The Programmatic Digest

156. Programmatic Curation, AI, and Global Collaborations with Seika Media

Sep 18, 2024

Join media veteran John-Paul Burke, founder of Seika Media and former leader at Mindshare and Dennis Publishing, as he dives into the world of programmatic curation. He discusses the powerful impact of curated deals on media strategies and shares a success story from the automotive sector using contextual targeting. John-Paul challenges common industry misconceptions about productivity and highlights the need for wellness and mentorship. The duo also explores the evolving role of AI, emphasizing that human insight remains irreplaceable in campaign optimization.

40:05

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Episode guests

John-Paul Burke

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Episode notes

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Quick takeaways

Programmatic curation is crucial for brands seeking efficiency and direct engagement with media companies, enhancing overall advertising effectiveness.

While AI optimizes tasks in advertising, human expertise remains essential for oversight, ensuring strategic analysis and preventing placement errors.

Deep dives

The Importance of Programmatic Curation

Programmatic curation is emerging as a vital strategy for brands as they seek to engage more directly with media companies. The discussion highlights the trend of major brands, like Marriott and Walmart, acquiring media entities to facilitate this direct interaction. This shift requires marketers to adapt their approaches, focusing on curated deals that allow for direct relationships with publishers rather than relying solely on traditional programmatic buying. By harnessing the power of curation, brands can save time and enhance the effectiveness of their advertising efforts.

Intro

6min

Curation vs Programmatic: Navigating Advertising Strategies

22min

The Human Element in Programmatic Advertising and AI Limitations

5min

Harnessing AI for Streamlined Programmatic Advertising

2min

AI Optimization in Digital Advertising

6min

Join us as media industry veteran John-Paul graces the Programmatic Digest podcast, sharing his wealth of experience from Mindshare, Dennis Publishing, and Gameloft. We start on a light note with a chat about England's whimsical weather before diving into the fascinating world of programmatic curation. John-Paul sheds light on the value of curated deals, emphasizing their role in saving time and incorporating expert knowledge to enhance media strategies.

We also reveal how our media strategies have outperformed traditional methods, with a notable case study involving an automotive brand that saw significant gains through our contextual targeting. This episode highlights our approach to diversity, equity, and inclusion, and how consolidating SSPs can create impactful campaigns. John-Paul also addresses common misconceptions in the industry, such as the fallacy that longer hours mean higher productivity, and stresses the importance of wellness, continuous learning, and mentorship in maintaining expertise.

Additionally, the conversation explores the evolving role of AI in media and the irreplaceable need for human oversight in optimizing and strategizing. Wrapping up, John-Paul and Eleni discuss their global reach and ongoing collaborations, with exciting plans to visit New York and Austin. Be sure to check the show notes or YouTube description for all the resources and insights shared in this episode.

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