Advanced Programmatic


Join this advanced course for a comprehensive look at buy side programmatic, regulation and the use of data, how publishers monetise their inventory, attribution models, plus how to go about creating and assembling a dynamic creative ad campaign.


IAB UK Events and Training Space, 14 Macklin Street, London, WC2B 5NF
IAB Member: £450.00 + VAT
IAB Agency: £380.00 + VAT
IAB Advertiser: £380.00 + VAT
Non-member: £550.00 + VAT
Advanced Programmatic - 28 November 2019

Who is this course is for?


Heads of Sales and Programmatic, Programmatic Sales, Programmatic Product Teams and Ad Ops (2-3 years’ experience)


Heads of Digital, Account Directors and Data Specialists



Marketing Executives and Junior Marketing Managers

What will you learn?

This course has been designed to help you understand…
  • How buy-side programmatic tech stacks work together and the value each technology adds

  • The impact of regulation and walled gardens on the collection and use of data

  • How a publisher uses sell side technology to monetise inventory in the most effective way

  • How a dynamic creative ad is assembled and served

  • The most common attribution models that are used in programmatic campaigns


Welcome & breakfast
9:00 - 9:30

Building a buy-side programmatic tech stack
9:30 – 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.

Coffee break
11:00 - 11:15

Selling, bidding and optimisation
11:15 - 12:30

We will cover:

  • Programmatic selling – including how publishers manage multiple demand sources and how header bidding has changed the way inventory is bought

  • Header biddinghow buyers employ SPO to reach an impression for the best price

  • Supply path optimisation – you will decide how a publisher should prioritise their ad server, and/or use header bidding


Lunch break
12:30 - 13:30

Dynamic creative
13:30 - 14:15

An in-depth look at how an ad gets assembled dynamically through programmatic and the different technologies that are required, including a specific focus on setting up rules and integrating feeds.

Attribution & analytics
14:15 – 15:00

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

Coffee break
15:00 - 15:15

A programmatic future
15:15 – 16:00

We will explore the future of programmatic, encompassing connected TV, OOH, radio, print, walled gardens and regulation.

Bringing it all together
16:00 – 16:30

A summary of the day, with discussion on what you’ve learnt and any outstanding Q&A.

Meet your trainer

James Diba
Senior Client Partner, The Programmatic Advisory

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