A beginner level training course exploring the world of programmatic advertising created by programmatic specialists
LEAD is a digital marketing consultancy, working with some of the world’s leading brands to accelerate their digital knowledge and capabilities.
What you’ll learn
- Learn the history of programmatic advertising.
- Learn about programmatic trading methodologies such as Open Exchange, Private Marketplace (PMP), Programmatic Guaranteed/Direct and Programmatic Preferred.
- Learn about programmatic technology such as the Ad Server, Demand Side Platform (DSP), Supply Side Platform (SSP), Ad Exchange and Agency Trading Desk (ATD).
- Learn about programmatic data tools such as Data Management Platform (DMP), Customer Data Platform (CDP), Dynamic Creative Optimisation (DCO) and Brand Safety.
Course Content
- Introduction –> 1 lecture • 4min.
- Programmatic Advertising: A Short History –> 1 lecture • 11min.
- Programmatic Trading Methodologies –> 5 lectures • 1hr 2min.
- Programmatic Technology – Campaign Activation –> 4 lectures • 32min.
- Programmatic Technology – Data and Segmentation –> 5 lectures • 34min.
- Conclusion & Future Thoughts –> 1 lecture • 7min.
Requirements
LEAD is a digital marketing consultancy, working with some of the world’s leading brands to accelerate their digital knowledge and capabilities.
We’ve trained thousands of people using our corporate training programmes and now we want to bring this premium training content to the wider public, enabling affordable digital marketing education for the masses.
This course is led by Jack Shearring, co-founder of LEAD, and a programmatic specialist of 10+ years. He’s run digital marketing workshops in five continents and is a contributor to university post-graduate curriculums.
Learning is best told through stories, so all our training courses use metaphors to bring complex and technical themes to life in ways that we can all understand.
This training course is designed to take you through the world of programmatic advertising, one of the topics that we often find to be the most troubling for our training audiences.
The course is beginner level so can be accessed by those of you without any knowledge of programmatic advertising, but it can also be used as a refresher for those who know a bit already or those who may have forgotten some of the fundamentals.
The course is deliberately medium-paced, covering the key topics multiple times in different contexts to ensure the concepts are fully embedded.