Programmatic Buying Foundations Training Course

Programmatic Buying Foundations

• Lesson 01 - Course Introduction

  03:09Preview

  • Lesson 1 - Course Introduction

    03:09

• Lesson 02 - What Is Programmatic Buying_

  16:01Preview

  • 2.01 What Is Programmatic Buying

    00:49

  • 2.02 Why Programmatic Buying

    01:23

  • 2.03 What Is Programmatic Buying

    02:00

  • 2.04 Programmatic Ecosystem

    00:51

  • 2.05 Programmatic Buying Terminology

    02:28

  • 2.06 Real-Time Bidding

    02:10

  • 2.07 Audience Intent Cluster

    01:20

  • 2.08 Proliferation of Programmatic Ad Spending

    01:02

  • 2.09 Programmatic Ad Spending by Format

    01:09

  • 2.10 Decoding Programmatic

    01:32

  • 2.11 Key Takeaways

    01:17

  • Knowledge Check

• Lesson 03 - Programmatic Workflow

  19:50Preview

  • 3.01 Programmatic Workflow

    00:26

  • 3.02 Programmatic Workflow - Overview

    01:06

  • 3.03 Organize Audience Insights

    01:27

  • 3.04 Audience Intent Clusters

    01:33

  • 3.05 Create a Programmatic Map

    01:02

  • 3.06 Design Compelling Creatives

    01:43

  • 3.07 Design Compelling Creatives Mondelez India Example

    03:00

  • 3.08 Case Study - Campbell's Soup

    03:07

  • 3.09 Execute with Integrated Technology

    02:03

  • 3.10 Reach Audiences Across Screens

    01:24

  • 3.11 Measure Impact

    02:18

  • 3.12 Key Takeaways

    00:41

  • Knowledge Check

• Lesson 04 - Traditional Media Buying vs. Programmatic Buying

  17:14Preview

  • 4.01 Traditional Media Buying vs Programmatic Buying

    00:37

  • 4.02 Traditional Ad Marketplace

    00:44

  • 4.03 Pain Points of Advertisers

    03:11

  • 4.04 Pain Points of Publishers

    01:08

  • 4.05 Ad Buying Approach What Changed

    01:15

  • 4.06 Integrated Technology Platform Example

    01:21

  • 4.7 Programmatic Ad Approach

    00:35

  • 4.8 Benefits of Consolidation

    00:40

  • 4.9 Benefits of Data Fidelity

    00:51

  • 4.10 Benefits of Advanced Features

    03:32

  • 4.11 Pros and Cons of Programmatic Buying

    02:06

  • 4.12 Key Takeaways

    01:14

  • Knowledge Check

• Lesson 05 - Real-Time Bidding vs. Programmatic Direct

  15:03Preview

  • 5.01 Real Time Bidding vs Programmatic Direct

    00:30

  • 5.02 Programmatic and RTB in a Nutshell

    02:30

  • 5.03 RTB Demand-Side Platform and Supply-Side Platform

    01:52

  • 5.04 Second Price Auctions

    01:16

  • 5.05 Second-Price Auctions - Issues

    01:49

  • 5.06 First-Price Auction - What Is Changing

    01:45

  • 5.07 Programmatic Direct

    00:46

  • 5.08 Open Auctions

    00:45

  • 5.09 Private Auctions

    00:48

  • 5.10 Preferred Deals

    00:46

  • 5.11 Guaranteed Deals

    01:42

  • 5.12 Key Takeaways

    00:34

  • Knowledge Check

• Lesson 06 - Targeting Strategies in Programmatic Advertising

  12:25Preview

  • 6.01 Targeting Strategies in Programmatic Advertising

    00:27

  • 6.02 Why Targeting in Programmatic Is Strategic

    00:52

  • 6.03 Targeting Concepts

    01:42

  • 6.04 Types of Targeting

    01:08

  • 6.05 Inventory Source

    00:50

  • 6.06 Audience-Based Targeting

    01:57

  • 6.07 Content

    02:20

  • 6.08 Technology

    01:04

  • 6.09 The Trick with Programmatic Marketing

    01:36

  • 6.10 Key Takeaways

    00:29

  • Knowledge Check

• Lesson 07 - Ad fraud and brand safety

  12:26Preview

  • 7.01 Ad Fraud and Brand Safety

    00:32

  • 7.02 Ad Fraud

    02:22

  • 7.03 Types of Ad Frauds

    01:45

  • 7.04 Minimize Ad Frauds

    02:16

  • 7.05 Brand Safety

    01:20

  • 7.06 Brand Safety Controls

    02:44

  • 7.07 OpenRTB 3.0

    00:45

  • 7.08 Key Takeaways

    00:42

  • Knowledge Check

• Lesson 08 - Impact of GDPR on Programmatic

  08:05

  • 8.01 Impact of GDPR on Programmatic

    00:30

  • 8.02 General Data Protection Regulation (GDPR)

    01:37

  • 8.03 Personally Identifiable Information (PII)

    01:31

  • 8.04 How GDPR Impacts Programmatic Advertisers

    01:12

  • 8.05 Shift to Programmatic Direct

    02:46

  • 8.06 Key Takeaways

    00:29

  • Knowledge Check

• Lesson 09 - Measurement and Metrics

  10:35Preview

  • 9.01 Measurement and Metrics

    00:26

  • 9.02 Sales Funnel vs Customer Journey

    01:35

  • 9.03 Set the Right Goals and Objectives

    02:19

  • 9.04 Select the Right Metrics and KPIs

    00:49

  • 9.05 Measure Impact

    01:13

  • 9.06 Report Results and Recommend Actions

    01:57

  • 9.07 Test Learn and Iterate in Near Real Time

    00:35

  • 9.08 Case Study Allianz Australia

    01:02

  • 9.09 Key Takeaways

    00:39

  • Knowledge Check

• Lesson 10 - Programmatic buying best practices

  22:45Preview

  • 10.01 Programmatic Buying Best Practices

    00:20

  • 10.02 Organize Audience Insights

    02:31

  • 10.03 Case Study Adidas

    02:12

  • 10.04 Design Compelling Creatives (Part-One)

    01:12

  • 10.05 Major League Baseball (MLB)

    02:36

  • 10.06 Design Compelling Creatives (Part Two)

    00:52

  • 10.07 Case Study Kelloggs Rice Krispies Treats

    00:50

  • 10.08 Execute Using Integrated Technology

    01:32

  • 10.09 Case Study Sprint

    02:19

  • 10.10 Reach Audiences Across Screens

    01:01

  • 10.11 Case Study- Cebu Pacific

    02:41

  • 10.12 Measure Impact

    01:01

  • 10.13 Case Study Ford India

    03:16

  • 10.14 Key Takeaways

    00:22

  • Knowledge Check