Foundation Programmatic Advertising Course 2021

Name: Foundation Programmatic Advertising Course 2021
Rating: 4.7 (50 reviews)

Foundation Course_Master Programmatic Advertising, Media Buying, and get ahead in Digital Marketing

Highest Rated

Created byMedia Lab Academy

Last updated 11/2021

English

What you'll learn

Learn Programmatic Advertisement & Media Buying process; a brief history, language and key terms
Gain 360-Degree Knowledge of Programmatic Advertising; ecosystem, key players, industry dynamics, media buying methods
Understand how Programmatic fits into a Digital Marketing Strategy and why its important
Learn about Media buying and the future of Digital Marketing

Course content

3 sections • 11 lectures • 1h 47m total length

Brief History of Media Buying10:47
In Introduction to Programmatic Advertising I'll walk you through the process of a programmatic ad buy, the ad-tech companies involved, and the benefits for both advertisers and publishers. We’re excited to take you on a journey through the world of internet advertising. Dive into the concepts, language, and skills required to master programmatic advertising. We’ll track the evolution from the dark days of traditional media buying to the ecosystem of players in today’s programmatic advertising. At the end of this module, you’ll understand the fundamentals of programmatic advertising – and how it all works.
Introduction to Traditional Media Buying5:58
After completing this module, you will understand the main players in traditional media and the role they play in media buying. You will learn about Advertisers , Publishers , Media Agencies  and Ad Networks. Let’s take a closer look at traditional media buying. To start, we need to go back to the early stages of the internet. Buying an ad space online was a much simpler process than it is today. With only a few players back then, an advertiser would simply pick up the phone or send an email to a publisher and ask to reserve a certain amount of ad space on their webpage. Life was fairly simple! Today, things have changed, lets find out how?
Introduction to Programmatic  Media Buying21:15
So far, we’ve looked at how media has evolved since the early days.  Now, we’ll take a closer look at what exactly programmatic media buying is. There are six key players or technology platforms in the programmatic media-buying ecosystem. Each one plays a specific role.
Programmatic vs Traditional Media Buying11:14
Traditional media buying was manual, slow and tedious – and often inefficient. Programmatic automated the process of media buying, making it fast and hugely more effective. What’s more, programmatic allows advertisers to consolidate all media buying under one technology – one DSP will provide access to all media channels like video, display, native, audio, Connected TV, and Digital Out of Home (DOOH) across a variety of screens – TV, mobile, tablet and desktop.
The Future of Media Buying is Programmatic3:34
This last lecture is a wrap up for Module 1. We will summarize the key points discussed and remind you that advertisers, are in control of what ad spaces (or impressions) they buy. They can be very precise as to what characteristics each impression needs to meet, such as online user location, age, gender, time of day, device, and operating system.
Section 1- Fundamentals of Programmatic Advertising

Programmatic Media Buying – how it works?8:20
After completing this lecture, students will be able to explain Real Time Bidding with an example and understand the different types of Real Time Auctions and the nuances between them. Understanding these concepts are the building rocks for how Programmatic Media buying works.
The Power of Data8:26
After completing this lecture, students will be able to understand the use case for data driven marketing that involves targeting and decisioning. This includes knowing the difference between 1st, 2nd and 3rd Party Data, and look-a-like modeling, and how each type of data plays a different role in the media buying ecosystem.
Audience and the role of cookies, Device IDs and pixels.8:28
After completing this lecture, students will be able to understand How Cookies, Pixels and IDs Help marketers Get the Data they Need to identify consumers across every touchpoint on the internet. We all leave digital footprints online. Each touchpoint generates its own unique ID so that it could recognize the individual on any return visits. There are several tracking technologies that make this possible. The most common types include cookies, click redirects, image tags, site tags and unique identifiers. Learn more about how each tracking technology works and when to use each type.
Section 2-Demystifying Real Time bidding and the importance of data.

