Live From the Community Call w/ Niels Claes on the Topic of Identity from a Publisher’s perspective




March 28, 2023


This is a special episode not only because we are joined by Niels Claes, but also because it is a sneak peek on how we do our community calls and share knowledge about programmatic. We talk about everything you need to know about identity in the publisher’s perspective, which is beautifully explained by Niels Claes.

About Us:
Our mission is to teach historically excluded people how to get started in programmatic media buying and find a dream job.

We do so by providing on-demand lessons via the Reach and Frequency™️ program, a dope community with like-minded programmatic experts, and live free and paid group coaching.
Hélène Parker has over 10 years of experience in programmatic media buying, servicing agencies and brands in activation, strategy and planning, and leadership. She now dedicates her time to recruiting and training programmatic traders while consulting companies on how to grow and scale a programmatic department.
Interested in training or hiring programmatic juniors? Book a Free Call

00:00:39 – 2 Wins and a Challenge
00:06:11 – How Helene and Niels met
00:07:15 – Introducing Niels
00:10:44 – Niels thoughts about going cookieless
00:11:44 – Should we retire or expire the term cookies
00:16:39 – 2nd Party Data
00:14:36 – Customize and Specialize
00:18:13 – How Google affects a lost of aspects in programmatic and solutions in the publisher’s perspective
00:22:15 – Identifying the different identity partners
00:29:41 – Spotting the probabilistic and deterministic data
00:31:56 – Should the solution be different depending on the diversity of the audience campaign?
00:37:00 – IB Seller-defined audience
00:41:22 – How realistic is taxonomy?
00:44:59 – HOw taxonomy would look between the publisher and the SSP
00:48:04 – One thing you wish you knew then that you know now

Interested in finding out if you are a fit for a career in digital advertising and programmatic?
Take our free Quiz:

Guest Information:
Niels Claes

Meet Our Team:
Hélène Parker – Chief Programmatic Coach
Programmatic Meet Up:

Programmatic Digest

The Reach & Frequency Course – Listeners get a 10% discount with code podcast10:

Alexa Gabrielle Ramos – Podcast Editor

S and S Creative Media – Podcast and Media Manager

Let’s keep in touch:
Sign up to receive our weekly newsletter here:

Join our waitlist to find out when the next Optimization Masterclass is happening

Also take a moment to check out: How To Optimize Data Segment:

Join Our Slack Channel for programmatic ninjas looking to level up and build a network: