Programmatic 101


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 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 - Feb 2020
Programmatic 101 icon

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?

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


Welcome & breakfast

What is programmatic?

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

The programmatic process

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

How a programmatic ad gets served

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

Coffee break

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

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.

Lunch break

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.

Coffee break

Measurement Matters

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

Bringing it all together

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

Meet your trainers

Pranay Damji
Pranay Damji
Various roles including media planning and programmatic trading
Lloyd Greenfiled headshot
Lloyd Greenfield
Client Partner and The Programmatic Advisory

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