Learn Programmatic Advertising with The Programmatic University

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Learn Programmatic Advertising and discover how the most successful advertisers in the world are using programmatic advertising to surpass their business goals. At The Programmatic University, we offer live programmatic training courses for marketers at all levels of experience.

What is Programmatic Advertising?

Programmatic Advertising is the application of data and technology in media. It is often used to automate the buying and selling of media across multiple advertising channels.

The Display Trading Council define programmatic as: 

“The use of automation in buying and selling of media, programmatic can apply to anything from display to digital out-of-home and television.”  

This is a great definition because it expands previous definitions of buying display ads in real-time.

Marketing Land defines programmatic as: 

“Programmatic advertising helps automate the decision-making process of media buying by targeting specific audiences and demographics. Programmatic ads are placed using artificial intelligence (AI) and real-time bidding (RTB) for online display, social media advertising, mobile and video campaigns, and is expanding to traditional TV advertising marketplaces.”  

While this definition covers key areas such as automation, real-time bidding and multiple channels, programmatic advertising does not always use artificial intelligence.

Why is Programmatic Advertising Important?

Programmatic is growing rapidly across the globe due to the huge increase in available data and the prevalence of technologies that harness it. Because of this, current and aspiring marketers need to learn how it works.

Emarketer predicts that automation will account for $59.45 billion in ad dollars this year, or 84.9% of the US digital display ad market. That percentage is expected to hit 87.5% of US digital display spend by 2021 as seen in the graph below.

Graph showing US Programmatic Digital Display Ad Spend from 2016-2021.

How Is It Used?

Programmatic advertising can be used in many different ways due to the various technologies and advertising channels that can use it. It is relevant to both branding and performance campaigns due to the diversity of buy types and channels available. 

For example:

  • Advertisers may utilise real-time bidding, a form of programmatic ad buying, to buy display ads across an open exchange. This is to source an audience they have identified as a high value target across a wide range of inventory sources.
  • Advertisers may also utilise a Guaranteed Deal based buy with an audio publisher. This is so they can secure premium inventory that may not be available to everyone, and fulfil branding awareness objectives.

Each channel and buy type hold differing levels of relevancy for performance and branding activity, this will be determined by an advertiser's goals.

Advertisers typically use DSPs (Demand Side Platforms) to buy ads programmatically. However, it is worth noting that the programmatic ecosystem is made up of several types of technologies to facilitate automated and data-driven buying and selling. These include, but aren't limited to;

  • SSPs - Supply Side Platforms
  • Ad-Servers
  • DCO - Dynamic Creative Optimisation
  • Verification Providers
  • DMPs - Data Management Platforms

Programmatic is a key part of digital marketing as it allows brands to leverage their data and identify their target audiences at scale. It allows brands to serve the right message, to the right user and at the right time. As a result, they see a reduction in wasted ad spend and greater performance.

How To Learn Programmatic Advertising

There are a huge amount of resources online that share the latest news and developments in the programmatic ecosystem. Two popular websites are;

These websites also frequently share thought pieces from industry experts on a variety of programmatic topics. Our sister company, The Programmatic Advisory, has frequently contributed to these.

However, for those that are new to programmatic advertising, the content on these sites can be a bit overwhelming. Many of the articles posted will require at least a basic understanding of the technologies, strategies and companies in the ecosystem.

Technologies in the ecosystem, such as DSPs, also provide courses on programmatic theory. They can be a good place to start when learning about the technologies involved and how to use them. However, these courses can often be prerecorded and don't provide insight into best practices.

At The Programmatic University, we provide online training that solves these challenges.

  • Practical training from industry experts to identify and implement best practices.
  • Live classroom training session to answer your specific questions. 
  • Tasks to reinforce your understanding of various topics.
  • Regularly updated content to stay ahead of a fast-paced industry.
  • Beginning, Intermediate and Expert training sessions for all levels of understanding.

We host training courses weekly and offer a wide range of topics. Browse our courses to find one that is relevant to your needs or contact us for more information!

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