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.
IAB Agency: £380.00 + VAT
IAB Advertiser: £380.00 + VAT
Non-member: £550.00 + VAT
Who is this course for?
All who need to know how programmatic buying works, including Junior Ad Ops and Campaign Managers
Planning Team and entry-level Ad Ops and Campaign Managers
Digital Marketing Managers who need to understand how an agency trading desk works
What will you learn?
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
An introduction on the definition of programmatic and an explanation on where it all started.
We’ll explore the four key pillars of programmatic delivery for an advertiser – data, creative, activation and measurement.
A step-by-step guide to how an ad gets served programmatically.
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
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.
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.
An introduction to the different metrics a buyer might use for different campaign types.
A summary of the day, with discussion between members on what they learned and any outstanding Q&A.