Introduction to Programmatic Advertising

Introduction to Programmatic Advertising, available at $49.99, has an average rating of 4.6, with 27 lectures, 2 quizzes, based on 438 reviews, and has 1181 subscribers.

You will learn about 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 This course is ideal for individuals who are Digital Marketing Professionals or Digital Advertising Professionals or Marketing Managers looking to expand their knowledge of digital advertising or Brand Managers looking to expand their knowledge of digital advertising or Traditional media professionals (TV, Radio, print) looking to learn about digital media It is particularly useful for Digital Marketing Professionals or Digital Advertising Professionals or Marketing Managers looking to expand their knowledge of digital advertising or Brand Managers looking to expand their knowledge of digital advertising or Traditional media professionals (TV, Radio, print) looking to learn about digital media.

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Summary

Title: Introduction to Programmatic Advertising

Price: $49.99

Average Rating: 4.6

Number of Lectures: 27

Number of Quizzes: 2

Number of Published Lectures: 27

Number of Published Quizzes: 2

Number of Curriculum Items: 29

Number of Published Curriculum Objects: 29

Original Price: ?7,900

Quality Status: approved

Status: Live

What You Will 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

Who Should Attend

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

Target Audiences

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

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 terminologythat 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

Course Curriculum

Chapter 1: Welcome to the Course

Lecture 1: Welcome to the Course!

Chapter 2: The Programmatic Advertising Ecosystem

Lecture 1: What is Programmatic Advertising

Lecture 2: Digital Advertising Auction Fundamentals

Lecture 3: Update – Google First-Price Auctions

Lecture 4: The early days of Digital Advertising

Lecture 5: Understanding the Programmatic Advertising Ecosystem

Chapter 3: Programmatic Advertising Terminology

Lecture 1: Frequency Cap

Lecture 2: First, Second & Third Party Data

Lecture 3: ATF and BTF, RON & ROS

Chapter 4: Programmatic Advertising Concepts – Brand Safety, Ad Fraud and Viewability

Lecture 1: Brand Safety

Lecture 2: Ad Fraud & Bot Traffic (NHT) – Part 1

Lecture 3: Live Ad Fraud Bot Demonstration

Lecture 4: Ad Fraud & Bot Traffic (NHT) – Part 2

Lecture 5: Ad Viewability

Lecture 6: Deal ID

Chapter 5: Types of Programmatic Advertising

Lecture 1: The four types of programmatic advertising

Lecture 2: Publisher Ad Server Prioritization – The Publisher Waterfall

Lecture 3: Open Auction (RTB) – Pros and Cons

Lecture 4: Private Auction (PMP) – Pros and Cons

Lecture 5: Preferred Deals – Pros and Cons

Lecture 6: Programmatic Guaranteed – Pros and Cons

Chapter 6: The Google Programmatic Ecosystem

Lecture 1: The Google Programmatic Ecosystem

Chapter 7: Programmatic Advertising vs Standard Display

Lecture 1: Programmatic Advertising vs Standard Display

Chapter 8: Programmatic Advertising Success Stories

Lecture 1: Success Story 1 – Data-driven creative with programmatic

Lecture 2: Success Story 2 – Driving Reach with Programmatic Guaranteed

Lecture 3: Success Story 3 – Using Advanced Insights to drive better brand results

Chapter 9: Review and Wrap Up

Lecture 1: Review and Wrap Up

Instructors

Rohit Uttamchandani
Digital Marketing Consultant, Speaker & Trainer

Rating Distribution

1 stars: 6 votes

2 stars: 13 votes

3 stars: 65 votes

4 stars: 154 votes

5 stars: 200 votes

Frequently Asked Questions

How long do I have access to the course materials?

You can view and review the lecture materials indefinitely, like an on-demand channel.

Can I take my courses with me wherever I go?

Definitely! If you have an internet connection, courses on Udemy are available on any device at any time. If you don’t have an internet connection, some instructors also let their students download course lectures. That’s up to the instructor though, so make sure you get on their good side!