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2021-01-12 02:07:06
30-Day Money-Back Guarantee
Marketing Digital Marketing Programmatic Advertising

The Complete Programmatic Advertising Course - 2021

Learn More About Ad Techs, DSPs, SSPs, Ad Servers, Real-Time Bidding, Ad Operations, Programmatic Media Buying & More.
Bestseller
Rating: 4.5 out of 54.5 (299 ratings)
1,115 students
Created by Alex Vasileiadis
Last updated 1/2021
English
English [Auto]
30-Day Money-Back Guarantee

What you'll learn

  • Gain 360-Degree Knowledge of Programmatic Advertising
  • Learn How to Get Started with Programmatic Advertising
  • Save Marketing Money While Maximizing Results
  • Discover All Strategies & Tactics
  • Discover All Media Buying Methods
  • Discover All Programmatic Advertising Formats
  • Discover All Programmatic Advertising Participants
  • Land a High-Paying Job in Programmatic Advertising
  • Perform Your Current Job Better
  • Advance Your Career

Requirements

  • No Prerequisites
  • Suitable for Everybody

Description

Do You Want to Become an Expert in Programmatic Advertising?

If so, then you are in the right place, as this is the only certification course you can find online that will help you gain 360-degree knowledge of programmatic advertising. Indeed, by the end of this course, you will have learned almost everything about how advertisers and publishers can succeed in the programmatic advertising landscape.

What You Will Learn

At the beginning of this course, you will learn how online advertising has evolved over the years, meaning what approaches were followed in the past, what challenges emerged, and how those gave rise to this brand new form of online advertising. Next, I will introduce you to programmatic advertising and more specifically cover:

  • What programmatic advertising is;

  • Its adoption over the years;

  • The benefits for advertisers;

  • The benefits for publishers;

  • The marketing objectives one can achieve.

Following that, you will learn which are the twenty main participants in the programmatic advertising ecosystem. I will also take you through how all those participants can work together, the costs of using their services as well as which platform vendors are the most popular ones. Some of those participants I will take you through are:

  • 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 System

After that, I will take you through different ways of buying media programmatically. You will learn how all those methods work through the use of illustrated examples, their benefits as well as why some methods are becoming more popular than others:

  • Real-Time Bidding

  • Open Auctions

  • Private Auctions

  • Programmatic Direct

  • Preferred Deals

  • Guaranteed Deals

Then, you will learn about the six programmatic advertising formats. I will explain in great detail, how each advertising format differentiates from the rest in terms of audience targeting, ad serving, and campaign performance measurement, as well as highlight the benefits they can bring to both advertisers and publishers:

  • Programmatic Display Ads

  • Programmatic Video Ads

  • Programmatic Native Ads

  • Programmatic TV Ads

  • Programmatic Audio Ads

  • Programmatic Digital Out-Of-Home Ads

Once all those are covered, you will learn all the prospecting and remarketing tactics followed by advertisers:

  • Contextual Targeting

  • Placement Targeting

  • Demographics Targeting

  • Geo-Targeting

  • Lookalike / AI Audience Targeting

  • 3rd-Party Audience Segment Targeting

  • Layered Targeting

  • Standard Remarketing

  • Dynamic Remarketing

  • Custom Remarketing

Following those, you will get to know how to create a successful media plan as well as how an advertiser’s media plan is executed with the help of media planners, media buyers, creative designers, and ad traffickers:

  • Media Planning

  • The Process of Creating a Media Plan

  • Ad Operations for Advertisers

Next, you will learn all the essential and advanced tactics followed by publishers for managing ad inventory, increasing ad viewability, and of course, ad revenues. You will also learn about the ad operations of a publisher, which typically consists of inventory managers, ad sellers, ad traffickers and yield managers. More specifically, you will learn the following:

  • Implementation of Ads.txt

  • Dealing with Privacy Laws

  • Cookieless Tracking with Universal IDs

  • Header Bidding

  • Price Floor Optimisation

  • Ad Inventory Optimisation Tactics

  • Sticky / Docked Ad Spaces

  • Responsive Ad Spaces

  • Ad Refresh Tactic

  • Ad Operations for Publishers

In the last section of this course, you will learn more about the major challenges advertisers and publishers face in the programmatic advertising landscape:

  • Reduce Ad Tech Tax

  • Avoid Price Inflations in Auctions

  • The Impact of Ad Blockers & Solutions

  • Dealing With This Complex Landscape

Following those, you will learn the new developments that have already started shaping the future of programmatic advertising:

  • Artificial Intelligence

  • Machine Learning

  • Augmented Reality Ads

  • Virtual Reality Ads

  • Blockchain Technology

Lastly, you will learn how to practice your gained knowledge. In that module, I will show you how the DSP of Data Xu works; how to create conversion goals; audience list and programmatic advertising campaigns.

Who Is This Course For?

This course has no pre-requisites and it is suitable for anyone wanting to gain comprehensive knowledge of programmatic advertising, whether they have no experience in the field or already run programmatic advertising campaigns. In other words, this course will take you from the very basics to the more advanced aspects of programmatic advertising. Therefore, it is ideal for:

  • Digital Marketing Professionals, who have heard about programmatic advertising and wish to grow their skills further to advance their career.

  • Programmatic Advertisers, who currently trade programmatic ads but have many knowledge gaps. According to a recent study, 50% of programmatic advertisers, don’t think they know how programmatic advertising works. By taking this course, they can definitely perform their current job better, improve the performance of their campaigns as well as grow their career further.

