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DMA: Data and Marketing Association
Consumer Help
digital-marketing

Programmatic Marketing & Media Buying

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Overview

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.

Topics

  • 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

About The Instructor

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Michelle Said
Michelle Said is the Senior Manager, Certification and Curriculum Development with the New Marketing Institute. In addition to overseeing and editing documen... Read More »

Course Pricing

  • dollar Member - $99
  • dollar Non-Member - $149
See DMA Member Benefits »

Course Duration

  • 35 min.

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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.

Try:
  • “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.

Want to do even more with this topic? Join the Mobile & Digital Community and participate in knowledge sharing, best practice development, leadership building and networking with DMA members from across the globe. Please note, you must be a DMA member to participate in this group.
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