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 – PROGRAMMATIC OVERVIEW (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. During the course we will also take a 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.
DAY TWO – TECH OVERVIEW AND DEMO (Half Day)
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 2020
This course was developed and is maintained by a committee of peers from across the industry.
- 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.
Maryse Huet, Publisher Development Executive, Yahoo Inc.
Phillip Rego, Platform Director, Yahoo Inc.
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
|Virtual||Oct 27 & 28, 2021||10:00 am – 5:00 pm||English||Remote Only|
***Day one of the course will run from 10am to 5pm, day two will run from 9am to 12pm***
- Course includes a break for lunch.
- Course end times may vary.
- All courses times are list as EST.
DAY ONE – THE BASICS (FULL DAY)
- 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
- 9.1: Data overview
- 9.2: 1st party, 2nd & 3rd party data
- 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
3.4: Location Based Ads
3.5: Look-a-like Modeling
3.6: Attribution in Programmatic
4.0 Let's Talk Legal
4.5: COPPA and Advertising to Children
5.0 Tech Demonstrations
5.1: DSP Demonstration
5.2: SSP Demonstration
- 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
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