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Updated in [September 26th, 2023]

What does this course tell?
(Please note that the following overview content is from the original platform)
In the US, 85% of digital display advertising spending was transacted through programmatic technology in 2020. This free online course will teach you how to place digital ads that offers a smarter, faster alternative to manual digital advertising. Both publishers and advertisers may find themselves struggling with the management of ad space, while manually negotiating the sale and purchase of ads is a time-consuming process. Everything from setting up programmatic advertising to data targeting and Data Manager Platform DMPs are covered in this digital marketing course. Programmatic advertising helps connect publishers - those who have websites with ad space (ad inventory) to sell - and advertisers - those who want to buy that ad space, to promote their brand and some other key themes which are covered includes how advertisers use ads to decide which inventory to buy, how to discover data that has been sent and received, and common pricing models and ad units.
Programmatic advertising has revolutionized the way we buy and sell inventory and is now a critical component of any marketer’s overall strategy. Traditional media buying involves a lot of menial tasks and manual labor, from requests-for-proposals (RFPs) to negotiations and manual insertions of the orders (IOs). All of this creates a workflow that is slow and inefficient by today’s standards. This course offers a more efficient alternative, making ad buying quicker (and consequently cheaper) by removing people from the laborious and repetitive parts of that process. When looking to buy media with a large-scale audience base, real-time bidding (RTB) can be a smart, cost-effective option. Your learning explores the difference between programmatic and real-time bidding, programmatic integration types connecting supply to demand, reporting metrics, and the various ways to buy and sell inventory such as auctioning. Programmatic advertising should align with what you understand about your app or website’s user funnel - this includes where users churn, why they return and who you should be retargeting. In this module you will cover what header bidding is, the process for desktop and mobile as well as how publishers can increase their income by increasing the competition. 
Understanding how programmatic advertising works and ways it can optimize the path to purchase, is an important step in utilizing this method of purchasing inventory. This advertising certification explains the traditional waterfalls, provides a step-by-step guide on the waterfall process and how advertising helps producers or companies know more about what their competitors are doing in order to be more competitive in the market. This course will benefit any digital marketing professional such as those in copywriting, brand influencing, graphic and advertising designing as well as those wanting to use the efficiency and effectiveness of programmatic advertising to promote their business.


We considered the value of this course from many aspects, and finally summarized it for you from two aspects: skills and knowledge, and the people who benefit from it:
(Please note that our content is optimized through artificial intelligence tools and carefully reviewed by our editorial staff.)
What skills and knowledge will you acquire during this course?During this course, learners will acquire the following skills and knowledge:
1. Understanding programmatic advertising: Learners will gain a comprehensive understanding of programmatic advertising, including its benefits, processes, and how it revolutionizes the buying and selling of ad inventory.
2. Setting up programmatic advertising: Learners will learn how to set up programmatic advertising campaigns, including the necessary tools and platforms to use.
3. Data targeting: Learners will understand how to effectively target their ads using data, including demographic, behavioral, and contextual targeting.
4. Data Manager Platform (DMP) usage: Learners will learn how to utilize Data Manager Platforms (DMPs) to manage and analyze data for programmatic advertising campaigns.
5. Advertiser decision-making: Learners will understand how advertisers use ads to decide which ad inventory to buy, based on factors such as audience demographics and campaign goals.
6. Data analysis: Learners will learn how to analyze data sent and received during programmatic advertising campaigns to optimize performance and make informed decisions.
7. Pricing models and ad units: Learners will gain knowledge about common pricing models and ad units used in programmatic advertising, enabling them to make effective buying and selling decisions.
8. Real-time bidding (RTB): Learners will understand the difference between programmatic advertising and real-time bidding, and how RTB can be a cost-effective option for buying media with a large-scale audience base.
9. Programmatic integration types: Learners will explore different programmatic integration types that connect supply to demand, ensuring a smooth and efficient ad buying process.
10. Header bidding: Learners will learn about header bidding, its process for desktop and mobile, and how publishers can increase their income by increasing competition.
11. Understanding the user funnel: Learners will understand how programmatic advertising should align with the user funnel of their app or website, including user churn, retargeting, and increasing user engagement.
12. Traditional waterfalls: Learners will gain knowledge about traditional waterfalls in programmatic advertising and how they can optimize the path to purchase.
13. Competitive analysis: Learners will understand how programmatic advertising can help producers or companies gain insights into their competitors' strategies, enabling them to be more competitive in the market.

Who will benefit from this course?
This course on the Basics of Programmatic Advertising Strategies will benefit a wide range of individuals and professionals in the digital marketing industry.

1. Digital Marketers: Digital marketers who want to enhance their skills and knowledge in programmatic advertising will greatly benefit from this course. They will learn how to effectively place digital ads using programmatic technology, which offers a smarter and faster alternative to manual advertising. This knowledge will enable them to optimize their advertising campaigns and achieve better results.

2. Publishers: Publishers who have websites with ad space to sell will find this course valuable. They will learn how programmatic advertising can help them connect with advertisers and effectively monetize their ad inventory. The course covers topics such as setting up programmatic advertising, data targeting, and using Data Manager Platforms (DMPs), which will enable publishers to maximize their revenue potential.

3. Advertisers: Advertisers who want to buy ad space to promote their brand will benefit from this course. They will learn how programmatic advertising can streamline the process of buying ad inventory, making it quicker and more cost-effective. The course covers topics such as real-time bidding (RTB), programmatic integration types, reporting metrics, and different ways to buy and sell inventory. This knowledge will enable advertisers to make informed decisions and optimize their advertising campaigns.

4. Copywriters: Copywriters who specialize in digital advertising will find this course useful. They will gain a deeper understanding of programmatic advertising strategies, which will help them create more effective and targeted ad copy. This knowledge will enable them to craft compelling messages that resonate with the target audience and drive better results.

5. Brand Influencers: Brand influencers who collaborate with advertisers to promote products or services will benefit from this course. They will learn how programmatic advertising works and how it can optimize the path to purchase. This knowledge will enable them to align their influencer marketing efforts with programmatic advertising strategies, resulting in more effective and impactful campaigns.

6. Graphic and Advertising Designers: Graphic and advertising designers who create visual assets for digital ads will find this course valuable. They will gain insights into programmatic advertising and how it impacts the design process. This knowledge will enable them to create visually appealing and engaging ads that effectively communicate the brand message and drive conversions.

7. Business Owners: Business owners who want to promote their business using programmatic advertising will benefit from this course. They will gain a comprehensive understanding of programmatic advertising strategies and how to leverage them to reach their target audience effectively. This knowledge will enable them to make informed decisions when planning and executing their advertising campaigns, resulting in better ROI.

Course Syllabus

Programming And Data DMP

Programmatic Pricing And Bidding

Course assessment