Advanced Programmatic

IAB UK Events and Education Space, 14 Macklin Street, London, WC2B 5NF
This event is not available for IAB Advertisers, IAB Members & Non-members

Ticket Types

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£380.00 + VAT

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Event Overview

This event is now fully booked. Next available date is Friday 13 March 2020.

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.

This event is now fully booked. Next available date is Friday 13 March 2020.

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

Building a buy-side programmatic tech stack

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

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

Selling, bidding and optimisation

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

Dynamic creative

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

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

Coffee break

A programmatic future

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

Bringing it all together

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
James Diba
Senior Client Partner, The Programmatic Advisory

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