Marketing Foundations

Curriculum

• Section 1: Introduction to programmatic
• Beyond the Lumascape: The History and Players

  In order to understand programmatic advertising, it’s important to first understand its history and how we got here. In this lesson, we’ll dive into the digital LUMAscape to give you a deeper understanding of the industry players, and cover some of the basic economic principles that have contributed to programmatic’s current success.

• Preview
  Navigating the digital landscape (10 mins)
• Dot-com era (10 mins)
• Price discovery (10 mins)
• Quiz: Beyond The Lumascape
• 100 Milliseconds: Understanding the Mechanics of Real-Time Bidding (RTB)

  Discover how publishers and advertisers influence real-time bidding. In this section, we’ll learn how federated exchanges affect the cost of serving ads, and how decisioning takes place within a demand-side platform. We’ll also break down the power of real-time components when it comes to data and transparency.

   

   

   

  w publishers and advertisers influence real-time bidding. In this section, we’ll learn how federated exchanges affect the cost of serving ads, and how decisioning takes place within a demand-side platform. We’ll also break down the power of real-time components when it comes to data and transparency.

• Cookie-exchange table (11 mins)
• Federated exchange (11 mins)
• Decisioning (5 mins)
• Marketplace weaknesses (5 mins)
• Data centers (4 mins)
• Quiz: 100 Milliseconds
• Introduction to DSPs and SSPs

  Learn about market efficiency and how it adds to the LUMAscape ecosystem. Plus, we’ll dig into how exchanges have displaced the ad networks to essentially become part of supply-side platforms.

• What are they and how are they different? (10 mins)
• Quiz: Introduction to DSPs and SSPs
• Section 2: Advertising concepts
• The Purchase Funnel

  In this lesson, we’ll discuss two important concepts for defining success — attribution and the purchase funnel. You’ll learn how real-time bidding helps usher audiences towards a purchase by evaluating prospects and preferences, and how attribution drives offline and e-commerce purchases.

• Purchase funnel and attribution overview (10 mins)
• Measurable events (10 mins)
• Quiz: The Purchase Funnel
• Bid Factors: Line Items and Bid Adjustments

  We’ll talk about the pros and cons of bid factors and line items. You’ll learn to reduce optimization constraints by focusing on what works, and how to manage budgets and performance simultaneously.

• Understanding the difference (10 mins)
• Focusing on what works (7 mins)
• Defining bid factors (11 mins)
• Quiz: Line Items and Bid Factors
• Device ID/Cookie Mapping Explained: How It Works and Why It Matters

  This lesson explains how to create a consistent unified experience to recognize consumers. You’ll learn why the ID graph is one of the more important concepts when it comes to data, and we’ll take a closer look at cookie mapping as we break down the foundational concepts of probabilistic versus deterministic data.
• Digital identities (2 mins)
• Mapping across domains (5 mins)
• Cookie tables (12 mins)
• Quiz: Device ID/Cookie Mapping Explained
• Pixels and Data Collection

  We’ll review the process of collecting first-party data, and how to use cookie mapping to make that data actionable. You’ll also learn how exchanges initiate cookie mapping.
• Whiteboard session: actionable data (8 mins)
• Whiteboard session: mechanics of collecting data (8 mins)
• Quiz: Pixels and Data Collection
• Setting Goals and Achieving Success

  We'll define the rules of the game and setting up a campaign for success. You’ll also get a better understanding of the best strategies to give credit to prospecting and re-messaging.

• Defining campaign goals (11 mins)
• Key misconceptions (5 mins)
• Retargeting misconception (7 mins)
• Crowded media plans (5 mins)
• Quiz: Setting Goals and Achieving Success
• Section 3: Audience activation
• Recency and Frequency

  We wanted to take a few minutes to talk about how audience tend to matter most because there are things around the audience that have a huge impact on whether something is effective or not and none of those are more impactful than recency and frequency. Additionally, we will help you understand how you measure recency and frequency better with data. Reports so often we have so many features, sometimes it can be overwhelming, let the data do the talking.

