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Description

3 Modules | 33 Lessons | 1 Final Exam

The course has been created by countless professionals in the media industry and collected by Luca Brighenti, founders and coach of AdHoc Academy.

The course give you real skills

With this course you will learn programmatic and automated trading in all it shapes and sizes.

  • Trading methods
  • Players of the ecosystem
  • You will be able to evaluate the buy and sell side technology, such as SSP, DSP, DMP, Ad Server
  • Pricing dynamics of open and private auction
  • You will see in practice Ad Technologies
  • Programmatic buying and selling strategies
  • You will learn how programmatic integrates in desktop, mobile, video and native advertising

eLearning lessons with quizzes to prepare you to the final exam

  • – LENGHT OF EACH LESSON: max 10-15 minutes
  • – QUIZ: at the end of each lesson, we want you to learn for real

The platforms you will in the course are the result of the benchmark of the most used technology in the media industry: SSP, DSP, DMP and Ad Server. Every platform includes standard nomenclature and standard workflows benchmarked and approved by AdHoc Academy network.

What will you learn with this course?

Description: this module is composed by 12 lessons of a maximum of 10-15 minutes eachAt the end of each lessonyou can take the quiz to measure what you learned. In order to understand programmatic trading and RTB, you need to know the dynamics and logics, players of digital ad ecosystem and own a specific vocabulary.

DATA DRIVEN ADVERTISING TODAY

THE DISPLAY ADVERTISING OVERVIEW

PROGRAMMATIC TRADING: BASICS AND FUNDAMENTAL CONCEPTS

THE DISPLAY ADVERTISING ECOSYSTEM: INDUSTRY PLAYERS AND THE AD TECHNOLOGIES

PROGRAMMATIC ORIGINS

PROGRAMMATIC AND THE NEW AD TECHNOLOGIES

PROGRAMMATIC, RTB AND AUCTION METHODS

PROGRAMMATIC AND BIG DATA

NEGOTIATION MODELS: BUYING AND SELLING METHODS

PROGRAMMATIC INDUSTRY

AD VERIFICATION TOOLS, ANALYTICS, CROSS MARKETING CHANNELS, SECOND SCREEN

All you need to know about digital advertising, explaining traditional reservation methods and the integration of programmatic trading with the new logics that introduced. The module considers the creative formats and it explains industry standards such as viewability, ad fraudcross device targetingattribution and ad blocking. You will be able to understand who are the players in the media industry as the way of investing in advertising has completely changed due to technology. You will acquire skills and expertise in managing a programmatic strategyalongside the traditional methods.

Description: the module covers all the topics with regards of the buy side. I also includes the practice examples with the platform simulator of the DSP and DMP for managing, creating, measuring, and optimizing programmatic planning and strategy for buyers.

DIGITAL ADVERTISING AND DATA FOR MARKETERS, AGENCIES

IMPLEMENTATION OF DATA INTO MEDIA PLANNING AND BUYING

DEMAND SIDE PLATFORM INSTRUCTIONS: HOW THE DSP WORKS

DSP USAGE AND THE EXECUTION OF A PMP: HOW TO MANAGE AN AD CAMPAIGN

HOW TO CHOOSE A DSP

THE DATA MANAGEMENT PLATFORM (DMP) FOR MARKETERS AND AGENCIES

MANAGING THE CAMPAIGN DATA USING THE DATA MANAGEMENT PLATFORM

PROGRAMMATIC AND PLANNING CROSS SCREEN: MOBILE AND VIDEO

AUDIENCE PROFILING: ATTRIBUTION MODELS

THE NEW FRONTIERS OF PROGRAMMATIC BUYING

DATA DRIVEN CREATIVE

The second module focuses on programmatic buying. It identifies the buyers such as trading desks, media agencies, advertisers. You will go through the programmatic buying logic and how the automation strategy works when serving a campaign. You will see how to use the Demand Side Platform(DSP) via the Ad Tech Platform Simulator. Additionally, you will be able to understand the functionality of the Data Management Platform(DMP) for advertiser.

Description: the module covers all the concepts about the sell side. It has included the Ad Tech Platform Simulator of the SSP, AdServer and DMP for creating, managing, optimizing and measuring the programmatic strategy for sellers.

DIGITAL AND PROGRAMMATIC ADVERTISING FOR PUBLISHERS, MEDIA OWNERS AND SELLERS

AD TECHNOLOGIES FOR SELLERS: AD-SERVER, SSP, AD EXCHANGE

THE MONETIZATION STRATEGY: AD SERVER AND PROGRAMMATIC

AD EXCHANGE AND SELL SIDE PLATFORM INSTRUCTIONS: USAGE AND PRIVATE MARKET PLACE

MONETIZATION STRATEGY: SHORT TERM VS LONG TERM

PROGRAMMATIC SELLING: OPTIMIZATION, HEADER BIDDING, FIRST LOOK AND HOW TO SETUP THE MEDIA OFFER

COMBINING DATA THROUGH THE DATA MANAGEMENT PLATFORM FOR PUBLISHERS AND MEDIA OWNERS

MONETIZING WITH VIDEO ADVERTISING

MONETIZING WITH MOBILE ADVERTISING

HOW TO CHOOSE A SELL SIDE TECHNOLOGY – AD SERVER AND SSP

DATA DRIVEN ADVERTISING: THREATS AND OPPORTUNITIES FOR PUBLISHERS AND MEDIA OWNERS

The third module focuses on programmatic selling. It identifies the sellers and the technology delegation models of publishers and sales houses towards automated trading. The module helps you to analyze what are the best strategies for integrating programmatic selling (short VS long term). You will go over the Ad Server for publishers and the Sell Side Platform (SSP) with the ad tech platform simulators. There is a specific focus on the monetization for mobile and video advertising. The module includes also a clear overview about publishers’s challenges and opportunities, such as monetization strategy, optimal control, transparency and data.

Technologies are becoming more and more important today and standardized knowledge is absolutely necessary to perform on the job.

The course releases REAL SKILLS. You can get certified only passing the exam made by AdHoc Academy.

PRACTICAL INFORMATION

  1. The course is interactive and is composed by 3 modules , 36 lessons 1 final exam
  2. Each lesson duration is aprox 10-15 minutes.
  3. For each lesson you need to take the quiz.
  4. If you score score more than 70% you can access the next lesson.
  5. You can take the final exam at the end of all the lessons, or try it whenever you feel ready.
  6. You can stop, pause, rewind or forward the lesson every time you need.
TAKE THIS COURSE
  • 381,82 +iva
  • UNLIMITED ACCESS
  • Course Certificate
7 STUDENTS ENROLLED

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Copyright ©2019 Luca Brighenti Group. All Rights Reserved.