Learn the inner workings of a massive digital industry - How advertisers use programmatic to execute their digital buys
InstructorBen SilversteinInstruction covers complex auction mechanics, including first and second price auctions, bid shading adjustments, and mobile in-app header bidding.
The course provides clear definitions for industry jargon and uses visuals to explain the programmatic ecosystem.
Editorial course preview
These 4 complementary views highlight concrete, legible examples from the course presentation.
This diagram illustrates the programmatic advertising ecosystem, mapping the flow between Publishers, Advertisers, and Data Management Platforms through Supply-Side and Demand-Side platforms.
This slide illustrates the Real-Time Bidding process by mapping specific ad-tech companies to their roles as Supply Side Platforms or Demand Side Platforms.
This slide illustrates how programmatic advertising uses structured data, linking a mobile app's user context to specific JSON parameters for ad targeting.
This slide outlines supply-side optimization goals in programmatic advertising, providing a concrete example with one million available impressions, a $1.00 CPM floor, and a 10% fill rate.
Learner signals suggest a need for more hands-on experience and direct demonstrations of industry tools.
The curriculum aligns well with the stated goals of digital marketing students and professionals.
