Programmatic Advertising Foundations

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