Programmatic continues to be the primary channel for media activation. In 2021, nearly 88% of U.S. digital display ad dollars, worth $81 billion, will flow via automation (eMarketer). With more marketing budgets flowing to programmatic channels, it’s never been more important for media professionals to be able to navigate the ad-tech and programmatic ecosystems with confidence. You’ll leave this course with the tools to transform your business with programmatic and the foundational knowledge to have informed conversations with buyers and sellers.
This course provides marketers and media professionals an in-depth introduction to programmatic advertising, including its benefits, an overview of the ad-tech ecosystem, and a deep-dive into the programmatic buying process. This session will enable you to have more informed conversations with buyers and sellers and further evangelize your programmatic products.
What will you learn?
- The importance of programmatic
- Benefits of programmatic buying
- Ad-tech landscape and key programmatic players
- Industry outlook
- Programmatic buying process