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Trading Essentials | Getting Started with a DSP

Go further with strategic planning and programmatic media buying as you get hands-on experience with a DSP. Open to The Trade Desk Clients.

About this course

Section 2: Getting Started with a DSP (Open to The Trade Desk Clients)

 

Platform basics

Whether building upon your foundational knowledge of core trading principles or exploring the ins and outs of The Trade Desk platform specifically, laying the groundwork sets you up for success in your day-to-day role.

 

In chapter 1, dig deeper into platform-specific content like remaining addressable market (RAM), bid factors, and Koa, and learn to navigate The Trade Desk platform with ease and intention. You will also uncover why pacing should be your first priority for setting up a campaign for success, and other key ways and scenarios in which to activate power tools to drive performance.

 

Data and inventory

Today, all digital activity is measurable from the moment a user sees an advertisement. Data and inventory should be at the forefront of all media buying, but it can be difficult to know which data and inventory will be the most impactful for the advertiser.

 

Chapter 2 will take you through manual and automated lookalike modeling, activating first- and third-party data, and how to pre-optimize your campaigns by starting with a data-driven media plan.

 

Campaign building blocks: Libraries

 Setting up the right campaign building blocks saves you time when setting up future campaigns, so you can plug and play the right strategies where you see fit.

 

In chapter 3, see how to interact with the Inventory, Creative, Locations, and Tracking libraries to optimize your workflow, and learn more about different tracking pixel types and best practices for a more robust use of your advertiser’s own customer data.

 

Forecasting

Regardless of past performance, it’s a best practice to know whether or not the campaign you are building can perform based on current bid stream data and user behavior.

 

Chapter 4 designs Private Marketplace (PMP) and Open Market forecasts to help you identify whether or not you should introduce an additional strategy to your campaign in order to spend your budget in full.

 

Campaigns and ad groups

You’ve planned and forecasted to uncover the strategies that are likely to perform the best, built first- and third-party audience inclusions exclusions, uploaded a number of campaign building blocks and creatives, and learned the core trading principles to put into action.

 

In chapter 5, find out how to pull from these elements to curate your campaigns and ad groups, and learn how to layer on all of the pre-bid solutions that are most important to the brand while still achieving scale.

 

Insights and Optimizations

Proactive media buyers know that solely focusing on spending in full is not letting a campaign reach its full potential, but they lack the time to dig in deep.

 

Chapter 6 explores which campaign levers to prioritize in different scenarios to save you time while helping you make a bigger impact on performance. Learn about tracking offline conversions, navigating reporting, and applying insights to current and future campaigns.

  

Trading Essentials Course Details:

 

  • Complete approximately five required coursework hours,
  • Follow along with self-paced eLearning video courses and pass sectional quizzes and exams, and
  • Showcase your skills with an industry-recognized certification badge
    • Add to your CV, LinkedIn profile, Facebook page, or Twitter account.  
    • Anyone can verify your Edge Academy certification by clicking on your badge.
    • Display your hard work and validate your expertise. 
    • Each badge gives details about specific skills you developed. 

Curriculum

  • Pre-Assessment
  • Trading Essentials Pre-Assessment (10 mins)
  • Section 2: Getting started with a DSP
  • Platform basics
  • Introduction to the platform: Bids and budgets
  • Introduction to the platform: Cross Device
  • Introduction to the platform: Data Management Platform
  • Introduction to the platform: Auction dynamics
  • Introduction to the platform: Koa
  • Introduction to the platform: Buying at end state
  • Building product at The Trade Desk
  • Demo: Architecture & navigation
  • Koa deep dive
  • Quiz: Platform Basics
  • Data and inventory
  • Core trading principle: Targeting
  • Lookalike modeling
  • Demo: Planner
  • Demo: DMP: Building audiences and configuring lookalike models
  • Demo: PMP: Managing and activating publisher contracts
  • Quiz: Data and Inventory
  • Campaign building blocks: Libraries
  • Demo: Inventory library
  • Demo: Location library
  • Demo: Creatives library
  • Study: Tracking tags (pixels)
  • Demo: Tracking library
  • Quiz: Libraries
  • Forecasting
  • Forecasting
  • Demo: Configuring a forecast
  • Quiz: Forecasting
  • Campaigns and ad groups
  • Study: Pacing
  • Demo: RTB campaign creation
  • Study: Programmatic Guaranteed vs. PMP
  • Demo: Programmatic Guaranteed campaign creation
  • Pre-bid targeting
  • Demo: Ad group creation
  • Quiz: Campaigns and Ad Groups
  • Insights and optimizations
  • Analytics suite
  • Demo: Reporting
  • Third-party conversions
  • Demo: Setting up offline measurement
  • Study: Sample report
  • Applying insights
  • Study: Optimization
  • Quiz: Insights and Optimizations
  • Final Exam
  • Trading Essentials Post-assessment (10 mins)
  • Trading Essentials Exam
  • Trading Essentials Survey
  • Digital Badging

About this course

Section 2: Getting Started with a DSP (Open to The Trade Desk Clients)

 

Platform basics

Whether building upon your foundational knowledge of core trading principles or exploring the ins and outs of The Trade Desk platform specifically, laying the groundwork sets you up for success in your day-to-day role.

