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Introduction to Programmatic Advertising

$99.99 $12.00

4.88 (12 reviews)


What you’ll learn

  • Understand what Programmatic Advertising really is
  • Learn the fundamentals of digital and programmatic advertising auctions
  • Know and understand the various components in the programmatic advertising ecosystem – DSPs, SSPs, ad exchanges, ad networks etc.
  • Get up to speed with programmatic advertising terminology – frequency capping, ATF, BTF, RON, ROS
  • Understand first, second & third party data
  • Understand what brand safety is and why it is a key concern for marketers today
  • Learn all about digital advertising fraud, why ad fraud exists and what you can do to detect and combat it
  • Understand the concept of viewability in digital advertising
  • Learn the four types of programmatic advertising – open auctions, private auctions, preferred deals and programmatic guaranteed deals
  • Learn about the publisher waterfall – how publishers prioritize their inventory.
  • Learn the pros and cons of each type of programmatic advertising
  • Get an overview of the Google Programmatic Ecosystem – the different components, their old and new names and the functions of each component
  • Understand what really makes programmatic advertising different from advertising on the Google Display Network through Google Ads
  • Learn from programmatic advertising success stories and case studies from different brands

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Programmatic advertising is growing at a rapid pace! Going by the Zenith Media programmatic marketing forecast, published in November 2018, about 65 percent of digital media spends in 2019 will be programmatic. In fact, in the United States, by the end of 2019, nearly 84 percent of digital display ad spends will transact programmatically.

Programmatic advertising is becoming an increasingly important part of the digital advertising ecosystem and, as a marketer or an advertiser, it is imperative that you fully understand how it works. It’s an in-demand skill that will help you take your career to the next level and this course will help you accomplish that!

In this course, we’ll begin with an understanding of what programmatic advertising really is. I will then take you through the fundamentals of the digital advertising auction, for those of you who are not familiar with it. We will look at the different components of the programmatic advertising ecosystem – demand side platforms, supply side platforms, ad networks and ad exchanges – what they are and where they fit into the ecosystem. You will learn the terminology that you will keep hearing in the programmatic advertising space – frequency cap, about the fold and below the fold inventory, run of network and run of site types of ad buying. You will also learn about brand safety, ad fraud and the concept of viewability in detail.

The course will cover the different types of programmatic advertising – open auctions, private auctions, preferred deals and programmatic guaranteed deals with the pros and cons of each type. You will also learn about the Google programmatic ecosystem, the components that are part of it as well as the functions of each component.

If you have always wondered what really makes programmatic advertising different from advertising on the Google Display Network through Google Ads, this course will take you through all those differences as well. You will also get a chance to look at some success stories from brands in the programmatic advertising space that will show you the true power of programmatic advertising.

Here’s a quick summary of the key topics that this course will cover:

  • What is Programmatic Advertising

  • Digital Advertising Auction Fundamentals

  • The early days of Digital Advertising

  • The evolution of Digital Advertising

  • The Programmatic Advertising Ecosystem

  • Frequency Cap

  • First, Second & Third Party Data

  • ATF and BTF, RON and ROS

  • Brand Safety

  • Ad Fraud & Bot Traffic

  • Ad Viewability

  • What is a Deal ID

  • The four types of programmatic advertising

  • Publisher Ad Server Prioritization – The Publisher Waterfall

  • Open Auction – Pros and Cons

  • Private Auction – Pros and Cons

  • Preferred Deals – Pros and Cons

  • Programmatic Guaranteed – Pros and Cons

  • The Google Programmatic Ecosystem

  • Programmatic Advertising vs Standard Display

  • Programmatic Advertising Success Stories

Who this course is for:

  • Digital Marketing Professionals
  • Digital Advertising Professionals
  • Marketing Managers looking to expand their knowledge of digital advertising
  • Brand Managers looking to expand their knowledge of digital advertising
  • Traditional media professionals (TV, Radio, print) looking to learn about digital media

Course content

  • Welcome to the Course
  • The Programmatic Advertising Ecosystem
  • Programmatic Advertising Terminology
  • Programmatic Advertising Concepts – Brand Safety, Ad Fraud and Viewability
  • Types of Programmatic Advertising
  • The Google Programmatic Ecosystem
  • Programmatic Advertising vs Standard Display
  • Programmatic Advertising Success Stories
  • Review and Wrap Up

12 reviews for Introduction to Programmatic Advertising

  1. Luis Brito

    I can definitely see this course helping breaking through that initial barrier when it comes to learning a programming language. I’m positive I’ll finish it and hopefully master python by then.

