The Programmatic Digest

Helene Parker and Co-host: Manuela Cortes
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The Programmatic Digest, hosted by Helene Parker, is a 25-45 minutes weekly podcast rounding up fresh, top programmatic and digital headlines from our preferred digital media sources. It is also going to feature educational interviews with experts in the industry, like yourself.

  1. 14h ago

    208. The Data Is Technical, but the Decision Is Human with Carole Lawson

    Programmatic advertising gives us more data, automation, and targeting options than ever. But behind every impression, click, and conversion is a real person whose circumstances, attention, and needs can change. In this episode of the Programmatic Digest Podcast, Hélène Parker speaks with Carole Lawson, founding partner of Marketstorm, about the relationship between data, technology, AI, and human behavior. Carole shares how her experience in technology, government innovation, behavioral economics, and data science led her into programmatic advertising. She also explains why traders should be careful about overcontrolling campaigns based only on what appears logical inside a DSP. One powerful example involves a luxury bottle of wine purchased at 4 a.m. after the buyer saw an ad while playing Solitaire in Oklahoma. A trader might have excluded that time, location, or environment. The technology, however, recognized that it was the right moment for that specific person. This conversation explores how programmatic professionals can combine human judgment with AI, select stronger audience signals, recognize audience fatigue, and measure performance beyond the last click. Key takeaway The goal is not to choose between human judgment and AI. The goal is to understand what each does best. Programmatic professionals provide strategy, context, client knowledge, and critical thinking. AI and machine learning can identify behavioral patterns and opportunities that a person may not see. Strong performance happens when those capabilities work together.   Check out the interview on YouTube!      🧠 About Us: We are Helene Parker Consulting, where programmatic hands on keys buying meet Revenue Growth. We're expanding our work with Independent agencies, media and ad-tech companies through revenue growth, go-to-market support, pipeline development, and sales enablement. We also offer practical programmatic workshops and customized training for teams that want to strengthen their skills, with a trader/buyer lens. Are you or anyone in your network looking for support? Email us helene@heleneparker.com Past workshops, paid gems, and every new recording + resource added as we go. This library isn't a one-time thing, it's the full vault plus all future trainings, recordings, and guides   Access it here: https://www.heleneparker.com/library     ⏱ Timestamps: 00:00 Introduction and welcome 00:41 Carole Lawson's career journey 01:27 Moving from technology into data and behavioral economics 03:28 How Marketstorm was created 05:45 "The ad may not have changed, but the person did" 07:23 Remembering the human behind programmatic data 08:25 The unexpected 4 a.m. luxury-wine conversion 09:59 Why excluding overnight hours can hurt performance 11:16 Campaign budget and return 11:34 Focused audiences and negative targeting 13:09 Understanding signals inside custom algorithms 13:54 Researching customers and creating custom audiences 15:17 Primary versus secondary conversions 16:13 Recognizing when an audience becomes stale 17:06 Questions to ask an audience-data partner 18:58 Ordinary browsing versus emerging intent 21:28 Does more precise targeting cost more? 22:59 Intent, influence, demand capture, and attribution 25:00 AI assistants as a new form of search 26:02 Making websites and content readable by AI 27:42 Career advice for programmatic professionals 28:18 Programmatic's role in the marketing ecosystem 29:38 Closing thoughts 29:43 Where to follow Carole's work       👤 Meet Our Guests: Carolee Lawson - Founding Partner, Chief Innovation Officer, MarketStorm Carole Lawson is a data scientist and founding partner of Marketstorm. For the past 20 years, her work has focused on behavioral economics and the relationship between people and technology, including how human behavior influences technology and how technology shapes human behavior. Before founding Marketstorm, Carole worked in technology for the State of California, where she led a major redesign of the state's websites. She also chaired the Governor's Innovation Council, collaborating with emerging technology companies and exploring how data and technology could improve the delivery of government services. Carole later brought her experience in data, human behavior, and technology into programmatic advertising. Today, she helps organizations use audience intelligence, custom algorithms, and behavioral signals to reach the right people and improve marketing outcomes. Subscribe to her Substack: https://www.thinkwithmarketstorm.com Website: https://marketstorm.ai/  📎 Connect on LinkedIn: https://www.linkedin.com/in/caroleslawson/        💻 Meet The Team: Hélène Parker – Chief Programmatic Coach 🌐 heleneparker.com 🔗 LinkedIn: https://www.linkedin.com/in/helene-parker/ Manuela Cortes – Co-Host, Programmatic Digest en Español 🔗 LinkedIn: https://www.linkedin.com/in/manuela-cortes-/     🎓 Learn Programmatic: For Individual Buyers: https://heleneparker.com/library Subscribe to the Newsletter: https://heleneparker.com/newsletter Be the first to find out about free programmatic training workshops: https://www.heleneparker.com/waitlist/     📲 Follow Us: 🔗 LinkedIn: https://www.linkedin.com/company/programmatic-digest-podcast ▶️ YouTube: https://www.youtube.com/@programmaticdigest

