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   Timestamp: 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: www.heleneparker.com/programmaticquiz   Guest Information: Niels Claes LinkedIn Meet Our Team: Hélène Parker - Chief Programmatic Coach Website | LinkedIn | Twitter | The Reach & Frequency Course Programmatic Digest - Youtube | LinkedIn | Instagram Alexa Gabrielle Ramos - Podcast Editor Instagram | Website | LinkedIn  S and S Creative Media - Podcast and Media Manager Instagram | Website | LinkedIn   Let's keep in touch: Sign up to receive our weekly newsletter here: www.heleneparker.com/newsletter   Join our waitlist to find out when the next Optimization Masterclass is happening  www.heleneparker.com/optimizationmasterclass   Also take a moment to check out: How To Optimize Data Segment: https://youtu.be/boj0SJF5kn8    Join Our Slack Channel for programmatic ninjas looking to level up and build a network: https://join.slack.com/t/theprogrammaticmeetup/shared_invite/zt-1nlaoighs-ES98OYwn67rkk1vqgC4i9Q  

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