Discover Programmatic Advertising

Learn the fundamentals of programmatic advertising and discover how programmatic platforms can deliver more effective marketing campaigns with greater spend efficiency. After completing this foundational learning path, you'll be able to: Describe programmatic advertising and how it works Articulate programmatic industry platform types and how they interact with each other Illustrate the benefits of programmatic technologies for marketers and media buyers Explain the benefits of programmatic advertising for marketers for every type of campaign Discuss real-time bidding auctions and ad delivery, and describe additional transaction options available through Demand-Side Platforms (DSPs) Summarize common campaign targeting capabilities in DSPs Identify the difference between manual and automated optimization techniques Recognize which “traditional” media types have adopted programmatic technology and terminology