  2. 6d ago

    207. The AI Middle Layer: The Next Brand Safety Battleground

    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 offers efficiency, brands must prioritize human judgment, organic engagement, and authentic connections to maintain their reputation. Ultimately, the conversation serves as a call for marketers to implement stronger governance and return to fundamental marketing principles to navigate an increasingly automated landscape. Here are four topics we focused on: The AI "Middle Layer": AI is increasingly acting as an unapproved intermediary between brands and consumers. AI systems now generate answers, ad creative, and buying decisions using unverified information that brands did not write or approve. The Trap of Closed Systems: Major ad networks heavily push automated, "closed" AI tools (like Google's PMAX and Meta's Advantage+) to recoup their massive infrastructure investments. This leaves brands with an "illusion of choice" and little-to-no technical ability to trace, audit, or correct costly AI hallucinations. SEO Poisoning & Sabotage: Closed systems are highly vulnerable to model manipulation. A Cornell study showed it takes as few as 13 words on Reddit to completely alter Google's AI Overviews. This enables black-hat corporate espionage where bad actors can programmatically poison what LLMs say about a competitor. Defense & Adaptation: Brands must collectively lobby agencies and industry groups to demand LLM transparency. Meanwhile, marketers should prioritize core organic SEO and human-driven curation, while consumers are increasingly pushing back against digital clutter by seeking offline, real-world connections ("touch grass")   Check out the interview on YouTube!      🧠 About Us: We are Helene Parker Consulting, where programmatic hands on keys buying meet Revenue Growth. We're expanding our work with Independent agencies, media and ad-tech companies through revenue growth, go-to-market support, pipeline development, and sales enablement. We also offer practical programmatic workshops and customized training for teams that want to strengthen their skills, with a trader/buyer lens. Are you or anyone in your network looking for support? Email us helene@heleneparker.com Past workshops, paid gems, and every new recording + resource added as we go. This library isn't a one-time thing, it's the full vault plus all future trainings, recordings, and guides   Access it here: https://www.heleneparker.com/library     ⏱ Timestamps: 00:00 Introduction and welcome 01:06 Guest introductions: Dr. Cecilia Dones and Aisha White 02:15 Why AI is becoming the middle layer between brands and consumers 04:27 Current AI developments and the importance of watching patterns 07:01 Open versus closed AI systems explained 10:13 AI errors and loss of control in digital advertising 13:00 Using AI automation without surrendering control 16:02 Why platforms are pushing advertisers toward AI 17:50 AI agents and advertising to machines 19:18 What an AI agent is and how it works 21:02 AI agents, identity, and consumer privacy 22:56 Will marketers need separate strategies for humans and AI agents? 23:48 Platforms restricting outside AI agents 25:35 Walled gardens and machine-to-machine advertising 28:01 AI hallucinations, feedback loops, and brand reputation 29:05 Why SEO, organic content, and marketing fundamentals still matter 32:16 Connecting digital marketing with real-life experiences 34:39 Expanding brand safety to include what AI says about your brand 36:08 How manipulated content can poison AI results 39:18 Practical AI protection advice for brands and agencies 41:29 Advice for consumers navigating AI-generated information 43:10 Final thoughts and guest contact information   👤 Meet Our Guests: Dr. Cecilia Dones - Founder & Chief Data Officer, Three Standard Deviations Dr. Cecilia Dones is an educator and technology leader who runs Three Standard Deviations, where she focuses on helping organizations navigate responsible technology and AI implementations. She also writes the Substack Authentic Interactions, where she shares her musings regarding technology and the lived experience. Subscribe to her Substack: https://substack.com/@ceciliadones Website: https://www.3standarddeviations.com/  📎 Connect on LinkedIn: linkedin.com/in/ceciliadones    Iesha White - Director of Intelligence, Check My Ads Institute Iesha White is a programmatic advertising veteran with over a decade of experience in the industry. She has worked in both the United States and the United Kingdom, spanning roles on the ad-tech side, brand side, and agency side twice each. In her current role at Check My Ads Institute, she oversees all research and investigations.  📎 Connect on LinkedIn: ​​https://www.linkedin.com/in/iesha-white-marketing/       💻 Meet The Team: Hélène Parker – Chief Programmatic Coach 🌐 heleneparker.com 🔗 LinkedIn: https://www.linkedin.com/in/helene-parker/ Manuela Cortes – Co-Host, Programmatic Digest en Español 🔗 LinkedIn: https://www.linkedin.com/in/manuela-cortes-/     🎓 Learn Programmatic: For Individual Buyers: https://heleneparker.com/library Subscribe to the Newsletter: https://heleneparker.com/newsletter Be the first to find out about free programmatic training workshops: https://www.heleneparker.com/waitlist/     📲 Follow Us: 🔗 LinkedIn: https://www.linkedin.com/company/programmatic-digest-podcast ▶️ YouTube: https://www.youtube.com/@programmaticdigest

