Skip to content

The Progress of Programmatic Comes Full Circle

Programmatic seems to be brand, not performance based, at the moment. Yet, it really seems to depend on who you talk to. What are your thoughts on this key issue?

Garcia notes, “When I look at programmatic, I think that it’s essentially doing what it was meant to do. It was meant to be a performance tool. I think programmatic has progressed so much to the point where we’re not looking at it anymore in the lens of how efficient is it? That’s the fundamental use case for programmatic. And that’s really how programmatic came into the space, but now it’s becoming more than that. And I think that with investments shifting more into that space, then we’re going to see more challenges rise and how do we solve for those challenges? If we can get programmatic right from a multicultural lens, we will achieve media peace.”

How and why is programmatic such an important area for multiculturalism? If you think about the narrative that marketers like to use from an activation perspective, we want to be able to serve the right message to the right people at the right time, at the right place.

“It’s more of that one to one communication that we all instinctively know is going to resonate best,” says Garcia. “And that’s what’s going to get people engaged. But in order to fulfill that, there has to be some things that have to give. And when we look at multicultural audiences and the growth of that population, particularly within the U.S., and is more representative and becoming technically the minority majority, then that whole one to one narrative has to reconcile itself with this growing population. If we don’t reconcile that, with how we are operating programmatically, then we won’t get anywhere. Systemically, everybody wins from understanding that new lens.”

As far as growth in fundamental areas, there’s tech, in that we mean software, data, and activation itself. How would you break those down? Programmatic is such an umbrella term. But there’s a lot more to it. All of those things have to work in unison and or at least those have to be weeded through the process to be able to have what we would deem a successful programmatic operation.

Garcia adds, “When we look at things from a multicultural perspective, we tend to notice a lot of bias. So if the tech part is not there from an unbiased perspective or having, I would say, automated assist, automated where there are some human intervention within those processes, then you are definitely doing your due diligence in making sure that the tech part of it is being representative of what it has to do from that lens of representation across all segments.”

Then there’s the data part of it. “If you don’t have the people that are interpreting that data correctly, then that’s where bias can come in or misinterpretation or skewed data or just bad data in general.”

She continues, “And then there’s the activation part. Including measurement, those things have to work in unison so that whatever we’re trying to achieve from a programmatic perspective is optimal regardless of what the outcome is. I think the outcome, we need to stop looking at it from like, oh, we targeted the wrong people. Well, what did the outcome say? I look at it full circle. Then what did we do at the beginning of that process that brought us to that outcome and just bring it back, everything should be connected.”

While a full circle approach may sound easy there are plenty of challenges along the way.

“I think that when you have people or, you know, the proper interventions and the proper people to be able to identify what those breakdowns are, then the less likely we will have those types of question marks in our heads. Why did this happen? You have the people to sort of dig under the hood, then we can tell you why that happens. And you learn from it,” says Garcia.

Watch the full video for more of Jennifer Garcia and Seth Adler’s discussion on programmatic, data partnership challenges, benchmarks and standards, the OFA coalition, the authentic approach and more.


  • Seth Adler

    Seth Adler heads up All Things Insights & All Things Innovation. He has spent his career bringing people together around content. He has a dynamic background producing events, podcasts, video, and the written word.

    View all posts
  • Matt Kramer

    Matthew Kramer is the Digital Editor for All Things Insights & All Things Innovation. He has over 20 years of experience working in publishing and media companies, on a variety of business-to-business publications, websites and trade shows.

    View all posts

Related Content

Powering Subscriber Acquisition

The streaming business is a fluid, changing landscape. To gain some insights into the category, All Things Insights’ Seth Adler spoke with Beau Decker…


More Related Content

A surface of cubes with a variety of rising cubes, one stands out in a different color.
artificial intelligence

Leveraging AI in B2B Respondent Insights

In the B2B marketing landscape, artificial intelligence has shown great potential. It is becoming an essential and advantageous tool, a tool which no…

boxing glove punching
media insights

Powering Subscriber Acquisition

The streaming business is a fluid, changing landscape. To gain some insights into the category, All Things Insights’ Seth Adler spoke with Beau Decker…

metaverse, woman with virtual reality headset

Developing Immersive Content Opportunities

All Things Insights’ Seth Adler had the opportunity to chat with Shenaika Davis, Customer Insights Content Producer at Meta, at the recent Media Insig…

playing the Jenga block game
media insights

Building a Marketing Mix Framework

Suraj Rajdev, Head of Analytics at Google, sat down with All Things Insights’ Seth Adler to discuss his session at the Media Insights & Engagement Con…

interior design on mobile phone
virtual reality

Focusing On an Augmented Reality Strategy

Augmented Reality is here. But are consumers and advertisers embracing it with open arms? Aarti Bhaskaran, Global Head of Ad Research & Insights at Sn…

