Programmatic advertising’s ever growing presence in Canada continues to change the way digital media is bought and sold. In 2020, it was estimated that programmatic accounted for 80% + of all digital display ad spend and that number is expected to continue to rise. Get up-to-speed on the basics of programmatic and much more with our all intensive in-person course.

Programmatic buying and selling advertising has gotten so big we couldn’t cover it all in just one day!

Day one of the course will give you an overview of programmatic advertising; how it works, who the major players are, what the essential tools of the trade are as well as how it is planned and measured. The primary focus is on the buy side of the process, though the supply side is also covered, so as to give you a complete picture of the ecosystem. During the course we will also take a look at data and its role in programmatic advertising: various types of data, how it is sourced, how it’s used in programmatic advertising and the legalities surrounding it.

To finish the course we do live tech demonstrations so you can see how data is used in SSPs (Supply Side Platforms) and DSPs (Demand Side Platforms) to create successful programmatic campaigns.

Come with your questions and get ready to learn!

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

Learning Outcomes

  • Understand how programmatic advertising works and where it fits in the current digital media buying process
  • The various methods buyers and sellers can use to buy programmatically
  • How data can be sourced and used in programmatic advertising

Who Should Attend?

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

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

Dates and Locations

Mar 15, 202310:00 am – 5:00 pmEnglishVirtual
Mar 16, 20239:00 am – 12:00 pmEnglishVirtual

***Day one of the course will run from 10am to 5pm, day two will run from 9am to 12pm***


  • Course includes a break for lunch
  • Course end times may vary
  • All courses times are list as EST



1.0 Introduction

  1. 1.1: What is Programmatic?
  2. 1.2: What is Real-Time Bidding?
  3. 1.3: The Current State of Programmatic

2.0 The Shift to Programmatic

  1. 2.1: Why Brands are moving to Programmatic
  2. 2.2: How Programmatic Compares to Traditional Digital

3.0 How Programmatic Works

  1. 3.1: The Mechanics of Real Time Bidding
  2. 3.2: Ad Serving in Real-Time Bidding

4.0 The Programmatic Landscape

  1. 4.1: The Evolution of Display Advertising
  2. 4.2: The Canadian Landscape

5.0 Forms of Programmatic

  1. 5.1: The Open Exchange
  2. 5.2: Private Exchanges
  3. 5.3: Preferred Deals
  4. 5.4: Programmatic Guaranteed

6.0 Buying Programmatically

  1. 6.1: Key Benefits of Programmatic
  2. 6.2: DSPs – What are they?
  3. 6.3: DSPs – How to select the right one
  4. 6.4: DSPs – What they can help you acheive
  5. 6.5: Agency Trading Desks

7.0 The Programmatic Planning Process

  1. 7.1: The Media Planning & Buying Workflow
  2. 7.2: Where does programmatic fit into this workflow?
  3. 7.3: How the Marketer Benefits
  4. 7.4: Trading Desks & Ad Agencies

8.0 Selling Programmatically

  1. 8.1: Why Sell?
  2. 8.2: Ad Exchanges
  3. 8.3: SSPs – What are they?
  4. 8.4: SSPs – How to select one
  5. 8.5: The Publisher Waterfall
  6. 8.6: Header Bidding
  7. 8.7: Yield Management

9.0 Data

  1. 9.1: Data overview
  2. 9.2: 1st party, 2nd & 3rd party data

10.0 DMPs

  1. 10.1: What are DMPs?
  2. 10.2: How DMPs Work
  3. 10.3: Types of DMPs

11.0 Creative Considerations

  1. 11.1: What to consider
  2. 11.2: Successful Creative Management Tips

12.0 Programmatic Hot Topics

  1. 12.1: Fraud – Different Types
  2. 12.2: Fraud – How to Avoid it
  3. 12.3: Transparency
  4. 12.4: Viewability

13.0 The Future of Programmatic

  1. 13.1: Programmatic TV
  2. 13.2: Programmatic OOH
  3. 13.3: Cross-Device


1.0 Data Overview

1.1: The Importance of Data
1.2: 1st, 2nd, and 3rd party data review
1.3: Probabilistic & Deterministic Data

2.0 Data Sourcing

2.1: Cookies & Pixels
2.2: Data Sharing
2.3: Audience Buying and Selling
2.4: Evaluating Data Partners

3.0 Data in Motion

3.1: Gathering Existing Data
3.2: Using Your First Party CRM Data
3.3: Retargeting
3.4: Location Based Ads
3.5: Look-a-like Modeling
3.6: Attribution in Programmatic

4.0 Let's Talk Legal

4.1: Self-Regulation
4.2: CASL
4.4: GDRP
4.5: COPPA and Advertising to Children

5.0 Tech Demonstrations

5.1: DSP Demonstration
5.2: SSP Demonstration


  • I took part in the Programmatic Trading Course and it was THE BEST programmatic training course I have ever attended.– Victor Genova, Digital Account Executive, Blue Ant Media
  • IAB Canada is a wonderful source of up to date, Canadian information about best practices, trends and skills.  – Jacqueline Cook, Professor, George Brown College
  • The Programmatic trading course is a key course for all digital and advertising marketing teams in Canada.  Not only gives you a wide and updated perspective of programmatic ecosystem but sets you in the right direction of where the industry is heading to in the digital environment. – Javier Zambrano, Sheridan College
  • Great course! As a salesperson, I feel empowered and confident to have better client/agency conversations.  Looking forward to putting these learnings and practices to use.  Would recommend to colleagues, digital media buyers or sellers that want to get up to speed on the latest programmatic trends.  – Nina Sturm, Digital Account Executive, Metroland Media

Course Policies


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.


Please provide 48 hours notice before the course if you wish to transfer to the next session or transfer to a different course. Requests made less than 48 hours notice will not be accommodated.


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


All printed materials provided by IAB Canada are 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 session(s).