Course 501: Principles of Programmatic Media Outline


  • Training Goals and Objectives
  • Actions and Results
  • Webinar Preview


Historical Perspectives and How We Got to the “Age of Programmatic Media”
  • Evolution of Internet and Digital Advertising Technology
  • History of Advertising and the Beginning of Digital Media
  • Historical Perspectives: Buying and Selling Digital Media
  • Adding Programmatic Technology to Buying and Selling Digital Media
  • Why Automation is Needed
  • Programmatic Evolution
  • How Automation Changed Media Buying and Selling
  • Why Agencies and Brands Are Migrating to Programmatic Buying
  • Programmatic Opportunities


Defining the Programmatic Ecosystem
  • Programmatic Media Definitions
  • Why Invest in Programmatic Media
  • The Display Ecosystem and the Digital Display Technology Landscape
  • Programmatic Ecosystem Summary by Technology Category
  • Ad Tax Technology
  • Programmatic Value Layers
  • IAB Fee Transparency Calculator


The Ad Delivery Process - Part 1
  • Ad Delivery Terminology
  • 1st Party and 3rd Party Ad Servers
  • The Ad Delivery Process (Animated)
    • 1st Party Ad Servers
    • 3rd Party Ad Servers
    • Inventory Allocation
  • Ad Serving and Open Auction/RTB
  • Second Price Auction Bidding
  • Additional Ad Serving Terminology

The Ad Delivery Process - Part 2
  • Programmatic Re-Targeting
  • Header Bidding
  • Header Bidding Considerations
  • Header Bidding, DFP and Google AdX

The Ad Delivery Process - Part 3
  • Define the Components
  • Programmatic Media Definitions
    • Ad Exchange, Private Exchange (PMP)
    • DSP, SSP, RTB
    • DMP, Data Supplier
    • Trade Desk
  • Ad Exchange Considerations and Benefits
  • Life of a Programmatic Ad Impression
  • Ad Delivery Ecosystem Definitions (Test Your Knowledge)


Defining Programmatic Inventory
  • Defining Programmatic Ad Inventory
    • Guaranteed, Non-Guaranteed, Limited Auction, Open Auction
  • Inventory Attributes
  • Premium vs. Remnant Inventory
  • Open Exchange Inventory
  • How to Differentiate Ad Inventory Categories
  • Inventory Waterfall
  • Managing Programmatic Inventory
    • Inventory packaging, Deal IDs, First Look, 1st Party Data
  • Inventory Considerations
    • Viewability, Ad Verification, Ad/Impression Fraud
    • Global Sellers Trust Index
  • Mobile Inventory


Audience Data and the Role of Data Management Platforms - Part 1
  • Data in the Digital Ecosystem
  • Data Lexicon
    • Sources
    • Collector
    • Process
    • Attribution
  • 1st Party Data Defined
  • 2nd Party Data Defined
  • 3rd Party Data Defined
  • Types of Sources of Data
  • Mobile Data

Audience Data and the Role of Data Management Platforms - Part 2
  • Audience Targeting
  • Audience Data and Segmentation
  • Attributes for Building Audience Segments
  • Audience Segmentation (Basic and Custom)
  • Creating Audience Segments (Example)
  • Going Beyond Audience Segments to Personas
  • Tools for Collecting Data
    • Cookies vs. Tracking Tags and Pixels
  • Data Management Platforms


Auctions and Real Time Bidding (RTB)
  • Defining How RTB Works
  • Criteria for Bidding/Pricing Decisions
  • How Auctions Work
  • Second Price Auction Examples
  • Relationship Between Direct Sold and RTB
  • Pricing and Bidding Dynamics
  • Pricing
    • Floor Prices
    • Soft and Hard Floor Pricing
    • Dynamic Floor Pricing
  • Bidding Strategies
  • Dynamic Bidding


Programmatic Campaign Approaches
  • Programmatic Buying Considerations
  • Campaign Execution
  • Applying Programmatic Media to Client Objectives
  • Open vs. Private Marketplaces (PMP)
  • How Sellers Create Demand for Their Inventory
  • Traffic and CPMs
  • Selling Programmatic Media


What’s Next, Resources and Wrap-Up
  • What’s Next for Programmatic Media
  • Programmatic Ad Spend Forecasts
  • Share of Programmatic Ad Revenues
    • Video, Mobile
    • RTB Revenues
  • Concerns and Challenges
  • Wrap-Up
  • Academy of Digital Media Resources