BeginnerStart here. No prior knowledge assumed.
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Lesson 1
What is Programmatic Advertising?
Automated ad buying — how RTB works, what happens in the milliseconds of an auction, and why programmatic replaced manual insertion orders.
Lesson 2
DSPs Explained
Demand-side platforms — what they do, the major ones, and how buyers use them to manage campaigns across exchanges.
Lesson 3
Supply-Side Platforms
How publishers use SSPs to manage inventory, set floors, and connect to demand across multiple buyers.
Lesson 4
Real-Time Bidding
The mechanics of RTB auctions — first price vs second price, bid landscape, and the data that informs bidding decisions.
Lesson 5
Audience Targeting in Programmatic
First-party, second-party, third-party data — how audience segments are built, bought, and targeted in programmatic campaigns.
What is RTB?
What is a DSP?
IntermediateBuild on the basics.
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Lesson 1
Header Bidding Explained
How header bidding replaced the waterfall, how wrapper technology works, and what it means for buyers and publishers.
Lesson 2
Private Marketplaces
PMPs, preferred deals, and programmatic direct — how private deals differ from open exchange and when to use them.
Lesson 3
Contextual Targeting
How modern contextual targeting works and why it matters as third-party cookies deprecate.
Lesson 4
Programmatic Video
Instream, outstream, and OTT video buying — formats, viewability standards, and buying approaches.
Lesson 5
Programmatic Audio
Streaming music, podcast, and digital radio advertising — targeting, formats, and measurement.
What problem did header bidding solve?
What is a Private Marketplace (PMP)?
AdvancedDepth, edge cases and strategy.
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Lesson 1
Connected TV (CTV)
How CTV inventory is bought programmatically, targeting capabilities, and measurement in the CTV environment.
Lesson 2
Measurement and Viewability
Viewability standards, invalid traffic detection, brand safety verification, and the metrics that indicate quality.
Lesson 3
Brand Safety and Suitability
The GARM framework, content categorisation, and how to define brand safety parameters for programmatic campaigns.
Lesson 4
Programmatic Deals and Pricing
Floor prices, auction dynamics, bid shading, and the pricing mechanics that determine campaign efficiency.
Lesson 5
Identity and Cookieless Targeting
Post-cookie targeting — first-party data strategies, universal IDs, and contextual as the privacy-safe alternative.
What is viewability in display advertising?
What is bid shading?