Introduction to Programmatic Advertising
4.3 (335 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
886 students enrolled

Introduction to Programmatic Advertising

The most comprehensive introductory course on programmatic advertising that you will find on the internet.
4.3 (335 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
886 students enrolled
Last updated 7/2019
English
English
Current price: $129.99 Original price: $199.99 Discount: 35% off
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This course includes
  • 2.5 hours on-demand video
  • 2 articles
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Understand what Programmatic Advertising really is
  • Learn the fundamentals of digital and programmatic advertising auctions
  • Know and understand the various components in the programmatic advertising ecosystem - DSPs, SSPs, ad exchanges, ad networks etc.
  • Get up to speed with programmatic advertising terminology - frequency capping, ATF, BTF, RON, ROS
  • Understand first, second & third party data
  • Understand what brand safety is and why it is a key concern for marketers today
  • Learn all about digital advertising fraud, why ad fraud exists and what you can do to detect and combat it
  • Understand the concept of viewability in digital advertising
  • Learn the four types of programmatic advertising - open auctions, private auctions, preferred deals and programmatic guaranteed deals
  • Learn about the publisher waterfall - how publishers prioritize their inventory.
  • Learn the pros and cons of each type of programmatic advertising
  • Get an overview of the Google Programmatic Ecosystem - the different components, their old and new names and the functions of each component
  • Understand what really makes programmatic advertising different from advertising on the Google Display Network through Google Ads
  • Learn from programmatic advertising success stories and case studies from different brands
Requirements
  • Have a basic knowledge of digital marketing and advertising
  • Understand digital marketing terms like impressions, CPM and CPC
  • A basic knowledge of Google Ads would be helpful, but is not a mandatory requirement
  • Be eager to learn!
Description

Programmatic advertising is growing at a rapid pace! Going by the Zenith Media programmatic marketing forecast, published in November 2018, about 65 percent of digital media spends in 2019 will be programmatic. In fact, in the United States, by the end of 2019, nearly 84 percent of digital display ad spends will transact programmatically.


Programmatic advertising is becoming an increasingly important part of the digital advertising ecosystem and, as a marketer or an advertiser, it is imperative that you fully understand how it works. It’s an in-demand skill that will help you take your career to the next level and this course will help you accomplish that!


In this course, we’ll begin with an understanding of what programmatic advertising really is. I will then take you through the fundamentals of the digital advertising auction, for those of you who are not familiar with it. We will look at the different components of the programmatic advertising ecosystem - demand side platforms, supply side platforms, ad networks and ad exchanges - what they are and where they fit into the ecosystem. You will learn the terminology that you will keep hearing in the programmatic advertising space - frequency cap, about the fold and below the fold inventory, run of network and run of site types of ad buying. You will also learn about brand safety, ad fraud and the concept of viewability in detail.


The course will cover the different types of programmatic advertising - open auctions, private auctions, preferred deals and programmatic guaranteed deals with the pros and cons of each type. You will also learn about the Google programmatic ecosystem, the components that are part of it as well as the functions of each component.


If you have always wondered what really makes programmatic advertising different from advertising on the Google Display Network through Google Ads, this course will take you through all those differences as well. You will also get a chance to look at some success stories from brands in the programmatic advertising space that will show you the true power of programmatic advertising.


Here’s a quick summary of the key topics that this course will cover:

  • What is Programmatic Advertising

  • Digital Advertising Auction Fundamentals

  • The early days of Digital Advertising

  • The evolution of Digital Advertising

  • The Programmatic Advertising Ecosystem

  • Frequency Cap

  • First, Second & Third Party Data

  • ATF and BTF, RON and ROS

  • Brand Safety

  • Ad Fraud & Bot Traffic

  • Ad Viewability

  • What is a Deal ID

  • The four types of programmatic advertising

  • Publisher Ad Server Prioritization - The Publisher Waterfall

  • Open Auction – Pros and Cons

  • Private Auction – Pros and Cons

  • Preferred Deals – Pros and Cons

  • Programmatic Guaranteed – Pros and Cons

  • The Google Programmatic Ecosystem

  • Programmatic Advertising vs Standard Display

  • Programmatic Advertising Success Stories

Who this course is for:
  • Digital Marketing Professionals
  • Digital Advertising Professionals
  • Marketing Managers looking to expand their knowledge of digital advertising
  • Brand Managers looking to expand their knowledge of digital advertising
  • Traditional media professionals (TV, Radio, print) looking to learn about digital media
Course content
Expand all 27 lectures 02:28:43
+ Welcome to the Course
1 lecture 03:43

This section will help you understand why you should do this course and also give you an overview of what will be covered in it.

