Advanced Programmatic Advertising And Real-time Bidding (rtb) Training Course

Introduction

The world of digital advertising is constantly evolving, and programmatic advertising has become a cornerstone of online marketing strategies. Programmatic advertising uses technology and algorithms to automate the buying and selling of digital ad inventory, allowing for more efficient, targeted, and data-driven campaigns. Real-Time Bidding (RTB) is a key component of this process, enabling advertisers to bid for ad impressions in real-time, ensuring they reach their target audience at the perfect moment. This advanced training course on Programmatic Advertising and RTB equips marketers with the tools, strategies, and insights necessary to leverage these technologies effectively for their advertising campaigns.

Target Audience

This training course is designed for digital marketers, advertising professionals, media planners, and campaign managers who are looking to expand their expertise in programmatic advertising and RTB. It is ideal for professionals with a basic understanding of digital advertising who wish to deepen their knowledge of advanced programmatic techniques, RTB strategies, and campaign optimization. This course is also suitable for those involved in strategy development, digital ad operations, and performance measurement within advertising teams.

Course Objectives

Upon completion of this course, participants will:

Understand Programmatic Advertising at an Advanced Level

• Gain a deeper understanding of the key components of programmatic advertising, including Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), Data Management Platforms (DMPs), and Ad Exchanges.
• Learn how programmatic technology is integrated into digital advertising ecosystems and its role in campaign automation.

Master Real-Time Bidding (RTB) Strategies

• Learn the mechanics of RTB and how ad exchanges facilitate the auctioning process in real time.
• Understand the bidding strategies and techniques used to optimize ad spend and maximize ROI.
• Explore the benefits and challenges of RTB, including inventory management, targeting, and bid optimization.

Optimize Campaign Performance Using Data and Analytics

• Learn how to use data-driven insights to optimize programmatic campaigns and make real-time decisions.
• Understand the role of data segmentation, targeting, and personalization in driving better results.
• Discover how to measure campaign effectiveness and optimize KPIs using advanced analytics tools.

Utilize Advanced Targeting Techniques

• Explore audience segmentation, retargeting, and dynamic creative optimization for more personalized ad delivery.
• Understand how first-party, second-party, and third-party data can be used to enhance targeting accuracy and ad relevancy.

Stay Updated on Industry Trends and Best Practices

• Examine the latest trends in programmatic advertising, including connected TV (CTV), mobile programmatic, and AI-driven advertising solutions.
• Learn the best practices for programmatic campaign management, including creative development, cross-channel execution, and real-time adjustments.

Address Ethical and Legal Considerations

• Understand the ethical implications of programmatic advertising, such as privacy concerns, data security, and transparency in RTB.
• Learn how to comply with regulations, including GDPR and other data protection laws, in the context of programmatic campaigns.

By the end of the course, participants will have a comprehensive understanding of advanced programmatic advertising and RTB techniques, empowering them to manage complex campaigns, improve ad performance, and navigate the ever-changing landscape of digital advertising.

Duration

10 Days

Course content

Introduction to Programmatic Advertising

• Overview of programmatic advertising and its significance in the digital marketing ecosystem.
• Key terminology and concepts in programmatic advertising.
• Evolution and impact of programmatic on digital marketing.

How Programmatic Advertising Works

• The programmatic advertising ecosystem (DSP, SSP, DMP, Ad Exchange).
• The role of automation and algorithms in media buying and selling.
• Types of programmatic ad buying (Direct, RTB, Private Marketplace).

Understanding Real-Time Bidding (RTB)

• Mechanics of RTB auctions and how advertisers bid for impressions in real time.
• Differences between RTB and traditional ad buying models.
• How RTB optimizes ad inventory and pricing.

Key Platforms in Programmatic Advertising

• Introduction to Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs).
• Data Management Platforms (DMPs) and their role in data aggregation and segmentation.
• Ad Exchanges and the integration of all programmatic components.

Audience Targeting in Programmatic Advertising

• First-party, second-party, and third-party data for segmentation.
• Techniques for audience segmentation and behavior-based targeting.
• Dynamic targeting and real-time adjustments.

