Course Modules

Module 1: Introduction to Programmatic Advertising

• What is programmatic and why it matters
• Evolution from manual to automated media buying
• Key industry players and platforms
• Programmatic vs. traditional digital buying
• Case Study: Adoption of programmatic by global publishers

Module 2: Real-Time Bidding (RTB) Fundamentals

• RTB explained step by step
• Auctions: open vs. private marketplaces
• How DSPs and SSPs interact
• Role of ad exchanges
• Case Study: RTB success for a travel company

Module 3: Data-Driven Targeting in Programmatic

• First-party vs. third-party data
• Behavioral, contextual, and location-based targeting
• Audience segmentation for programmatic buys
• Privacy and data compliance (GDPR, CCPA)
• Case Study: How Amazon leverages customer data for ads

Module 4: Managing Demand-Side Platforms (DSPs)

• Key DSPs in the market (The Trade Desk, Google DV360)
• Campaign setup and configuration
• Budget allocation and pacing
• Optimizing through automated algorithms
• Case Study: Using DV360 for a multinational campaign

Module 5: Programmatic Campaign Optimization

• Metrics to track (eCPM, viewability, conversions)
• Advanced bidding strategies
• Fraud detection and brand safety
• Reporting and insights
• Case Study: Reducing wasted ad spend with fraud detection tools