Description:

Programmatic is one of the “hot” words in advertising.  The different taxonomy with terms such as private auctions, preferred deals and automated guaranteed makes it quite confusing to understand the fundamentals. Join 4 hours of intensive training to get the foundation of the new data driving media landscape. Who are the players? Why does media evolve this way? And most important: what does it mean for you as a marketeer.

As a marketer you need to understand and know the basics – otherwise the result can be quite dramatic. How do you make sure your ad is not showing in inappropriate places? How do you make sure you are not bidding against yourself driving up the prices? How do you know that all the trafic you pay for is not coming from robots? How can you make sure your banner is actually shown? Can you buy programmatic yourself or do you need to use an expert?

The media landscape is changing rapidly and in the future most media will be bought through some kind of programmatic buying method. Today digital advertising and radio – tomorrow TV and outdoor will follow.

Now is the time to understand the fundamentals.

Learnings:

• What is programmatic buying?
• What is the difference between Programmatic vs Real-Time-Bidding (RTB)?
• What and who do you pay in the new business model?
• Who are the main players in the market?
• Why is viewability important?
• Why is Online Traffic Fraud important and what do you need to know about it?
• Should you buy though experts or take care of the buying in-house?
• What is the importance of creative storytelling?
• Why can your procurement team be a challenge?

Level: beginner

Target group:

• The training is relevant for any CMO or marketer with the desire of learning the fundamentals about programmatic. After the training you will be able to ask the right Q and take a confident decision about your marketing spend and KPIs.

Key Take-aways:

• What is programmatic?
• What ares the most crucial things to know about programmatic?
• How do I get started using programmatic?

About the expert:

Louise Kloster

Marketing Director at Microsoft Advertising Europe