Introduction to Programmatic Advertising

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