Advanced Bidding Strategies in RTB

• Automated bidding strategies: CPC, CPM, CPA, and CPCV.
• Bid optimization techniques: Dynamic bidding, priority bidding, and floor pricing.
• How to adjust bids based on time, location, device, and audience.

Creative Optimization in Programmatic Campaigns

• Dynamic Creative Optimization (DCO) for personalized ad creatives.
• Understanding creative formats for programmatic ads (Display, Video, Native).
• Best practices for optimizing ad creatives for multiple devices and formats.

Data Analysis for Programmatic Advertising

• Understanding data measurement in programmatic campaigns.
• Analyzing the performance of ads through KPIs (CTR, ROI, conversion rates).
• Using analytics tools to monitor and adjust campaign performance in real-time.

Cross-Channel Programmatic Advertising

• Integrating programmatic ads across multiple channels (Display, Mobile, Video, Social).
• Programmatic advertising for connected TV (CTV) and over-the-top (OTT) platforms.
• The role of programmatic in omnichannel strategies.

Brand Safety and Ad Fraud Prevention

• Identifying and mitigating risks in programmatic advertising (Ad fraud, invalid traffic).
• Tools and techniques for ensuring brand safety in programmatic campaigns.
• Using whitelists, blacklists, and verified inventory for safer media buying.

Programmatic Advertising for Mobile Devices

• Mobile programmatic advertising: Formats, strategies, and best practices.
• Retargeting and geofencing techniques for mobile programmatic ads.
• Mobile DSPs and mobile-specific RTB strategies.

Advanced Attribution and ROI Measurement

• Attribution models in programmatic advertising (Last-click, Multi-touch, and Algorithmic).
• Measuring and attributing the impact of programmatic ads on ROI and conversions.
• Using attribution to optimize programmatic spending and performance.

The Role of Artificial Intelligence (AI) in Programmatic Advertising

• How AI is transforming programmatic advertising and RTB.
• Machine learning algorithms for predictive ad targeting and bid optimization.
• AI-powered tools for campaign management and creative automation.

Ethics, Privacy, and Compliance in Programmatic Advertising

• Data privacy concerns and compliance with regulations like GDPR and CCPA.
• Ethical issues in programmatic advertising and RTB.
• Maintaining transparency and trust with consumers in programmatic campaigns.

The Future of Programmatic Advertising

• Emerging trends in programmatic advertising (Blockchain, AI, 5G).
• The growing role of programmatic in eCommerce, influencer marketing, and social media.
• Preparing for the future of programmatic with upcoming technologies and strategies.

These modules provide an in-depth exploration of advanced topics in programmatic advertising and RTB, offering hands-on techniques, tools, and strategies to enhance digital advertising skills and drive results in an increasingly complex digital marketing landscape.

Training Approach

This course will be delivered by our skilled trainers who have vast knowledge and experience as expert professionals in the fields. The course is taught in English and through a mix of theory, practical activities, group discussion and case studies. Course manuals and additional training materials will be provided to the participants upon completion of the training.

Tailor-Made Course

This course can also be tailor-made to meet organization requirement. For further inquiries, please contact us on: Email: info@skillsforafrica.org, training@skillsforafrica.org  Tel: +254 702 249 449

Training Venue

The training will be held at our Skills for Africa Training Institute Training Centre. We also offer training for a group at requested location all over the world. The course fee covers the course tuition, training materials, two break refreshments, and buffet lunch.

Visa application, travel expenses, airport transfers, dinners, accommodation, insurance, and other personal expenses are catered by the participant

Certification

Participants will be issued with Skills for Africa Training Institute certificate upon completion of this course.

Airport Pickup and Accommodation

Airport pickup and accommodation is arranged upon request. For booking contact our Training Coordinator through Email: info@skillsforafrica.org, training@skillsforafrica.org  Tel: +254 702 249 449

Terms of Payment: Unless otherwise agreed between the two parties’ payment of the course fee should be done 5 working days before commencement of the training.