• Key tactics (10 mins)
• Data analysis (11 mins)
• Quiz: Recency and Frequency
• Data 101: Understanding and Applying Data to Improve Performance

  We’ll explain why it’s so important to get data from the right source, how to set your campaigns up for success, and how to apply your data so that it aligns with your objectives and audiences.

• Data, data everywhere (8 mins)
• Quiz: Data 101
• Understanding Location Data

  Brian Stempeck (Chief Strategy Officer at The Trade Desk) sits down with Gil Elbaz (founder and CEO of Factual) and Ocean Fine (VP of Agencies and Marketers at Factual) to discuss location data, consumer privacy, and the evolution of consumer behavior patterns. They’ll also cover data insights that encompass the foundational layer of businesses, places, and points of interest across the globe. 

• Ingredients of location data (7 mins)
• Precision and Scale (8 mins)
• Quiz: Understanding Location Data
• Section 4: Campaign success
• Marketplace Quality

  To ensure agencies and advertisers appear alongside desired and premium content, all players must intend to participate in media buying by allowing transparency which can certainly improve quality of the inventory as well as fight fraud and undesired content. Learn how to buy with confidence with brand safety tools such as WhiteOps. You will learn how to design the marketplace by making fraud more difficult to commit.

• 3 steps to setting the standard (7 mins)
• Quiz: Marketplace Quality
• Viewability: What it is, Why it Matters, and How it Works

  Tracking the viewability of impressions is meant to help advertisers only pay for those ads that actually reach their intended audience. We’ll talk more about what viewability is, and how it’s tracked and measured.

• Embracing viewability (5 mins)
• Whiteboard session: in-view rate (4 mins)
• Viewability probability (6 mins)
• Quiz: Viewability
• Demystifying Gross Rating Points (GRPs) and On-Target Percentage (OTP)

  In this section, we’ll demystify gross rating points and on-target percentages, and discuss how providers like Nielsen and ComScore help you measure gross point ratings for a given audience so you can think about on-target percentage.

• Trust (5 mins)
• Digital GRPs (7 mins)
• OTP Tips (5 mins)
• Gold standard challengers (8 mins)
• Quiz: Demystifying GRPs and OTP
• Cross Device: how to Get in the Game and Not Leave Effectiveness on the Table

  With a world of cross-device, in fragmentation, one benefit of it is that it helps you amplify your audience. Learning the significance of housing all your first- and third-party data in DMP in the same place that you target on that data is one thing to consider when it comes to Cross device. In this lesson, review how scalability of probabilistic versus deterministic models matter when running successful targeting and attribution campaigns.

• Macro look at cross device (3 mins)
• The unified journey: targeting (10 mins)
• Incremental lift: attribution (5 mins)
• Quiz: Cross Device: How to Get in the Game
• Private Markets: History of Publisher-Side Monetization

  We’ll take a look at the publisher side ad-serving stack, and how publishers think about monetizing their inventory. We’ll also cover the history of  how that's evolved over the last 10 to 15 years. Plus, we’ll provide an overview of how the increase in inventory has enabled monetization across multiple advertisers.

• Mechanics of publisher-side monetization (6 mins)
• Deep dive of the stack (3 mins)
• The power of decision (6 mins)
• Quiz: Private Markets
• Private Buying

  One of the big drivers of private buying in the ecosystem is this want to migrate paper buying into platforms. Learn how in order to create this bridge and migrate all of that buying into platforms, what order and deal types are enabled, and the what private marketplace settings are put in place for these deals to transact.

• Private buying 1.0 (5 mins)
• Private buying 2.0 (5 mins)
• Private buying 3.0 (6 mins)
• Data -driven transactions (8 mins)
• Spot market over programmatic guaranteed: when and how to buy (8 mins)
• Quiz: Private Buying
• Final Exam
• Marketing Foundations exam
• Survey
• Digital Badging