  3. Sep 1

    206. A Discussion on The signal brief, AI Search, and Ozone

    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 inventory will become even more important as AI-generated answers reduce traditional search traffic. We also break down: How Ozone's identity graph supports de-duplicated audience reach Why advertisers should reconsider fragmented open-exchange buying How short CMO tenures affect brands, agencies, and ad-tech partners Why Christian launched The Signal Brief How AI platforms like ChatGPT could eventually monetize What advertisers need to improve their CTV creative This conversation goes beyond technology. It is about trust, quality, community, and building programmatic strategies that can survive constant change. If you are a publisher, trader, marketer, or ad-tech professional, this episode will help you understand where the industry is heading, and how to prepare.   3. 🧠 ABOUT US  We are Helene Parker Consulting, where programmatic hands on keys buying meet Revenue Growth. We're expanding our work with Independent agencies, media and ad-tech companies through revenue growth, go-to-market support, pipeline development, and sales enablement. We also offer practical programmatic workshops and customized training for teams that want to strengthen their skills, with a trader/buyer lens. Are you or anyone in your network looking for support? Email us helene@heleneparker.com Past workshops, paid gems, and every new recording + resource added as we go. This library isn't a one-time thing, it's the full vault plus all future trainings, recordings, and guides.Access it here: https://www.heleneparker.com/library 4. ⏱ TIMESTAMPS For the professional listener seeking specific technical or strategic insights, chronological navigation is essential for maximizing time and extracting high-value data points. 00:00 - Introduction and welcome with co-host Manuela Cortes. 04:18 - Christian Robinson's 10-year journey: From DOOH at Itellio to Ozone. 06:45 - How AI-generated queries are breaking traditional search-based profiling. 08:50 - The founding of Ozone: Reach PLC, News Corp, The Guardian, and The Telegraph. 11:15 - De-duplicating audiences across the Washington Post and Wall Street Journal. 14:05 - Why Ozone's contracted environment is the antidote to open exchange fragmentation. 17:30 - Trends in high-impact creative: Enhancing interactivity in CTV environments. 19:45 - The Claude "anti-ad" stance vs. the inevitable monetization of ChatGPT. 22:10 - Rebranding to "The Signal Brief": Building a media company for the ad economy. 24:50 - The "Game Night at Slate" and the "Open Mic at Unruly in Bushwick" networking models. 26:15 - Analyzing the 2.5-year CMO tenure and its ripple effect on agency layoffs. 30:40 - Moving beyond "pay-to-play": Focusing on individual community members. 35:20 - Future expansion plans: Taking The Signal Brief to Philly, DC, and Chicago. 39:00 - Navigating industry isolation and seeking intentional professional community. 41:50 - Final takeaways and how to connect with Christian Robinson.Explore the professional biography below to learn more about our guest's impact on the NYC ad tech landscape. 5. 👤 MEET OUR GUEST Networking with industry architects who understand the synergy between technology and community is a prerequisite for success in modern programmatic. Christian Robinson represents a new breed of leadership, focused on securing the future of the open web while stabilizing the human network that powers it. Christian Robinson – Senior Lead at Ozone & Founder of The Signal Brief  Christian Robinson is a ten-year veteran of the programmatic advertising industry, renowned for his expertise in NYC ad tech network construction. Christian has navigated the industry's most significant shifts, from architecting digital out-of-home solutions to democratizing commerce for premium publishers at Ozone. As the founder of "The Signal Brief," he is leading a movement to transform professional networking into a media-first community that analyzes the broader economy through an advertising lens. His work is centered on providing advertisers with addressable, journalistically safe audience connections while fostering high-value, IRL opportunities for professionals at every career stage.📎 Connect on LinkedIn: https://www.linkedin.com/in/christianrobinson4223/ Continue below to connect with our internal team and access further programmatic education. 6. 💻 MEET THE TEAM & 🎓 LEARN PROGRAMMATIC Hélène Parker – Chief Programmatic Coach  🌐 heleneparker.com 🔗 LinkedIn: https://www.linkedin.com/in/helene-parker/ Manuela Cortes – Co-Host, Programmatic Digest en Español  🔗 LinkedIn: https://www.linkedin.com/in/manuela-cortes-/ 🎓 Learn Programmatic: For Individual Buyers: https://heleneparker.com/library Subscribe to the Newsletter: https://heleneparker.com/newsletter Be the first to find out about free programmatic training workshops: https://www.heleneparker.com/waitlist/

