Programmatic 360: Automation Decoded 4/27 – Los Angeles

Los Angeles, CA · 04.27.17
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 buyers and sellers for 2017 and beyond.

This event will take place at: Hulu, 2500 Broadway Street, Suite 200, Santa Monica, CA, 90404

What You Will Learn

This class will help you:

  • Develop advanced fluency in programmatic technologies and tools
  • Strategically assess investments in programmatic solutions
  • 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, First Price / Second Price, Private Marketplaces, Preferred Deals and Deal ID, Programmatic Direct, 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

Lorenzo Moreno
  • Lorenzo Moreno
  • The Trade Desk
  • GM of Business Development for the Southwest Region

Lorenzo Moreno is the GM of Business Development for the Southwest Region, overseeing the development and management of The Trade Desk’s business initiatives and sales efforts for the Los Angeles and Southwest region. Lorenzo has worked in nearly all aspects of digital media from the sales side for over 10 years, with experience at ad network Tremor Video, video publisher, and Ad Verification company DoubleVerify, where Lorenzo was one of the first employees spearheading early adoption of verification technology in the industry.

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Lauren Williams
  • Lauren Williams
  • AOL
  • Sales Director, Publisher Platforms

Lauren Williams is Sales Director, Publisher Platforms at AOL, leading the reorganization and market strategy for AOL’s holistic video platform solution. She joined AOL via the acquisition of in 2013 and has since expanded to work across AOL’s video content syndication/distribution, display, and mobile businesses. While in her previous role at, Lauren managed a book of business and focused on delivering value to her partners through video monetization and ad serving tools.

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Melody Zimmer 1
  • Melody Zimmer
  • IAB

Melody Zimmer joined IAB as Director of Learning & Development in 2016, after a decade spent working at Ad Tech companies such as Sizmek, Adap.TV and AOL.

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Programmatic 360: Automation Decoded 4/27 - Los Angeles
Address 2500 Broadway Street, Suite 200
Santa Monica, CA 90404