180. From History Major to MadTech Leader: Heather Macaulay on Tech Stack Clarity, Connectivity, and Career Advice

Programmatic Digest

In this episode of the Programmatic Digest, we sit down with Heather Macaulay, President of MadTech, an AdTech consultancy transforming how teams approach data, integrations, and strategy. Heather shares her unexpected journey into ad tech—from Newbury Street project management to Pubmatic to founding MadTech—and the lessons she’s picked up along the way.

We dive into what it really means to have a strong, scalable tech stack, the common mistakes advertisers make when choosing tools, and why platform connectivity is now mission-critical. Heather also breaks down how MadConnect, MadTech’s integration engine, is solving industry-wide challenges around data orchestration and interoperability.

We also talk about early career growth, preparedness as a power move, and the importance of being a lifelong student. Plus, Heather shares how AI is shaping her workflow and offers tactical advice for making the most of tools like ChatGPT. If you're in your first few years in the industry—or managing a team that is—this episode is gold.

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:

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Timestamps: (00:00) - Welcome & Guest Intro (01:49) - Heather’s Origin Story: From Literature to Ad Tech (04:28) - Events, Community, and Female-Forward Activations (06:28) - What MadTech Does: Product + Data Consultancy (07:26) - Solving Integration Challenges with MadConnect (08:55) - Advice for Newbies: Be Curious, Prepared & Over-Invest (11:47) - Tech Stack Talk: Common Gaps and Evaluation Strategy (15:18) - API Gaps & the Cost of Poor Connectivity (17:31) - Real-World Examples: Activating Audiences with MadConnect (20:35) - Emerging Trend: AI in Strategy, Sales & Workflow (25:03) - How to Use AI as a Junior Team Member (27:27) - Heather’s Tips for Prompting, Positioning & Product Copy (30:27) - Final Thoughts & Where to Connect

Meet Our Guest: Heather Macaulay – President, MadTech Connect on LinkedIn

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: heleneparker.com/workshop As a Programmatic Ninja: heleneparker.com/course Newsletter: heleneparker.com/newsletter

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