176. Choosing The Right Data Partner In The Crowded Programmatic Market

Programmatic Digest

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/

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:

(00:00) - 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

• https://www.linkedin.com/in/stewartsullivan/

• 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/