Advanced Programmatic


(Registration 08:45 - 09:00)

IAB UK Headquarters, 67 - 68 Long Acre, London, WC2B 5NF

Ticket Types

IAB Member:

£450.00 + VAT

IAB Agency:

£380.00 + VAT

IAB Advertiser:

£380.00 + VAT


£550.00 + VAT

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Event Overview

Come along to 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.


What will you learn?

  • How tech stacks work together and the value they add
  • Regulation and walled gardens on the collection and use of data
  • Sell-side technology monetising inventory in the most effective way
  • How a dynamic creative ad is assembled and served
  • Attribution models that are used in programmatic campaigns

Who is this course is for?

  • Sell-side: Heads of Sales and Programmatic and below
  • Buy-side: Heads of Digital, Account Directors and Data Specialists
  • Advertisers: Marketing Executives and Marketing Managers


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 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

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 a discussion on what you’ve learned and any outstanding Q&A.

Meet the trainer

James Diba
James Diba
Senior Client Partner, The Programmatic Advisory
James Diba
James Diba
Senior Client Partner, The Programmatic Advisory

James has over six years of experience working in high performing programmatic teams, having previously held roles at iProspect and Xaxis, where he was responsible for the strategy and planning of multi-market programmatic campaigns. James is a Senior Client Partner at The Programmatic Advisory. 

Our events & training are CPD accredited

Continued professional development logo

This training is worth 7 credits towards your continued professional development

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.