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Agency representatives looking to use programmatic inventory to meet client goals
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Media sellers looking to have more informed conversations with buyers about programmatic inventory
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Brands marketers looking to include programmatically purchased ads in their marketing mix
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Advertising operations professionals looking to better understand programmatic best practices
The course has eight in-depth modules:
- The Programmatic Ecosystem
- Programmatic Auctions and Deal Types
- Audience Targeting and Privacy
- Programmatic Planning
- Management, Measurement, Attribution, and Optimization
- Programmatic Media Sales
- Data Monetization Strategies
- Course Wrap Up and Resources
Don’t wait and gain immediate access to the course by registering now!
FAQ
1. Understand and Navigate the Programmatic Ecosystem
You’ll gain a comprehensive understanding of the programmatic ecosystem, including key players, transaction types, industry initiatives, and the role of data and technology, and be able to effectively navigate and leverage the programmatic landscape for their advertising and media efforts.
2. Understand Programmatic Buying and Selling Strategies
You’ll gain a solid understanding of programmatic buying and selling strategies, audience targeting and segmentation, the elements of inventory management, campaign optimization techniques, and attribution and measurement. This knowledge provides a foundation for approaching programmatic campaigns from both the buy-side and sell-side perspectives, and understanding the elements of a successful programmatic strategy.
3. Understand Privacy-Compliant and Future-Proof Programmatic Approaches
You’ll understand the impact of privacy regulations, data compliance requirements, and third-party cookie deprecation on programmatic advertising. You’ll also understand privacy-compliant and future-proof strategies that leverage first-party data, alternative targeting solutions, data collaboration, and industry initiatives to ensure the long-term viability and effectiveness of their programmatic efforts.
4. Evaluate and Adapt to Emerging Programmatic Channels and Trends
You’ll be able to identify and assess the opportunities and challenges presented by emerging programmatic channels, such as CTV, OTT, DOOH, retail media networks, audio, gaming, and voice advertising, and adapt their strategies to capitalize on these trends and innovations. You will also understand the potential applications of artificial intelligence, machine learning, and blockchain in programmatic advertising, while maintaining sustainability and efficiency.
5. Position Programmatic as a Strategic Enabler for Business Growth
You’ll be able to articulate the strategic value of programmatic advertising as a driver of business growth, efficiency, and competitive advantage. You will be prepared to integrate programmatic into overall marketing and monetization strategies, while aligning programmatic goals with broader business objectives.
