Introduction to Programmatic Advertising

Introduction to Programmatic Advertising

“Congratulations! You have made it: you have reached the last unit of the course. However, this is not the end. As you have learned, we are still in the midst of the programmatic revolution, which is constantly reaching new dimensions driven by innovation. Hopefully, this course has already prepared you for the future by understanding the basics of programmatic philosophy. Programmatic marketing is the revolutionary idea that technology can enable us to simultaneously deliver relevant and specific messages to people with simultaneous maximum scaling, something that seemed impossible for a long time. And now it's your turn to implement what you have learned! In the end, you will hold a document in your hand that contains your needs, your goals, and an initial assessment. If you then build on this and have an interest in going deeper into the topic of programmatic advertising—and activating the technology for your brand, your product, or your company—then, with your course project, you have an ideal starting document that you can use for your first conversation with an agency. In the previous unit, you will find attached a template compiling all the steps you need to follow in order to complete your project. Let me summarize them here once more: • Select a brand, a product, or a company for which you will imagine running marketing activities. You will use this example to determine to what extent the deployment of programmatic technology will be beneficial. This should be a real example. • Collect and define all marketing requirements according to the different categories: publishers or channels on which you want your message to appear; formats for your message; data usage to target your desired audience; marketing or advertising budget. • Run a self-evaluation to what degree the usage of programmatic technology seems beneficial regarding your specific marketing requirements. • Perform the final evaluation. Look holistically at your previous evaluation and write a short summary statement. Answer the question: to what degree does the usage of programmatic advertising technology make sense for this product?

Once you have finished, upload your project to the forum. You can do so by clicking on "Create your project". Share your results to get feedback from the community and me. It would be great if you could also explain the choices you have made and tell us if you have any doubts. I will be happy to answer any of the questions you might have along the way! I will try to get back to you as soon as possible. In the meantime, participate in the forum, comment on others' work, and interact with the community. I wish you a lot of success and a lot of fun! ”

Partial transcription of the video

“ Final Project Congratulations again. You've completed the content of your course, Introduction to Programmatic Advertising. For the final project, please remember everything we've talked about. We looked at traditional marketing and its distance and contrast with modern-day marketing. We've established that programmatic is using technology to make the process of digital marketing better. We've looked at the key software in this ecosystem, such as the DSP and the central character. We looked at the bunch of benefits derived from the centralization for companies, brands, media decision-make...”

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Course summary for: Introduction to Programmatic Advertising

• Level: Beginner
• 100% positive reviews (5)
• 464 students
• 4 units
• 12 lessons (1h 3m)
• 3 downloads

• Category

  Marketing & Business

• Areas

  Advertising, Digital Marketing, Marketing, Mobile Marketing, SEM