Display & video
16 lessons · Self-paced or live
Display & video
Programmatic Advertising
- DSP
- Deals
- Brand safety
Programmatic is the part of digital advertising most often bought without being understood. This track opens the supply chain: who sits between the advertiser and the impression, what each party charges for, and where quality is won or lost.
You learn DSP mechanics, deal types from open auction to programmatic guaranteed, inventory and fraud controls, frequency management and the measurement approaches that make display and video defensible in a report.
Level
Intermediate to advanced
Content
16 lessons
Format
Self-paced or live
What you learn
The six things this
The six things this
track is built around
The supply chain
DSPs, SSPs, exchanges, ad servers and the fee layers between a budget and an impression.
Auction mechanics
Real-time bidding, header bidding, first-price auctions and what bid shading is doing on your behalf.
Deal types
Open auction, private marketplace, preferred deals and programmatic guaranteed, and when each is worth it.
Inventory and brand safety
Allow and block lists, viewability, made-for-advertising sites, fraud signals and verification vendors.
Audience and frequency
Data sources, contextual targeting after third-party cookies, and frequency capping that respects the user.
Measurement
Attribution limits for display and video, incrementality tests, brand lift and reporting honestly on upper funnel.
Structure
The modules, in order
Modules run in sequence because each one assumes the previous one. Experienced specialists usually start partway through, which we agree before the plan is written.
Included
16 lessons
Plus the templates and checklists attached to this track, which stay yours after the training ends.
01
Module 1 — Landscape
The programmatic ecosystem, the roles of each platform and where money leaves the budget.
02
Module 2 — Buying mechanics
Campaign setup in a DSP, bidding, pacing, creative formats and quality controls.
03
Module 3 — Inventory strategy
Deal negotiation, curated marketplaces, list management and supply path considerations.
04
Module 4 — Targeting after cookies
Contextual, first-party data, cohort approaches and clean room concepts at a practical level.
05
Module 5 — Verification
Viewability, invalid traffic, brand suitability frameworks and reading a verification report.
06
Module 6 — Proving value
Test design, geo experiments, brand lift studies and presenting upper-funnel results to a sceptical audience.
Who it is for
This track fits you if
Media buyers moving beyond search and social
Brand teams commissioning programmatic through agencies
Analysts asked to evaluate display performance
Publishers who want the buy side view
Outcomes
By the end you can
Read a programmatic plan and see where the fees are
Choose a deal type for a specific objective and defend it
Set up inventory and safety controls that hold up
Design a test that answers whether display did anything
Pricing on request
We do not publish price lists. Every plan is quoted individually after we look at your channels, your team size and the level you are starting from.
Request training
Ask about Programmatic Advertising
Tell us what you already run and what you would like to improve. We reply with a plan for this track, what to skip, and an individual quote.
Or write to us directly
[email protected]
Thank you! We have successfully received your request. Our team will review your information and get back to you shortly.
Sorry, your message could not be sent right now. Please try again in a few minutes or write to us directly at [email protected].
Keep going
Related
Related
training tracks
Most learners combine two or three tracks. These pair naturally with the one you are looking at.
Search advertising
Search, Performance Max and Shopping campaigns built the way an account manager actually builds them: structure first, then bidding, then the search terms report.
Paid social
Facebook and Instagram campaigns from Business Manager setup to creative testing, with honest coverage of what attribution can and cannot tell you.
Analytics
The event data model, conversions, explorations and attribution — taught so that the numbers you report can survive a hard question.
Start here
Ready to build the skills your campaigns depend on?
Send us a short description of your channels and your goals. We will put together a learning plan and tell you exactly what it involves.
