1 rich Libsyn https://www.libsyn.com 90 600 🎧 Summary: Traders, when was the last time your creative team saw the same campaign report you did? Recorded live at Programmatic I/O, this conversation brings Hélène Parker together with Mike Toney, Global Creative Director of Custom Programs at Foundry, to explore what happens when paid media and creative teams actually share what they know. Mike explains how audience insights, interviews, and heat mapping help his team create experiences that resonate. Hélène reflects on optimizing campaigns by the numbers without always giving the creative itself enough attention, and the two unpack why fragmented reporting can leave partners without the information they need to improve. They also discuss how to move creative feedback beyond “I don’t like it,” use audience evidence to explain design choices, and treat creative teams as partners in campaign performance. The conversation closes with Mike’s approach to allyship: proactively making room for women, naming the person behind an idea, and making sure credit follows the work. If you work in programmatic trading, ad ops, paid media, or creative, this episode will help you rethink the information you share and the people you bring into the conversation. 🧠 About Us: I’m the person programmatic traders reach out to when they want to become more confident, efficient, and effective, from hands-on DSP activation to smarter optimization. I’m also the person media and ad-tech partners call when they want to better understand those buyers, strengthen their positioning, build deeper partnerships, and grow revenue. 👤 Meet Our Guest: Mike Toney — Global Creative Director of Custom Programs, Foundry Mike leads custom creative programs at Foundry, working with his team to develop websites, interactive ebooks, ads, and other brand experiences. In this conversation, he shares how creative teams can use audience research and campaign insights to make more informed design decisions, and why collaboration with media buyers matters. 💻 Meet The Team: Hélène Parker – Chief Programmatic Coach 🌐 https://heleneparker.com 🔗 LinkedIn: https://www.linkedin.com/in/helene-parker/ Manuela Cortes – Co-Host, Programmatic Digest en Español 🔗 LinkedIn: https://www.linkedin.com/in/manuela-cortes-/ 🎓 Learn Programmatic: For Individual Buyers: https://heleneparker.com/library Subscribe to the Newsletter: https://heleneparker.com/newsletter Be the first to find out about free programmatic training workshops: https://www.heleneparker.com/waitlist/ 📲 Follow Us: 🔗 LinkedIn: https://www.linkedin.com/company/programmatic-digest-podcast ▶️ YouTube: https://www.youtube.com/@programmaticdigest Programmatic Digest http://programmaticdigest.com <iframe title="Libsyn Player" style="border: none" src="//html5-player.libsyn.com/embed/episode/id/43624864/height/90/theme/custom/thumbnail/yes/direction/forward/render-playlist/no/custom-color/ec826d/" height="90" width="600" scrolling="no" allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen></iframe> https://assets.libsyn.com/secure/content/208463644