🎙️ Episode Introduction

In this episode of What Happens in Marketing, hosts Ben Laifsky and Jeremy Kadoich sit down with Chad Reelfs, U.S. lead at Crimtan, a UK-based programmatic advertising company that’s reshaping how brands think about omnichannel marketing. Chad shares his journey from pioneering behavioral targeting with Sojern to leading Crimtan’s rapid U.S. expansion, all while staying rooted in transparency, innovation, and client success.

With a strong focus on cookie-less targeting, dynamic creative, and real transparency in data, this episode unpacks some of the most pressing and exciting shifts happening in marketing today. It’s a must-listen for marketers, agency professionals, and tech-driven brands looking to make smarter media investments.

🔍 Significant Topics Covered

• What makes Crimtan different in a crowded programmatic space
• Why cookie-less targeting matters—and how Crimtan is doing it
• How dynamic creative actually works when it’s built into your tech stack
• Why transparency is the new must-have in programmatic advertising
• The rise of Connected TV, Digital Out-of-Home, and smarter retargeting
• Why some marketers are pulling spend from Meta and leaning into more controlled environments
• The importance of mentorship, values, and personal discipline in long-term career success
• Real examples of brand ROI skyrocketing through tailored campaigns
• How Crimtan builds lasting client loyalty through performance and trust

💬 Key Quotes from Chad Reelfs

“Programmatic is the original AI—data-driven, machine learning-based, and results-focused.”“What you do daily directs your destiny.”“Transparency builds trust. We show clients exactly what’s working—no black box.”“Most people want more traffic. But what you really want is the right traffic that converts.”“When you solve problems instead of pushing product, the loyalty follows.”“You’re either showing clicks and impressions or you’re showing results. We focus on results.”“Success is fun. But success with significance—where you’re giving back—that’s the real win.”

Join us as we hear from Michael Mack, VP of Marketing for the Las Vegas Events and come discover what makes a successful event a continued hit in our town. 

Listen in to hear tips on creating your employment brand with intent, setting goals for employee and prospective employee experience, and refining your processes to meet these goals.  We give examples of who is doing it right in this space with bullet points how to learn from them. The conversation shifts to a look forward as we discuss the importance of DEI policies and what to consider as you create, and refine them. We tackle the topic of remote versus in office work, and what you should consider if you are looking to make a transition for your workforce. 

We discuss a helpful guide from Glassdoor on Diversity and Inclusion, here's the link to download it: https://resources.glassdoor.com/diversity-inclusion-in-the-workplace.html