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:
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:
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:
Once all those are covered, you will learn all the prospecting and remarketing tactics followed by advertisers:
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:
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
Price Floor Optimisation
Ad Inventory Optimisation Tactics
Sticky / Docked Ad Spaces
Responsive Ad Spaces
Ad Refresh Tactics
Traffic Generation Tactics
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:
Augmented Reality Ads
Virtual Reality Ads
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?
Certificate of Completion
30-Day Money-Back Guarantee