About this episode

The episode discusses the integration of AI in programmatic advertising and how media buyers can optimize campaigns using AI tools.

In this episode of the Programmatic Digest, Hélène Parker and Assetou Kone dive into the evolving role of AI in programmatic advertising and campaign optimization. The conversation explores how media buyers and traders can use tools like ChatGPT and Claude to streamline workflows, analyze campaign data more efficiently, and uncover deeper optimization insights. Hélène opens the session by reframing optimization as more than simple "bid up, bid down" tactics. Instead, she explains how successful optimization requires hypothesis testing, strategic thinking, and understanding how DSP algorithms redistribute spend based on performance signals. Using practical examples, she demonstrates how removing underperforming inventory can improve overall campaign efficiency by reallocating budget toward higher-performing placements. Assetou walks through the fundamentals traders need before introducing AI into their workflows, emphasizing the importance of understanding campaign objectives across awareness, consideration, conversion, and loyalty stages. She explains how campaign goals directly influence which metrics traders should prioritize and optimize toward. The heart of the workshop…

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