177. Programmatic Media Planning with a Data-First Mindset

Programmatic Digest

This is the second episode in a special 3-part series sponsored by Drako! Check out the YouTube Interview here: https://youtu.be/jXgKLxwVj44

In this episode, I talk with Natalia Ruelas from Drako about her journey from studying marketing in Canada to becoming an account manager in programmatic advertising. She shares how important it is to research and measure everything to help campaigns perform better. We discuss why small teams and good communication matter in this complex ad world.

We also dive into campaign optimization. Natalia explains why it’s not enough to have a plan, you need SMEs that can adjust to real-world situations. We talk about:

• What does real-world flexibility in campaign planning look like?

• What are common mistakes with targeting and geofencing?

• How can you use data to improve campaign performance?

Natalia also shares how a positive attitude can drive creativity and success. She encourages marketers to be honest with clients and work together openly. This episode is full of tips and fresh ideas to help you plan smarter and feel inspired. Stay tuned for more on data-first media planning and campaign measurement!

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:

(00:02) Media Planning With Data-First Mindset

(10:25) Optimizing Campaign Planning With Data

(23:39) Effective Campaign Planning With Data Partners

(36:51) Embracing the Superpower of Happiness

Meet Our Guest:

• Natalia Ruelas

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

• 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/