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Curriculum
5 Sections
20 Lessons
10 Weeks
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Introduction
2
1.0
What is Programmatic Advertising?
1.1
The Scope of Programmatic
Data Foundation for Programatic Advertising
5
2.0
Understanding Data Origins
2.1
Targeting Audiences through Behavioral Data
2.2
Leveraging First-Party Data in Programmatic Advertising
2.3
Strategies for Retargeting in Programmatic Marketing
2.4
Key Programmatic Advertising Terms and Concepts
The Programmatic Process
5
3.0
Understanding Programmatic and Third-Party Data
3.1
How Publishers Leverage Programmatic Ads
3.2
Reaching Your Audience at the Right Time
3.3
Exploring the Data Management Platform (DMP)
3.4
The Process of Serving Ads via Programmatic
Audience Data Segmentation
6
4.0
Google and the programmatic market
4.1
Target audiences based on behavior
4.2
Target audiences based on location
4.3
Target audiences based on content and context
4.4
Life without cookies
4.5
Programmatic pitfalls
Ad Frauds
2
6.0
Encountering ad fraud in programmatic
6.1
Implement basic fraud detection
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