  4. Aug 25

    205. Conversational Ad Ops, AI agents, and Model Context Protocol (MCP) with Rob Janes

    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:  https://youtu.be/EFAuN7ce1Ag  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 AI search summaries (like ChatGPT, Claude, and Google AI Overviews). Rob explores how AdButler is helping publishers adapt through engineering solutions, including Model Context Protocol (MCP) servers for "agentic ad ops," specialized retail media technology (Commerce Catalyst), and turnkey self-service marketplaces that can run directly on top of Google Ad Manager (GAM). They also look ahead to the future of programmatic agencies, predicting a shift from clunky DSP interfaces to autonomous media-buying AI agents guided by emerging standards like the Ad Context Protocol (ADCP). Key Takeaways The AI Traffic Squeeze: Content publishers are experiencing declining site visits as users migrate from traditional search queries to conversational AI summaries (such as ChatGPT, Claude, or Google AI Overviews) that aggregate content offsite. Monetizing AI Scraping: An emerging front in publisher revenue is demanding compensation from LLM companies (like Anthropic or OpenAI) for scraping site content. Driven by concepts discussed by industry leaders like Scott Messer, specialized startups and platforms are expected to launch within 3 to 6 months to help publishers charge scrapers. The Post-Cookie Pivot: Google's late-2025 reversal on cookie deprecation disrupted industry expectations, yet it ultimately accelerated publishers' adoption of first-party and alternative identity resolution standards like ID5 and UID2. Low-Overhead Self-Service Portals: AdButler's self-service portal builder allows local or small advertisers to purchase ad placements directly via credit card. This bypasses the need for high-overhead sales teams, making buying on publisher sites as seamless as running campaigns on Meta or LinkedIn, and can even integrate on top of existing Google Ad Manager (GAM) setups. Why Traditional Ad Servers Fail Retail Media Networks (RMNs): Standard servers like GAM are volume-based (impressions and clicks) rather than performance-driven. RMNs require unified online and offline transactional data paired with SKU-level tracking to deliver highly relevant, objective-based product ads. Agentic Ad Ops & Media Buying: AdButler has introduced Model Context Protocol (MCP) server integration, enabling ad ops teams to conversationally manage campaigns, analyze metrics, and create automated optimization rules via Claude or OpenAI. On the programmatic buyer side, protocols like the Ad Context Protocol (ADCP) and IAB's agentic protocol are paving the way for autonomous AI buying agents to eventually run campaigns across DSPs without manual human intervention.       🧠 About Us: We are Helene Parker Consulting, where programmatic hands on keys buying meet Revenue Growth. We're expanding our work with Independent agencies, media and ad-tech companies through revenue growth, go-to-market support, pipeline development, and sales enablement. We also offer practical programmatic workshops and customized training for teams that want to strengthen their skills, with a trader/buyer lens. Are you or anyone in your network looking for support? Email us helene@heleneparker.com Past workshops, paid gems, and every new recording + resource added as we go. This library isn't a one-time thing, it's the full vault plus all future trainings, recordings, and guides.Access it here: https://www.heleneparker.com/library     ⏱ Timestamps: [00:00] Introduction to Rob JAnes and AdButler [02:15] The 2025 Publisher Landscape & Cookie Reversals [05:30] The Existential Threat of Conversational AI Summary Engines [08:45] Monetizing AI Scrapers & The Shift to Offsite Revenue [12:15] Inside AdButler & Commerce Catalyst for Retail Media [14:45] Conversational Campaign Management via AdButler's MCP [16:45] Turnkey Self-Service Marketplaces to Eliminate Sales Overhead [19:45] Why Traditional Ad Servers Fall Short for Retail and Commerce Networks [27:15] The ADCP Protocol and the Coming Era of AI Agent Agencies [31:00] Episode Wrap-up and Final Remarks       👤 Meet Our Guest: Rob Janes – Head of Product at AdButler Rob has been working in the adtech space for close to a decade. At AdButler, he runs the product development teams as well as customer-facing departments, including support and engineering. His day-to-day work spans direct deals, programmatic connectors, and emerging ad serving integrations. A self-described "product guy" rather than a sales person, he focuses on developing engineering-first solutions to solve complex publisher and retail challenges 📎 Connect on LinkedIn: https://www.linkedin.com/in/robert-alexander-janes/   https://www.adbutler.com/      💻 Meet The Team: Hélène Parker – Chief Programmatic Coach 🌐 heleneparker.com 🔗 LinkedIn: https://www.linkedin.com/in/helene-parker/ Manuela Cortes – Co-Host, Programmatic Digest 🔗 LinkedIn: https://www.linkedin.com/in/manuela-cortes-/     🎓 Learn Programmatic: For Individual Buyers: https://heleneparker.com/library Subscribe to the Newsletter: https://heleneparker.com/newsletter Be the first to find out about free programmatic training workshops: https://www.heleneparker.com/waitlist/     📲 Follow Us: 🔗 LinkedIn: https://www.linkedin.com/company/programmatic-digest-podcast ▶️ YouTube: https://www.youtube.com/@programmaticdigest

