Programmatic Marketing & Media Buying

Programmatic has changed the face of marketing today. Do you know the players involved, the proper terminology or the right steps to take in order to maximize the impact of your programmatic spend? 

In this course, you will learn the evolution of the digital and programmatic marketing landscape, understanding the foundations of modern programmatic marketing and media buying.  Issues such as knowing the buying process, how to determine the “right” bid for your strategy, and pros and cons of different approaches will all be covered.  You will also learn who the major players are and what terminology is used, to ensure that you are properly armed for a successful programmatic campaign.

Powered by New Marketing Institute of Media Math.

This course is limited to ANA members only.

Learning Experience

This is a video-based, lecture format course with no interactivity. It provides real-world, practitioner-led learning. Active course participation is minimal and includes assessments, but no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in programmatic marketing and media buying.

Course Outline

Section 1: Why Modern Digital Marketing Matters

    • Goal-based marketing
    • Traditional media planning process

Section 2: Key Programmatic Terminology

    • CPM
    • CPC
    • DSP
    • SSP
    • RTB
    • and more

Section 3: The Evolution of Digital

    • Demand & supply
    • Evolution of the ad network – pros & cons
    • Evolution of the ad exchange – pros & cons
    • Evolution of the SSP/DSP
    • The programmatic landscape

Section 4: Real Time Bidding

    • Programmatic vs. RTB
    • How RTB works
    • Determining the “right” bid

Section 5: Programmatic Pathway

    • Agencies
    • Trading desks
    • DSPs
    • Exchanges (public & private)
    • Ad networks (traditional & vertical)
    • Data suppliers
    • Creative optimization
    • Analytics
    • Verification
    • SSPs

Section 6: The Programmatic Umbrella

    • Public & private auctions vs. Programmatic direct
    • The publisher waterfall
    • Benefits of programmatic direct buys
    • Header bidding
    • Other channels on the horizon

Estimated Length of Completion

Approximately 35 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $149 Nonmember N/A



Michelle Said

Senior Manager, Certification and Curriculum Development
New Marketing Institute of MediaMath

In addition to overseeing and editing documentation to support training at the New Marketing Institute, she uses her 10 years of experience in the online space to educate others in NMI’s industry-leading Digital Marketing and Omnichannel certification tracks.

Prior to joining NMI/MediaMath, she worked in all sides of the industry, first in establishing the rich media certification process at EyeWonder and helping to lead the company’s office in Dublin, Ireland, before trying her hand in the programmatic ad space in account management and yield delivery positions. Michelle earned a bachelor’s degree in Journalism and English from the University of Southern California and watches movies religiously at home in Brooklyn.