  2. Abdallah Galal Abouhussein

    I would like to share my personnel experience, i`m very pleased and happy for taking this impressive course because Dr. Angela always makes it simple and easy to understand and always makes a precaution section before or after any bug that may appear to some students and also write or record the solution for us, and each word she said is very real and easy to understand.
    Thanks Dr. Angela
    Abdallah Galal

  3. Jiaqing Fan

    Very good course. Dr Angela explains things very clearly. The exercises are interactive and helpful.

    Angela’s voice is like ASMR in most lessons. So you won’t lose focus?

  4. Jaime Sánchez Blanco

    Every concept is very well explained so you can assimilate it, and the teacher insists in practicing daily to get the habit of programming. It really motivates to keep studying and practicing every day.

  5. Bradley Carouthers

    3 days in and I’ve already learned more than other training programs where I’ve put months in. Her teaching style is both efficient and effective.

    Edit: Now on day 29 and the course has held up my expectations and hopes. The rise in complexity is not too sharp, and every day feels like an accomplishment. Angela takes her time to explain things without rushing, yet is able to pack tons of information in nuggets of time.

    Still recommend supplemental exposure for a more wholesome grasp. Though, this should be quite enough

  6. Tommy Prévost

    Very good course.

    PROs: lots of coding exercises, clear explanations, great examples, adapted to 2021’s reality.

    CONs: past the first 30 lessons, many similar coding hands-on.

  7. Quang Tu

    I love all the lectures and challenges of this course. I finally find myself in love with coding. This is definitely a fun course. Thank you Angela for this great course.

  8. Fortunate Eze

    This course is nothing short of AMAZING. The level of love and sincere desire to see students succeed present in this course is a rare sight. This course is fun, it’s challenging, it’s suspense-filled, it makes you feel good about yourself solving those challenges. You don’t take this course and memorise codes, you take it and you know what you’re doing because you literally do it yourself.

    It couldn’t possibly be any more obvious that Angela brought out her whole heart, time, energy and resources to give us a course that if priced based on it’s value, many of us certainly can’t afford. I mean, she kept advising and encouraging us to keep going, because she knows the road could get bumpy, she made a few jokes and used funny animations so we smile along the way keeping it fun. Why some people can’t see this and would rather subscribe to trying to bend courses to fit their own personal preferences is beyond me, but I guess people will always be people.

    Dear Angela, I cannot speak for everyone but I certainly can speak for myself and I’m saying thank you. The efforts you put into making this course outstanding didn’t go unnoticed.

    Let as many of us as appreciate your efforts make you happy and energize you to create more life changing courses for us.


  9. Chendaniel

    Just the course fits me. Learn by doing, it is easy to start and just follow the flow and at day 15 you realized how to program in Python. Then the magic happen. I am on day 27 and I am looking forward to start a new section everyday.

  10. Caspar Cheng

    Angela is my favourite teacher on Udemy, her courses always come with clear and concise demonstration, make it really easy to understand the content. Meanwhile, she also provide a lot of tips to encourage us moving further on the way of coding. I’m definitely a super fan of her. I had finished her web development boot camp and now I’m learning Python 100 days of code. This course is amazing as she provided one particular project for each day’s learning, which is, really useful and handy. Also, those projects are really interesting and won’t let me feel disappointed about myself. Although some of them are a little bit difficult, they’re still resolvable after some struggling and searching online. I’ll recommend this course for those who really want to learn Python well and write real python projects from scratch!

  11. Jonas Weber

    The course was awesome in the first half! Really helped me to get back to programming and learning new techniques. Also the course got way to much focused on web development in the second half, which I’m not really interested in and is redundand to your dedicated web development course. The lack of videos in the last quarter was rather sad. I really would’ve liked some video explanations for pandas and matplotlib. The challenges and capstone projects were great and challenging!
    All in all I can really recommend this course for beginners and those who want to learn python and/or get back to programming!

  12. Rohit Prasad

    Angela is the best teacher I have ever experienced. The way she explains all the topics and makes use of it in the projects is commendable. Thank you so much Angela for this course.

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