advanced PROGRAMMATIC ADVERTISING
Programmatic advertising is a modern way to buy advertising online and optimize your digital campaigns automatically.
With this course you'll gain 360° knowledge of programmatic advertising and ecosystem in the digital world.
what you will learn
Introduction to Programmatic Advertising
- What programmatic advertising is
- Its adoption over the years
- The benefits for advertisers
- The benefits for publishers
- The marketing objectives one can achieve
The Players & Tools Involved in Programmatic Advertising
- Ad Exchange
- Demand-Side Platform
- Supply-Side Platform
- Ad Server
- Data-Management Platform
- Agency Trading Desk
- Ad Fraud Protection Platform
- Ad Viewability Solution
- Brand Safety Solution
- Creative Management Platform
- Dynamic Creative Optimisation Platform
- Ad Order Management System
- Digital Asset Management Platform
- Web Analytics Platform
- Marketing Attribution Platform
- Tag Management Syste
Media Buying Methods
- Real Time Bidding (RTB)
- Open Auctions
- Private Auctions
- Programmatic Direct
- Preferred Deals
- Guaranteed Deals
Types Of Programmatic Ads
- Programmatic Display Ads
- Programmatic Video Ads
- Programmatic Native Ads
- Programmatic TV Ads
- Programmatic Audio Ads
- Programmatic Digital Out-Of-Home Ads
Targeting Methods
- Contextual Targeting
- Placement Targeting
- Demographics Targeting
- Geo-Targeting
- Lookalike / AI Audience Targeting
- 3rd-Party Audience Segment Targeting
- Layered Targeting
- Standard Remarketing
- Dynamic Remarketing
- Custom Remarketin
Planning & Strategies
- Media Planning
- The Process of Creating a Media Plan
- Ad Operations for Advertisers