  5. Aug 18

    204. Martech Architecture Explained: The Missing Layer in Ad Tech

    🎧 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. Drawing from years of experience across programmatic, CTV, digital strategy, and operations, Sanarr shares practical insights on auditing your marketing ecosystem, identifying underutilized tools, streamlining workflows, and building systems that actually support scalable growth. The conversation also dives into why many businesses mistakenly believe they need more hires or more software, when the real issue is often process clarity and tool utilization. If your team constantly feels overwhelmed, buried in spreadsheets, stuck in reporting delays, or frustrated by disconnected platforms, this episode is a must-listen.     🧠 About Us: We are Helene Parker Consulting, where programmatic hands on keys buying meet Revenue Growth. We're expanding our work with Independent agencies, media and ad-tech companies through revenue growth, go-to-market support, pipeline development, and sales enablement. We also offer practical programmatic workshops and customized training for teams that want to strengthen their skills, with a trader/buyer lens. Are you or anyone in your network looking for support? Email us helene@heleneparker.com Past workshops, paid gems, and every new recording + resource added as we go. This library isn't a one-time thing, it's the full vault plus all future trainings, recordings, and guides.Access it here: https://www.heleneparker.com/library       ⏱ Timestamps: • [00:00] - Intro and reunion with Sanarr McLaughlin • [02:08] - How Sanarr fell in love with digital marketing • [04:50] - Why marketing teams operate in chaos • [07:12] - What a martech ecosystem actually is • [10:04] - Too many tools and underutilized platforms • [13:26] - The hidden cost of disconnected systems • [16:18] - Why operational inefficiency hurts campaign performance • [20:02] - How marketers unknowingly waste money on tools • [24:41] - Why reporting delays and confusion happen • [28:15] - Programmatic buying, integrations, and workflow bottlenecks • [32:07] - The growing complexity of CTV and media buying teams • [36:42] - How to know your martech structure is broken • [41:10] - Conducting a martech audit step-by-step • [46:35] - Why businesses think they need more hires instead of better systems • [50:24] - Common mistakes small businesses make with marketing tools • [54:11] - Quick wins after auditing your martech stack • [57:48] - How long martech optimization projects take • [1:01:40] - The "doctor and physical therapy" analogy explained • [1:07:15] - Why fixing systems creates immediate relief • [1:11:06] - The importance of clarity, process, and operational health • [1:14:02] - Final thoughts on martech architecture and scaling smarter • [1:16:12] - Where to connect with Sanarr McLaughlin     👤 Meet Our Guest: Sanarr McLaughlin – Digital Marketing Strategist and Martech Operations Expert Sanarr McLaughlin is a digital marketing strategist and martech operations expert with over two decades of experience across programmatic advertising, CTV, social, audio, and digital media buying. Through her work with DigitalXMedia, she helps businesses audit, optimize, and streamline their marketing technology ecosystems to improve operational efficiency, campaign effectiveness, and business growth. 📎 Connect on LinkedIn: https://www.linkedin.com/in/sanarrmclaughlin/      💻 Meet The Team: Hélène Parker – Chief Programmatic Coach 🌐 heleneparker.com 🔗 LinkedIn: https://www.linkedin.com/in/helene-parker/ Manuela Cortes – Co-Host, Programmatic Digest en Español 🔗 LinkedIn: https://www.linkedin.com/in/manuela-cortes-/     🎓 Learn Programmatic: For Individual Buyers: https://heleneparker.com/library Subscribe to the Newsletter: https://heleneparker.com/newsletter Be the first to find out about free programmatic training workshops: https://www.heleneparker.com/waitlist/     📲 Follow Us: 🔗 LinkedIn: https://www.linkedin.com/company/programmatic-digest-podcast ▶️ YouTube: https://www.youtube.com/@programmaticdigest

