Programmatic Display and Real-Time Bidding
Designed for Advanced learners who want structured guidance through contextual advertising fundamentals and advanced tactics.
What does this program include
Unit 1: Ecosystem Understanding
- DSP, SSP, and ad exchange relationships
- Private marketplace versus open exchange inventory
- Data provider evaluation and segment selection
- Programmatic direct and preferred deals
Unit 2: Campaign Execution
- Targeting strategy development across data types
- Creative specifications and dynamic creative optimization
- Bid shading and floor price navigation
- Frequency management across devices
Unit 3: Quality and Performance
- Viewability measurement and optimization
- Brand safety tools and blocklist management
- Fraud detection indicators and prevention
- Multi-touch attribution configuration
- Post-view and post-click conversion analysis
Programmatic advertising automates the buying process for display ads across thousands of websites simultaneously. Instead of negotiating with individual publishers, you access inventory through demand-side platforms that bid on impressions in real time based on your targeting parameters and budget constraints.
This program demystifies the programmatic ecosystem, from supply-side platforms and ad exchanges to data management platforms and verification services. You will learn to evaluate DSPs based on inventory access and feature sets, then build campaigns using contextual, behavioral, and first-party data segments.
The curriculum covers viewability standards, brand safety measures, and fraud prevention tactics that protect your budget. You will also work with attribution models to understand how display impressions contribute to conversions across the customer journey, even when they do not receive last-click credit.
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Questions about the curriculum, payment options, or how this program fits your goals? Reach out and we'll walk you through everything.
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