From clicks to context: The evolving world of programmatic advertising
How did programmatic go from misunderstood tech jargon to a foundational piece of modern media strategy, and why are younger marketers so drawn to it?
In this Digital Disruptors episode, PMW News Reporter Reem Makari speaks with Babajide Sotande-Peters, Senior Manager of Global Programmatic & Innovation at a team x Omnicom, Milica Lukic, Account Director at Adform, and Sophie Marsh-Baldry, Senior Programmatic Account Manager at Azerion. Together, they share how they each found their way into the programmatic space and why they’ve stayed.
The trio discuss why programmatic is often seen as the perfect entry point for digital-native gen Z and millennial marketers, thanks to its data-driven nature, channel diversity, and demand for analytical thinking. But it’s not just a young person’s game, they also reflect on the importance of having mixed-experience teams to drive innovation, context, and creativity.
New episodes of the mini series will continue to come out fortnightly alongside the main show, Performance Marketing Unlocked. Click this link to view the winners from this year’s 30 under 30 awards.
~ Episode breakdown ~
(0:00 - 4:23): Introduction to programmatic advertising and personal journey
(4:23 - 9:59): Programmatic as an entry point and generational differences
(9:59 - 16:33): Collaboration between generations and client openness to innovation
(16:33 - 27:11): Programmatic in wider marketing strategy and traditional media
(27:11 - 41:20): Risks, AI, and myth vs. fact in programmatic
~ Further reading ~
Spotify opens programmatic marketplace to advertisers with launch of new solution
Netflix expands programmatic offering to EMEA with Google DV360 and The Trade Desk partnerships
Big tech under fire after report finds programmatic ads running alongside CSAM sites
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Performance Marketing Unlocked
The podcast that gets beneath the surface of the biggest issues in performance marketing – from TikTok and ChatGPT, to the metaverse and PPC.
From the Haymarket editorial team behind the daily publication Performance Marketing World (PMW) and its annual PMW Unlocked event, this podcast combines expert advice with community contributions to help practitioners and managers alike get the most out of the latest techniques and technology in this fast moving industry.
In each episode, the PMW editorial team interviews top marketers from brands, agencies, trade bodies and platforms to reveal their secrets to success, what good looks like and how to get it right. We discuss what they think is overrated and underrated in the industry, they give us their best practice and attempt the renowned PMW Re-sell Me A Pen challenge.
This podcast gives you all the insights, expertise and world-class speakers from the Unlocked event, but available in your pocket all year round, keeping you up to date with the latest and greatest in performance marketing.
Listeners can interact with the podcast guests via the bespoke LinkedIn community, PMW Unlocked, where they can send questions, take part in polls and get exclusive insights from previous and future speakers at the Unlocked event.
This is performance marketing, unlocked.
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- No. of episodes: 105
- Latest episode: 2025-06-25
- Business News Marketing Business News
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