Programmatic 360: Automation Decoded 8/23 – New York City

New York, NY · 08.23.17
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:

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


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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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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Scott Solomon

Scott Solomon is a Senior Director of Seller Accounts. Scott joined Rubicon Project three years ago and manages strategic publisher relationships including Spotify, The Business Insider, News Corporation, and Time Inc, among others. Prior to Rubicon Project, Scott worked at CBS Corporation in a variety of advertising roles – first in the Network Sales group at CBS Television Network, then as an Account Executive for the and direct sales teams, and finally as a Partnership Manager for the CBS Interactive programmatic team.

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Cecillia Costa

Cecillia Costa is the Director of Publisher Sales with a concentration in Video. During the last three and a half years working in Rubicon Project, Cecillia has managed a multitude of partnerships. From building a long-tail publisher solution to spearheading Rubicon Project’s video OTT market as an emerging channel, Cecillia has worked with clients such as Pluto TV, Twitch, A&E Networks, and Zulily. Prior to Rubicon Project, Cecillia lived in sunny south Florida working in commercial real estate and had never heard the word programmatic.

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