Course Overview

Training Options

Corporate Training

Customized to your team's needs

  • Blended learning delivery model (self-paced eLearning and/or instructor-led options)
  • Flexible pricing options
  • Enterprise grade Learning Management System (LMS)
  • Enterprise dashboards for individuals and teams
  • 24x7 learner assistance and support

Course Curriculum

Course Content

  • Programmatic Buying Foundations

    Preview
    • Lesson 01 - Course Introduction

      03:09Preview
      • Lesson 1 - Course Introduction
        03:09
    • Lesson 02 - What Is Programmatic Buying_

      16:01Preview
      • 2.01 What Is Programmatic Buying
        00:49
      • 2.02 Why Programmatic Buying
        01:23
      • 2.03 What Is Programmatic Buying
        02:00
      • 2.04 Programmatic Ecosystem
        00:51
      • 2.05 Programmatic Buying Terminology
        02:28
      • 2.06 Real-Time Bidding
        02:10
      • 2.07 Audience Intent Cluster
        01:20
      • 2.08 Proliferation of Programmatic Ad Spending
        01:02
      • 2.09 Programmatic Ad Spending by Format
        01:09
      • 2.10 Decoding Programmatic
        01:32
      • 2.11 Key Takeaways
        01:17
      • Knowledge Check
    • Lesson 03 - Programmatic Workflow

      19:50Preview
      • 3.01 Programmatic Workflow
        00:26
      • 3.02 Programmatic Workflow - Overview
        01:06
      • 3.03 Organize Audience Insights
        01:27
      • 3.04 Audience Intent Clusters
        01:33
      • 3.05 Create a Programmatic Map
        01:02
      • 3.06 Design Compelling Creatives
        01:43
      • 3.07 Design Compelling Creatives Mondelez India Example
        03:00
      • 3.08 Case Study - Campbell's Soup
        03:07
      • 3.09 Execute with Integrated Technology
        02:03
      • 3.10 Reach Audiences Across Screens
        01:24
      • 3.11 Measure Impact
        02:18
      • 3.12 Key Takeaways
        00:41
      • Knowledge Check
    • Lesson 04 - Traditional Media Buying vs. Programmatic Buying

      17:14Preview
      • 4.01 Traditional Media Buying vs Programmatic Buying
        00:37
      • 4.02 Traditional Ad Marketplace
        00:44
      • 4.03 Pain Points of Advertisers
        03:11
      • 4.04 Pain Points of Publishers
        01:08
      • 4.05 Ad Buying Approach What Changed
        01:15
      • 4.06 Integrated Technology Platform Example
        01:21
      • 4.7 Programmatic Ad Approach
        00:35
      • 4.8 Benefits of Consolidation
        00:40
      • 4.9 Benefits of Data Fidelity
        00:51
      • 4.10 Benefits of Advanced Features
        03:32
      • 4.11 Pros and Cons of Programmatic Buying
        02:06
      • 4.12 Key Takeaways
        01:14
      • Knowledge Check
    • Lesson 05 - Real-Time Bidding vs. Programmatic Direct

      15:03Preview
      • 5.01 Real Time Bidding vs Programmatic Direct
        00:30
      • 5.02 Programmatic and RTB in a Nutshell
        02:30
      • 5.03 RTB Demand-Side Platform and Supply-Side Platform
        01:52
      • 5.04 Second Price Auctions
        01:16
      • 5.05 Second-Price Auctions - Issues
        01:49
      • 5.06 First-Price Auction - What Is Changing
        01:45
      • 5.07 Programmatic Direct
        00:46
      • 5.08 Open Auctions
        00:45
      • 5.09 Private Auctions
        00:48
      • 5.10 Preferred Deals
        00:46
      • 5.11 Guaranteed Deals
        01:42
      • 5.12 Key Takeaways
        00:34
      • Knowledge Check
    • Lesson 06 - Targeting Strategies in Programmatic Advertising

