Programmatic 101

Overview

Unlock the power of programmatic with this one-day course, covering everything from combining data and creative to meaningful measurement. If want to buff up on the basics of how an ad is served programmatically and make sure you’re up-to-speed with current practice – this one’s for you.

 

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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
Programmatic 101 - November 2019
Programmatic-101

Who is this course for?

Sell-side:

 

All who need to know how programmatic buying works, including Junior Ad Ops and Campaign Managers



Buy-side:

Planning Team and entry level Ad Ops and Campaign Managers



Advertisers:

Digital Marketing Managers who need to understand how an agency trading desk works



What will you learn?

This course has been designed to help you understand….
  • The technologies involved in serving an ad programmatically

  • How data and creative can be used to target audiences and create personalised ads

  • How campaigns are activated and can be optimised in practice

  • The basics of measurement in programmatic campaigns



Agenda

Welcome & breakfast
9:00


What is programmatic?
09:30

An introduction on the definition of programmatic and an explanation on where it all started.



The programmatic process
10:00

We’ll explore the four key pillars of programmatic delivery for an advertiser – data, creative, activation and measurement.



How a programmatic ad gets served
10:20

A step-by-step guide to how an ad gets served programmatically.



Coffee break
11:00


Data collection & segmentation
11:15

We will cover:

  • 1st, 2nd and 3rd party data types and how data is collected– with a particular focus on GDPR

  • How these data types are brought together to create audiences

  • An exercise where you will present back data sources that could be used for a live brief



Creative personalisation
12:00

Based on the previous session, how can technology personalise creative? This will involve an interactive exercise to design a creative that brings in information from a product feed.



Lunch break
12:45


Activating programmatic campaigns
13:45

We will look at how programmatic campaigns can be activated in a live DSP demo, including a team effort to set up a campaign in the DSP.



Coffee break
15:15


Measurement Matters
15:30

An introduction to the different metrics a buyer might use for different campaign types.



Bringing it all together
16:00

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



Meet the trainers

Pranay-Damji
Pranay Damji
Various Roles including media planning and programmatic trading
Lloyd-Greenfield
Lloyd Greenfield
Client Partner at The Programmatic Advisory

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