178. Audience First, Attribution Always: A Practical Workshop for Traders

Programmatic Digest

This is the third episode in a special 3-part series sponsored by Drako! Check out the YouTube Interview here: https://youtube.com/live/fd_t1dFcxZM

In this episode, we sit down with Giorgia Howell, Head of Managed Services at Drako, to break down the art and science of smart programmatic advertising. Whether you’re a newbie trader or learning how to manage client expectations better, this one’s packed with gold.

Key Takeaways:

• Custom targeting is a game changer Use geo-targeting, competitive conquesting, and location data to find the right users in the right places.

• Don’t skip pre-campaign planning Understand your audience before hitting “go.” Market research, demographic insights, and clear campaign goals will make your optimizations easier.

• Campaigns need love at every stage Georgia walks us through before, during, and after campaign strategies using a real-world example: a nationwide Canadian campaign.

• Automation is your friend Move beyond manual work—Draco’s tools help simplify complex decisions.

• Talk to your clients! Clear communication and alignment on KPIs = smoother campaign execution and better results.

Custom targeting and solid communication aren’t just “nice-to-haves”—they’re the backbone of high-performing campaigns. Take the time to plan, optimize, and talk it out, and you’ll see real results.

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/

Programmatic Training & Coaching:

• 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:

(00:01) - Welcome to the LinkedIN Live Podcast & guest intro (11:57) - Optimizing Ad Campaigns for Audience Targeting (18:06) - Advanced Audience Targeting Strategies (30:19) - Strategic Campaign Planning and Execution (36:32) - DraKo Team Appreciation and Update

Meet Our Guest:

• Giorgia Howe

• https://www.linkedin.com/in/giorgia-howe/

• Drako

• https://www.drakomediagroup.com/

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/