Gold bars
media insights

Determining the Value of Business Content

Michael Bagalman, Vice President, Business Intelligence and Data Science, STARZ, gave a presentation at the Media Insights & Engagement Conference, ca…

media insights

Connecting with Generation Alpha

At the recent Media Insights & Engagement Conference, Seth Adler had a chance to chat with Alexander Cammy, Manager, Insights & Cultural Intelligence…

media insights

Exploring User Community Perceptions of AI

Max Wartel, Director of Consumer Insights, Fandom, held an AI-related session at TMRE, which focused on the perceptions of AI in a user-generated comm…

user engagement

Getting Social to Measure User Engagement

Social media is changing in sometimes complex ways as featured content generated by users in a private capacity has often been supplemented and perhap…

media insights

Betting on Sports Consumer Engagement

In assessing the rise of sports streaming and betting, opportunities have come to light that might not have been considered five years ago. Content st…

media insights

Piecing Together the Attribution Puzzle

During the “Beyond Media Measurement” session of the Road to TMRE Gathering, Seth Adler discussed “Attribution” with guests Doug Healy, Senior Directo…

attention metrics

Taking New Approaches to Attention Metrics

All Things Insights recently held the Road to TMRE virtual Gathering, featuring three days packed with informative presentations to get insights profe…

consumer insights

Winning the Future of Fandom

All Things Insights’ Seth Adler recently connected with Christina Speck, former VP Corp. Strategy, Blue Cross & Blue Shield of Rhode Island, at this y…


Zeroing in on DIY Research

All Things Insights’ Seth Adler recently connected with Bill Trovinger, Consumer Insights Dir., Pharmacy & Health, Albertson’s Companies. Adler and Tr…


Building Insights for the Home Consumer

All Things Insights’ Seth Adler recently caught up with Daniella Tsoncheva, Director Consumer Insights, The Home Depot. The retail market over the las…

web 3.0

Elusive Insights

Insights are being generated but in some cases are not being used. The first assumption is that these insights aren’t actionable. Which of course migh…

social media

Attention Metrics: User Engagement

All Things Insights’ Seth Adler caught up with Aarti Bhaskaran, Global Head of Ad Research & Insights, Snap Inc., at the Media Insights & Engagement C…

media insights

A Changing Consumer Shapes Media Evolution

All Things Insights’ Seth Adler caught up with Edwin Wong, SVP Insights & Innovation, Vox Media, at the Media Insights & Engagement Conference earlier…

home experience

Redefining the Home Experience

All Things Insights’ Seth Adler caught up with David Schliecker, Group VP, HGTV Insights and Strategy, Warner Bros. Discovery, at the Media Insights &…

consumer insights

Measuring OTA Programming

Television audience measurement is on the precipice of innovation due to the opportunity to leverage data from set top boxes, smart TV’s, and other so…

consumer insights

Fan Insights

Thanks to the advent of social media and streaming services, the world of television today looks nothing like it did a few decades ago. All industries…

media insights

Live Sports Insights

Programming across the board is looking to develop content that appeals to an audience that engages increasingly with user-generated content (UGC) and…

streaming services

Content Marketing Insights

In the past decade, SVOD (Subscription Video-On-Demand) companies have revolutionized how we consume our favorite shows and discover new ones. As medi…

media insights

Media Behavioral Insights

Analytical minds will always benefit from more complete data from farther-reaching sources. Even more fundamentally, Pepe says the questions everyone…

industry insights

Media Industry Insights

It’s not unreasonable to feel overwhelmed when faced with the size and scope of the continuous shifts in the television industry within the past few d…

media insights

Media Insights Report

The All Things Insights Media Insights community completed an extensive survey covering what folks are thinking, how they’re spending and the issues t…

media insights

2023 Outlook

Known uncertainty. We enter 2023 with some of the most known uncertainty of our lives. Going into 2019- certainty. Going into 2020- certainty-albeit m…

media insights

Media Past Is Media Prologue

“Whatever the modern technology of the day, it was a force for disruption, it was a force for change, and it was a force for enchantment, joy, and lea…

media insights

Representative Insights

A great story starts with a single word. From there, the story is subject to its characters, plots, and the conflict presented by the content, all of…

media insights

Super Insights

Talking with Peter Leimbach, Senior Vice President, Ad Sales Research at FOX Sports, it’s clear that pro football teams aren’t the only ones competing…

streaming services

Streaming Insights

As 2022 continues, Chris Whitely, Senior Director of Product Management at Comcast, says that the big subscription-based streaming services have seen…


20 Quotes On Risk, Truth, Wealth And More

Dan Runcie, Founder, Trapital sat down with Percy ‘Master P’ Miller at the most recent TMRE. The discussion focused on how Miller’s background provide…

media insights

Measurement, Currency and Attribution

Keeping pace with innovation is always a challenge. The Media industry not only has to keep pace with that innovation, many players have offerings tha…

insights strategy

A Contemporary Insights Organization

We are in the process of experiencing the second paradigm shift of human behavior in just a three year period. For a prepared organization, this is a…