Course Duration: 12 weeks

Module 1: Introduction to Programmatic Advertising

1.1. Overview of Digital Advertising

• Evolution of digital advertising
• Traditional vs. programmatic advertising
• Key industry players and platforms (DSP, SSP, DMP, Ad Exchanges)

1.2. Fundamentals of Programmatic Buying

• What is programmatic advertising?
• Realtime bidding (RTB) vs. Programmatic Direct
• Key concepts: impressions, CPM, CTR, viewability, frequency capping
• Benefits and challenges of programmatic advertising

1.3. Introduction to DV360 (Display & Video 360)

• Overview of the Google Marketing Platform (GMP)
• Key features and capabilities of DV360
• Role of DV360 in programmatic buying

Module 2: Getting Started with DV360

• Overview of the DV360 dashboard and interface
• User roles and permissions
• Linking DV360 with other GMP tools (Google Analytics 360, Campaign Manager 360)

2.2. Campaign Setup Fundamentals

• Creating a new campaign in DV360
• Setting campaign objectives (brand awareness, conversion, app promotion)
• Overview of campaign types: display, video, native, and audio ads

2.3. Audience Targeting Strategies

• Understanding firstparty vs. thirdparty data
• Audience segments: demographics, interests, behaviors
• Custom audience creation and retargeting
• Using audience lists in DV360

Module 3: Inventory and Media Buying

3.1. Inventory Sources in DV360

• Open Auction, Private Auction, Programmatic Guaranteed
• Understanding Ad Exchanges, publisher deals, and Google Preferred
• YouTube Ads through DV360

3.2. Bid Strategies

• Manual vs. automated bidding
• Types of bidding: CPC, CPM, CPA, vCPM, and tCPA
• Optimizing bid strategies for different campaign objectives

3.3. Private Deals & Programmatic Guaranteed

• How to set up and negotiate private marketplace (PMP) deals
• Programmatic Guaranteed: Advantages and setup
• Differences between auction vs. direct buying

4.1. Display Ad Formats

• Static vs. dynamic display ads
• Creative best practices for display advertising

4.2. Video Ad Formats

• Instream ads, outstream ads, and bumper ads
• Best practices for video ad creative
• YouTube ads in DV360

4.3. Native and Rich Media

• Overview of native ads
• Using Google Web Designer to create rich media ads
• Dynamic creatives and responsive ads

4.4. Audio Advertising

• Introduction to programmatic audio ads
• Targeting and bidding for audio inventory

Module 5: Data and Audience Targeting

5.1. 1st Party Data and Integrating DMP

• Overview of data management platforms (DMP)
• Integrating 1st party data for better targeting
• Using data signals to create custom segments

5.2. 3rd Party Data Providers and Targeting

• Using thirdparty data for programmatic campaigns
• Exploring data providers available in DV360

5.3. Retargeting and Sequential Messaging

• Audience retargeting strategies
• Sequential messaging across multiple ad formats and channels

Module 6: Campaign Optimization

6.1. Campaign Monitoring and KPIs

• Key performance indicators (KPIs) to track
• Custom reporting and dashboards in DV360

6.2. Performance Optimization Techniques

• Optimizing bids, budgets, and targeting based on performance
• Frequency capping and viewability optimization
• Testing creatives (A/B testing)

6.3. Brand Safety and Fraud Prevention

• Implementing brand safety settings in DV360
• Ad fraud types and prevention measures (ad verification tools)

Module 7: Advanced Strategies and Integrations

7.1. CrossDevice and MultiChannel Strategies

• Implementing crossdevice targeting strategies
• Integrating with other channels: search, social, video, and connected TV (CTV)

7.2. Lookalike Audiences and Predictive Modeling

• Creating lookalike models in DV360
• Leveraging predictive modeling for audience expansion

7.3. Google Analytics 360 and DV360 Integration

• Linking GA360 with DV360 for enhanced measurement
• Using audience lists from GA360 for retargeting in DV360

Module 8: Reporting and Analytics

8.1. Using DV360 Reporting Tools

• Types of reports in DV360 (Performance, Inventory, Conversion reports)
• Creating and customizing reports
• Understanding key metrics (Impressions, Clicks, Conversions, Reach)

8.2. Advanced Analytics with Data Studio and BigQuery

• Integrating DV360 data with Google Data Studio for visualization
• BigQuery for deeper analysis of DV360 campaign data

8.3. Attribution and Measurement

• Attribution models and how to choose the right one
• Floodlight tags for conversion tracking and attribution
• Crosschannel attribution using Campaign Manager

Module 9: RealTime Trends and Industry Insights

9.1. Trends in Programmatic Advertising

• Current trends: AI, machine learning in programmatic
• The rise of privacy and data regulation (GDPR, CCPA)
• Future of cookies and its impact on programmatic

9.2. Best Practices from Real Campaigns

• Case studies from successful DV360 campaigns
• Lessons learned from programmatic advertising in different industries

Module 10: HandsOn Capstone Project

10.1. Campaign Strategy Development

• Students will create a full programmatic media strategy for a hypothetical or real brand
• Defining objectives, audience, inventory, budget allocation, and KPIs

10.2. Campaign Execution and Monitoring

• Launching a live campaign in DV360 (if available)
• Weekly campaign optimizations and reporting

10.3. Final Presentation and Review

• Presenting the results of the programmatic campaign to the class
• Feedback and recommendations for future campaigns