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
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