Course Description

  • What’s the focus of this course?

    Programmatic media or ad buying is the use of technology to automate and optimize the ad buying process in real-time. Programmatic buying software utilizes data analysis and real-time bidding to maximize ROI for online display, social media advertising, mobile and video campaigns. It is also expanding to traditional TV advertising marketplaces.

    The Programmatic Buying Foundation course from Simplilearn aims to train participants in the rapidly-expanding discipline of Programmatic buying. This course takes participants through the basic concepts of Programmatic Buying, discussing how it’s different from traditional paid marketing approaches like PPC, and enables them to leverage the power of Programmatic Buying to get greater ROI for their marketing efforts.

  • What are the course objectives?

    The course in Programmatic Buying imparts essential knowledge in the basic concepts of Programmatic Buying. By the end of Programmatic Buying Foundation course, participants will have learned all about:
    • Programmatic Buying and how it’s different from traditional paid channels like PPC
    • The differences between direct bidding and real-time bidding
    • Programmatic workflow
    • Different strategies for programmatic targeting
    • How to identify fraudulent ads in Programmatic Advertising

  • Who should take this course?

    The Programmatic Buying Foundation course from Simplilearn is great for professionals looking to learn the basics of Programmatic Buying and its best practices. The course is good for:
    • Online marketers
    • Marketing professionals
    • PPC executives
    • Fresh graduates
    • Business owners/heads
    • Entrepreneurs

  • These industry-leading organizations trust our training

Course Preview

    • Lesson 01 - Course Introduction

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

      16:01
      • 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

      19:50
      • 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

      17:14
      • 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

      15:03
      • 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

      12:25
      • 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

      12:26
      • 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

      08:05
      • 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

      10:35
      • 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

      22:45
      • 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
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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%.

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.

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