Programmatic & RTB Display

This course is designed to give an in-depth look at programmatic & RTB display advertising and why it is so important as part of today’s marketing mix.

We provide theoretical insight into how the channel works and what is involved in a successful campaign as well as examining the programmatic marketplace and some of the companies who operate within it (including how to choose the best one for you).

We'll also examine the targeting options available to programmatic platforms and look at how both first and third party audiences can be effectively collected and implemented to power campaigns.

This training is great for people who have programmatic activity in their media plans, want to know more about how the market operates and wish to brief their agencies and programmatic partners better.


Course Details:

Whether you're new to digital marketing or a marketer looking to enhance your knowledge, this course will cover the fundamental principles of digital marketing and will provide you with an opportunity to examine the impact of these in your own business environment.

We will examine the delivery and targeting options in Google's DoubleClick Bid Manager Demand Side Platform along with some data and audience planning tools from leading providers such as Imagini’s Visual DNA.

This training can be attended by anyone interested in learning more about Programmatic & RTB Display Advertising.

This course includes:

Course Introduction

  • Introduction
  • Definitions and descriptions (jargon buster)

Evolution of Programmatic

  • Why is it important?
  • The history of programmatic

The Modern Ad-tech landscape

  • Key companies and their functions
  • The 'tech-stack'
  • RTB and the life of an Ad impression

The seller's view and Bid information

  • How sellers manage inventory
  • Bid information

Managing Programmatic Strategies

  • Overview
  • Targeting available to DSPs

First Party Audience and Data

  • Understanding and gathering
  • Making data actionable
  • Integrating offline information

Third Party Audience and Data

  • Types of data & collection methods
  • Working with the data and briefing aggregators

Problems in Programmatic Advertising

  • Ad Fraud
  • Click Fraud
  • Brand safety
  • Technologies

Payment options: All major credit cards (Online) or invoicing


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