185. From Brand to Demand: B2B Programmatic with Rosey Sutton
Release Date: 09/17/2025
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...
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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...
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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.
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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...
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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.
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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,...
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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....
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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...
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:
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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-
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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
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