The Programmatic Digest – Details, episodes & analysis

Preview of the Sell-Side Foundations for Traders workshop sponsored by GDB! 

Sign up to this FREE workshop: https://programmaticdigest14822.ac-page.com/sell-side-workshop 

 
Summary: 
A fast, practical deep dive into how GDB redefined programmatic curation  from their early roots as a DSP to becoming an SSP focused on "Curation as a Service." John Dittar and Felipe share how refining supply paths, removing low-quality inventory, and layering intelligence into deals leads to cleaner, smarter buying. They explain how curation powers stronger brand safety, reduces pre-fraud exposure, and replaces guesswork with predictable, high-performing inventory. This conversation moves beyond CTRs and surface metrics to show how curated deals create meaningful engagement, improved conversions, and simpler workflows for traders.

Here's What You'll Learn

• Curation as a Service, explained: how GDB cleans, classifies, and enhances every impression in real time.

• DSP to SSP evolution: why GDB shifted its focus to smarter supply and what that means for buyers.

• Beyond CTR: how removing low-quality inventory leads to real engagement and conversion gains.

• Operational simplicity: how curated deals reduce manual work while improving transparency and brand safety.

• Trader takeaways: how to use curation and clean supply paths to optimize faster, layer insights into DSP workflows, and focus on performance that actually matters.
  
  

Sign up to this FREE workshop:

https://programmaticdigest14822.ac-page.com/sell-side-workshop 

00:00 – Intro & welcome of GDB sponsors of the Sell-side foundations for traders workshop 

06:13 – Curation explained: beyond the buzzword

07:35 – CTR vs. Conversions: real performance examples

13:37 – From data to insight: how curation drives smarter optimization

18:21 – Efficiency and scale: working with the right curation partner

20:48 – Collaboration, trust, and better partnerships

23:16 – Final takeaways: the "Refuse to Lose" mindset

Meet Our Guests:

GDB:

https://www.gdb.net/

John deTar: 

https://www.linkedin.com/in/johndetar/

Felipe Matheus Ramos:

https://www.linkedin.com/in/boyzao/

Meet The Team:

Hélène Parker - Chief Programmatic Coach

https://www.heleneparker.com/ 

https://www.linkedin.com/in/helene-parker

Manuela Cortes - Co-Host 

Programmatic Digest In Espanol: 

https://www.linkedin.com/in/manuela-cortes-

Learn Programmatic

As a TEAM: https://www.heleneparker.com/workshop/

As a Programmatic Ninja: https://www.heleneparker.com/course/

Programmatic Coaching Newsletter:https://www.heleneparker.com/newsletter/

Programmatic Digest

https://www.linkedin.com/company/programmatic-digest-podcast

https://www.youtube.com/channel/UCBGMMRsZkw0IIUbQIJmMBxw

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

Sign up to this FREE workshop:

https://programmaticdigest14822.ac-page.com/sell-side-workshop 

A fast, practical deep dive into The Trade Desk's move to label all SSPs as "resellers" — what that label actually means, why it has a bad rap, and where it's fair vs. misleading. Gareth breaks down value-add resellers (e.g., unique widgets/placements) vs. pure pass-through reselling, explains OpenPath in plain English, and demystifies the Transaction ID debate: what it is, why TTD wants it, and how it impacts buy-side efficiency and supply transparency.

We wrap with actionable steps for traders — how to pressure-test paths, when to go direct with publishers/PMPs, and how to optimize beyond a basic domain list.

Here's What You'll Learn

• Reseller ≠ automatically bad: the original IAB intent vs. today's nuanced reality.

• OpenPath vs. exchanges: what "direct to publisher" actually changes (and what it doesn't).

• Transaction ID, explained simply: one auction ➝ one ID ➝ fewer dupes and smarter SPO.

• How to buy smarter right now: talk to publishers, ask for goal-specific PMPs, and evaluate placements/experiences — not just domains.

• Buyer playbook upgrades: site list ➝ supply-path & placement-level decisions; pair KPI outcomes with quality signals (viewability, density, layout).

