Harnessing the Power of Programmatic (Half Day)


Are you among the marketers not fully leveraging the benefits of the growing area of programmatic?  During this highly interactive workshop you will overcome hurdles as we demystify how programmatic works and help you develop a roadmap that will allow you to make programmatic work for your organization.


Marketers will gain a greater understanding of the components of the programmatic ecosystem, including trading desks, DSPs (demand side platforms), SSPs (supply side platforms), DMPs (data management platforms) and exchanges. You will learn the different types of programmatic buying (guaranteed buys, private marketplaces and RTB) and forms of data and improve your ability to help protect against concerns such as transparency, fraud and viewability.


Who Is This Workshop For?

  • Anyone in a marketing organization who does not have advanced knowledge of programmatic operations, advantages, disadvantages, best practices and related issues such as fraud and visibility
  • Middle to senior marketers in marketing and media, digital strategy, procurement/finance and legal, and research/analytics

Workshop Benefits

As a result of this workshop, you and/or your team will be better able to

Increase marketing effectiveness by:

  • Understanding how to evaluate programmatic buying and consider its impact on your business
  • Staying on top of changes and trends, as programmatic continues to evolve
  • Seeing how executing programmatic is different from executing a standard digital buy
  • Learning how to develop a programmatic strategy, align your objectives/KPIs, select marketplaces, and better address concerns such as fraud, transparency and viewability in your buys


Increase marketing efficiency by:

  • Learning how and why programmatic can help you to increase operational efficiencies and targeting capabilities
  • Learning how to set up safeguards to protect against common concerns

Improve marketing ROI by:

  • Understanding how programmatic can improve your online targeting capabilities
  • Seeing how to differentiate between performance-based ROI and brand awareness ROI


Download the full agenda here




Matt Prohaska

Matt Prohaska, CEO and Principal, heads Prohaska Consulting’s efforts to drive clients’ revenue and/or reduce costs. Over the course of his career, Matt has managed six different regional and national sales teams, consulted for more than sixty companies and founded four others.  He has contributed to the growth of online advertising since its commercial inception in the early 1990s with executive roles at ad agencies and publishers, most recently as the Programmatic Advertising Director for The New York Times.

Matt leads Prohaska Consulting’s extensive programmatic training efforts. He has taught more than 5,000 people in training sessions with industry associations, at industry events and in client-specific engagements.