In this Tech Disruption Masterclass episode, host Mark Millhone interviews Dan Sohner, a media buyer and former photojournalist. Dan explores his path from documentary photography to high-level media buying. Now working for Publicis, he manages ad placements for major brands like McDonald's and Frontier, leveraging sophisticated data systems to target ads based on user behavior, location, and purchasing patterns.

Dan discusses the intersection of creativity and analytics in advertising, emphasizing how metrics such as view duration or click rates can reshape content strategies in real time. He encourages students to develop technical proficiency in creative tools while also understanding audience psychology and trends across multiple platforms.

His key takeaway is the importance of balancing empathy and data: while tech and data are central to modern media, understanding and genuinely connecting with audiences remain essential. Dan also advises aspiring media professionals to approach the industry with resilience, curiosity, and a willingness to adapt in an ever-changing landscape.

For more information about Dan Sohner:

https://www.linkedin.com/in/danielsohner/

Instagram: @dansohner

X: @dan_sohner