Programmatic Advertising Basics

Description

Programmatic advertising buys and sells online ads automatically. Fourteen PDF lessons start with the programmatic ecosystem and its key players, then explain real-time bidding and how auctions work in milliseconds.

You then see how demand-side and supply-side platforms work, which deal types exist (open auctions, PMPs and guaranteed deals) and how targeting and audience segmentation fit in. Later lessons cover ad formats, campaign setup and launch, metrics and KPIs, brand safety and ad fraud, budgets and bidding, and industry trends. The last lesson is about building a first campaign. Checklists, templates and exercises are included. After reading, you should be able to read a programmatic proposal and plan a basic campaign.

Who it is for: marketers and business owners new to programmatic advertising who want to understand how it works.

What’s included
14 PDF lessons · 78 pages · about 26,000 words
One ZIP download that is yours to keep — read on any device, no subscription or app needed.

Course programme

1. Introduction to Programmatic Advertising
2. The Programmatic Ecosystem: Key Players
3. Real-Time Bidding (RTB) Explained: How Auctions Work in Milliseconds
4. Demand-Side Platforms (DSPs): Your Control Center for Buying Ads
5. Supply-Side Platforms (SSPs): How Publishers Sell Their Ad Space
6. Programmatic Deal Types: Open Auctions, PMPs, and Guaranteed Deals
7. Targeting and Audience Segmentation: Finding Your Perfect Customers
8. Ad Formats and Creative Best Practices
9. Campaign Setup and Launch: Your Step-by-Step Guide
10. Performance Metrics and KPIs: What Really Matters
11. Brand Safety and Ad Fraud Prevention
12. Budget Management and Bidding Strategies
13. Industry Trends and Future of Programmatic
14. Building Your First Successful Campaign