  6. Aug 11

    203. Are We Optimizing for Bots? Unpacking AI, CTR, and Ad Fraud with Dr. Fou

    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 placements and Seller IDs, to better understand where their budgets are actually going. At the heart of the conversation is a simple question: Are we optimizing for metrics, or are we optimizing for real business outcomes? Key Takeaways Question vanity metrics: High CTR and other engagement metrics don't always mean better campaign performance. AI is only as good as its signals: If algorithms optimize toward manipulated metrics, they can unintentionally send more budget toward fraudulent inventory. Look beyond standard fraud reports: Fraud percentages only reflect what verification technology is able to detect. Audit your placements: Regularly review where your ads are running and whether those environments make sense for your audience. Pay attention to Seller IDs: Seller-level data can provide another layer of transparency when evaluating programmatic supply. Consider independent verification: Post-bid data can help validate what actually happened after an impression was served. Quality matters more than volume: Fewer, higher-quality impressions reaching real humans can be more valuable than maximizing cheap reach. Keep the human in the loop: Automation can make traders more efficient, but critical thinking, QA, and active optimization remain essential. Optimize toward business outcomes: Ultimately, campaign success should connect back to real results, not just what looks good in a DSP report.   About Us: We are Helene Parker Consulting, where programmatic hands on keys buying meet Revenue Growth. We're expanding our work with Independent agencies, media and ad-tech companies through revenue growth, go-to-market support, pipeline development, and sales enablement. We also offer practical programmatic workshops and customized training for teams that want to strengthen their skills, with a trader/buyer lens. Are you or anyone in your network looking for support? Email us helene@heleneparker.com Past workshops, paid gems, and every new recording + resource added as we go. This library isn't a one-time thing, it's the full vault plus all future trainings, recordings, and guides.Access it here: https://www.heleneparker.com/library 🪶 Timestamps and Topics 00:00 | Introduction & Welcome 01:30 | From Chemical Engineering to Ad Tech 05:45 | The Beginning of Fou Analytics 08:00 | The View-Through Attribution Problem 12:30 | AI in Digital Advertising 15:15 | Can AI Optimization Amplify Fraud? 18:30 | The Challenges of AI Fraud Detection 22:30 | Where AI Can Help Traders 25:15 | Mobile App Fraud & Ad Quality 29:30 | Frequency Caps Need Human Context 34:45 | How Traders Can Audit Their Campaigns 39:00 | Domain Spoofing & Seller IDs 45:00 | What Happens When You Remove Bad Inventory? 48:00 | Georgia-Pacific Case Study 51:30 | Building a Healthier Programmatic Strategy 👤 Meet the Guests: Dr. Augustine Fou - FouAnalytics  Dr. Augustine Fou is an ad tech expert and founder of Fou Analytics who brings a scientific, data-driven approach to digital advertising and ad fraud. With a PhD in chemical engineering and experience spanning McKinsey, American Express, IPG, and Omnicom, he has worked in digital advertising since its early days in the 1990s. Today, through Fou Analytics, he helps advertisers independently measure ad quality, identify fraud, and better understand where their digital media dollars are going. https://www.linkedin.com/in/augustinefou/    About FouAnalytics: Fou Analytics is an independent ad-quality and verification platform founded by Dr. Augustine Fou. Built around a deterministic, data-driven approach, the platform helps advertisers identify ad fraud, verify where their ads are actually running, and better understand the quality of the audiences their media dollars are reaching. Through post-bid verification, placement analysis, and Seller ID tracking, Fou Analytics gives advertisers greater transparency into their programmatic campaigns and helps them optimize toward real human audiences and business outcomes. https://fouanalytics.com/ https://www.linkedin.com/newsletters/fouanalytics-practitioners-6882693009914253312/  🎓 Learn Programmatic: For Individual Buyers: https://heleneparker.com/library  Subscribe to the Newsletter: https://heleneparker.com/newsletter  Be the first to find out about free programmatic training workshops: https://www.heleneparker.com/waitlist/

