Programmatic 360: Automation Decoded 10/18 – Chicago

Chicago, IL · 10.18.17
8:30 am CST - 4:30 pm CST

Programmatic 360: Automation Decoded is an exclusive, comprehensive one-day in-person classroom training for buyers and sellers that provides in-depth knowledge of programmatic technologies. This highly interactive, in-depth learning experience includes live discussions and demos from industry experts, providing technical know-how and best practices for buyers and sellers for 2017 and beyond.

This event will take place at:

Oath, 233 North Michigan Ave, Suite 1100, Chicago, IL 60601

Please plan to bring photo identification with you to the event!

What You Will Learn

This class will help you

Develop advanced fluency in programmatic technologies and tool
Strategically assess investments in programmatic solution
Immediately apply best practices to day-to-day management of campaigns and inventory

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Syllabus & Topics Covered


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: Counts as 8.00 credits towards both Certification and Re-Certification

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 - 9:30 am

Introduction: Evolution of Programmatic Advertising

Topics include: History of Programmatic, Ad Servers, Ad Networks, SSPs, DSPs, Exchanges, Trading Desks, DMPs, Benefits for Buyers and Sellers, Programmatic as Cross-Channel Solution

9:30 am - 11:15 am

Technologies and Transaction Types

Topics include: Anatomy of an RTB Ad Call, Intro to IAB OpenRTB and OpenDirect API Specifications, Open Auction, First Price / Second Price, Private Marketplaces, Preferred Deals and Deal ID, Programmatic Direct, Understanding the Publisher Waterfall, Price Floors, Header Bidding, Audience Extension

11:15 am - 11:30 am


11:30 am - 12:15 pm

SSP Demonstration

12:15 pm - 1:00 pm


Breakfast, lunch and beverages will be provided

1:00 pm - 2:45 pm

Automation, Campaign Process and Measurement Strategy

Topics include: Programmatic as Automation Software, Data Exchange, 1st, 2nd, and 3rd party data sources; Probabilistic & Deterministic Data Methods, Look-a-like Modeling, Planning & Forecasting Techniques, Deal Discovery, Dynamic Creative Personalization,  Optimization Best Practices, Reporting on user behavior cross-platform and attribution strategy

2:45 pm - 3:00 pm


3:00 pm - 3:45 pm

DSP Demonstration

3:45 pm - 4:30 pm

The Future is Automated

Topics include: Evolving standards for programmatic transactions, implications of header bidding on core buying and selling processes, IAB perspective on how programmatic will be redefined in 2017

Michael Stoeckel

Michael is a Digital Advertising Executive with diversified business and technology skills at the intersection of media, mathematics and organizational leadership. He has demonstrated experience effectively partnering with technology, marketing and sales teams to drive innovation in disruptive industries. Michael has successfully mapped technology capabilities to business strategy, creating pragmatic solutions to grow revenue across traditional and programmatic channels in (at the time) emerging platforms: desktop web, mobile, digital video,
cable VOD and social media. He has a strong reputation for navigating diverse stakeholder needs, mobilizing resources, grooming talent, and building capabilities to consistently deliver results.

Most recently, Michael was Vice President, Ad Revenue Operations at The New York Times, New York. There, he rebuilt The New York Times programmatic team and infrastructure into a $20M annual business. Simultaneously overseeing a staff of 60 plus, Michael led primary support functions for a $200M direct ad sales business including ad platforms, sales planning, ad operations and yield optimization across the entire suite of New York Times
digital properties.

Previously, Michael was Head of Platform Innovation, Digital Marketing Group at JPMorgan Chase, New York. He established the initial teams and tools providing advanced advertising delivery and targeting across JPMorgan Chaseʼs interactive properties (Owned Media) and outbound campaigns (Paid Media). Before that, Michael was Senior Vice President, Delivery & Publishing Operations at HealthiNation, New York, directing several facets of operations and client services for the HealthiNation video network.

Michael was also VP, Digital Products, INVISION Inc., New York, where he was the Product Lead for a new suite of digital ad technology solutions. Before that, he was Vice President, Advertising Innovations & Operations at Fox Interactive Media, New York. Michael also held various VP roles at Time Warner (Turner Broadcasting and Time Inc.).

Michael received his Master of Science degree in Mathematics from New York University and his Bachelor of Science degree in Mathematics from the University of Notre Dame. He has been an active member of the Interactive Advertising Bureau/IAB (Co-Chair of the Ad Ops Advisory Board, Co-Chair of the Broadband Ad Creative Subcommittee and Board of Directors member), AdMonsters (original member and Digital Media Leadership Award recipient), International Conference on Online Media Measurement/I-COM (Global Board member), and Association of National Advertisers/ANA (Research & Measurement Committee member). Michael was also Steering Committee member & Co-Chair of the Ad Units Task Force for Innovation in Digital Advertising (ID!A); On-Demand Consortium member & Broadband Consortium member for Cable & Telecommunications Association for Marketing (CTAM); and Board of Directors member & Treasurer for the Wireless Advertising Association (WAA).

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