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In this course we will explore the opportunities of programmatic advertising and the benefits for brands and consumers. We will consider the evolution of digital advertising, the key market drivers for programmatic and its ecosystem e.g. Demand-Side Platforms (DSP), Agency Trading Desks (ATDs) and Supply-Side Platforms (SSPs). We will outline the business case and benefits of programmatic advertising and we will cover (in a vendor and technology-independent way) the business decisions and practical steps marketers will need to take in order set up effective plans and campaigns.

By the end of the course, delegates will have the confidence to differentiate between manual and programmatic advertising and apply their practical knowledge to building a digital advertising plan for their companies.

Who should attend?

This course is aimed at anyone with an interest in or responsibility for 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

  • Evolution of digital advertising: how digital advertising has evolved and what this means for the role of programmatic advertising  
  • Business case for programmatic advertising: the benefits, opportunities, and risks for brands/advertisers
  • The programmatic ecosystem: the key programmatic terms (DSP, DMP, SSP, RTB etc.) and related issues
  • Define & measure your campaign success: a practical approach to the issues surrounding goals and KIPs - whether you’re looking to build brand awareness, drive ROI or retain existing customers
  • Segment your audiences: issues to consider when identifying & profiling your audience, including psychological profiling
  • Create great ads: best practices for a variety of programmatic creative options, including: images, videos, copy, landing pages and dynamic creative optimisation (DCO) 
  • Set up & manage a campaign: how to set up and manage an effective programmatic campaign, including how to choose the appropriate demand-side-platform (DSP)
  • AI (Artificial Intelligence) and future opportunities: the ways that AI might support your programmatic advertising, as well as the challenges of ad blocking and cookie deprecation

Course Dates

Start Date Duration Location
14 Dec 2023 1d Virtual
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16 Jan 2024 1d Virtual
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05 Mar 2024 1d Virtual
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17 May 2024 1d Virtual
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Course Director

Tim Fidgeon

Tim is a CIM Consultant and Course Director. He has managed User Experience projects for Fortune 500 and FTSE 100 companies, including: BT, General Motors, GlaxoSmithKline, Google, Royal Bank of Scotland, Unilever, UPS, and Vodafone. These projects have included new product development, website re-designs and up-skilling global UX teams. He has over 20 years' experience in developing excellent User Experiences and driving growth. Tim's articles on User Experience have been published by: .net magazine, New Media Knowledge, Usability News and Web Standards Group.


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