Programmatic Advertising

Overview

In this course, participants will gain a comprehensive understanding of programmatic advertising through real-world examples and best practice guidance. You will learn about programmatic advertising's business case, underlying technologies and the best practices involved in planning a successful campaign. By the end of the day, delegates will be equipped with the knowledge to confidently plan a programmatic campaign and develop their organisation's strategy to maximise programmatic' s opportunities and address its challenges.

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

• Definition & business case: What programmatic advertising is and how it can support organisational goals

• How it works: Overview of key technologies and buying strategies (DSP, DMP, SSP, RTB)

• Targeting & privacy: Impact of third-party cookie changes and targeting options (e.g. first-party data, clean rooms, contextual, geo-targeting, identity solutions)

• Formats: Examples of ad formats (Display, Native, Audio, In-app, CTV, DOOH) and best practices

• DCO (Dynamic Creative Optimisation): Understanding DCO technologies and their opportunities

• Walkthrough: The steps required to set up a campaign, including defining KPIs, bidding strategies and audience targeting

• Artificial Intelligence (for planning & analysis): Best practices for using AI tools in planning effective programmatic campaigns
• Viewability & attention metrics: Strategies to optimise and refine campaign measurement
• SPO (Supply Path Optimisation): Selecting suppliers and refining practices to improve performance and transparency
• Sustainability & diversity: Creating campaigns that meet sustainability and inclusion standards