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Emily Ryder

Emily works with DH clients to strategize, place, traffic and report their media buys. In other words: Considering your advertising goals, she finds the most effective ways to achieve them. Emily negotiates contracts with outlets to make the most of your ad budget and ensures the outlets get the creative they need. And she collects and analyzes data from media outlets about how well your ads are working — so we can work together to hone your strategy for the best possible results.
Senior Digital Buyer and Data Analyst
Data translator
Media mixer
Late-blooming math lover

Emily’s take on:

Using data to hone your media buy

Emily’s specialty is reporting — transforming data about how your ads are performing into useful information to inform your next steps. Depending on the medium, that data might include numbers of impressions and clicks your digital ads received in a time period or the number of TV spots that ran, at what times and in front of whom.

She creates easy-to-read reports and offers analysis so clients can use that information to make their next decisions — adjusting over the course of a campaign to make their most of their media dollars.

‘Traditional’ media

Newspaper ads. Billboards. Radio and TV spots. They might be “traditional media,” but they still do a great job of reaching audiences.

Emily says:

Rather than breaking media in categories (such as traditional vs. new), she considers the opportunities offered by each channel, whether it’s Apple TV, an airplane banner, Instagram or the daily paper.

When she’s planning a media buy, the goal is to hit the right number of people in your audience (reach) the right number of times (frequency). Traditional media play a vital role: A billboard message reinforced by a TV spot reinforced by a social media post will more likely compel a viewer to action than the social post alone.

The intersection of math and life

As a theater lover, Emily was thrilled to land a college internship at the Seattle Children’s Theatre, where her job was to converge ticket sales with marketing. Suddenly, numbers had something to do with real life — an inspiring experience for someone who’d struggled with math as a student.

That intersection is at the heart of her role at DH, too: Data about audiences is information about people — often, in the case of DH clients, people who need information about health or social issues. If Emily can use math to make the connection, she’s a happy media buyer.


Bachelor of arts, public relations, Gonzaga University

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