Programmatic 360 Atlanta – Sponsored by TripleLift

Atlanta, GA · 09.27.18
8:30 am EST - 4:30 pm EST

About the Course

Automation is reinventing digital advertising. IAB Programmatic 360: Automation Decoded is a one-day, in-person training developed to ensure media professionals can navigate the dynamic digital ecosystem. This highly interactive, comprehensive learning experience is designed to help both media buyers and media sellers develop fluency and expertise in programmatic technologies and excel in their careers.

IAB has partnered with TripleLift to deliver this in-depth training in Atlanta on Thursday, September 27th, 2018 free of charge. Brands, publishers, and marketers will receive a comprehensive introduction to native programmatic and learn best practices for developing a native programmatic strategy at their organization.

Attendees must register in advance. Click Register Now or reach out to [email protected] to reserve your spot.

Event Venue

Roam Buckhead
3365 Piedmont Rd, Suite 1400
Atlanta, Georgia 30305

Learning Outcomes

This class will help you:
•   Develop advanced fluency in programmatic technologies and tools
•   Learn how native ads can be transacted programmatically and how to make native campaigns easy, scalable and effective
•   Immediately apply best practices to day-to-day management of campaigns and inventory

Who Should Attend

This class is beneficial to digital media professionals looking to deepen their knowledge of how automation is changing the media landscape. Appropriate for account managers, media planners, media buyers, sales teams, traders, operations teams and those who manage or support them.

Earn IAB Certification Credits: This event counts as 8.00 credits towards both IAB Certification and Recertification.

8:30 am - 9:00 am

Arrivals and Breakfast

Breakfast, lunch and beverages will be provided

9:00 am - 9:30 am

Introduction: Evolution of Programmatic Advertising

Topics include: History of Programmatic, Ad Servers, Ad Networks, SSPs, DSPs, Exchanges, Trading Desks, DMPs, Benefits of Programmatic for both Buyers & Sellers

9:30 am - 11:00 am

Technologies and Transaction Types

Topics include: Anatomy of an RTB Ad Call, Intro to IAB OpenRTB, First Price/Second Price Auctions, Price Floors, Private Marketplaces, Preferred Deals, Programmatic Direct, Deal ID, Understanding the Waterfall, The Shift to Header Bidding

11:00 am - 11:15 am


11:15 am - 12:00 pm

Data Fundamentals for a Programmatic World

Topics include: 1st, 2nd, and 3rd party data sources; DMP solutions and Data Exchange, Probabilistic + Deterministic Data Methods, Look-a-like Modeling, Audience Extension, and GDPR

12:00 pm - 1:00 pm


Breakfast, lunch and beverages will be provided

1:00 pm - 2:30 pm

TripleLift Native Academy Bootcamp

Topics include: Native Programmatic 101; Native Expertise for Advertisers & Publishers

2:30 pm - 2:45 pm


2:45 pm - 3:45 pm

The Future is Automated: Changes in Digital Media Buying

Topics include: Programmatic Disruption of Agency Workflows, Impact of Decentralized Data Flow on Campaign Planning & Optimization, Cross-Channel Measurement + Attribution, Addressing Marketer Needs for Transparency + Brand Safety

Matt Prohaska

Matt Prohaska, CEO and Principal, Prohaska Consulting, is a 26-year media veteran and consulting executive to leading digital media and advertising technology firms and executives.

Matt has contributed 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. In April 2013, Matt became the Programmatic Advertising Director for The New York Times, where he led more closed deals in programmatic direct sales than any publisher globally during his tenure.

As head of Prohaska Consulting, Matt, with a leadership team of 10 executives and a network of more than 400 senior executives in 45 cities across the globe, works with CEOs, CROs, COOs, CFOs, and CTOs to drive revenue and/or reduce costs on a strategic and/or tactical level by improving sales, marketing, operations, product, and/or tech.

In four and a half years, more than 250 clients – including top organizations such as Google, Univision, Under Armour, Toyota and IAB – have chosen Prohaska Consulting for a variety of services, including strategic guidance, project leadership, training, and/or operating street teams. The team has trained more buyers and sellers of programmatic advertising globally than any other independent organization.

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Joseph Montesano
  • Joseph Montesano
  • Regional Vice President, East
  • TripleLift

As the Regional Vice President of Sales, Joe is responsible for leading the East Coast Demand team in supporting TripleLift’s clients. Joe focuses on developing partnerships across the holding companies, independent agencies, and direct brands.

Prior to joining TripleLift, Joe’s background included significant programmatic experience, leading teams at Quantcast and Rocket Fuel.

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Jorden Hirsch
  • Jorden Hirsch
  • Senior Director, Publisher Client Services
  • TripleLift

Jorden Hirsch is the Senior Director of Publisher Client Services at TripleLift, where she is responsible for growing and developing all publisher relationships, guiding product development and leading a team. In this role, Jorden helps define publisher strategy, and along with her team is responsible for driving client success and satisfaction.

Prior to joining TripleLift Jorden was Programmatic Strategist at Weather Channel and the leader of the Publisher Account Management team at PubMatic.

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Address 3365 Piedmont Rd
Atlanta, GA 30305