Programmatic Marketing for Nonprofits

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This course will provide the learner with an introduction to the essential elements of Programmatic marketing and how it has evolved. Topics covered include How the internet transformed marketing, the digital marketing customer channels, pricing models, ad tags, data and targeting and ad quality.

By the end of the session you will be able to:

Recall the key developments that have shaped the digital marketing industry today.
Distinguish the different types of targeting and data and recall their characteristics.
Describe the characteristics of each measurement model.
Recognize the importance of ensuring ad quality and brand safety in every campaign.
Summarize the meaning of Programmatic, its evolution and benefits in relation to traditional ways of media buying.
Explain the importance of algorithms in determining bid prices.