Real-Time Advertising Academy

This event is currently sold out. Please email Molly Knol at mknol@ana.net  to be added to the event waitlist. 

The ANA is partnering with Quantcast to offer ANA members a complimentary digital advertising boot camp on Wednesday, August 24, 2016. The Real-Time Advertising Academy is an in-person workshop that demystifies the digital advertising landscape. Attendees will learn how to plan for the constantly changing field and how to leverage cutting-edge information on the use of data, technology, and measurement to execute successful marketing campaigns.


The Real-Time Advertising Academy will help attendees to:
• Learn the ins and outs of the programmatic ecosystem and be able to speak confidently and intelligently about the space.
• Discover the opportunities & challenges of programmatic buying and real-time bidding (RTB) and the use of data to improve ROI.
• Apply this knowledge to be an intuitive and informed media professional prepared to ask the right questions on important industry issues and new technologies.


Workshop Benefits:
• Attendees will gain an understanding of the essential digital advertising jargon and the key channels and principles behind real-time advertising.
• Better understand the ad tech space through real-life examples, case studies, and best practices to better apply this information to execute and evaluate successful digital media campaigns.
• Gain an understanding of how digital ads are delivered and tracked, plus how digital media is bought and sold.
• Realize the impact of real time advertising and the key players in the space.
• Walk away with actionable items and plans to better work with vendors in the space.


NETWORKING BREAKFAST (8:30 – 8:50AM)
INTRODUCTIONS (8:50 – 9:00AM)


I. CHALLENGES AND OPPORTUNITIES OF PROGRAMMATIC VS. TRADITIONAL (9:00-9:30AM)
• How traditional online advertising works
• The difficulties brand and direct-response marketers face in this environment
• The scalability and precision of RTB
• How the exchange and bidding process works


II. DEMYSTIFYING THE PROGRAMMATIC ECOSYSTEM (9:30 - 10:00AM)
• Learn the ins and outs of RTB technologies and how that differs from programmatic on the whole.
• Explore how value is derived at each step of the auction process, for both suppliers and buyers of RTB.
• Discover more about the basic tactics and strategies of online advertising.


III. PROGRAMMATIC HEALTH CHECK (10:00 - 10:25AM)
• Attendees complete 10-12 question survey individually to determine how prepared they are to bring programmatic to their teams and/or take it in-house.
• Participants receive a "health score" based on their responses and discuss their results with surrounding attendees.


BREAK (10:25 – 10:40AM)


IV. PLANNING A PROGRAMMATIC CAMPAIGN (10:40 - 11:35AM)
• Case studies: applications of 1st-, 2nd- and 3rd-party data and benefits of each (ex. Credit cards and airliners are great 2nd party data partners).
• Best practices: how to evaluate and know the difference between data types and vendors in the marketplace.


LUNCH (11:35AM - 12:05PM)


V. UNCOVERING HOW ATTRIBUTION OPTIMIZES PROGRAMMATIC EFFORTS (12:05 - 1:00PM)
• Case studies: What does attribution look like in a real life environment?
• How does this mirror what happens online?
• What are the pros and cons of various strategies?


BREAK (1:00 - 1:15PM)


VI. UNDERSTANDING AND OPTIMIZING VIEWABILITY (1:15 - 2:00PM)
• Learn how viewability is being used by top brands around the world. Learn the various challenges, opportunities, and pitfalls of current campaigns.
• Learn the metrics and reasoning behind the current use of viewability across channels.
• What is the future for viewability and how will it continue to be at the forefront of the industry.


VII. THE FUTURE OF PROGRAMMATIC AND Q & A (2:00 - 2:30PM)
• Where is the future of programmatic going and what to look out for in next months and years.


Instructor:

Tom Sinram
Tom Sinram is a Senior Trainer at Quantcast where his main role is to lead ongoing cross-functional trainings, facilitate product trainings for Customer Teams, build the training curriculum and lead training sessions, such as the Real-Time Advertising Academy (RTAA). Prior to Quantcast, Tom worked in many different facets of the media industry including positions at FX Networks, Turner Broadcasting, inPowered (a start-up Native Advertising company) and Publisher Direct/Private Marketplace Sales at PC Mag Digital Group. Tom then discovered the powers of big data and transitioned into the programmatic realm at Quantcast. Tom received his bachelor's degree from Ohio University, where he studied business.


About Quantcast
Quantcast processes real-time data at the intersection of commerce and culture, providing useful, actionable insights for brands and publishers. Quantcast also specializes in global education of how to speak confidently and intelligently about Programmatic advertising through their Real Time Advertising Academy (RTAA).