Introduction to Programmatic Advertising

Description

Introduction to Programmatic Advertising
The most comprehensive introductory course on programmatic advertising that you will find on the internet.

What you’ll learn
Understand what Programmatic Advertising really is
Learn the fundamentals of digital and programmatic advertising auctions
Know and understand the various components in the programmatic advertising ecosystem – DSPs, SSPs, ad exchanges, ad networks etc.
Get up to speed with programmatic advertising terminology – frequency capping, ATF, BTF, RON, ROS
Understand first, second & third party data
Understand what brand safety is and why it is a key concern for marketers today
Learn all about digital advertising fraud, why ad fraud exists and what you can do to detect and combat it
Understand the concept of viewability in digital advertising
Learn the four types of programmatic advertising – open auctions, private auctions, preferred deals and programmatic guaranteed deals
Learn about the publisher waterfall – how publishers prioritize their inventory.
Learn the pros and cons of each type of programmatic advertising
Get an overview of the Google Programmatic Ecosystem – the different components, their old and new names and the functions of each component
Understand what really makes programmatic advertising different from advertising on the Google Display Network through Google Ads
Learn from programmatic advertising success stories and case studies from different brands
Requirements
Have a basic knowledge of digital marketing and advertising
Understand digital marketing terms like impressions, CPM and CPC
A basic knowledge of Google Ads would be helpful, but is not a mandatory requirement
Be eager to learn!
Description
Programmatic advertising is growing at a rapid pace! Going by the Zenith Media programmatic marketing forecast, published in November 2018, about 65 percent of digital media spends in 2019 will be programmatic. In fact, in the United States, by the end of 2019, nearly 84 percent of digital display ad spends will transact programmatically.

Programmatic advertising is becoming an increasingly important part of the digital advertising ecosystem and, as a marketer or an advertiser, it is imperative that you fully understand how it works. It’s an in-demand skill that will help you take your career to the next level and this course will help you accomplish that!

In this course, we’ll begin with an understanding of what programmatic advertising really is. I will then take you through the fundamentals of the digital advertising auction, for those of you who are not familiar with it. We will look at the different components of the programmatic advertising ecosystem – demand side platforms, supply side platforms, ad networks and ad exchanges – what they are and where they fit into the ecosystem. You will learn the terminology that you will keep hearing in the programmatic advertising space – frequency cap, about the fold and below the fold inventory, run of network and run of site types of ad buying. You will also learn about brand safety, ad fraud and the concept of viewability in detail.

The course will cover the different types of programmatic advertising – open auctions, private auctions, preferred deals and programmatic guaranteed deals with the pros and cons of each type. You will also learn about the Google programmatic ecosystem, the components that are part of it as well as the functions of each component.

If you have always wondered what really makes programmatic advertising different from advertising on the Google Display Network through Google Ads, this course will take you through all those differences as well. You will also get a chance to look at some success stories from brands in the programmatic advertising space that will show you the true power of programmatic advertising.

Here’s a quick summary of the key topics that this course will cover:

What is Programmatic Advertising

Digital Advertising Auction Fundamentals

The early days of Digital Advertising

The evolution of Digital Advertising

The Programmatic Advertising Ecosystem

Frequency Cap

First, Second & Third Party Data

ATF and BTF, RON and ROS

Brand Safety

Ad Fraud & Bot Traffic

Ad Viewability

What is a Deal ID

The four types of programmatic advertising

Publisher Ad Server Prioritization – The Publisher Waterfall

Open Auction – Pros and Cons

Private Auction – Pros and Cons

Preferred Deals – Pros and Cons

Programmatic Guaranteed – Pros and Cons

The Google Programmatic Ecosystem

Programmatic Advertising vs Standard Display

Programmatic Advertising Success Stories

Who this course is for:
Digital Marketing Professionals
Digital Advertising Professionals
Marketing Managers looking to expand their knowledge of digital advertising
Brand Managers looking to expand their knowledge of digital advertising
Traditional media professionals (TV, Radio, print) looking to learn about digital media