Advanced Programmatic for Buyers & Sellers 1/17 – NYC

New York, NY · 01.17.17
8:30 am ET - 5:00 pm ET
We are excited to announce that, due to popular demand, the training series Advanced Programmatic for Media Buyers and Sellers is returning in 2017. This one-day course provides in-depth training on the complex programmatic processes, tools, and strategic capabilities shaping our industry today.

This highly interactive classroom learning experience emphasizes real-world examples, best practice recommendations and group discussions led by experienced industry professionals and programmatic experts.

Please note, this event sells out. Please register early to reserve your seat.
Advanced Programmatic for Buyers and Sellers
This course will review the programmatic media ecosystem, and provide you with a working knowledge of the key technologies that make up today’s programmatic ad stack across display, mobile, video, social media, email marketing and native advertising. This course will also include live demonstrations from vendors within the ad tech stack as well as an interview with a leading buyer of programmatic media. Questions? Email: [email protected]


This event will take place at: IAB Ad Lab, 116 East 27th Street, NYC, 8th Floor

IAB Digital Media Sales Certification: Recertification
This class counts as 8 hours of credits toward IAB Recertification.


  • Programmatic 101 Recap
  • Sales Organizations – Today and Tomorrow
  • Buyer Landscape – Today and Tomorrow
  • Understanding Your Tech Stack
  • SSP Vendor Demonstration
  • DSP Vendor Demonstration
  • 5 Stages of Buying
  • 5 Stages of Selling
  • Rise of Programmatic Guaranteed
  • Channels: Mobile, Video, Social, Email, Native
  • Guest Interview: Programmatic Buyer

Cancellation Policy

Please note, class sales are non-refundable. Should you need to change your registration, a credit (good for one year) for a future course can be issued when IAB is notified 7 business days prior to the event date. Within 7 business days, you may transfer your seat to another colleague or contact.

8:30 am - 9:00 am

Arrivals and Breakfast*

*Breakfast, lunch and beverages will be provided

9:00 am - 9:25 am

Introduction and 101 Review

9:25 am - 10:15 am

Sales Orgs, Buyer Landscape

10:15 am - 10:45 am

Understanding Your Tech Stack

10:45 am - 11:00 am


11:00 am - 11:45 am

5 Stages of Selling

11:45 am - 12:30 pm

SSP Demonstration

12:30 pm - 1:15 pm


* Breakfast, lunch and beverages will be provided

1:15 pm - 2:15 pm

5 Stages of Buying

2:15 pm - 3:00 pm

DSP Demonstration

3:00 pm - 3:15 pm


3:15 pm - 4:00 pm

Programmatic Hot Topics

4:00 pm - 4:45 pm

Buyer Interview

4:45 pm - 5:00 pm

Wrap Up/Q&A

Matt Prohaska

Matt Prohaska leads Prohaska Consulting, providing Programmatic Help For All, helping more than 50 companies in the last 10 months with more than 30 freelancers in the US & EU. He is a 22-year media veteran and contributor to the growth of online advertising since its commercial inception in the early 1990s, first by creating the online media practice at BBDO (now part of Omnicom) in 1994 and later opening CNET’s New York sales office as its first Regional Sales Manager in 1996. Most recently, he served as Programmatic Advertising Director for The New York Times. Over the years, Matt has managed six different regional and national sales teams, consulted for more than 75 companies and founded four others.

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Ad Lab
Address 116 East 27th Street, 8th Floor
New York, NY 10016