Programmatic Trading 1.5 Day

Programmatic advertising’s ever growing presence in Canada continues to change the way digital media is bought and sold. In 2019, it was estimated that programmatic accounted for 86.4% of all digital display ad spend* and that number is expected to continue to rise. Get up-to-speed on the basics of programmatic and much more with our all intensive in-person course.

Programmatic buying and selling advertising has gotten so big we couldn’t cover it all in just one day!

DAY ONE – The Basics (Full Day)
Day one of the course will give you an overview of programmatic advertising; how it works, who the major players are, what the essential tools of the trade are as well as how it is planned and measured. The primary focus is on the buy side of the process, though the supply side is also covered, so as to give you a complete picture of the ecosystem. We will also look at programmatic “Hot Topics” like: fraud, viewability and transparency.

DAY TWO – Data Deep Dive (Half Day)
On day two we’ll look at data and its role in programmatic advertising: various types of data, how it is sourced, how it’s used in programmatic advertising and the legalities surrounding it. To finish the course we do live tech demonstrations so you can see how data is used in SSPs (Supply Side Platforms) and DSPs (Demand Side Platforms) to create successful programmatic campaigns.

Come with your questions and get ready to learn!

*Source: eMarketer, October 2019

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

Learning Outcomes

Understand how programmatic advertising works and where it fits in the current digital media buying process.
The various methods buyers and sellers can use to buy programmatically.
How data can be sourced and used in programmatic advertising.

Instructor

Tracy Ball, Manager, Enterprise Digital Marketing Lead, The Home Depot Canada

Who Should Attend?

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

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

Dates and Locations

City	Date	Time	Language	Venue	Address
Toronto	Mar 5 & 6, 2020	9:00 am – 5:00 pm	English	IAB Canada	111 Peter Street, Suite 406B
Toronto	Jun 2 & 3, 2020	9:00 am – 5:00 pm	English	IAB Canada	111 Peter Street, Suite 406B
Toronto	Oct 27 & 28, 2020	9:00 am – 5:00 pm	English	IAB Canada	111 Peter Street, Suite 406B

***Day one of the course will run from 9am to 5pm, day two will run from 9am to 12pm***

If you wish to take this course remotely, please contact us at courses@iabcanada.com.

NOTEs:

Course includes a break for the provided lunch on day one, no lunch will be provided on day two.
Course end times may vary

Curriculum

DAY ONE – THE BASICS (FULL DAY)

1.0 Introduction

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

2.0 The Shift to Programmatic

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

3.0 How Programmatic Works

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

4.0 The Programmatic Landscape

4.1: The Evolution of Display Advertising
4.2: The Canadian Landscape

5.0 Forms of Programmatic

5.1: The Open Exchange
5.2: Private Exchanges
5.3: Preferred Deals
5.4: Programmatic Guaranteed

6.0 Buying Programmatically

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

7.0 The Programmatic Planning Process

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

8.0 Selling Programmatically

8.1: Why Sell?
8.2: Ad Exchanges
8.3: SSPs – What are they?
8.4: SSPs – How to select one
8.5: The Publisher Waterfall
8.6: Header Bidding
8.7: Yield Management

9.0 Data

9.1: Data overview
9.2: 1st party, 2nd & 3rd party data

10.0 DMPs

10.1: What are DMPs?
10.2: How DMPs Work
10.3: Types of DMPs

11.0 Creative Considerations

11.1: What to consider
11.2: Successful Creative Management Tips

12.0 Programmatic Hot Topics

12.1: Fraud – Different Types
12.2: Fraud – How to Avoid it
12.3: Transparency
12.4: Viewability

13.0 The Future of Programmatic

13.1: Programmatic TV
13.2: Programmatic OOH
13.3: Cross-Device

DAY TWO – DATA DEEP DIVE (HALF DAY)

1.0 Data Overview

1.1: The Importance of Data
1.2: 1st, 2nd, and 3rd party data review
1.3: Probabilistic & Deterministic Data

2.0 Data Sourcing

2.1: Cookies & Pixels
2.2: Data Sharing
2.3: Audience Buying and Selling
2.4: Evaluating Data Partners

3.0 Data in Motion

3.1: Gathering Existing Data
3.2: Using Your First Party CRM Data
3.3: Retargeting
3.4: Location Based Ads
3.5: Look-a-like Modeling
3.6: Attribution in Programmatic

4.0 Let's Talk Legal

4.1: Self-Regulation
4.2: CASL
4.3: PIPEDA
4.4: GDRP
4.5: COPPA and Advertising to Children

5.0 Tech Demonstrations

5.1: DSP Demonstration
5.2: SSP Demonstration

Testimonials

I took part in the Programmatic Trading Course and it was THE BEST programmatic training course I have ever attended. Kudos to Tracy Ball who kept the group engaged and entertained the entire time. She’s a natural instructor, and her style of teaching is what made the course so enjoyable.– Victor Genova, Digital Account Executive, Blue Ant Media
IAB Canada is a wonderful source of up to date, Canadian information about best practices, trends and skills. – Jacqueline Cook, Professor, George Brown College
The Programmatic trading course is a key course for all digital and advertising marketing teams in Canada. Not only gives you a wide and updated perspective of programmatic ecosystem but sets you in the right direction of where the industry is heading to in the digital environment. – Javier Zambrano, Sheridan College
Great course, Tracy was amazing! As a salesperson, I feel empowered and confident to have better client/agency conversations. Looking forward to putting these learnings and practices to use. Would recommend to colleagues, digital media buyers or sellers that want to get up to speed on the latest programmatic trends. – Nina Sturm, Digital Account Executive, Metroland Media

Course Policies

Cancellation

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.

Transfers

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.

Payment

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

Copyright

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).