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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