Programmatic Advertising Training Course

Setting The Scene

• How did we get here - a brief history of time, the universe and advertising
• Interactive jargon busting: getting to understand your DMP from your DSP and your OMP!
• The context for programmatic advertising explained

Audience Buying 1.0 (Conventional) Versus 2.0 (Programmatic)

• How did we target audiences before programmatic
• Why conventional media planning can be a limited art
• How does audience targeting in the programmatic world differ
• Is programmatic buying more scientific? Is it fool proof?

How Does Programmatic Advertising Work

• The mechanics and timing of how a display ad appears
• Play your cards right (AKA The Interactive Trading Game):
• A demonstration of the mechanics of buying through real-time auctions and bidding
• Are all impressions created equal?
• What happens if people with budgets compete for valuable users in a competitive environment

The Pros and Cons of Programmatic Buying for Agency/Advertiser/Publisher

• Is programmatic advertising better for everyone?
• Does everyone benefit equally, or are all three parties gaining in some areas and losing in others

Further Considerations Within The Programmatic Ad World

• The importance of data in programmatic trading
• How can your own data be used to augment audience targeting?
• Can you buy 3rd party data to perform a similar task?
• What is 2nd party data, and how might it be created?
• The problem of fraud: what types exist and how can we avoid it?
• Dynamic creative in an automated world
• Using non-standard formats in a programmatic world

Future Gazing - Programmatic Advertising In Conventional Channels

• The impact on conventional channels: out of home, radio & TV
• How programmatic advertising will and could change media buying and planning
• The changing face of the industry and what it means in the medium term