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

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
  
  

 

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