Outbid with Owen Barnard

Owen Barnard
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Outbid is where political media gets examined — the technology behind the buy, the strategy behind the message, and the forces making all of it harder to predict. Owen Barnard talks with the people who know how it actually works. owenbarnard.substack.com

Episodes

  1. 08/22/2025

    The Programmatic Gap: Luke Hartman on What Campaigns Still Get Wrong

    Political media still treats programmatic like a dirty word. For years, it was shorthand for leftover inventory — remnant banners, cluttered sites, bad brand safety. But in 2025, almost every corner of the digital world runs through automated, biddable marketplaces. If campaigns keep pretending programmatic is junk, they’ll be leaving scale, efficiency, and agility on the table. To kick off Outbid: In Conversation, I sit down with Luke Hartman, Senior Political Account Executive at StackAdapt. Luke works directly with the buying teams at top Democratic firms, giving him a panoramic view into how campaigns are actually using (or misusing) these tools. We cover a lot of ground in this first episode: * The origins of the “programmatic is bad inventory” myth — and why it still haunts Democratic media buying. * How PMP and PG deals really work in 2025, and why waterfalling inventory matters. * What true agility looks like in a campaign’s final weeks (hint: it isn’t on linear). * The underrated channels — audio, digital out-of-home — that smart campaigns will lean on in 2026. * Why humility, curiosity, and risk-taking often beat another poll or memo. Luke also shares his own path — from Google, to SoulCycle, to building one of the most enviable books of business in Democratic programmatic. His journey says a lot about the kind of people who end up shaping this space. This is Episode One. It sets the table for where we’re going: not just another insider gabfest, but real conversations about how campaigns win (or lose) in the media trenches. This Episode’s Guest: Luke Hartman, Senior Political Account Executive, StackAdapt — stackadapt.com Subscribe wherever you get your podcasts. Outbid: In Conversation is a production of Outbid Media. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit owenbarnard.substack.com

  2. Season 1 Trailer

    🎙️ Outbid — Coming Soon

    Something’s been missing from the political media conversation. We hear the speeches. We see the ads. But we rarely hear from the people who actually make the machine run — the buyers, the sellers, the creatives, and the platform engineers. Outbid: In Conversation is a podcast aimed at pulling those voices to the surface. Each episode, I’ll talk to practitioners across the political and media space about what works, what doesn’t, and where the next cycle is headed. The first episodes drop soon. Until then, you can subscribe wherever you get your podcasts, or listen right here on Substack. Because if you want to understand politics, you have to understand the media that makes it — and the people who make that media move. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit owenbarnard.substack.com

  • 1 Trailer
    1 Episode

Trailer

About

Outbid is where political media gets examined — the technology behind the buy, the strategy behind the message, and the forces making all of it harder to predict. Owen Barnard talks with the people who know how it actually works. owenbarnard.substack.com

Information

  • Creator
    Owen Barnard
  • Years Active
    2025
  • Episodes
    2
  • Rating
    Explicit
  • Copyright
    © Owen Barnard
  • Show Website
    Outbid with Owen Barnard