Principles of Programmatic Media

Academy of Digital Media Student

Principles of Programmatic Media


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This comprehensive curriculum delivers the essential insights into the world of programmatic media…necessary knowledge for today’s sellers, publishers, agencies, planners and buyers.

Participants will understand all the components and key ingredients for mastering programmatic opportunities, such as guaranteed inventory, private marketplaces, bidding strategies and the crucial requisite of how audience data is collected and applied in delivery of media.

This course will take participants from understanding the “big picture” of the programmatic media landscape into a more detailed study of the components and offerings by key vendors. We will identify the relationships between the elements and illustrate the flow of real-time media through the tech stack or “programmatic pipes.” Whether you are buying or selling programmatic media you need to understand inventory types and quality, data sources and audience segmentation, and the structure of the auction process and bidding. Each of these programmatic ingredients will be examined and related to the process of buying and selling media. 

Students taking this course will be able to demonstrate use of appropriate terminology, relate to how programmatic changes the buying/selling experience, and utilize their knowledge in both strategic discussions and tactical implementation of real-time audience driven media campaigns. Sellers will walk away with insights into how to adapt their sales approaches, become more agile and productive in maximizing their sales opportunities and their relationships with clients. Account teams, media planners and buyers will be able to make more effective decisions about their media strategies, partners and manage client expectations as well as be more fluid in their internal roles and responsibilities.

New! Our Programmatic Media Glossary is now available FREE upon request. Click here.

Multi-Course Registration Discounts

Discount based on total number of courses for all people registered in one registration process. For example, if you register 2 people for 3 courses each, the total number of courses would be 6 and the multi-course discount would therefore be 14% as per the chart below. ( click here for additional details.)

In-Person Seminars and Training Webinars are calculated separately for course totals and are not additive.

2 courses = 5%3 courses = 7%4 courses = 9%5 courses = 10%
6 courses = 11%7 courses = 12%8 courses = 13%9 courses = 14%
10 or more courses = 15%     

Prices, dates, locations, course content and other specifications are subject to change without notice.

* Early-Bird pricing requires full payment to be received by Laredo Group no later than 5 business days after registration; if payment is received after that deadline, pricing will revert to Standard Pricing.