Programmatic 360: Automation Decoded 6/08 – New York City

New York, NY · 06.08.17
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 buyers and sellers for 2017 and beyond.

This event will take place at:


4 World Trade Center, 150 Greenwich Street, 46th Floor, New York, NY 10007

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


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

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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Michelle Said

Michelle Said is the Senior Manager at the New Marketing Institute (NMI), MediaMath’s educational arm. She uses her 10 years of experience in the online space to educate others via NMI’s award-winning curriculum on programmatic marketing.

Prior to joining NMI/MediaMath, she worked in all areas of the industry, first in establishing the certification process at rich media vendor EyeWonder and in helping to lead the company’s office in Dublin, Ireland, before trying her hand in the programmatic ad space in account management and yield delivery positions. Michelle earned a Bachelor’s Degree in Journalism and English from the University of Southern California and currently lives in Brooklyn.

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Amy Coveny
  • Amy Coveny
  • Senior Director of Publisher Development & Global Head of Audio
  • Rubicon Project

Amy Coveny is a Senior Director of Publisher Development and Global Head of Audio for the Rubicon Project and an Advisor to Quake Capital, VC. Amy joined Rubicon Project four years ago on the Buyer Team to bring their Orders Private Marketplace Platform to market, working with clients such as Geico, agencies such as Horizon Media and Agency Trading Desks such as Accuen. After a year and a half, Amy took on a position on the Seller Team to round out her knowledge of programmatic. Her clients include Spotify, Pandora, WebMD, Accuweather and Wayfair. She now leads the global team in building out Audio as an Emerging Channel. Prior to Rubicon Project, Amy was instrumental in launching and growing multiple startups in the Mobile, Video and Display focused on Advertising Technology.

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Lauren Bellina

Lauren Bellina is a Senior Manager of Emerging Formats at Rubicon Project. After managing top strategic publisher accounts on the Seller Accounts team for over two years, Lauren became responsible for spearheading Rubicon’s emerging Digital Out of Home, Audio and OTT initiatives. Prior to Rubicon, she worked on the agency-side of the industry at Initiative on the TV Investment team.

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Address 4 World Trade Center 150 Greenwich Street, 46th Floor
New York, NY 10007