Advanced programmatic


During this advanced course you will learn about buy side programmatic, regulation and the use of data, how publishers monetise their inventory, attribution models, and creating and assembling a dynamic creative ad campaign.

Special summer prices are now available for June courses on measurement, planning and programmatic. With £100 off the original price, it’s the perfect time to take advantage of our #summersale! The prices show below are the amended sale prices. 


IAB Events & Training Space, 14 Macklin Street, London, WC2B 5NF
IAB Members: £350.00 + VAT
Agency: £280.00 + VAT
Advertiser: £280.00 + VAT
IAB Non-members: £450.00 + VAT
Advanced Programmatic

What you will learn

Introduction and registration
9:00 - 9:30

Building a buy-side programmatic tech stack
09:30 – 10:15

An introduction into how brands assemble a technology stack, and where programmatic technologies add value – including technical and product requirements.

Data collection & segmentation in a walled garden world
10:15 – 11:00

GDPR, ITP 2.0 and e-Privacy are making data collection increasingly challenging, this section looks to explore the considerations around 1st, 2nd and 3rd party data in a world of walled gardens and how to integrate those into a programmatic strategy.


Programmatic selling/header bidding/supply path optimisation
11:15 - 12:30

This section will focus on how a publisher uses a publisher adserver. Specifically, it will show how they manage their multiple demand sources and how header bidding has changed the way inventory is bought, this section will also show how buyers employ SPO to reach an impression for the best price, and will culminate in a task of deciding on how a publisher should prioritise their adserver, and/or use header bidding

Dynamic Creative

In this section we will go into depth on how an ad gets assembled dynamically through programmatic and the different technologies that are required, with a specific focus on setting up rules and integrating feeds. We will end by designing a creative that brings in detailed information from a product feed in a sequentially based creative strategy.

Attribution & analytics
14:15 – 15:00

This section will deep-dive into different attribution models, and how to bring data together to create a better understanding of campaign performance.


Programmatic future

This section will look at the future of programmatic; connected TV, OOH, Radio, Print, walled gardens and regulation.

Bringing it all together
16:00 – 16:30

A summary of the day, with discussion between members on what they learnt and any outstanding Q&A.

Meet the trainer

James Diba
Senior Client Partner at The Programmatic Advisory

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