The Programmatic Digest 176. Choosing The Right Data Partner In The Crowded Programmatic Market
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:
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How to choose the right data partner (and why it's often confusing)
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The biggest myths about using custom data in campaigns
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Why location data is key for reaching the right audience and beating competitors How to use geo-targeting and data signals to improve campaign performance
Stewart also gives great advice for marketers: Ask questions, dig into your data, and don't just stick with what's familiar.
This episode is packed with tips for making smarter programmatic decisions — and it's just the beginning. Stay tuned for parts 2 on Media Planning with a Data-First Mindset and 3 on Data Measurement and Attribution of this special series with Drako.
Sign up to the Live podcast Episode 178 via LinkedIN Live:
Audience First, Attribution Always: A Practical Workshop for Traders https://www.linkedin.com/events/audiencefirst-attributionalways7333313761019142144/theater/
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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Programmatic L&D Support: A monthly retainer providing hands-on training, strategy, and troubleshooting for programmatic teams. Book a Discovery Call: https://www.heleneparker.com/workshop/
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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
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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
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Self-Paced Course: Learn at your own speed with full content access. Enroll Here: https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course
Timestamp:
(00:00) - Choosing Data Partners in Programmatic
(07:48) - Choosing the Right Data Partner
(17:05) - Optimizing Data Onboarding and Segmentation
(26:16) - Customizing Data Signals for Campaign Success
(37:54) - Customizing Data Segments for Success
Meet Our Guest:
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Stewart Sullivan
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Drako
Meet The Team:
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Hélène Parker - Chief Programmatic Coach
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Manuela Cortes - Co-Host
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Programmatic Digest In Espanol
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Learn Programmatic
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Programmatic Digest
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/