Programmatic & Display
Course Summary
Programmatic RTB has given advertisers the ability to bid for digital ad impressions in real-time. Understanding the processes that underpin the programmatic auction is critical to navigating this increasingly complex digital marketplace and maximising its value for your business.
In this course we’ll map out the component parts of the Programmatic supply chain, demonstrating how you can activate effective digital campaigns across each stage of the marketing funnel. Throughout the course modules, we will showcase the wide range of inventory that is now available to buy programmatically; from Display and Native, through to Digital Video and Audio.
You will walk away with a thorough understanding of how a typical Programmatic tech stack functions and with a clear viewpoint on how to design campaigns which are set up to succeed.
Actionable take-aways
- Thorough understanding of the evolution of today’s Programmatic landscape
- A deep-dive into the auction mechanics of programmatic buying
- Guidance on aligning your RTB bidding strategy to key marketing objectives
- Overview of Programmatic targeting capabilities and audience building
- A framework for creating a robust ad serving and attribution setup
- TIPi Academy certification: Available to add on LinkedIn under Certifications & Licences section
Modules
- Introduction to Display and Programmatic
- The Programmatic Supply Chain
- Aligning Bidding to the Waterfall
- Understanding Audiences, Context & Targeting
- Ad Serving and the Role of Cookies
- Verification, Brand Safety & Fraud
- Defining Effectiveness in Programmatic