『Programmatic Digest』のカバーアート

Programmatic Digest

Programmatic Digest

著者： Helene Parker and Co-host: Manuela Cortes
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The Programmatic Digest is a 20-30 minutes weekly podcast where we discuss with fellow industry expert programmatic and digital media news. Our mission on this podcast is to share knowledge, highlight Diversity & Inclusion in AdTech, and educate ourselves as we build this community of programmatic and digital ninjas. Would you like to learn more about programmatic? Check our Reach and Frequency™️ Course - https://www.heleneparker.com/course/ We offer customized training programs to you and your team - https://www.heleneparker.com/workshop/Helene Parker Consulting LLC 2019-2025 マーケティング マーケティング・セールス 出世 就職活動 経済学
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  • 196. AI Meets Programmatic: How Media Buyers Can Optimize with AI

    196. AI Meets Programmatic: How Media Buyers Can Optimize with AI
    2026/05/22
    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 algorithms redistribute spend based on performance signals. Using practical examples, she demonstrates how removing underperforming inventory can improve overall campaign efficiency by reallocating budget toward higher-performing placements. Assetou walks through the fundamentals traders need before introducing AI into their workflows, emphasizing the importance of understanding campaign objectives across awareness, consideration, conversion, and loyalty stages. She explains how campaign goals directly influence which metrics traders should prioritize and optimize toward. The heart of the workshop focuses on prompt engineering and practical AI usage. Assetou demonstrates how traders can use AI to analyze site lists, identify inefficient domains, generate allow/block lists, surface top-performing inventory, and extract geo-level insights tied to real-world audience behavior. She also highlights how combining AI-generated insights with industry knowledge creates stronger strategic recommendations for clients. Throughout the discussion, Hélène and Assetou address common fears around AI and job security, explaining why traders who learn how to leverage AI tools will become more valuable — not less. They close by discussing the future of agentic AI within DSPs and how automation can help traders spend less time buried in spreadsheets and more time focusing on strategy and insight generation. 🧠 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. Our mission is simple: DSP access and education should be for everyone, not just a few. That's why we teach new talent and support independent agencies and brands through my work at Infillion (MediaMath), helping more people access the MediaMath DSP. 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: • [00:00] – Welcome and workshop introduction • [03:45] – Why optimization is more than bid adjustments • [08:20] – Thinking like a scientist in programmatic optimization • [13:10] – Understanding awareness, consideration, and conversion KPIs • [19:30] – Optimization workflows and prioritization strategies • [25:00] – Introduction to AI prompt engineering for traders • [31:40] – Using ChatGPT and Claude for campaign analysis • [38:15] – Building allow lists and exclusion lists with AI • [44:50] – Geo insights and audience intelligence using AI • [50:20] – AI, automation, and the future of programmatic trading • [56:00] – Final thoughts and Q&A 👤 Meet Our Guest: Assetou Kone – Programmatic Marketing Specialist and Consultant Assetou Kone is a programmatic marketing expert with experience across multiple industries, including pharmaceuticals, retail, gaming, finance, and e-commerce. Her expertise focuses on campaign optimization, data analytics, audience strategy, and helping brands use AI-powered workflows to improve media buying efficiency and performance. 📎 Connect on LinkedIn: https://www.linkedin.com/in/assetou-kone 💻 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
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    28 分
  • 195. From Cookies to Context: Rethinking Targeting in Ad Tech

    195. From Cookies to Context: Rethinking Targeting in Ad Tech
    2026/05/06

    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 over-reliance on fragmented user IDs, which Eric argues leads to low match rates and provides a massive "merry-go-round" for ad fraud.

    The heart of the discussion focuses on Anuvo's proprietary solution, the Intent Key. Eric explains why they chose to move away from tracking IDs to instead focus on modeling content and intent in real-time. By using language-based signals and custom intent models, advertisers can reach relevant audiences without the latency or privacy concerns associated with the "cookieless boogeyman".

    Manuela and Eric also dive into the complexities of CTV and in-app advertising. Eric shares why targeting based on geo-relevance (zip codes) and content genres is often more accurate than using unstable IPs or IDs, which he notes are only present in about 30% of CTV inventory. He stresses the importance of Supply Path Optimization (SPO) to ensure buyers are reaching real human audiences in high-impact environments rather than wasting budget on "refrigerator ads".