Preview 03:43
+ The Programmatic Advertising Ecosystem
5 lectures 26:30

This lesson will give you an overview of what programmatic advertising really is.

What is Programmatic Advertising
01:40

In this lesson, you will learn the fundamentals of how digital advertising auctions work.

Digital Advertising Auction Fundamentals
11:58

This lecture talks about Google's announcement in May 2019 where they said that they will move to first-price auctions for all inventory sold through the Google Ad Manager.

Update - Google First-Price Auctions
01:39

In order to understand the evolution of digital advertising, it's important to understand how it all started. This lesson will give you a quick overview of those early days.

The early days of Digital Advertising
02:08

In this lesson, you will learn about the different components in the programmatic advertising ecosystem - DSPs, SSPs, ad networks and ad exchanges.

Understanding the Programmatic Advertising Ecosystem
09:05

Here's a quick quiz to test your knowledge of what you have learnt in this programmatic advertising course so far!

Programmatic Advertising Ecosystem Quiz
4 questions
+ Programmatic Advertising Terminology
3 lectures 21:07

Learn all about frequency in digital advertising - what is it, why is it important and what is an optimal frequency. Also learn why frequency capping is important and what is the advantage with programmatic advertising when it comes to frequency capping.

Frequency Cap
09:26

In this lesson, you will learn and understand all about the three types of data - first, second and third-party data.

Preview 06:28

This lesson will help you understand four programmatic advertising terms - Above the fold, Below the fold, Run of Site and Run of Network.

ATF and BTF, RON & ROS
05:13
+ Programmatic Advertising Concepts - Brand Safety, Ad Fraud and Viewability
6 lectures 34:36

Understand what brand safety is and why it is a key concern for marketers today.

Brand Safety
07:11

Learn all about digital advertising fraud - a 50 billion dollar problem faced by the digital advertising industry. Learn about bot traffic - good bots and bad bots and understand how ad fraud works.

Ad Fraud & Bot Traffic (NHT) - Part 1
06:09
Live Ad Fraud Bot Demonstration
00:19

This lesson will help you understand ad fraud in more detail. You will learn about the largest digital ad fraud scams that have hit the industry, why ad fraud exists and what you can do to detect and combat it.

Ad Fraud & Bot Traffic (NHT) - Part 2
07:59

Learn all about the concept of viewability in digital advertising. You will also see an example of a real campaign viewability report.

Preview 12:02

In this lesson, you will learn about Deal IDs in programmatic advertising - what they are and where they are used.

Deal ID
00:56
+ Types of Programmatic Advertising
6 lectures 35:53

In this lesson, you will learn about the four types of programmatic advertising - open auctions, private auctions, preferred deals and programmatic guaranteed deals.

The four types of programmatic advertising
08:37

Learn all about the publisher waterfall - how publishers prioritize their inventory.

Publisher Ad Server Prioritization - The Publisher Waterfall
07:09

Learn the pros and cons of the open auction type of programmatic advertising.

Open Auction (RTB) – Pros and Cons
05:26

Learn the pros and cons of the private auction type of programmatic advertising.

Private Auction (PMP) – Pros and Cons
05:08

Learn the pros and cons of the preferred deal type of programmatic advertising.

Preferred Deals – Pros and Cons
04:31

Learn the pros and cons of the programmatic guaranteed type of programmatic advertising.

Programmatic Guaranteed – Pros and Cons
05:02
+ The Google Programmatic Ecosystem
1 lecture 06:30

This lesson will give you an overview of the Google Programmatic Ecosystem - the different components, their old and new names and the functions of each component. You will also get an introduction to the Google Marketing Platform.

The Google Programmatic Ecosystem
06:30

This quiz will help you test your knowledge of what you have learnt in the last few sections

Quiz - Programmatic Advertising Types, Terms & Concepts
7 questions
+ Programmatic Advertising vs Standard Display
1 lecture 08:09

Have you always wondered what really makes programmatic advertising different from advertising on the Google Display Network through Google Ads? This lesson will take you through all those differences!

Programmatic Advertising vs Standard Display
08:09
+ Programmatic Advertising Success Stories
3 lectures 09:53

This lecture will take you through two very interesting programmatic advertising success stories from McDonald's and Adidas.

Success Story 1 - Data-driven creative with programmatic
04:33

This lecture will take you through a very interesting programmatic advertising success story from Ford.

Success Story 2 - Driving Reach with Programmatic Guaranteed
02:06

This lecture will take you through a very interesting programmatic advertising success story from Samsung.

Success Story 3 - Using Advanced Insights to drive better brand results
03:14
+ Review and Wrap Up
1 lecture 02:21

This lesson is a summary of all that you have learnt in the programmatic advertising course.

Review and Wrap Up
02:21