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Programmatic Foundations
Introduction to Programmatic Foundations
Course Introduction Video (0:50)
MODULE 1: What Is Programmatic and How Is It Used?
1.0 Introduction
1.1 The history of programmatic (18:38)
1.2 How a programmatic ad is served (14:05)
1.3 Buy-side technologies (17:17)
1.4 Sell-side technologies (10:32)
1.5 Quiz
MODULE 2: Data and How It Is Used In Programmatic Advertising
2.0 Introduction
2.1 Introduction into first-party data (18:09)
2.2 Introduction to second and third party data (17:19)
2.3 Audience segmentation (9:51)
2.4 Data collection changes and considerations (18:27)
2.5 Quiz
MODULE 3: Planning and Launching a Programmatic Campaign
3.0 Introduction
3.1 Evolution of media planning (17:17)
3.2 Programmatic buy types and planning strategies (15:07)
3.3 Creating an audience and data driven plan (19:03)
3.4 Key components from planning to activation (22:43)
3.5 Quiz
MODULE 4: Measuring Success and Optimising Campaigns
4.0 Introduction
4.1 Existing measurement approaches and challenges (25:42)
4.2 Attribution models (20:41)
4.3 Selecting relevant campaign metrics (11:47)
4.4 Core optimisation principles (23:50)
4.5 Quiz
MODULE 5: How All Channels Are Becoming Programmatic
5.0 Introduction
5.1 How programmatic is adapting to new emerging formats (13:50)
5.2 Introduction to programmatic Audio (21:10)
5.3 Introduction to programmatic DOOH (17:24)
5.4 Introduction to Connected TV (21:04)
5.5 Quiz
Course Completion
Course Completion Video (0:34)
4.1 Existing measurement approaches and challenges
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