Programmatic 360: Automation Decoded 11/14/18- San Francisco


San Francisco, CA · 11.14.18
8:30 am PST - 4:30 pm PST

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 today’s buyers and sellers.

This event will take place at:

IAB San Francisco AdLab

121 Spear Street, Suite 270, San Francisco, CA 94105

What You Will Learn

This class will help you:

  • Develop advanced fluency in programmatic technologies and tools
  • 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

BREAK

11:30 am - 12:15 pm

SSP Demonstration

12:15 pm - 1:00 pm

LUNCH

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

BREAK

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

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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Pricing

Non-Members
$499
IAB Members
$399
IAB Certification Holders
$299

Venue

Address 121 Spear Street, Suite 270
San Francisco, CA 94105