Gain insights into the advantages of programmatic advertising and trading and develop sought-after skills for the ad tech sector with Deakin University.
Dates
Find out more
Duration
6 weeks
Cost
$1,054
Credit
Learn more
Level
See requirements
Established
1974
Location
Melbourne, Australia
World ranking
Source: QS World University Rankings 2021
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
Learn how to approach programmatic buying in 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.
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