Online Microcredential in Business & Management

Programmatic Advertising and Trading

Gain insights into the advantages of programmatic advertising and trading and develop sought-after skills for the ad tech sector.

Created by

Deakin UniversityDeakin University

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Co-created by

Interactive Advertising BureauInteractive Advertising Bureau

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Discover the fundamentals of programmatic advertising with Deakin University

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.

Learn how to respond to a client brief using digital media tools

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.

Perform insightful data analysis for your digital campaign

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:

  • Part A: prepare a media planning report.
  • Part B: produce a self-recorded presentation video for the client.
Download video: standard or HD

Skip to 0 minutes and 0 seconds GAI LE ROY: Over the past several years, the digital advertising industry has experienced exceptional growth. Due to businesses accelerating their digital transformation and investment, changing consumer media habits, and adoption of new advertising technologies. These changes will continue to drive new and exciting ways to buy and sell the many forms of advertising.

Skip to 0 minutes and 25 seconds In completing this microcredential, you’ll learn about the elements of the dynamic buy side of advertising and how agencies and marketers use automated buying and data to deliver more effective advertising for brands, media owners, and ultimately, consumers. Experienced facilitators and industry experts will support you in increasing your knowledge of the components of buying programmatic advertising. The microcredential has the benefit of being standalone or stackable to build towards a postgraduate Deakin degree. There’s never been a better time to be employed in digital advertising and marketing and indeed, never a better time to have these skills to build your career in the dynamic digital advertising industry.

What skills will you learn?

  • Evaluate the breadth and depth of the the programmatic ecosystem
  • Use data and analytics for digital media strategy and campaign
  • Activate the solution using the appropriate DSP
  • Apply effective measurements to evaluate solutions
  • How to respond to a variety of client briefs in different contexts

Are you eligible for this microcredential?

This microcredential has no specific prerequisites. It is a postgraduate level course, so it’s recommended that learners enrol with an undergraduate degree in a relevant area, such as marketing, digital marketing, or advertising prior to taking this course. We also recommend a high English proficiency level.

Is this microcredential right for you?

This microcredential is for digital marketing, advertising, and trading professionals who are involved in or looking to transition to programmatic advertising and trading. This microcredential, alongside the next, companion course, specifically targets the eight ‘hard to fill’ jobs in demand. These are junior to mid-level accounts and sales managers, traders, performance and programmatic managers, software engineers, product and tech support, tech developers, product managers, and those working in data and analytics.


What happens before, during, and after your microcredential

  • Before learning

    You’ll have access to the welcome area to introduce yourself and familiarise yourself with the microcredential structure and course materials.

  • Course

    From 31 Oct 2022

    Programmatic Advertising and Trading

    Understand how to approach programmatic buying advertising.

    6 weeks

    10 hours per week

    • Week 1

      Programmatic and the ecosystem
      • Let’s get started
      • Introduction to programmatic
      • Programmatic ecosystem introduced
      • Why buy programmatically?
      • Weekly wrap
    • Week 2

      Auctions and data
      • Programmatic auction types
      • Data types
      • Viewability, pixels and tags
      • Cookies
      • Data management
      • Weekly wrap
    • Week 3

      Selecting effective measurements
      • Programmatic and measurement
      • Approach to measurement
      • Measurement methods
      • Weekly wrap
    • Week 4

      Identifying and reaching the audience
      • Horizontal vs vertical advertising and diversifying the plan
      • Audience segmentation and targeting
      • Audience data vendors
      • Weekly wrap
    • Week 5

      Campaigns and media
      • The marketing funnel
      • Digital media
      • Display, video, CTV, audio, and DOOH
      • Search, native and social
      • Weekly wrap
    • Week 6

      Assessment, summary and next steps
      • Assessment preparation
      • Course wrap
  • After learning

    You’ll receive a statement of completion from FutureLearn and digital certificate from Deakin University.

What you will receive

0.5 Deakin Credit Points at Postgraduate level from Deakin University

You’ll receive a digital Credly badge worth 0.5 postgraduate level credits. With these credits, you can build towards a degree from Deakin University.

Find out how credits work and where you can use them in our FAQs.

A Digital Badge from Deakin University and Credly

image ⬅️ Click this image to see more information about the digital badge you will receive upon successful completion, validated by Credly.

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Additional benefits

Complete your course within 6 weeks, including the assessment, or take extra time and use the regular assessment submission windows to complete within 20–26 weeks of your enrolment.

What is a microcredential?

Microcredentials are designed to upskill you for work in rapidly-growing industries, without the time and cost commitment of a full degree. Your microcredential can stand alone as an independent credential, and some also offer academic credit to use towards a degree.

Learn online with expert instructors

Complete online courses led by experts over multiple weeks with a dedicated group of professionals.

Complete project-based assessments

Test your understanding with online tutor-marked assessments and exercises.

Earn a professional credential

Finish your learning and pass your assessments to gain an accredited credential.

Advance further in your career

Use your microcredential as evidence of your specialised skills and progress further in your industry.

Career-focused learning by Deakin University

Deakin University is one of Australia’s largest universities with more than 61,000 students and over 15,000 online.

  • Established

  • Location

    Melbourne, Australia
  • World ranking

    Top 280Source: QS World University Rankings 2021

Career-focused learning by Interactive Advertising Bureau

The Interactive Advertising Bureau (IAB) Australia is the peak trade association for digital advertising with over 170 media, marketing, and technology organisations as members. As well as driving local initiatives, we are a part of a network of 47 international IAB organisations that sets global standards for the digital industry. The role of the IAB is to grow sustainable and diverse investment in digital advertising in Australia.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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When would you like to start?

We aim to run our microcredentials every few months. Join on the date that suits you or register to hear about future runs and updates.

  • Join by 24 May 2024 at 00:00This microcredential started 31 Oct 2022

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You will have 14 days from the day the course starts to apply for a refund. If this Microcredential has any non-refundable costs they will be stated in the ‘Overview’ section above. You can find more information in our cancellation and refund policy.

Microcredentials are designed to fit around your life and timezone.

There may be live events as part of your studies, but these will be recorded and can be watched afterwards if you aren’t online for the live broadcast.

No, microcredentials are designed to be taken anywhere in the world. You won’t need the right to study in the country where the university offering the microcredential is based.

Want to know more? Read the microcredential FAQs, or contact us.