Sign up to this FREE workshop:

https://programmaticdigest14822.ac-page.com/sell-side-workshop 

00:00 – Intro & why this special episode

02:05 – Gareth's background (AppNexus ➝ RTK ➝ Magnite ➝ Gamera)

07:45 – "Reseller" 101: what the IAB meant vs. how it's used today

12:30 – Value-add resellers & unique placements (widgets, comments, InfoLinks)

18:20 – Why TTD labeled SSPs as resellers; how OpenPath fits

23:40 – Optics, trust, and buyer confusion: are we only supposed to buy OpenPath?

28:15 – Transaction ID in plain English + why it matters for SPO

34:50 – What changes for traders day-to-day (and what doesn't)

39:25 – Practical playbook: talk to publishers, ask for KPI-aligned PMPs

44:10 – Gamera's approach to real-time, on-page quality signals

49:00 – Final takeaways & where buyers should focus next

52:30 – How to reach Gareth (site & LinkedIn)

Meet Our Guest:

Gareth Glaser – CEO of Gamera

https://www.linkedin.com/in/garethglaser

Meet The Team:

Hélène Parker - Chief Programmatic Coach

https://www.heleneparker.com/ 

https://www.linkedin.com/in/helene-parker

Manuela Cortes - Co-Host 

Programmatic Digest In Espanol: 

https://www.linkedin.com/in/manuela-cortes-

Learn Programmatic

As a TEAM: https://www.heleneparker.com/workshop/

As a Programmatic Ninja: https://www.heleneparker.com/course/

Programmatic Coaching Newsletter:https://www.heleneparker.com/newsletter/

Programmatic Digest

https://www.linkedin.com/company/programmatic-digest-podcast

https://www.youtube.com/channel/UCBGMMRsZkw0IIUbQIJmMBxw

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

Sign up to this FREE workshop:

https://programmaticdigest14822.ac-page.com/sell-side-workshop 

In this episode of the Programmatic Digest, we talk with David Wiener, Director of Programmatic Media at a large agency group. He shares how he got started in programmatic as an intern at a small shop while studying at Hofstra and how he worked his way up through companies like Quotient to his current leadership role.

David talks about how he stayed motivated during career changes and the challenges many face in this industry, like job stress and feeling stuck. We also talk about how to keep growing and knowing when it's time to make a move.

We then break down what makes campaigns work well. We explain why building strong partnerships with platforms like Pubmatic and OpenX matters. We also explain the difference between focusing on performance and focusing on brand goals—and when each one is more important depending on your campaign's goal.

Later, we talk about personal growth and the power of networking. I share how to keep learning at work and how to handle the guilt some feel when changing jobs. We also talk about favorite TV shows like Night Agent and Peaky Blinders. We end by thanking each other and reflecting on the great conversations this podcast brings.

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:

• 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/
  
  
  

• 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  
  
  

• 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 
  
  

• 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:

(00:02) - Programmatic Media Director on SPO Strategy

(14:48) - Navigating Performance Marketing and Career Growth

(24:51) - Career Growth and Personal Development

(32:41) - Gratitude and Connection in Podcasting

 
Meet Our Guest:

• David Wiener 

• https://www.linkedin.com/in/david-wiener-169523121/

Meet The Team:

• Hélène Parker - Chief Programmatic Coach

• https://www.heleneparker.com/ 

• https://www.linkedin.com/in/helene-parker/
   

• Manuela Cortes - Co-Host 

• Programmatic Digest In Espanol: 

• https://www.linkedin.com/in/manuela-cortes-/
  
  
  

• Learn Programmatic
  
  

• As a TEAM: https://www.heleneparker.com/workshop/ 

• As a Programmatic Ninja: https://www.heleneparker.com/course/
  Programmatic Coaching Newsletter:https://www.heleneparker.com/newsletter/ 

• Programmatic Digest

• https://www.linkedin.com/company/programmatic-digest-podcast

• https://www.youtube.com/@programmaticdigest 

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/ 

We welcome Mike Woods of Affinity Solutions to the Sensei's corner. Mike is the Senior Vice President of Sales and New Client Engagement at Affinity Solutions. In today's episode, Mike and I discuss the future of programmatic buying, purchase-based insight, and predictive consumer behavioral patterns.

