Programmatic Advertising

Overview

In this course, participants will gain a comprehensive understanding of programmatic advertising, covering its ecosystem, including DSPs, setting KPIs, (the phase out of) third-party cookies, bidding strategies, and targeting options through real-world examples and best practice guidance. You will learn about the business case and benefits of programmatic advertising, followed by practical steps to set up effective plans and campaigns. By the end of the day, delegates will be equipped with the knowledge to confidently navigate programmatic advertising's technologies, opportunities, and challenges, enabling them to build successful digital advertising plans.

Who should attend?

This course is aimed at anyone with an interest or responsibility in programmatic advertising. This will include marketers already working with programmatic advertising and looking to optimise strategy and processes, as well as those who are new to programmatic advertising and would like to improve their knowledge and understanding.

Learning outcomes

• Overview: Understanding programmatic advertising, how it works, and key technologies (DSP, DMP, SSP, RTB)
• Formats: Looking at real-world programmatic campaigns and ad formats (display, native, focusing, audio, in-app, ConnectedTV and DOOH)
• DCO (Dynamic Creative Optimisation): Understanding DCO functionality and its opportunities
• AI for planning: Using AI tools for effective programmatic campaign planning
• Walkthrough: The steps required to set up a campaign, including defining KPIs, bidding strategies and audience targeting
• Cookies & addressability: The phase-out of third-party cookies and its impact on programmatic advertising (Contextual and Geo-targeting, Data clean rooms, Google Privacy Sandbox, Identity solutions)
• Viewability & attention metrics: Implementing strategies to optimise and refine campaign measurement
• SPO (Supply Path Optimisation): Selecting suppliers and practices for enhanced campaign performance and transparency
• Sustainability & diversity: Guidelines for creating campaigns with higher levels of sustainability, diversity and inclusion