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176. Choosing The Right Data Partner In The Crowded Programmatic Market
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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:
How to choose the right data partner (and why it’s often confusing)
The biggest myths about using custom data in campaigns
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:
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:
(00:00) - 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:
Stewart Sullivan
Drako
Meet The Team:
Hélène Parker - Chief Programmatic Coach
Manuela Cortes - Co-Host
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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:
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