Basic Programmatic Advertising

Programmatic advertising foundations

14 November 2019, Malaysia

Course Introduction

Programmatic advertising foundations

Programmatic advertising foundations

Programmatic advertising is arguably the most important trend in advertising that is a necessitating a root and branch reformation of every tier of the media industry. It is constantly evolving. From online ads and video to digital out-of-home, streaming, voice and TV, the sheer number of options can make it feel like an impenetrable process to understand especially in the planning and execution phase.

Learn directly from an experienced digital marketing advertising professional the basics of what programmatic advertising is all about. This course covers all you need to know about the basic principles of programmatic implementation, planning as well as the relevant topics of data tools, measurement and brand safety, which are essential to build your knowledge in programmatic advertising.

This workshop is suitable for client-side marketers or account planners from agencies new to programmatic advertising.

The Trainer

Vicki Lyon

Consultant
Prohaska Consulting

Vicki has worked across all aspects of the digital media space with broad experience across multi platform, video, display, DOOH, programmatic and mobile, having created commercial opportunities for publishers, ad networks, telecommunications, and ad exchanges across APAC and Africa.

Vicki has successfully established several businesses in the Asia Pacific region; SpotXchange, a programmatic video ad exchange; Ooyala’s AdTech platform for Broadcasters, the first US ad network to be introduced to the region; SiteTour, the first SSP for digital out of home; Tribal Fusion; and she was responsible for the commercialisation of Vogue.com.au and Taste.com.au.

More About The Trainer

Vicki also spent some time at Telstra, Australia’s largest telecommunications service provider, building out their adtech strategy and was instrumental in the acquisition of video ad server, VideoPlaza.

She is passionate about the digital marketing growth in the region and partakes through advocacy, education and innovation.

Agenda

Course Agenda

  • The future of programmatic in SEA
  • Types of ad inventory
  • Linking your data and technology ecosystems: Adtech and martech
  • Brand safety, verification and ad fraud
  • Measuring programmatic
  • Planning your programmatic campaign
  • Understand your partners, define your creative, set up analytics and reporting
  • Run your programmatic campaign, optimise against your objectives, leverage your data and insights for future work
  • Learn all about DSP, SSP, PMP, DMP
  • Learn how real-time bidding works

Contact Winnie Lim at winniel@marketing-interactive.com or call +6014 3843 323 to book your seat now!

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Key Takeaways

How You Can Benefit!

  • Develop essential skills in understanding programmatic, a growing field that has in-demand skills both in-house at clients and also across agencies
  • Understand the programmatic ecosystem, including advertising technology and data providers, and the role they play in helping you to implement effective advertising
  • Understand the components that go into developing a programmatic advertising strategy
  • The right questions to ask your agency and technology partners, or your client
  • Increase your career opportunities by building your digital knowledge and skills – you will learn how this ties into your overall digital marketing planning

Who Should Attend

This course is designed for client-side marketers and agency account planners who wish to learn the basics of programmatic advertising for their campaigns.

  • Marketing Executives and Managers
  • Advertising Executives and Managers
  • Media Executives and Managers
  • Digital Marketing Executives and Managers
  • Publishers
  • And other marketing professionals from the brand-side and agencies who are interested to learn basic programmatic advertising

Participants are encouraged to bring along their laptops.

Masterclass Pricing

*Human Resources Development Fund (HRDF)

Malaysia – Under the Human Resources Development Fund (HRDF), registered employers can claim rebates for trainings conducted by an overseas trainer/ training provider. For more information, please download here.

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