Course Description

Programmatic advertising’s ever growing presence in Canada continues to change the way digital media is bought and sold. According to our latest Revenue Study, in 2016 programmatic accounted for 40% of all digital display revenue and that number is expected to continue to rise. Get up-to-speed on the basics of programmatic and more in our one-day in-person course taught by industry leaders.

The course will give you an overview of the programmatic landscape in Canada, who the major players are, what the tools of the trade are as well as how it is planned and measured. The primary focus is on the buying side of the process but also covers supply side, publishers and advertisers plus data. We will also dive into key programmatic “Hot Topics” like fraud, viewability and transparency.

This course was developed and is maintained by a committee of peers from across the industry.

What You’ll Learn

  • Understand how programmatic buying works and where it fits in the current digital media buying process.
  • Understand the opportunities, threats, strengths and weaknesses posed by this new method of transacting digital advertising.
  • Learn about the various types of ad exchanges buyers and sellers can access including display, mobile, video and social media


Toronto – Tracy Ball, Programmatic Director, INNOCEAN Worldwide Canada

Montreal – Olivier Vormus, Digital Media Planner, Cossette

**Please note: For the Montreal session, the course will be taught in French, with materials being printed in English**

Who Should Attend?

This is an introductory course of value to all marketers, agency account directors, media planners and buyers, publishers and sales people new to programmatic trading

All attendees should have a good understanding of online display advertising prior to taking this course.

Dates and Locations

TorontoApr 3, 201810:00 am – 5:00 pmEnglishIAB Canada2 St. Clair Ave W, Suite 602
TorontoOct 10, 201810:00 am – 5:00 pmEnglishIAB Canada2 St. Clair Ave W, Suite 602

If you wish to take this course remotely, please contact us at



  • Course includes a break for the provided lunch.


1.0 Introduction

  1. 1.1: What is Programmatic?
  2. 1.2: What is Real-Time Bidding?
  3. 1.3: The Current State of Programmatic

2.0 The Shift to Programmatic

  1. 2.1: Why Brands are moving to Programmatic
  2. 2.2: How Programmatic Compares to Traditional Digital

3.0 How Programmatic Works

  1. 3.1: The Mechanics of Real Time Bidding
  2. 3.2: Ad Serving in Real-Time Bidding

4.0 The Programmatic Landscape

  1. 4.1: The Evolution of Display Advertising
  2. 4.2: The Canadian Landscape

5.0 Forms of Programmatic

  1. 5.1: The Open Exchange
  2. 5.2: Private Exchanges
  3. 5.3: Preferred Deals
  4. 5.4: Programmatic Guaranteed

6.0 Buying Programmatically

  1. 6.1: Key Benefits of Programmatic
  2. 6.2: DSPs – What are they?
  3. 6.3: DSPs – How to select the right one
  4. 6.4: DSPs – What they can help you acheive
  5. 6.5: Agency Trading Desks

7.0 The Programmatic Planning Process

  1. 7.1: The Media Planning & Buying Workflow
  2. 7.2: Where does programmatic fit into this workflow?
  3. 7.3: How the Marketer Benefits
  4. 7.4: Trading Desks & Ad Agencies

8.0 Selling Programmatically

  1. 8.1: Why Sell?
  2. 8.2: Ad Exchanges
  3. 8.3: SSPs – What are they?
  4. 8.4: SSPs – How to select one
  5. 8.5: The Publisher Waterfall
  6. 8.6: Header Bidding
  7. 8.7: Yield Management

9.0 Data Sources

  1. 9.1: Where Does Data Come From?
  2. 9.2: What is 1st party, 2nd & 3rd party data?
  3. 9.3: Cookies
  4. 9.4: Pixels and Tags

10.0 DMPs

  1. 10.1: What are DMPs?
  2. 10.2: How DMPs Work
  3. 10.3: Types of DMPs

11.0 Creative Considerations

  1. 11.1: What to consider
  2. 11.2: Successful Creative Management Tips

12.0 Programmatic Hot Topics

  1. 12.1: Fraud – Different Types
  2. 12.2: Fraud – How to Avoid it
  3. 12.3: Transparency
  4. 12.4: Viewability

13.0 The Future of Programmatic

  1. 13.1: Programmatic TV
  2. 13.2: Programmatic OOH
  3. 13.3: Cross-Device

Course Policies


If an attendee cancels his or her registration more than 14 days before the date of the seminar, the amount paid for the cancelled registration will be refunded in full. Registrations cancelled within 14 days of the seminar date will NOT be refunded.

NOTE: Only 2 cancellations or registrant substitutions are allowed per company, per course. A charge of $100 will apply to each additional cancellation or registrant substitution.

In the event that IAB Canada needs to cancel any seminar(s), a full refund or an opportunity to attend an equivalent future seminar(s), at the option of the attendee, will be provided by IAB Canada. However, IAB Canada shall not be responsible for, or offer any monetary compensation for, any expenses incurred by the registrant or attendee (including, but not limited to, non-refundable airline tickets, hotel fees or change fees) due to such a cancellation.


Please provide 48 hours notice before the course if you wish to transfer to the next session or transfer to a different course.  Requests made less than 48 hours notice will not be accommodated.


Your email confirmation represents receipt of payment and confirmation for your seat(s) for the seminar(s). You are not confirmed until payment in full is received by IAB Canada, and a confirmation email is sent to you.


All printed materials provided by IAB Canada are meant for the exclusive use of the individual attendee, and no portion of any of the printed materials provided by IAB Canada may be scanned, copied, reproduced or in any other way distributed or made available for use by anyone but the original individual registrant or attendee at the session(s).