Programmatic Advertising & Real-time Bidding (rtb): Mastering Data-driven Ad Buying

Introduction

Programmatic Advertising & Real-Time Bidding (RTB) training equips professionals with the methodologies to leverage data-driven strategies for efficient and effective digital advertising. This course focuses on analyzing programmatic advertising platforms, implementing real-time bidding techniques, and understanding the impact of data targeting on campaign performance and ROI. Participants will learn to utilize demand-side platforms (DSPs), develop audience segmentation strategies, and understand the intricacies of optimizing ad placements and bid strategies. By mastering programmatic advertising and RTB, professionals can enhance their ability to reach targeted audiences, optimize ad spend, and contribute to a more data-driven and successful digital advertising strategy.

The increasing demand for targeted and efficient digital advertising necessitates a comprehensive understanding of programmatic advertising and RTB best practices. This course delves into the nuances of data management platforms (DMPs), supply-side platforms (SSPs), and ad verification, empowering participants to develop and implement tailored programmatic campaigns. By integrating data analysis expertise with advertising acumen, this program enables individuals to lead initiatives that maximize campaign performance and drive revenue growth.

Target Audience:

• Digital marketers
• Media buyers
• Advertising managers
• Marketing analysts
• E-commerce managers
• Programmatic advertising specialists
• Data analysts
• Marketing directors
• Individuals interested in programmatic advertising
• Advertising agency professionals

Course Objectives:

• Understand the principles and ecosystem of programmatic advertising and real-time bidding (RTB).
• Implement techniques for utilizing demand-side platforms (DSPs) for ad buying.
• Understand the role of data management platforms (DMPs) in audience segmentation and targeting.
• Implement techniques for developing and executing real-time bidding (RTB) strategies.
• Understand the principles of ad verification and brand safety in programmatic advertising.
• Implement techniques for optimizing ad placements and bid strategies for maximum ROI.
• Understand the role of supply-side platforms (SSPs) in publisher inventory management.
• Implement techniques for analyzing programmatic campaign performance and reporting.
• Understand the legal and ethical considerations related to programmatic advertising data.
• Develop strategies for integrating programmatic advertising with overall marketing strategies.

DURATION

5 Days

COURSE CONTENT

Module 1: Foundations of Programmatic Advertising and RTB

• Principles and ecosystem of programmatic advertising and real-time bidding (RTB).
• Understanding the programmatic advertising landscape and key technologies.
• Benefits of data-driven ad buying.
• Historical context and evolution of programmatic advertising.

Module 2: Demand-Side Platforms (DSPs)

• Techniques for utilizing demand-side platforms (DSPs) for ad buying.
• Implementing DSP campaign setup and management.
• Utilizing DSP targeting and optimization features.
• Managing DSP campaigns.

Module 3: Data Management Platforms (DMPs)

• Role of data management platforms (DMPs) in audience segmentation and targeting.
• Understanding DMP data collection and management.
• Implementing DMP audience creation and activation.
• Managing DMP data.

Module 4: Real-Time Bidding (RTB) Strategies

• Techniques for developing and executing real-time bidding (RTB) strategies.
• Implementing bidding algorithms and bid optimization techniques.
• Utilizing RTB for audience targeting and campaign delivery.
• Managing RTB.

Module 5: Ad Verification and Brand Safety

• Principles of ad verification and brand safety in programmatic advertising.
• Understanding ad fraud detection and prevention.
• Implementing brand safety measures and guidelines.
• Managing ad verification.

Module 6: Ad Placement and Bid Optimization

• Techniques for optimizing ad placements and bid strategies for maximum ROI.
• Implementing A/B testing and optimization techniques.
• Utilizing placement targeting and bid adjustment strategies.
• Managing optimization.

Module 7: Supply-Side Platforms (SSPs)

• Role of supply-side platforms (SSPs) in publisher inventory management.
• Understanding SSP auction dynamics and inventory management.
• Implementing SSP integration and publisher partnerships.
• Managing SSPs.

Module 8: Programmatic Campaign Analysis and Reporting

• Techniques for analyzing programmatic campaign performance and reporting.
• Implementing programmatic campaign metrics and reporting dashboards.
• Utilizing data visualization and performance analysis tools.
• Managing campaign analysis.

Module 9: Legal and Ethical Considerations

• Understanding the legal and ethical considerations related to programmatic advertising data.
• Implementing data privacy and compliance measures.
• Utilizing ethical guidelines for programmatic advertising practices.
• Managing data ethics.

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.