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 1 - What is Programmatic Buying

      • 1.1 Introduction
      • 1.2 Programmatic Buying
      • 1.3 Programmatic Uses
      • 1.4 Programmatic Media
      • 1.5 Programmatic Channels and Custom Audiences
      • 1.6 Using Videos in Programmatic
      • 1.7 Programmatic in Mobile and Apps
      • 1.8 Advanced Targeting
      • 1.9 Real Time Advertising
      • 1.10 Quiz
    • Lesson 2 - Programmatic Buying vs Traditional Paid Marketing Approaches

      • 2.1 Introduction
      • 2.2 Programmatic Ad Buying Approach-Publishers
      • 2.3 Programmatic Ad Buying Approach - Advertisers
      • 2.4 Traditional Ad Marketplace
      • 2.5 Ad Server - Tracking Users
      • 2.6 Data Management Platform (DMP)
      • 2.7 Ad Buying Approach - What Changed
      • 2.8 Programmatic Ad Approach
      • 2.9 Quiz
    • Lesson 3 - Programmatic Direct vs RTB

      • 3.1 Introduction
      • 3.2 Behavioral Targeting
      • 3.3 Programmatic and RTB
      • 3.4 RTB - DSP and SSP
      • 3.5 RTB Process
      • 3.6 Programmatic Direct
      • 3.7 Quiz
    • Lesson 4 - Programmatic Workflow

      • 4.1 Introduction
      • 4.2 Primary Systems in Programmatic
      • 4.3 How it Works
      • 4.4 Transparency in Programmatic
      • 4.5 Quiz
    • Lesson 5 - Targeting Strategies in Programmatic

      • 5.1 Introduction
      • 5.2 Targeting Using First-Party Data
      • 5.3 Targeting Using Third-Party Data
      • 5.4 Three Ways of Targeting - Impression-Based
      • 5.5 Three Ways of Targeting - Audience-Based
      • 5.6 Three Ways of Targeting - Customer-Based
      • 5.7 Customer-Based Targeting Example
      • 5.8 Quiz
    • Lesson 6 - Ad Frauds

      • 6.1 Introduction
      • 6.2 Digital Advertising Fraud
      • 6.3 Types of Ad Fraud
      • 6.4 Estimates of Ad Fraud
      • 6.5 Ad Fraud
      • 6.6 How to Tackle Ad Frauds
      • 6.7 Quiz
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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.


    • What is online marketing all about?

      Digital marketing or online marketing is part of the e-commerce vertical. Online marketing relies upon the World Wide Web and electronic mail for advertising and marketing purposes. Capturing prospective leads online and converting them to sales is the primary objective of digital marketing.

    • What topics does the training cover?

      Our training package imparts in-depth understanding of the principles of Programmatic Buying. Please refer to the Course Syllabus for more information.

    • Tell me more about the author

      Matt Bailey is the founder and president of SiteLogic, and the author of "Internet Marketing: An Hour A Day". With over a decade in the web marketing industry, Matt excels in combining his marketing background with programming knowledge to help companies create comprehensive strategies that improve internet presence and conversions.

      Matt also serves on the Advisory Board for Incisive Media's Search Engine Strategies Conferences. As one of the conference's highest-rated speakers, he presents at Search Engine Strategies Conferences around the world.

    • Does the course cover recent developments and trends?

      Simplilearn strives to provide high quality, current content that is in line with the latest industry standards. Our experienced and certified trainers and Subject Matter Experts constantly research the latest trends to incorporate them into our training programs. New developments are quickly integrated into the syllabus with timely updates.

    • Who are your learners?

      Our audience consists of working professionals looking to sharpen and upgrade their skills to build competitive careers. Professionals in entry and mid-level positions find our training ideal.

    • What is the current state of the job market for online marketing professionals?

      With an estimated 200,000+ unfilled roles in various specialties of digital marketing (source:, digital marketing offers tremendous opportunities for skilled, trained marketing professionals. Simplilearn’s training prepares novices and experienced professionals alike gain a firm footing in the online marketing space by advancing their skills and knowledge.

    • Can I cancel my enrolment? Do I get a refund?

      Yes, you may cancel your enrolment if you are not satisfied with the course. We provide a complete refund after deducting the administration fee. To know more, please read our Refund Policy.

    • What are the payment options?

      Payments can be made using any of the following options and a receipt of the same will be issued to you automatically via email.
      • Visa Debit/credit Card
      • American Express and Diners Club Card
      • Master Card, Or
      • PayPal

    • I want to know more about the training program. Whom do I contact?

      Please join our Live Chat for instant support, call us, or Request a Call Back to have your question resolved.

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