Introduction to Programmatic Advertising - Today's Digital Marketing Processes | Ben Silverstein | Skillshare

Introduction to Programmatic Advertising - Today's Digital Marketing Processes

Ben Silverstein, Digital Advertising Expert

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14 Lessons (1h 3m)
    • 1. Welcome to Programmatic Advertising - Digital Marketing in Today's World

      1:06
    • 2. High level, what is programmatic advertising and what are the advantages?

      4:23
    • 3. Digital Marketing Introduction - Qualifying Media and Ad Standards

      4:36
    • 4. How it Works - A walkthrough of the programmatic process

      5:01
    • 5. The Programmatic Process In Action - Walking Through the Process

      4:49
    • 6. Data Enhanced Ad Buys - Using DMPs to Make More Informed Buying Decisions

      3:30
    • 7. Programmatic vs. RTB - They are not one in the same, so what are they?

      4:18
    • 8. Reporting - Go beyond Impressions and Clicks and Discover Response, Win, & Fill

      4:08
    • 9. Setting Pricing in a Programmatic Environment

      6:52
    • 10. Auctions - An Introduction to First & Second Price Auctions in Digital Marketing

      3:31
    • 11. Traditional Waterfall - Digital Marketing Process of Serving an Ad

      8:51
    • 12. Header Bidding - Programmatic Advertising 2.0 - Digital Marketing's New King

      4:26
    • 13. Mobile Header Bidding - How This Auction Works Specifically In-App

      5:23
    • 14. Recap - Thank You - and Bonus Lecture!

      2:06

About This Class

Have you heard the term Programmatic Advertising before? What about RTB? Maybe you've heard of an SSP or a DSP or an exchange. But do you really know what these terms mean and what these companies do?

By 2020 programmatic advertising is expected to be a $65B a year industry, or about 20% of all digital ad dollars. This is up nearly 2,000% from just 2011. And industry of this size, with such explosive growth requires a lot work by many different companies. It also requires a complex system that results in benefits for all parties.

In Introduction to Programmatic Advertising I'll walk you through the process of a programmatic ad buy, the ad-tech companies involved, and the benefits for both advertisers and publishers. I'll breakdown the ecosystem piece by piece in order to clearly explain what "programmatic" actually means.

By taking this course you'll be joining over 7,000 students that I've taught to date in over 130 countries. My classes on digital advertising have received hundreds of 5 star reviews from seasoned media professionals, to recent college grads. I know you'll not only learn something from this course, but you'll enjoy the experience.

Overview: Get immersed into the world of programmatic advertising. In this introductory level course, designed for those with an intermediate understanding of the digital marketing space, I'll explain exactly what programmatic advertising actually is, and how it's executed. I use simple visuals to illustrate complex systems, and provide clear definitions for industry terms and short-hand. It is perfect for anyone who is interested in advertising their business online, looking for a job in digital media planning, wondering how major brands decide to place an ad online, a student focusing on marketing and advertising, or those who are generally interested in how the ads you see online are created and served to you.

Course Subjects:

  1. Define Digital Advertising - What is considered digital advertising

  2. Ad Sizes & Standards - Which ad sizes and units are actually covered in a programmatic buy

  3. Common Pricing Models - What are the common pricing models and the formulas to calculate

  4. Ad-Tech Companies - There are lots of different companies that handle programmatic, but they all have different traits that make them unique and valuable

  5. Publisher Integrations - How does a publisher like a website or mobile app, actually go about working with a programmatic tool

  6. Programmatic Process - We'll visualize the actual process of executing a buy

  7. Using Data to Inform Buys - Data is the new oil and that's no different in programmatic. We'll discuss how companies can use data to enhance their buys

  8. Programmatic vs. RTB - These two terms are used together a lot, but they are not the same thing

  9. Pricing The Bid - How do both publishers and advertisers decide how much to price their bids

  10. Auction Types - To execute a bid there must be an auction, but there are multiple kinds to review

  11. Reporting - What information is reported with a programmatic buy and why is it important

129

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The level is determined by a majority opinion of students who have reviewed this class. The teacher's recommendation is shown until at least 5 student responses are collected.

Ben Silverstein

Digital Advertising Expert

Ben Silverstein is an award winning digital media professional with over a decade of experience working in the digital space. He's managed tens of millions of dollars for local, national, and international brands including Six Flags Amusement Parks, Giorgio Armani, Cafe de Columbia, William Grant & Sons, and the FDA Real Cost which won a 2015 gold Effie in the Disease Awareness and Education category. When he's not teaching on Udemy, Silverstein works full time in the mobile advertising space...

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