DMA: Data and Marketing Association
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Course Details

Programmatic Marketing & Media Buying

Programmatic has changed the face of marketing today. Learn the evolution of today's programmatic landscape, including buying process and how to determine the “right” bid for your strategy.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

Programmatic has changed the face of marketing today. Do you know the players involved, the proper terminology or the right steps to take in order to maximize the impact of your programmatic spend?

In this module from DMA & MediaMath, you will learn the evolution of the digital and programmatic marketing landscape, understanding the foundations of modern programmatic marketing and media buying. Issues such as knowing the buying process, how to determine the “right” bid for your strategy, and pros and cons of different approaches will all be covered. You will also learn who the major players are and what terminology is used, to ensure that you are properly armed for a successful programmatic campaign.


  • Why Modern Digital Marketing Matters
  • Key Terminology
  • The Evolution of Digital
  • Real Time Bidding
  • The Programmatic Pathway
  • The Programmatic Umbrella
  • Header Bidding
  • The Publisher Waterfall


Michelle Said
Senior Manager, Certification & Curriculum Development MediaMath, New Marketing Institute Read Biography »

Section 1: Why Modern Digital Marketing Matters

  • Goal-based marketing
  • Traditional media planning process

Section 2: Key Programmatic Terminology

  • CPM
  • CPC
  • DSP
  • SSP
  • RTB
  • and more

Section 3: The Evolution of Digital

  • Demand & supply
  • Evolution of the ad network – pros & cons
  • Evolution of the ad exchange – pros & cons
  • Evolution of the SSP/DSP
  • The programmatic landscape

Section 4: Real Time Bidding

  • Programmatic vs. RTB
  • How RTB works
  • Determining the “right” bid
    • Behavioral / contextual / geographic / and other factors
    • Determining relative value

Section 5: Programmatic Pathway

  • Agencies
  • Trading desks
  • DSPs
  • Exchanges (public & private)
  • Ad networks (traditional & vertical)
  • Data suppliers
  • Creative optimization
  • Analytics
  • Verification
  • SSPs

Section 6: The Programmatic Umbrella

  • Public & private auctions vs. Programmatic direct
    • Programmatic guaranteed
    • Preferred deal
  • The publisher waterfall
  • Benefits of programmatic direct buys
  • Header bidding
  • Other channels on the horizon

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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