 

In chapter 1, dig deeper into platform-specific content like remaining addressable market (RAM), bid factors, and Koa, and learn to navigate The Trade Desk platform with ease and intention. You will also uncover why pacing should be your first priority for setting up a campaign for success, and other key ways and scenarios in which to activate power tools to drive performance.

 

Data and inventory

Today, all digital activity is measurable from the moment a user sees an advertisement. Data and inventory should be at the forefront of all media buying, but it can be difficult to know which data and inventory will be the most impactful for the advertiser.

 

Chapter 2 will take you through manual and automated lookalike modeling, activating first- and third-party data, and how to pre-optimize your campaigns by starting with a data-driven media plan.

 

Campaign building blocks: Libraries

 Setting up the right campaign building blocks saves you time when setting up future campaigns, so you can plug and play the right strategies where you see fit.

 

In chapter 3, see how to interact with the Inventory, Creative, Locations, and Tracking libraries to optimize your workflow, and learn more about different tracking pixel types and best practices for a more robust use of your advertiser’s own customer data.

 

Forecasting

Regardless of past performance, it’s a best practice to know whether or not the campaign you are building can perform based on current bid stream data and user behavior.

 

Chapter 4 designs Private Marketplace (PMP) and Open Market forecasts to help you identify whether or not you should introduce an additional strategy to your campaign in order to spend your budget in full.

 

Campaigns and ad groups

You’ve planned and forecasted to uncover the strategies that are likely to perform the best, built first- and third-party audience inclusions exclusions, uploaded a number of campaign building blocks and creatives, and learned the core trading principles to put into action.

 

In chapter 5, find out how to pull from these elements to curate your campaigns and ad groups, and learn how to layer on all of the pre-bid solutions that are most important to the brand while still achieving scale.

 

Insights and Optimizations

Proactive media buyers know that solely focusing on spending in full is not letting a campaign reach its full potential, but they lack the time to dig in deep.

 

Chapter 6 explores which campaign levers to prioritize in different scenarios to save you time while helping you make a bigger impact on performance. Learn about tracking offline conversions, navigating reporting, and applying insights to current and future campaigns.

  

Trading Essentials Course Details:

 

  • Complete approximately five required coursework hours,
  • Follow along with self-paced eLearning video courses and pass sectional quizzes and exams, and
  • Showcase your skills with an industry-recognized certification badge
    • Add to your CV, LinkedIn profile, Facebook page, or Twitter account.  
    • Anyone can verify your Edge Academy certification by clicking on your badge.
    • Display your hard work and validate your expertise. 
    • Each badge gives details about specific skills you developed. 

Curriculum

  • Pre-Assessment
  • Trading Essentials Pre-Assessment (10 mins)
  • Section 2: Getting started with a DSP
  • Platform basics
  • Introduction to the platform: Bids and budgets
  • Introduction to the platform: Cross Device
  • Introduction to the platform: Data Management Platform
  • Introduction to the platform: Auction dynamics
  • Introduction to the platform: Koa
  • Introduction to the platform: Buying at end state
  • Building product at The Trade Desk
  • Demo: Architecture & navigation
  • Koa deep dive
  • Quiz: Platform Basics
  • Data and inventory
  • Core trading principle: Targeting
  • Lookalike modeling
  • Demo: Planner
  • Demo: DMP: Building audiences and configuring lookalike models
  • Demo: PMP: Managing and activating publisher contracts
  • Quiz: Data and Inventory
  • Campaign building blocks: Libraries
  • Demo: Inventory library
  • Demo: Location library
  • Demo: Creatives library
  • Study: Tracking tags (pixels)
  • Demo: Tracking library
  • Quiz: Libraries
  • Forecasting
  • Forecasting
  • Demo: Configuring a forecast
  • Quiz: Forecasting
  • Campaigns and ad groups
  • Study: Pacing
  • Demo: RTB campaign creation
  • Study: Programmatic Guaranteed vs. PMP
  • Demo: Programmatic Guaranteed campaign creation
  • Pre-bid targeting
  • Demo: Ad group creation
  • Quiz: Campaigns and Ad Groups
  • Insights and optimizations
  • Analytics suite
  • Demo: Reporting
  • Third-party conversions
  • Demo: Setting up offline measurement
  • Study: Sample report
  • Applying insights
  • Study: Optimization
  • Quiz: Insights and Optimizations
  • Final Exam
  • Trading Essentials Post-assessment (10 mins)
  • Trading Essentials Exam
  • Trading Essentials Survey
  • Digital Badging