Programmatic Trading

Table of Contents


Course Description

Programmatic advertising’s ever growing presence in Canada continues to change the way digital media is bought and sold. In 2015, approximately 48% of all digital display was sold programmatically! Get up-to-speed on the basics of programmatic and more in our one-day in-person course taught by industry leaders.

The course will give you an overview of the programmatic landscape in Canada, who the major players are, what the tools of the trade are as well as how it is planned and measured. The primary focus is on the buying side of the process but also covers supply side, publishers and advertisers plus data.

This course was developed and is maintained by a committee of peers from across the industry.

What You'll Learn

  • Understand how programmatic buying works and where it fits in the current digital media buying process.
  • Understand the opportunities, threats, strengths and weaknesses posed by this new method of transacting digital advertising.
  • Learn about the various types of ad exchanges buyers and sellers can access including display, mobile, video and social media

Instructor

Montreal 
– Alexandre Henault, Vice President, ventes numériques / Digital Sales at Québecor Média, Quebecor

Toronto
– Shawn Ng, Yield Manager at Kijiji
– Michelle Primrose, Director of Client Solution at Cadreon

Who Should Attend?

This is an introductory course of value to all marketers, agency account directors, media planners and buyers, publishers and sales people new to programmatic trading

All attendees should have a good understanding of online display advertising  prior to taking this course.

Dates & Locations

City Language Date Venue
Toronto English  May 8th, 2017 IAB Canada, 2 St. Clair Ave W Suite 602
Montreal  English September 12th, 2017 Mediative, 7300-1751 Richardson
Toronto English  October 23rd, 2017 IAB Canada, 2 St. Clair Ave W Suite 602
Vancouver English  October 24th, 2017 TBD

Note:

  • This course will run from 10:00am – 5pm and include a break for the provided lunch.

Curriculum

1.0 Introduction

1.1 What is Programmatic?

1.2 What is Real-Time Bidding?

1.3 The Current State of Programmatic

2.0 The Shift to Programmatic

2.1 Why advertisers are moving to Programmatic

2.2 How Programmatic Compares to Traditional Digital

3.0 How Programmatic Works

3.1 The Mechanics of Real Time Bidding

3.2 Ad Serving in Real-Time Bidding

4.0 Forms of Programmatic

4.1 The Open Exchange

4.2 Private Exchanges

4.3 Preferred Deals

4.4 Programmatic Guaranteed

5.0 The Programmatic Landscape

5.1 The Evolution of Display Advertising
5.2 The Canadian Landscape

6.0 Buying Programmatically

6.1 Key Benefits of Programmatic

6.2 DSPs – What are they?

6.3 DSPs – How to select the right one

6.4 DSPs – What they can help you acheive

6.5 Agency Trading Desks

7.0 The Programmatic Planning Process

7.1 The Media Planning & Buying Workflow
7.2 Where does programmatic fit into this workflow?

7.3 How the Marketer Benefits

7.4 Trading Desks & Ad Agencies

8.0 Selling Programmatically

8.1 Why Sell?

8.2 Ad Exchanges

8.3 SSPs – What are they?

8.4 SSPs – How to select one

8.5 The Publisher Waterfall

8.6 Header Bidding

8.7 Yield Management

9.0 Data Sources

9.1 Where Does Data Come From?
9.2 What is 1st party, 2nd & 3rd party data?
9.3 Cookies
9.4 Pixels and Tags

10.0 DMPs

10.1 What are DMPs?

10.2 How DMPs Work

10.3 Types of DMPs

11.0 Creative Considerations

11.1 What to consider
11.2 Successful Creative Management Tips

12.0 Programmatic Hot Topics

12.1 Fraud – Different Types
12.2 Fraud – How to Avoid it
12.3 Transparency
12.4 Viewability

13.0 The Future of Programmatic

13.1 Programmatic TV
13.2 Programmatic OOH
13.3 Cross-Device

Course Policies

Cancellation

If an attendee cancels his or her registration more than 14 days before the date of the seminar, the amount paid for the cancelled registration will be refunded in full. Registrations cancelled within 14 days of the seminar date will NOT be refunded.

NOTE: Only 2 cancellations or registrant substitutions are allowed per company, per Course. A charge of $100 will apply to each additional cancellation or registrant substitution.

In the event that IAB Canada needs to cancel any seminar(s), a full refund or an opportunity to attend an equivalent future seminar(s), at the option of the attendee, will be provided by IAB Canada. However, IAB Canada shall not be responsible for, or offer any monetary compensation for, any expenses incurred by the registrant or attendee (including, but not limited to, non-refundable airline tickets, hotel fees or change fees) due to such a cancellation.

Payment

Your email confirmation represents receipt of payment and confirmation for your seat(s) for the seminar(s). You are not confirmed until payment in full is received by IAB Canada, and a confirmation email is sent to you.

Copyright

Each binder of printed materials provided by IAB Canada is meant for the exclusive use of the individual attendee, and no portion of any of the printed materials provided by IAB Canada may be scanned, copied, reproduced or in any other way distributed or made available for use by anyone but the original individual registrant or attendee at the seminar(s).

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