What is a purchase funnel?4:36
Students will be able to apply the principles of an Advertising or Marketing purchase funnel to understand how advertisers attract new customers through Awareness, Consideration and Conversion. We’ll explain what the purchase funnel is, all through the lens of programmatic buying. After this course you will be able to understand what audience type, goals, channels and type of ads to use as you take users down the purchase funnel to conversion. Additionally, we’ll show you how to use advertising tactics – and 1st and 3rd party data – to engage audiences at various points of the purchase funnel.
But why is 1st party data important and how can you activate it? And how can we leverage 3rd party data in campaigns, or plan our tactics to reach relevant users when there’s little – or even no – audience data to hand?
You’re about to find out…
Comparing Auto vs Consumer Packaged Goods (CPG)5:53
Students will be able to explain the buyer's journey or the process online buyers go through, from the moment they ‘discover’ a product or service – to the time they decide to buy it. To really understand a user’s buyer journey, as well as plan for it, you need to know more about the advertiser first. The time an online user takes to convert and the advertising tactics that we expect to drive more results for the brand will differ.
For example, let's compare two very different industries. One hand we have Cars, not something we buy frequently. And, once we have bought one, it will probably (and hopefully!) be years before we have to buy one again. As you’re likely to spend a big chunk of your savings on this car, you, like many users, will take longer to make a final decision. On the contrary you have a different industry like CPG, or Consumer-Packaged Goods, are things we use in our everyday life – think shower gels, toothpaste, washing powder and food. As you can imagine, the purchase journey for shower gel is dramatically different than one for buying a new car. Let's find out what this means for advertisers and media buying professionals.
Programmatic Buying Tactics19:08
Students will be able to explain how to use different data segments for media buys. Marketing today is driven by data-driven decision and customer information that can be captured at every stage in the buying process. This data is called 1s party, or 3rd party data. Students will learn why Marketing needs to be data-driven to be effective. As a media buyer and marketers, If you know your target user’s behavior, goals, pain points, and challenges, you can develop marketing campaigns that cater to their specific needs.

Requirements

You would need some basic level understanding of Digital Marketing to fully benefit this course.

Description

Overview: Get immersed into the world of programmatic advertising. In this course, designed for those with an intermediate understanding of the digital marketing space, we'll explain exactly what programmatic advertising actually is, and how it's executed. We use simple visuals to illustrate complex systems, and provide clear definitions for industry terms and how programmatic shapes every aspect of digital marketing. It is perfect for anyone who is interested in landing a job in digital media agency or in a digital marketing team.

How does this course benefit you?

New to data-driven advertising? Are you part of a Marketing team and want to keep updated with the fast pace world of Online Advertisement? Do you work in Digital Marketing and need an update on the lastes technologies used? Want to become a trader in a Media Agency or join trading desk with a leading Brand? This course is the perfect place to start. Dive deep into the concepts, and skills required to master programmatic advertising. Get to know the practice of media buying through data-driven marketing strategies.

This course is suited for any marketing professional looking to stay current with new industry trends, digital marketers looking to further understand programmatic advertising and data driven marketing strategies tailored to digital media. And anyone who wants to start a career in digital marketing, a media agency or media trading.

This course has no pre-requisites but it would be better suited for someone with some knowledge of digital advertising. It is suitable for anyone wanting to gain comprehensive knowledge of programmatic advertising, whether they have no experience in Programmatic Media Buying 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.

Please let us know what you think of the content by leaving a review? This would mean the world to us. The introduction course is complete, and depending on your feedback we will publish other courses in other areas of Programmatic. We wanted to make something different, and engaging so instead of having a "death by power-point" course, we are delivering an engaging experience. The course is delivered by programmatic professionals, feels more a like a TV show than a PowerPoint training- it has been built with motion graphic effects and professional editing. It feels different, its more engaging, have a go and please leave us a review!

Who this course is for:

Digital advertising professionals looking to advance their careers or keeping ahead of new technologies and innovation.
Anyone with a background in social media looking to expand to other digital advertising. Advance your current field of Digital Marketing, Advertising, Media Buying
Beginners interested in becoming Programmatic managers or Digital Marketing Managers; working in Advertising and Digital Marketing for an agency or advertiser
Broadcast media professionals looking to learn about digital advertising, Connected TV and Programmatic Advertising
TV professionals and sales people looking to enhance their digital and programmatic proficiency.
Change careers land a new job in Media Buying, Digital Marketing or Programmatic Advertising or Digital marketing students looking to expand their knowledge of the space and land a High-Paying Job in Programmatic Advertising

Foundation Programmatic Advertising Course 2021

What you'll learn

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Course content

Fundamentals of Programmatic Advertising5 lectures • 53min

Demystifying Real Time bidding and the importance of data.3 lectures • 25min

Programmatic Buying Tactics3 lectures • 30min

Requirements

Description

Who this course is for: