1 day course 
Supporting material 
Virtual, Private Book 2, Get 1 Free
Book two scheduled training sessions to be taken in 2024, and get a third one completely free! Simply add three courses to your basket, and the discount will be applied at check-out.
Programmatic & RTB display advertising is an essential component of today’s marketing mix. Our practitioners have years of experience planning, delivering and reporting on Display & RTB campaigns, and will teach you how to develop successful strategies.
This course provides theoretical insight into how the channel works. You’ll start by taking a look at the programmatic marketplace and some of the companies who operate within it (including how to choose the best one for you).
Together, we’ll also examine the delivery and targeting options in the Display & Video 360 Platform, along with some data and audience planning tools from leading providers such as Imagini’s Visual DNA.
By the end of the day, you’ll have a thorough understanding of how the programmatic display world works, how this can be applied to virtually all marketing scenarios and how to brief, measure and confidently select partner technologies or programmatic companies to fulfil your campaigns.
Our Programmatic & RTB Display course is delivered via Virtual Classroom. We also offer it as a private training session that can be delivered virtually or at a location of your choice in the UK.
Course overview
Who should attend:
This course is for marketers, client or agency professionals who are responsible for planning, buying or selling digital media and are looking to gain a deeper understanding of how the market operates. If you want to learn how to brief your agency and programmatic partners better, you’ll benefit from attending this course as our display practitioners will give you advice on how to do this.
What you'll learn:
By the end of this course, you will be able to:
- Explain how programmatic advertising and RTB works
- Identify advantages and disadvantages of programmatic advertising
- Improve performance and targeting
- Build strategies for different types of campaigns
- Describe how publishers make inventory available and the impact it has on your business
Course agenda
- Definitions and descriptions (jargon buster)
- Why is it important?
- The history of programmatic
- Key companies and their functions
- The 'tech-stack'
- RTB and the life of an ad impression
- How sellers manage inventory
- Bid information
- Overview
- Targeting available to DSPs
- Understanding and gathering
- Making data actionable
- Integrating offline information
- Types of data and collection methods
- Working with the data and briefing aggregators
- Ad Fraud
- Click Fraud
- Brand safety
- Technologies