    They close the conversation with a look toward an "agentic future," where AI agents facilitate deeper strategic decisions, and Eric underscores the necessity for buyers to actively optimize their data points to ensure programmatic remains an effective, high-value channel.

    🧠 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.


    Our mission is simple: DSP access and education should be for everyone, not just a few. That's why we teach new talent and support independent agencies and brands through my work at Infillion (MediaMath), helping more people access the MediaMath DSP.


    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

    👤 Meet Our Guest:
    Eric Tilbury – Head of Programmatic and Solutions Engineering at Anuvo

    📎 Connect on LinkedIn: https://www.linkedin.com/in/eric-tilbury-2a798932/

    💻 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 free programmatic training workshop: https://www.heleneparker.com/waitlist/

    📲 Follow Us:
    🔗 LinkedIn: https://www.linkedin.com/company/programmatic-digest-podcast
    ▶️ YouTube: https://www.youtube.com/@programmaticdigest
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    29 分
  • 194. Resilience in Ad Tech: What Agency Life Teaches Every Programmatic Trader

    194. Resilience in Ad Tech: What Agency Life Teaches Every Programmatic Trader
    2026/03/18
    Sign up to our FREE workshop on March 31st: Optimization with AI for Programmatic Traders Site Lists + Geo Insights (DMA) — from Pivot Tables to Prompts 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, retail, e-commerce, banking, and pharmaceutical brands. The conversation dives into the softer skills that often determine long-term success in programmatic, including active listening, observation, and understanding the internal structure of the organisations you work within. Assetou explains why knowing how a company operates and who influences decisions can dramatically improve how traders execute campaigns and support client goals. Hélène and Assetou also unpack the reality of agency work, including burnout, under-resourced teams, and the pressure traders face when managing dozens of campaigns at once. They discuss why deep work is essential for campaign optimisation, insights, and meaningful reporting, and why many agencies underestimate the time required to generate true strategic value from programmatic data. The episode also explores what resilience actually looks like for traders and buyers, from documenting your work and protecting yourself with clear communication to learning from campaign mistakes and using those lessons to grow stronger in the role. They close the conversation with thoughts on the future of AI in programmatic, highlighting how automation could relieve traders of repetitive tasks while allowing them to focus on insights, strategy, and deeper analysis. 🧠 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. Our mission is simple: DSP access and education should be for everyone, not just a few. That's why we teach new talent and support independent agencies and brands through my work at Infillion (MediaMath), helping more people access the MediaMath DSP. 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://heleneparker/com/library ⏱ Timestamps: • [00:00] – Welcome and introduction to Assetou Kone • [04:20] – From political science to programmatic advertising • [09:15] – Why programmatic stood out during digital marketing training • [14:40] – The soft skills every trader needs: observation and active listening • [20:30] – Understanding organisational structure and client vision • [27:10] – Agency realities: burnout, campaign overload, and team structure • [35:20] – Deep work in programmatic: optimisation, insights, and reporting • [42:00] – Learning from mistakes and building trader resilience • [49:15] – Documentation, communication, and protecting your work • [54:30] – The future of AI in programmatic workflows SIGN UP TO OUR FREE WORKSHOP HERE: https://www.heleneparker.com/liveworkshop/ 👤 Meet Our Guest: Assetou Kone – Programmatic Marketing Specialist and Consultant Assetou Kone is a programmatic marketing expert with experience across multiple industries, including political campaigns, retail, finance, pharmaceuticals, and e-commerce. Her work focuses on campaign optimisation, data-driven insights, and helping brands deliver the right message to the right audience through programmatic media. 📎 Connect on LinkedIn: https://www.linkedin.com/in/assetou-kone 💻 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 free programmatic training workshop: https://www.heleneparker.com/waitlist/ 📲 Follow Us: 🔗 LinkedIn: https://www.linkedin.com/company/programmatic-digest-podcast ▶️ YouTube: https://www.youtube.com/@programmaticdigest
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    34 分
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