Programmatic Advertising Training Course

Get to grips with programmatic display ads and real-time bidding

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Course details
Please note: This course is currently only available in-house

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Overview

The digital display advertising market has been rapidly "going programmatic" with real-time bidding, and soon this will also affect traditional media channels such as out-of-home (OOH), TV and Radio. The new order of programmatic ad buying and trading is jargon-packed and difficult to comprehend.

This course provides a comprehensive overview of the programmatic trading landscape, explaining how it's all connected and the technology making it all work. It also provides insight into what it might become!

Whether you're in media planning, buying or sales, this course will help you understand more about why huge swathes of budget have been going to the Trading Desk; why it can be a huge benefit to all, and what the potential pitfalls might be.

Course Programme

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

Benefits

Following this training course, you will have a better understanding of:

How programmatic advertising and real-time bidding works
The programmatic trading ecosystem and wow ads are delivered
How auction based buying/selling works
The advantages and disadvantages of programmatic advertising
How to improve performance - whether you are buying, selling, or advertising
The challenges and pitfalls to avoid

All attendees receive an attendance certificate, digital copies of course material and four weeks post course support online.

Audience

This course is aimed at anyone planning, managing, buying or selling digital media and need to further their knowledge of programmatic display advertising.

Typical attendees include: media planner/buyers, sales staff, digital account managers, ad ops or digital marketers. This course is suitable for agencies, brands or publishers.

Trainer

This course will be led by Dave Katz, a digital media veteran since 1999.

Having worked at three leading agencies, ilevel, Havas and Omnicom, and two international networks, Advertising.com and Ybrant, Dave has a wealth of experience in both the buying and selling of conventional and programmatic display activity.

See more details on Dave Katz »

Testimonials

It was just great and I am happy to take the knowledge from the course to apply for my future in the branch of programmatic advertising

Tobias Möhrke, Support & Partner Manager
Semasio GmbH

The course was a great introduction to programmatic, I would highly recommend!

Rob Elton, Senior Planner & Buyer
Guerillascope

An excellent way to gain a comprehensive overview of Programmatic; its origin, development, and how to capitalise on its role in the media landscape.

Mark Dixon, International Advertising Sales Manager
Aller Media

Great venue, great teacher, lovely staff and fantastic variety of hot/cold food and drinks. Training can be boring but this is anything but!

Oleg Tsebenko, Sales Director
Mercury Publicity

The course was excellent, it was perhaps even one of the most useful courses that I've been on in a while. I learnt so much that I can take away and action in my role. The space was great too - unlimited sweets are always great!

Dean Hobden, Digital Products & Platform Manager
Pearson College London