Programmatic advertising and trading has been seen as a game-changer in the advertising ecosystem, transforming how advertising inventory is bought and sold, and how digital advertising campaigns are delivered and managed.
In this microcredential, you’ll explore the essentials of the programmatic ecosystem, discovering how to make your advertising processes more efficient, transparent, and relevant. You’ll gain insights into data collection, inventory quality and selection, audience segmentation and the application of industry-specific media tools and platforms, and learn how to use these tools to deliver demonstrable ROI for your clients.
You’ll be guided through the programmatic ecosystem, examining DSP and SSP ecosystems and learning to operate a DSP ecosystem within the context of responding to a client brief.
You’ll explore a range of digital media tools and platforms for programmatic trading and investigate different types of programmatic transactions and standards, ensuring a firm knowledge of the complete programmatic advertising lifecycle that will allow you to communicate the advantages to stakeholders.
Develop skills in campaign management
Whatever your client’s sector and specific brief, you’ll gain the skills to successfully manage their programmatic advertising campaign throughout its lifecycle.
You’ll learn the basics of effective media planning and inventory selection to fit the brief, providing recommendations that deliver on KPIs and utilising appropriate communication strategies to influence stakeholders.
You’ll enhance your problem-solving and critical analysis skills by learning how to use data and analytics to inform your digital media strategy and future campaign designs.
By learning how to gather, evaluate, and visualise the data gathered through your campaigns, you’ll be able to deliver meaningful insights and strategies to improve future campaigns for current and prospective clients.
By the end of this microcredential, you’ll have a complete overview of programmatic advertising and trading tools and techniques. With the knowledge and skills you’ve gained, you’ll be able to improve your digital media strategy and ensure clients’ campaigns target the right audience, at the right time, and for the right cost.
How will Programmatic Advertising and Trading improve my career opportunities?
Job vacancy rates for digital advertising and ad tech industry roles have more than doubled in the last twelve months.
Equipped with the skills gained in this microcredential, you’ll be able to showcase your knowledge of the programmatic ecosystem and in-demand, industry-specific tools and platforms when applying for jobs in this sector.
If you already work within advertising, the knowledge you’ll gain on this microcredential will help you strategise and deliver a competitive advantage, employing your practical knowledge of programmatic ecosystems.
How will I be assessed?
The assessment task requires you to assess media types in the programmatic environment in two parts:
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Part A: prepare a media planning report.
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Part B: produce a self-recorded presentation video for the client.
