Overview
Many advertisers are using programmatic approaches to effectively target consumers across all the digital media. Many also appreciate the efficiency in value and transactions they could achieve through programmatic buying. Therefore programmatic buying is now essential to any media buyer’s digital strategy.
According to research programmatic buys accounted for 960 million Euro of 2.13 billion euro spent on display ads across the internet and mobile in the UK last year. Programmatic allows brands to run optimized, targeted cross-device campaigns, with the programmatic buying and selling of ad space via real-time bidding platforms (RTB) and ad exchanges. Programmatic is essential for advertisers and agencies aiming to keep costs low by automating the ad buying process while targeting the right audience.
Do your display ads have great content, great experiences and great stories to consumers? Are you using programmatic data in an innovative way to create relevant content? Are you getting your brand’s message across effectively? What do your programmatic buys deliver?
Our Programmatic Precision Targeting training gives to the tools to access your brands’ programmatic strategy, to understand your agencies’ approaches to display advertising, programmatic marketing and what are you getting for your money. This programmatic event covers issues such as brand safety, fraud, optimising bids and many more…….
Within this practical workshop, you will get these important answers from the experts and learn how programmatic can help increase your brand and marketing strategy.
Learning Outcomes
By the end of the unprecedented workshop, delegates will:
- Understand merits of the leading DSPs and DMPs; Who should be choosing them, you or your agencies?
- Grasp understanding about vital issues such as brand safety, fraud, viewability and many more
- Know realistically what you can expect from online programmatic marketing?
- Justify the Return On Investment?
- Get the most from your data
- Keep abreast with the sharings on the future of Programmatic Precision Target Marketing: Video, TV and Mobile
Who Must Attend
- Brand Managers
- Digital Marketing Managers
- Marketing Directors/ Marketing Managers
- Marketing and Communications Personnel
Course Details
Registration and morning coffee: 08.00 – 09.00
Day 1: Morning
Intro
- Ground rules, your expectations, what we will cover
Jargon buster
- Interactive/ice breaker – Discuss the correct definitions of some specific key terms and phrases in the programmatic space
A Brief History of Time, the Universe and Advertising
- Including – what is programmatic, where has it come from and what does it deliver (including the ROI vs brand question)
- How has it evolved, and how does it change the rules on how advertising gets in front of the right people
- Facts and figures/Landscape
- What is the market worth globally, how has that changed overtime, what the projections for the coming years?
- What is the UK market worth, how has that changed, what are the projections like?
Day 1: Afternoon
Brand Safety
- What does this term mean?
- What do you need to know about it?
- What do you need to do to ensure that your brand is staying safe?
Viewability
- If an ad appears on a page and nobody can see it, is it really there (yes – it is – and you have to pay for it, unless you ensure that you didn’t buy it in the first place)
- Fraud
- We operate in a results-based medium, but even if we can see great results, there is still a danger of being defrauded by paying for ads that cannot be seen.
- What can we do about this?
- Highlight the different types of ad fraud.
- Ad Blocking and the impact on Programmatic buying
- How do adblockers work, what do they do, who uses them, who’s problem is it, how can it be resolved, what is the longer term Impact on display advertising in general/programmatic specifically?
- Who are the right partners and why
- The relative merits of the leading DSPs and DMPs
- Who should be choosing them and why, the agencies or the advertisers?
End of Day 1: 17.00
Day 2
Morning: 9.00am
Recap of yesterday, Overview of Today, Take Another Look at Your Expectations
Optimization
- How does a trading desk optimize a programmatic campaign, isn’t it all done by the algorithm?
- What do the Traders actually do?
- Transparency – on Media, on Commercials?

- What do you need to know, what questions should you be asking?
- RTB in Video, TV and Mobile
Data Management
- What is the difference between 1st, 2nd and 3rd-party data?
- Capturing the right data and using it to target your messages or change what you say?
- Utilising data to represent the right demographic to predict behaviours
- Is there such a thing as ‘too much data’?
- Is there a point at which consumers start to resent you (too much retargeting)?
Creativity in Programmatic?
- How can we run something a bit more interesting than just a standard ad?
- How can we use Data and RTB to run campaigns which are more interesting than those we could run before?
Day 2: Afternoon
PMPs – what is the appeal to publishers and buyers?
- When should your Trading Desk use them, are they always good for you?
- Play your Cards Right – the Auction Dynamic in Practice and the Dangers of Too Much Targeting

- A simulation of the auction mechanic in practice
- What do you learn from this about pacing, pricing, budgets and the futility of trying to restrict pricing
Tracking and Attribution
- It’s all about what you measure and how
- Be careful what you wish for – the dangers of saying that you ‘just want to drive traffic’
- Cross-Device Targeting – Exploring Strategies that Work

- The Future for Programmatic Buying (TV, Print, OOH, radio)


- Summary, Wrap-up, Question and Answer
End of Day 2: 17.00
Methodology
Course Leader
Dave is a renowned and experienced online marketing specialist. He has worked within Agency, Advertiser and Media-owners businesses, honing his skills towards buying/selling, trading, P&L Management and team building.
Dave has been heavily involved with the programmatic space from a Business Development point of view, helping to oversee operations within Trading Desks at both Havas UK in its infancy and Omnicom Media Group UK during a key growth phase.
Through his involvement within industry Trade Bodies - (IPA, IASH, DTSG) - and being a natural networker, Dave has a broad understanding of past and future trends in the Digital Advertising space, as well as an ability to understand business needs and market desires. This means that he is well placed to connect dots between the right people and companies so that businesses aims can be met.
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