IAB SA: Enabling growth for our People, Brands, Agencies, Publishers, Platforms

Programmatic 360: Automation Decoded – Online Course


Automation has reinvented digital advertising. In this online course, you’ll learn how the programmatic ecosystem is structured and gain a better understanding of the tools and technologies that enable automated advertising campaigns. You’ll be prepared to have more informed conversations with clients and colleagues and better equipped to execute efficient advertising campaigns.

Level of difficulty:  Intermediate

Who Should Register

  • Agencies representatives looking to use programmatic inventory to meet client goals
  • Media sellers looking to have more informed conversations with buyers about programmatic inventory
  • Brands marketers looking to include programmatically purchased ads in their marketing mix
  • Advertising operations professionals looking to better understand programmatic best practices

Course Agenda
Module 1: 
Essentials: Programmatic Landscape, Technologies, & Transaction Types 

  • Introduction to Programmatic Advertising
  • Programmatic Technologies & Transaction Types
  • Traditional Waterfall vs. Header Bidding

Module 2:
Essentials: Key Concepts for Automation & Industry Growth 

  • Data Measurement, Identity Resolution, Attribution, & Viewability
  • Focus on Video & Mobile
  • Inventory Quality, Brand Safety, Transparency, & The User Experience
  • An Evolving Framework for Advertising Automation

Module 3:
Deeper Dive: Programmatic Buying & Ad Effectiveness

  • The Buyer Landscape, Buying Structures, & The Buying Process
  • Programmatic & The Purchase Funnel
  • Campaign Intelligence & Optimization
  • Inside The Mind Of A Digital Trader

Module 4:
Deeper Dive: PMPs & Programmatic Sales Strategies 

  • Private Marketplace Best Practices
  • Building A Programmatic Sales Capability
  • Publisher Data Co-Ops
  • Through The Eyes Of A Programmatic Publisher


IAB members:    R4,750 (exc VAT)
Non-Members:  R6,500 (exc VAT)

To book, please e-mail hello@iabsa.net.