      12:25Preview
      • 6.01 Targeting Strategies in Programmatic Advertising
        00:27
      • 6.02 Why Targeting in Programmatic Is Strategic
        00:52
      • 6.03 Targeting Concepts
        01:42
      • 6.04 Types of Targeting
        01:08
      • 6.05 Inventory Source
        00:50
      • 6.06 Audience-Based Targeting
        01:57
      • 6.07 Content
        02:20
      • 6.08 Technology
        01:04
      • 6.09 The Trick with Programmatic Marketing
        01:36
      • 6.10 Key Takeaways
        00:29
      • Knowledge Check
    • Lesson 07 - Ad fraud and brand safety

      12:26Preview
      • 7.01 Ad Fraud and Brand Safety
        00:32
      • 7.02 Ad Fraud
        02:22
      • 7.03 Types of Ad Frauds
        01:45
      • 7.04 Minimize Ad Frauds
        02:16
      • 7.05 Brand Safety
        01:20
      • 7.06 Brand Safety Controls
        02:44
      • 7.07 OpenRTB 3.0
        00:45
      • 7.08 Key Takeaways
        00:42
      • Knowledge Check
    • Lesson 08 - Impact of GDPR on Programmatic

      08:05Preview
      • 8.01 Impact of GDPR on Programmatic
        00:30
      • 8.02 General Data Protection Regulation (GDPR)
        01:37
      • 8.03 Personally Identifiable Information (PII)
        01:31
      • 8.04 How GDPR Impacts Programmatic Advertisers
        01:12
      • 8.05 Shift to Programmatic Direct
        02:46
      • 8.06 Key Takeaways
        00:29
      • Knowledge Check
    • Lesson 09 - Measurement and Metrics

      10:35Preview
      • 9.01 Measurement and Metrics
        00:26
      • 9.02 Sales Funnel vs Customer Journey
        01:35
      • 9.03 Set the Right Goals and Objectives
        02:19
      • 9.04 Select the Right Metrics and KPIs
        00:49
      • 9.05 Measure Impact
        01:13
      • 9.06 Report Results and Recommend Actions
        01:57
      • 9.07 Test Learn and Iterate in Near Real Time
        00:35
      • 9.08 Case Study Allianz Australia
        01:02
      • 9.09 Key Takeaways
        00:39
      • Knowledge Check
    • Lesson 10 - Programmatic buying best practices

      22:45Preview
      • 10.01 Programmatic Buying Best Practices
        00:20
      • 10.02 Organize Audience Insights
        02:31
      • 10.03 Case Study Adidas
        02:12
      • 10.04 Design Compelling Creatives (Part-One)
        01:12
      • 10.05 Major League Baseball (MLB)
        02:36
      • 10.06 Design Compelling Creatives (Part Two)
        00:52
      • 10.07 Case Study Kelloggs Rice Krispies Treats
        00:50
      • 10.08 Execute Using Integrated Technology
        01:32
      • 10.09 Case Study Sprint
        02:19
      • 10.10 Reach Audiences Across Screens
        01:01
      • 10.11 Case Study- Cebu Pacific
        02:41
      • 10.12 Measure Impact
        01:01
      • 10.13 Case Study Ford India
        03:16
      • 10.14 Key Takeaways
        00:22
      • Knowledge Check

Course Advisor

  • Matt Bailey

    Matt Bailey

    Expert Internet Marketer, President of SiteLogic, Author

    Matt Bailey is the founder and president of SiteLogic, and the author of Internet Marketing: An Hour A Day. Matt also serves on the Advisory Board for Incisive Media’s Search Engine Strategies Conferences, and is one of the conference’s highest-rated speakers.

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Exam & Certification

  • What are the pre-requisites for this course?

    Awareness of digital marketing and Paid Marketing (PPC) will helpful.

  • What certification do I get post-training?

    After successful completion of the training, you will be awarded a course completion certificate from Simplilearn.

  • What do I need to do to unlock my Simplilearn certificate?

    • Complete 85% of the course.
    • Complete 1 simulation test with a minimum score of 60%.

  • Disclaimer
  • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.