Paid Search

Programmatic Display Advertising

Buy the open web like a trading desk, not a guesswork campaign

12 lessons4 modules9h 40m durationbeginner level

Instructor: StretchLearn Faculty

About this course

Programmatic is how the open web is bought today: real-time auctions, audience data, and DSPs replacing the old insertion-order phone call. This course teaches the working mechanics in Google Display & Video 360 and The Trade Desk so you can launch a clean line item, defend it against fraud and waste, and report results a finance team will trust.

Curriculum

Module 1: How Programmatic Actually Works3 lessons

The RTB Auction in Plain TermsPreview45m
DSP, SSP, Exchange, DMP: Who Does What🔒45m
Where Your Money Goes: The Programmatic Tax🔒50m

Module 2: Audiences and Targeting3 lessons

First-Party, Third-Party, and Contextual🔒50m
Building and Activating Audiences in a DSP🔒50m
Frequency Caps and Reach🔒45m

Module 3: Inventory, Deals, and the Open Auction3 lessons

Open Auction vs Private Marketplace🔒50m
Working with Deal IDs🔒50m
Supply-Path Optimization and Quality🔒45m

Module 4: Viewability, Brand Safety, and Measurement3 lessons

Viewability and the MRC Standard🔒50m
Brand Safety and Ad Fraud🔒50m
Measuring What Worked🔒50m