PulsePoint’s Trader Hall of Fame celebrates the people advancing programmatic healthcare advertising.
Our inductees are skilled, dedicated traders who bring real expertise to PulsePoint’s platform, helping lifesaving treatments reach healthcare professionals and patients at exactly the right moments.
This month, PulsePoint is thrilled to recognize and welcome Aleksandra “Ola” Lorens, Programmatic Manager at Underscore, to the Trader Hall of Fame. Underscore is an independent precision strategic media agency specializing in rare disease and oncology launches. Ola joined the agency four years ago and today she runs campaigns where audience and inventory quality are paramount. Ola is one of the traders we point to when we talk about what good looks like on the platform.
In this article, you’ll get to know Ola’s path to programmatic, her favorite parts of the job, and what she loves to do outside of work.
Ola’s path to programmatic marketing
Ola’s route into programmatic marketing wasn’t a straight line. She earned a bachelor’s degree in media management, followed by a master’s in business and finance management. “None of this is marketing-specific, but looking back, media management was probably my first introduction to marketing,” Ola said. The business and finance studies sharpened her analytical mindset and showed her how much she enjoys working with data.
Her first job was as an internal analyst at an e-commerce company, where she studied website traffic and customer behavior. That role taught her to approach data from different perspectives, and it set her up for what came next: joining Underscore, where she has now spent four years.
Ola credits Underscore’s training and the agency’s deep bench of programmatic expertise for getting her up to speed, and she was quickly fascinated by the channel and the range of data available. Ola has thrived on the analytical side of campaign management, and clearly understands what drives performance and spotting opportunities to improve based on that data.
“Over time I understood that programmatic offered the perfect combination of analytics and marketing,” Ola said, “which is exactly what I was looking for in my career.”
Ola’s favorite parts of programmatic buying
For Ola, the best part of programmatic comes back to the analytics: “identifying the trends, understanding the factors driving performance, sometimes even being able to predict what may happen based on the trends,” she said.
The reward, she explained, is staying with a campaign long enough to know how it behaves, so that when performance starts to slip she can see why and change it.
Over the past year that has meant a sustained focus on quality, both the audience reached and the inventory where ads are served, for a client where precision matters more than scale. Ola spent much of the year testing approaches to improve both. “You can learn from it and successfully change the trajectory and outcome of your campaign,” she said.
Ola’s advice for newcomers to programmatic
Ola’s biggest piece of advice for anyone starting out is to keep an open mind and stay curious. Programmatic is one of the fastest-changing areas of digital marketing and what works today could look completely different a year or even a month from now.
“Don’t become too attached to a specific metric, strategy, or way of working,” Ola said, because new technologies, measurement solutions, and optimizations appear constantly. “I believe good programmatic specialists are the ones who continue learning and adapting.”
She also encourages newcomers not to be afraid of testing new ideas. “Not every test will be successful, of course, but even unsuccessful tests provide valuable insights that help you make better decisions for the future,” she said.
What sets PulsePoint apart for Ola
After several years working with PulsePoint, what Ola values most is “the depth of the capabilities and possibilities” the platform offers. For example, she mentioned that PulsePoint has an extensive ecosystem of data partnerships, optimization tools, and innovative solutions. Many are designed specifically for healthcare, she noted, but they’re valuable for programmatic advertising more broadly.
She also pointed to how quickly PulsePoint evolves alongside the industry. When CTV became a hot topic at conferences, PulsePoint already had a range of solutions available. When the conversation turned to brand safety and curated marketplaces, ready-to-use curated marketplace solutions soon followed from PulsePoint
“We need partners that continue to grow and evolve with us,” Ola said.
As a strategic media agency partner, Ola’s team places the highest value on PulsePoint’s detailed, comprehensive HCP targeting and performance measurement. Day to day, Ola has become a big fan of the debugger, which she called “a very useful analytical tool” that helps her quickly identify the reasons behind underpacing or delivery issues and cuts down her troubleshooting time. With quality as her focus, curated marketplaces and Adaptive Optimization “have become a major help” in improving campaign performance.
She also mentioned the people at PulsePoint matter, too. “We work with such an amazing team of reps,” Ola said.
Ola’s best piece of advice
The best advice Ola has received is one she heard at work: the only constant in life is change. She sees it applying both personally and professionally, as a reminder not to be afraid of new challenges, even ones that push you out of your comfort zone.
It’s especially true in marketing, where new technologies, measurement approaches, and best practices emerge all the time. “Being successful isn’t about knowing everything, but it’s about being willing to learn, adapt in real time, embrace change rather than resist it,” Ola said.
The same goes outside of work. “You can never be too attached to where you live, what you have, because everything can change,” she said.
Ola’s life outside of programmatic
Outside of work, Ola is happiest outdoors. She lives relatively close to the mountains, so hiking is a favorite, and skiing takes over in winter. “I don’t like winter very much,” she admitted, “but skiing has a bright side.”
She also loves to travel and explore, and it doesn’t have to be far. “I enjoy just seeing something new, learning something new about the world,” Ola said. Her most recent trips were Italy this past spring for vacation, and New York just a few weeks before our interview. That trip was her first time in the Big Apple, taken for Programmatic I/O and business meetings, and a chance to meet the PulsePoint team in person for the first time.
Ola is also a devoted animal lover, especially when it comes to cats. When she isn’t traveling, she’s usually busy spoiling her family’s two cats.
Please join me in congratulating Ola as PulsePoint’s November 2026 inductee into the PulsePoint Trader Hall of Fame.
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