Programmatic course content

COURSE MODULES

Module 1: Defining digital, programmatic & its role

• Defining what exactly we mean by digital and its application
• Understanding its attributes and how it drives value for a business
• Market context and coping with growth and change
• Value of interaction and how it helps to deliver on business objectives
• Looking at our first definition of programmatic

OUTCOME – Understanding of digital, component parts and fit

Module 2: Technology & data

• Terminology and introduction to tech
• Looking at platforms. Internet vs web – HTML, HTML5, browsers vs apps
• Introduction to tags and inserting tracking codes on sites used for programmatic
• Introducing the cookie – what they are, how they work and what they tells us
• Understanding first and third party cookies and the data they provide
  OUTCOME – Understanding of technology you will encounter and need to know

Module 4: Adserving and site tracking

• In-depth look at third party adserving – what is and how it is being applied
• Look at site and creative tagging – tracking both actions and value
• How we use adserving data to look at campaign attribution and what is working
• Tracking non-served formats – video, search, email

OUTCOME – Clear understanding of third party adserving, tagging and tracking

Module 5: How (and why) digital media and data is traded

• Understanding different trading mechanics CPM, CPC, CPA and CPE and how networks and exchanges vary
• Review of the media landscape and how they monetise
• The history of ad networks, performance trading and blind buying
• How media owners use tracking and data to augment their sales
• The rise of data trading, who owns what and how is it used?
  OUTCOME – Understand trading and the market context behind 1st, 2nd and 3rd party data

Module 6: Deep dive into programmatic buying

• Defining programmatic and what we mean by it
• Introduction of APIs, ad exchanges
• Looking at buy side tech (DSPs) and sell side tech (SSPs)
• How data is collected and used to add value to digital media (buying people not media)
• Linking data and trading in a live environment – Real time buying (RTB)
  OUTCOME – A clear understanding of programmatic its threats and opportunities

The session will be run by Jeremy Hill