We welcome Sara Polli of Hearts & Science to the Sensei's corner. Sarah is the Senior Director of Marketing Technology at Hearts & Science. In today's episode, Sarah and I discuss how to prepare for signal loss and why it is important to understand your environment. 

Timestamp:

01:48 - Meet Sarah Polli

08:57 - Sarah's Thoughts on Cookie Deprecation

14:08 - What Everyone Should Know About Signals and Signal Loss

18:41 - Where to Begin with the Cookie Deprecation

23:22 - Identifying How Things Are Measured

30:44 - Marketing Mixed Modeling vs. Multi-Touch Attribution

32:21 - Sarah's Actionable Insight

34:14 - Sarah's Definition of Programmatic Advertising

38:19 - How to Connect with Sarah

Guest Information:

• Sarah Polli - Senior Director of Marketing Technology at Hearts & Science
• • LinkedIn | Instagram

Meet Our Team:

• Hélène Parker - Chief Programmatic Coach
• • Programmatic Meet Up | Website | LinkedIn | Twitter
  • Programmatic Digest - Youtube | LinkedIn | Instagram
  • The Reach & Frequency Course - Listeners get a 10% discount with code podcast10
• Clint Davis - Editor
• • LinkedIn
• Andria Singletary - Podcast Manager
• • Website | Instagram | Facebook | LinkedIn

We welcome Therran Oliphant of Essence Global, soon to be Essence Mediacom, to the Sensei's corner. Therran is the Vice President of Data and Technology at Essence Global. In today's episode, Therran and I discuss changes taking place in privacy data, the open internet, and authentication. Therran also breaks down what data clean rooms are and shares the most important skill traders new to the industry should develop immediately.

Timestamp:

02:14 - Therran's Introduction

09:33 - How Digital Programmatic Advertising has Changed Since Therran Started in this Industry

12:39 - Therran's Thoughts on Privacy Data and Third-Party Cookie Deprecation 

20:29 - Therran's Perspective on the Open Internet and Authentication

25:34 - Therran's View on How Best to Advise Agencies Who are Data Rich or Data Poor (Each approach is different!)

30:39 - Therran's Explanation of Data Clean Rooms to a Five or Six-Year-Old

32:54 - Therran's Actionable Insight

35:02 - The Skill Set Every New Trader Should Develop Immediately 

Guest Information:

• Therran Oliphant - Vice President of Data and Technology at Essence Global
• • LinkedIn | Twitter

Meet Our Team:

• Hélène Parker - Chief Programmatic Coach
• • Programmatic Meet Up | Website | LinkedIn | Twitter
  • Programmatic Digest - Youtube | LinkedIn | Instagram
  • The Reach & Frequency Course - Listeners get a 10% discount with code podcast10
• Clint Davis - Editor
• • LinkedIn
• Andria Singletary - Podcast Manager
• • Website | Instagram | Facebook | LinkedIn

Running a programmatic team is anything but automated.
Let's define what programmatic media activation even means. If you know me, you know I am big on words and definitions as we all hear the same thing (sometimes) but comprehend it differently.

According to Oxford languages, Activation is the action or process of making something active or operative.

When we hear programmatic media activation, it is the operation and procedures needed to launch a programmatic media buy, whether a campaign in 1 or several DSPs.

This week's episode of the Programmatic Digest podcast is a lesson on programmatic activation focusing on the People.

The goal of Module 6 is to answer and help explain what fundamentals are needed to activate programmatic media.

We teach the following framework The 3 P's
Focus efficiency in:
The Platform
The Process
The People

The success of the programmatic media department is the people, not just the technology. You need to bridge both with standardized internal processes.

Reach and Frequency Course

Google recently announced, again, that the cookie deprecation will be pushed to the end of 2024. This is probably the 3rd or 4th time they are pushing the deadline.

I have predicted this in previous episodes and will say this again; I do not think they will deprecate cookies any time soon (or at all).

In this episode of the programmatic digest, I unpack what we call Cookieless Future and take you back to the source.

Why is this even happening?

Where did it all start (or rather, who started this)?

It is a lesson pulled from the Reach and Frequency™ course from module 5, where we cover targeting mix. Make sure to catch the visual of this on YouTube.

For more information: