights on the optimal times to introduce new audience segments, highlighting that the best time to test an adjacent audience is actually when current campaigns are already performing well They also discuss their...
info_outline
201. Activating High-Intent Audiences with Ed Hackney and Trinity Lawry from Pearl Diver
Programmatic Digest
Most advertisers focus on people who are ready to buy today. But what happens when that audience runs out? In this episode, I chat with Ed Hackney and Trinity Lawry from Pearl Diver about how to find high-intent audiences, why balancing every stage of the marketing funnel matters, and how AI is making audience discovery easier for media buyers. This podcast was made possible thanks to the incredible support from Pearl Diver. In This Episode Why focusing only on conversions can quickly exhaust your audience. How behavioral data helps identify where consumers are in their buying...
info_outline
200. Behind 200 Episodes: The Real Work, the Real Joy, and the Real Impact with Manuela Cortes and Hélène Parker
Programmatic Digest
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...
info_outline
198. Performance Advertising in Programmatic
Programmatic Digest
info_outline
199. How To Be A Performance Marketer in Programmatic Media
Programmatic Digest
info_outlineIn 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 targeting strategies. Rosey also breaks down common mistakes marketers make when siloing brand and demand teams—and how to build campaigns that nurture leads and maximize conversions.
Finally, we discuss the role of AI in programmatic, how marketers can use it responsibly to turn data into insights, and why storytelling is still at the heart of every great campaign.
If you’ve ever wondered how to truly connect the dots in B2B programmatic, this episode is packed with clarity and actionable takeaways.
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 Training & Coaching:
Executive Membership: for the busy mid-level to senior or director-level programmatic ninja looking for a structured, high-impact way to stay ahead of evolving trends, sharpen your optimization skills, and connect with like-minded experts. Join Here: https://programmaticdigest14822.ac-page.com/executivemembership
Accelerator Program: A 6-week structured program with live coaching, hands-on DSP exercises, and real-time feedback. Sign Up: https://reachandfrequencycourse.thinkific.com/courses/program
Self-Paced Course: Learn at your own speed with full content access. Enroll Here: https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course
Timestamps
00:00 – Welcome & Guest Intro
02:14 – Rosey’s Career Journey: From Broadcast to Programmatic
05:02 – What Brand-to-Demand Really Means in B2B
09:28 – Content Syndication Explained
15:10 – Why Programmatic Accelerates the Funnel
18:47 – The Role of Intent Data in Campaigns
23:19 – Aligning Creative Messaging With the Funnel
28:44 – Using Analytics & GA4 to Tell a Better Story
34:26 – AI as a Tool for Insights & Optimization
41:57 – Rosey’s Words of Wisdom for Programmatic Marketers
Meet Our Guest:
Rosey Sutton, LeadSwell
https://www.linkedin.com/in/rosalinesutton/
Meet The Team:
Hélène Parker - Chief Programmatic Coach
https://www.heleneparker.com/
https://www.linkedin.com/in/helene-parker
Manuela Cortes - Co-Host
Programmatic Digest In Espanol:
https://www.linkedin.com/in/manuela-cortes-
Learn Programmatic
As a TEAM: https://www.heleneparker.com/workshop/
As a Programmatic Ninja: https://www.heleneparker.com/course/
Programmatic Coaching Newsletter:https://www.heleneparker.com/newsletter/
Programmatic Digest
https://www.linkedin.com/company/programmatic-digest-podcast
https://www.youtube.com/channel/UCBGMMRsZkw0IIUbQIJmMBxw
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/