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 AdvertisingDigital Advertising Auction FundamentalsThe early days of Digital AdvertisingThe evolution of Digital AdvertisingThe Programmatic Advertising EcosystemFrequency CapFirst, Second & Third Party DataATF and BTF, RON and ROSBrand SafetyAd Fraud & Bot TrafficAd ViewabilityWhat is a Deal IDThe four types of programmatic advertisingPublisher Ad Server Prioritization - The Publisher WaterfallOpen Auction – Pros and ConsPrivate Auction – Pros and ConsPreferred Deals – Pros and ConsProgrammatic Guaranteed – Pros and ConsThe Google Programmatic EcosystemProgrammatic Advertising vs Standard DisplayProgrammatic Advertising Success Stories
Overview
Section 1: Welcome to the Course
Lecture 1 Welcome to the Course!
Section 2: The Programmatic Advertising Ecosystem
Lecture 2 What is Programmatic Advertising
Lecture 3 Digital Advertising Auction Fundamentals
Lecture 4 Update - Google First-Price Auctions
Lecture 5 The early days of Digital Advertising
Lecture 6 Understanding the Programmatic Advertising Ecosystem
Section 3: Programmatic Advertising Terminology
Lecture 7 Frequency Cap
Lecture 8 First, Second & Third Party Data
Lecture 9 ATF and BTF, RON & ROS
Section 4: Programmatic Advertising Concepts - Brand Safety, Ad Fraud and Viewability
Lecture 10 Brand Safety
Lecture 11 Ad Fraud & Bot Traffic (NHT) - Part 1
Lecture 12 Live Ad Fraud Bot Demonstration
Lecture 13 Ad Fraud & Bot Traffic (NHT) - Part 2
Lecture 14 Ad Viewability
Lecture 15 Deal ID
Section 5: Types of Programmatic Advertising
Lecture 16 The four types of programmatic advertising
Lecture 17 Publisher Ad Server Prioritization - The Publisher Waterfall
Lecture 18 Open Auction (RTB) – Pros and Cons
Lecture 19 Private Auction (PMP) – Pros and Cons
Lecture 20 Preferred Deals – Pros and Cons
Lecture 21 Programmatic Guaranteed – Pros and Cons
Section 6: The Google Programmatic Ecosystem
Lecture 22 The Google Programmatic Ecosystem
Section 7: Programmatic Advertising vs Standard Display
Lecture 23 Programmatic Advertising vs Standard Display
Section 8: Programmatic Advertising Success Stories
Lecture 24 Success Story 1 - Data-driven creative with programmatic
Lecture 25 Success Story 2 - Driving Reach with Programmatic Guaranteed
Lecture 26 Success Story 3 - Using Advanced Insights to drive better brand results
Section 9: Review and Wrap Up
Lecture 27 Review and Wrap Up
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



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