Advanced Programmatic

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

• 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

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

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.

We will cover:

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

• Header bidding – how 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

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.

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

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

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