  • Professionals with Traditional Marketing Background

  • Sales, PR, Communication, Creative & IT Professionals

  • Entrepreneurs & Business Owners, who would like to discover the full potential of programmatic advertising and take their business to the next level.

Why Does This Course Offer Excellent Value for Money?

High-Quality Course

  • Well-Designed Presentations

  • Illustrated Examples

  • Well-Structured Course

No Fluffing

  • 5+ Hour Course

  • Get Straight to the Information You Need

Certificate of Completion

  • Covering Both Sides of the Spectrum (Advertisers & Publishers)

  • Advance Your Career

Mobile Application

  • Download lessons on your Android or iOS device

  • Take lessons while commuting to work

30-Day Money-Back Guarantee

  • Why not start this course right now?

  • Buy this course by clicking the 'Buy Now' button   

Who this course is for:

  • Online Advertisers
  • Programmatic Advertisers
  • Programmatic Media Buyers
  • Programmatic Media Sellers
  • Digital Marketing Professionals
  • Professionals with Traditional Marketing Background
  • Sales, PR, Communication, Creative & IT Professionals
  • Entrepreneurs & Business Owners

Course content

11 sections • 79 lectures • 4h 51m total length

  • Preview04:23

  • Introduction
    01:10
  • The First Media Buying Method
    02:14
  • The Rise of Ad Networks
    02:50
  • The Rise of Ad Exchanges
    01:02
  • Participation in Ad Exchanges
    01:19
  • Recap
    01:03
  • Section Exercise
    3 questions

  • Introduction
    00:29
  • Preview03:56
  • Preview03:46
  • The Benefits for Publishers
    02:23
  • The Marketing Objectives You Can Achieve
    02:03
  • Recap
    01:09
  • Section Exercise
    3 questions

  • Introduction
    01:04
  • Advertiser, Agency & Publisher
    02:27
  • Ad Network & Ad Exchange
    02:37
  • Demand-Side Platform (DSP)
    07:02
  • Agency Trading Desk (ATD)
    04:52
  • Preview05:13
  • Ad Server
    05:34
  • Data-Management Platform (DMP)
    07:09
  • Preview15:09
  • Ad Viewability Solution
    03:39
  • Brand Safety Solution
    04:07
  • Creative Management Platform (CMP)
    06:46
  • Dynamic Creative Optimisation Platform (DCO)
    06:04
  • Web Analytics Platform
    02:46
  • Marketing Attribution Platform
    04:58
  • Digital Asset Management Platform (DAM)
    03:33
  • Ad Order Management System (OMS)
    02:31
  • Tag Management System (TMS)
    07:21
  • Recap
    05:40
  • Section Exercise
    4 questions

  • Introduction
    00:54
  • Real-Time Bidding
    05:26
  • Open Auction
    03:46
  • Private Auction
    08:10
  • Programmatic Direct
    01:17
  • Preview05:31
  • Guaranteed Deal
    05:59
  • Recap
    03:07
  • Section Exercise
    4 questions

  • Introduction
    00:43
  • Programmatic Display Ads
    09:50
  • Programmatic Video Ads
    07:29
  • Programmatic Native Ads
    10:23
  • Programmatic TV Ads
    04:18
  • Programmatic Audio Ads
    05:31
  • Programmatic DOOH Ads
    11:32
  • Recap
    02:22
  • Section Exercise
    3 questions

  • Introduction
    00:26
  • Prospecting Tactics
    04:26
  • Remarketing Tactics
    03:44
  • Media Planning
    04:11
  • Ad Operations
    02:05
  • Recap
    01:18
  • Section Exercise
    3 questions

  • Introduction
    00:39
  • Implementation of Ads.txt
    01:27
  • Dealing with Privacy Laws
    00:46
  • Universal ID
    01:12
  • Header Bidding
    01:47
  • Price Floor Optimisation
    01:06
  • Ad Inventory Tactics
    07:20
  • Ad Operations
    02:42
  • Recap
    02:29
  • Section Exercise
    3 questions

  • Introduction
    01:32
  • Ad Tech Tax
    05:42
  • Multiple DSPs & Price Inflation
    02:30
  • Ad Blocking
    01:29
  • Too Complex Landscape
    01:32
  • Artificial Intelligence (AI)
    01:09
  • Augmented Reality (AR)
    03:51
  • Virtual Reality (VR)
    03:04
  • Blockchain Technology
    04:33
  • Recap
    02:47
  • Section Exercise
    3 questions

  • How To Practice Your Knowledge?
    02:24
  • BONUS: User Interface of a DSP
    09:19

Instructor

Alex Vasileiadis
Managing Director at Premium Media Solutions
Alex Vasileiadis
  • 4.4 Instructor Rating
  • 346 Reviews
  • 1,317 Students
  • 4 Courses

Alex Vasileiadis is a data-driven digital marketing professional with years of in-house and agency side experience. Over the last decade, he was trusted to manage millions of dollars per year in online advertising campaigns for businesses in both the B2B and B2C spaces across several industries such as Financial, Travel, Real-Estate, Automotive, iGaming, Retail and many more. He has also helped companies operating in difficult niches that are subjected to a lot of regulations succeed in online advertising. In addition to that, he helped several multinational corporations successfully run campaigns in more than 20 different countries including the US, UK, Spain, France, Italy, Canada, Russia and United Arab Emirates, to name a few.

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