Programmatic Advertising & Real-Time Bidding (RTB) Training Course

Introduction

In the rapidly evolving digital advertising landscape, programmatic advertising and Real-Time Bidding (RTB) have become essential for reaching the right audience with the right message at the right time. This comprehensive "Programmatic Advertising & Real-Time Bidding (RTB)" training course provides you with the knowledge and skills to navigate this complex ecosystem, understand the technology behind it, and leverage its power to maximize your advertising ROI. Learn how to automate ad buying, target specific audiences, optimize campaigns in real-time, and gain a competitive edge in the digital advertising world.

Duration

5 Days

Target Audience

This course is designed for:

• Digital Marketers: Media buyers, ad operations specialists, campaign managers, and digital marketing professionals.
• Marketing Managers: Those responsible for planning and executing digital advertising strategies.
• Advertising Professionals: Agency professionals, publishers, and ad tech specialists.
• Business Owners: Individuals seeking to understand and leverage programmatic advertising for business growth.
• Anyone interested in digital advertising: Professionals looking to enhance their skills in this dynamic field.

Course Objectives

Upon completion of this course, participants will be able to:

• Understand the fundamentals of programmatic advertising and RTB.
• Navigate the programmatic advertising ecosystem and its key players.
• Utilize Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs).
• Develop effective programmatic advertising strategies.
• Target specific audiences using data and insights.
• Optimize campaigns in real-time for maximum performance.
• Measure and analyze the results of programmatic advertising campaigns.
• Understand the different programmatic buying models (open auction, private marketplace, programmatic guaranteed).
• Apply best practices for programmatic advertising campaign management.
• Stay up-to-date with the latest trends and advancements in programmatic advertising.

Course Modules

• Introduction to Programmatic Advertising:
  • What is programmatic advertising and how does it work?
  • The history and evolution of programmatic advertising.
  • Key terminology and concepts in programmatic advertising.
  • Benefits of programmatic advertising for advertisers and publishers.
• The Programmatic Advertising Ecosystem:
  • Demand-Side Platforms (DSPs) and their functions.
  • Supply-Side Platforms (SSPs) and their role.
  • Ad Exchanges and their importance.
  • Data Management Platforms (DMPs) and their use.
  • Ad Networks and their place in the ecosystem.
• Real-Time Bidding (RTB):
  • How RTB works and its advantages.
  • The auction process and bidding strategies.
  • Understanding bid requests and responses.
  • Optimizing bids for maximum efficiency.
• Data and Targeting in Programmatic Advertising:
  • First-party, second-party, and third-party data.
  • Audience segmentation and targeting strategies.
  • Contextual targeting and its applications.
  • Behavioral targeting and its effectiveness.
  • Using data to personalize ad experiences.
• Programmatic Buying Models:
  • Open auction and its characteristics.
  • Private marketplaces (PMPs) and their benefits.
  • Programmatic guaranteed deals and their advantages.
  • Choosing the right buying model for different campaigns.
• Setting Up and Managing Programmatic Campaigns:
  • Choosing the right DSP for your needs.
  • Setting up campaigns and defining targeting parameters.
  • Creative management and optimization.
  • Budget allocation and campaign pacing.
• Optimizing Programmatic Campaigns:
  • Real-time campaign monitoring and adjustments.
  • A/B testing ad creatives and targeting strategies.
  • Analyzing campaign performance data and identifying areas for improvement.
  • Using data-driven insights to optimize campaigns.
• Measuring and Analyzing Programmatic Campaign Performance:
  • Key metrics and KPIs for measuring campaign success.
  • Reporting and data visualization tools.
  • Analyzing campaign data to understand ROI.
  • Attribution modeling in programmatic advertising.
• Advanced Programmatic Advertising Techniques:
  • Programmatic native advertising.
  • Video advertising and programmatic.
  • Connected TV (CTV) and programmatic.
  • Programmatic audio advertising.
• The Future of Programmatic Advertising:
  • Emerging trends and technologies.
  • Artificial intelligence and machine learning in programmatic advertising.
  • The impact of privacy regulations on programmatic advertising.
  • The evolving programmatic landscape.

General remarks

• Customizable courses are available to address the specific needs of your organization.
• The participant must be conversant in English
• Participants who successfully complete this course will receive a certificate of completion from Lenol Development Center.
• The course fee for onsite training includes facilitation training materials, tea break and lunch.
• Accommodation and airport pick up are made upon request
• For any inquiries reach us through info@lenoldevelopmentcenter.com or +254 710 314 746
• Payment should be made to our bank