Programmatic 360: Automation Decoded 12/13 – New York City


New York, NY · 12.13.17
8:30 am EST - 4:30 pm EST

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

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 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

Chris Kane

Chris Kane started Jounce Media in 2015 to bring a unique combination of deep ad tech expertise and platform independence to programmatic buyers and sellers. Jounce Media partners with advertisers, publishers, and ad tech providers to customize off-the-shelf technology systems to solve specific marketing problems.

Chris was previously Chief of Staff to the CEO and CFO at AOL, where he was responsible for all day-to-day operations of the management team. Prior to AOL, Chris managed a portfolio of enterprise accounts at Turn, a leading demand-side platform and data management platform. He started his career as a management consultant at Oliver Wyman, where he focused on the converging media and technology sectors.

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Michael Lamb
  • Michael Lamb
  • Oath
  • Director, Product Marketing

Michael Lamb is a 20 year technology veteran focusing on the music production industry and advertising and marketing industry. He has empowered thousands of salespeople with the tools to understand and successfully sell complex technology products. Currently, Michael leads product marketing for DMP, data and measurement products at Oath.

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Trent Beckley
  • R. Trent Beckley
  • Google
  • Strategic Partnerships, DoubleClick

Trent has spent the last 3 years at Google transforming the programmatic business’s of some of the largest Broadcasters and Major Sports Leagues across AdX and DFP. Prior to his time at Google, Trent worked at the Rubicon Project where he ran buy-side agency business and at Federated Media where he oversaw all programmatic operations.

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Venue

Address 116 East 27th Street 8th Floor
New York, NY 10007