  7. Aug 4

    202. Mastering Audience Optimization & DSP Transparency with Jenn Ha and Ed Hackney from Pearl Diver

    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 "chameleon" approach to customer service, where data partners deeply embed themselves to support overwhelmed traders who are managing up to 100 campaigns The episode emphasizes the necessity of transparency between buyers and data providers, the realities of onboarding versus optimization timelines, and concludes with valuable career wisdom for programmatic professionals   In this episode, we cover: From Discovery to Optimization: Transitioning from finding your audience to actively optimizing your programmatic campaigns. The "Chameleon" Approach to Client Services: How true ad-tech partners seamlessly embed themselves into your agency to support overwhelmed traders who are managing up to 100 campaigns. The Perfect Time to Test New Audiences: Why you shouldn't wait for a campaign to fail before exploring new segments, and why a winning campaign provides the perfect low-risk environment to test. Why DSP Transparency is Non-Negotiable: The importance of sharing your screen and DSP setup with data partners to prevent overlapping targeting (like double geo-filters) and restrictive parameters. Onboarding Speed vs. Optimization Patience: Breaking the misconception that setting up a new data partner takes months (it can take just 45 minutes!), while emphasizing the patience required for an audience to actually optimize. Career Wisdom for Ad-Tech Professionals: Ed and Jenny share the best career advice they've received, including the importance of "always be testing" and why you should "never want to be the smartest person in the room".   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 learning programmatic clear, practical, and welcoming. Join once, stay learning forever. Past workshops, paid gems, and every new recording + resource added as we go. This library isn't a one-time thing, it's the full vault plus all future trainings, recordings, and guides. Access it here: https://www.heleneparker.com/library 🪶 Timestamps and Topics Introduction & Guest Background: Welcoming Jenny and Ed Explaining Ad-Tech to Friends and Family The "Chameleon" Approach to Client Services Sales Pitches vs. True Partnerships The Best Time to Introduce New Audiences The Critical Need for DSP Transparency  Screen-Sharing for Better Reporting  Onboarding Speed vs. Optimization Time  Final Career Wisdom 👤 Meet the Guests: Jenny Ha – Pearl Diver Jenny Ha is the Head of Customer Experience at Pearl Diver. With 10 years of prior experience in traditional advertising client services, she deeply understands the challenges of her agency clients Jenny leads a hands-on team that acts as a "chameleon," embedding directly into clients' daily operations to build audiences and even join sales callsShe champions human connection in a tech-driven era and guides her career by the philosophy that "you never want to be the smartest person in the room," prioritizing continuous learning and transparency. Connect with Jenny: https://www.linkedin.com/in/jenny-ha-/   Ed Hackney – Pearl Diver Spent 25 years in advertising, including time as a creative director and ECD for Digitas New Zealand. Fascinated by personalizing the customer journey at mass scale, he transitioned into the software and data side of ad tech to help build tools that empower agencies to discover better audience segmentation. Connect with Ed: https://www.linkedin.com/in/nomorepapercuts/    About Pearl Diver Pearl Diver is an audience intelligence platform built for the agentic marketing era. It helps marketers discover high-intent audiences, uncover hidden buyer personas through Reality Clusters, and activate real-time audience segments directly in platforms like Meta, Google, TikTok, and leading DSPs. With its dedicated MCP connector, Pearl Diver also brings real-time audience insights into AI workflows, helping marketers make faster, smarter campaign decisions. https://www.pearldiver.io/meet-michael-at-pearl-diver  🎓 Learn Programmatic: For Individual Buyers: https://heleneparker.com/library  Subscribe to the Newsletter: https://heleneparker.com/newsletter  Be the first to find out about free programmatic training workshops: https://www.heleneparker.com/waitlist/

