YoVDO

Programmatic Advertising Foundations

Offered By: LinkedIn Learning

Tags

Programmatic Advertising Courses Digital Marketing Courses Audience Segmentation Courses Retargeting Courses

Course Description

Overview

Learn the fundamentals of programmatic advertising. Automate your digital media buys and spend your money and time more effectively.

Syllabus

Introduction
  • What is programmatic advertising?
  • The scope of programmatic
1. Data Foundations for Programmatic Advertising
  • Where does data come from?
  • Data and behavioral targeting
  • Programmatic advertising and first-party data
  • Retarget in programmatic marketing
  • Programmatic terms and concepts
2. The Programmatic Process
  • Programmatic and third-party data
  • How publishers rely on programmatic ads
  • Reach the right audience at the right time
  • The data management platform
  • How programmatic serves an ad
3. Audience Data Segmentation
  • Google and the programmatic market
  • Target audiences based on behavior
  • Target audiences based on location
  • Target audiences based on content and context
  • Life without cookies
  • Programmatic pitfalls
4. Dealing with Ad Fraud
  • Encountering ad fraud in programmatic
  • Implement basic fraud detection
Conclusion
  • Continue learning programmatic

Taught by

Matt Bailey

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