Programmatic 101

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(Registration 08:45 - 09:00)

IAB UK Events and Training Space, 14 Macklin Street, London, WC2B 5NF

Ticket Types

IAB Member:

£450.00 + VAT

IAB Agency:

£380.00 + VAT

IAB Advertiser:

£380.00 + VAT

Non-member:

£550.00 + VAT

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Event 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.

What will you learn?

  • The technologies involved in serving an ad programmatically
  • Audience targeting and creating personalised ads
  • Campaign activation and optimisation in practise
  • Measurement in programmatic campaigns

This course is perfect for...

  • Sell-side: Junior Ad Ops and Campaign Managers
  • Buy-side: Planning Team and Ad Ops and Campaign Managers
  • Advertisers: Digital Marketing Managers

Agenda

9:00
Welcome & breakfast

09:30
What is programmatic?

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

10:00
The programmatic process

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

10:20
How a programmatic ad gets served

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

11:00
Coffee break

11:15
Data collection & segmentation

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

12:00
Creative personalisation

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.

12:45
Lunch break

13:45
Activating programmatic campaigns

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.

15:15
Coffee break

15:30
Measurement Matters

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

16:00
Bringing it all together

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

Meet the trainer

Lloyd Greenfield headshot
Lloyd Greenfield
Senior Client Partner, The Programmatic Advisory
Lloyd Greenfield headshot
Lloyd Greenfield
Senior Client Partner, The Programmatic Advisory

Our training is CPD accredited

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This training counts towards your continued professional development

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