  8. Jul 28

    201. Activating High-Intent Audiences with Ed Hackney and Trinity Lawry from Pearl Diver

    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 journey. How Pearl Diver's AI tool, Reality Clusters, helps uncover new audience opportunities using simple prompts. Why combining third-party data with your DSP's native audiences can improve performance. Why asking questions about your data and being transparent with your partners leads to better campaign results. This is like fishing in the same pond every day. If you never let new fish grow or explore new waters, eventually you'll stop catching anything. Remember: The best programmatic strategies balance today's performance with tomorrow's growth. 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 learning programmatic clear, practical, and welcoming. Join once, stay learning forever. Past workshops, paid gems, and every new recording + resource added as we go. This library isn't a one-time thing, it's the full vault plus all future trainings, recordings, and guides. Access it here: https://www.heleneparker.com/library 🪶 Timestamps and Topics Welcome and Guest Introductions Trinity and Ed's Career Journeys Identifying High-Intent Audiences and Data Providers The Full Marketing Funnel and Avoiding Audience Burnout Common Media Buying Mistakes and Democratizing Data with AI (Reality Clusters) Best Practices for Audience Activation and Blending Data Translating Data into Insights for Leadership Partner Transparency and the "Going to the Doctor" Analogy Words of Wisdom: Embracing Change and Trusting Your Gut / Closing Remarks 👤 Meet the Guests: Trinity Lawry – Pearl Diver Began her career in social media and digital agencies like DDB and Dentsu before transitioning to a global marketing team on the client side. She used this diverse background to help shape the vision for Pearl Diver, with a passion for democratizing data so that anyone can analyze audiences without needing a data scientist. Connect with Trinity: https://www.linkedin.com/in/trinity-lawry-55ba6586/  Ed Hackney – Pearl Diver Spent 25 years in advertising, including time as a creative director and ECD for Digitas New Zealand. Fascinated by personalizing the customer journey at mass scale, he transitioned into the software and data side of ad tech to help build tools that empower agencies to discover better audience segmentation. Connect with Ed: https://www.linkedin.com/in/nomorepapercuts/  About Pearl Diver Pearl Diver is an audience intelligence platform built for the agentic marketing era. It helps marketers discover high-intent audiences, uncover hidden buyer personas through Reality Clusters, and activate real-time audience segments directly in platforms like Meta, Google, TikTok, and leading DSPs. With its dedicated MCP connector, Pearl Diver also brings real-time audience insights into AI workflows, helping marketers make faster, smarter campaign decisions. https://www.pearldiver.io/meet-michael-at-pearl-diver  🎓 Learn Programmatic: For Individual Buyers: https://heleneparker.com/library  Subscribe to the Newsletter: https://heleneparker.com/newsletter  Be the first to find out about free programmatic training workshops: https://www.heleneparker.com/waitlist/    #programmatic #adtech

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About

The Programmatic Digest, hosted by Helene Parker, is a 25-45 minutes weekly podcast rounding up fresh, top programmatic and digital headlines from our preferred digital media sources. It is also going to feature educational interviews with experts in the industry, like yourself.

Information

  • Creator
    Helene Parker and Co-host: Manuela Cortes
  • Years Active
    2019 - 2026
  • Episodes
    230
  • Rating
    Explicit
  • Copyright
    © Helene Parker Consulting LLC 2019-2025
  • Show Website
    The Programmatic Digest