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Programmatic Advertising Course


Master the Future of Digital Marketing with Advanced AI-Based Programmatic Advertising Training


In the rapidly evolving world of digital marketing, programmatic advertising has emerged as a game-changing domain. Leveraging the power of AI and big data, this field is one of the most lucrative and in-demand areas in the industry. Whether you're a marketing professional or a beginner looking to enter the digital space, this course offers you the skills to thrive in this high-paying, fast-growing sector.


Why Programmatic Advertising?



Programmatic advertising automates the buying and selling of ad inventory using AI, ensuring precision, efficiency, and measurable results. It is revolutionizing advertising by enabling businesses to:

• Reach their target audience more effectively.

• Optimize budgets for maximum ROI.

• Harness the power of data to make smarter decisions.

• Stay ahead in a competitive and rapidly digitizing world.


Benefits of Joining Acton Engineers’ Programmatic Advertising Course

High-Paying Career Opportunities

The digital marketing industry is brimming with opportunities, and programmatic advertising is at the forefront. With the highest salaries in the marketing domain, this AI-driven field is your gateway to career success.


Hands-On Learning Experience



• Work on real-time projects to develop and test your skills.

• Execute live campaigns under the guidance of experienced mentors.

• Gain internship opportunities to refine your expertise and boost employability.


Certified Training by Experts



• Learn from industry professionals with years of experience in programmatic and digital marketing.

FAQs About Programmatic Advertising Course

What is programmatic advertising, and why is it important? +

Programmatic advertising uses AI to automate the buying and placement of ads, making it more efficient, targeted, and measurable. It is crucial for businesses to stay competitive in the digital space.

What career opportunities can I expect after completing this course? +

You can pursue roles such as Programmatic Media Buyer, Campaign Manager, Ad Operations Specialist, or Marketing Analyst, with excellent salary prospects.

Do I need any prior experience to join the course? +

No prior experience is needed. Our course is designed for both beginners and professionals.

What tools will I learn to use? +

You will gain hands-on experience with platforms like Google DV360, The Trade Desk, and various data management tools.

Will I receive a certification upon completion? +

Yes, you will receive an industry-recognized certification from Acton Engineers.

How does this course differ from other digital marketing courses? +

This course focuses specifically on programmatic advertising, offering in-depth insights into AI-based ad buying and campaign optimization.


Ready to Elevate Your Career in Digital Marketing?



Become a certified programmatic advertising expert with Acton Engineers. Join us today and step into one of the highest-paying fields in digital marketing!



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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

2.1. Overview & Platform Linking

  • Overview of the DV360 dashboard and interface
  • User roles and permissions
  • Linking DV360 with Google Analytics 360 and Campaign Manager 360

2.2. Campaign Setup Fundamentals

  • Creating a new campaign in DV360
  • Setting campaign objectives
  • Display, video, native and audio campaign types

2.3. Audience Targeting Strategies

  • Understanding first-party vs. third-party data
  • Audience segments: demographics, interests and 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 and Programmatic Guaranteed
  • Understanding Ad Exchanges, publisher deals and Google Preferred
  • YouTube Ads through DV360

3.2. Bid Strategies

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

3.3. Private Deals & Programmatic Guaranteed

  • Setting up private marketplace (PMP) deals
  • Programmatic Guaranteed advantages and setup
  • Auction vs. direct buying
Module 4: Ad Formats & Creatives

4.1. Display Ad Formats

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

4.2. Video Ad Formats

  • In-stream, out-stream and bumper ads
  • Best practices for video ad creative
  • YouTube ads in DV360

4.3. Native and Rich Media

  • Overview of native ads
  • Google Web Designer for 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
  • Integrating first-party data for better targeting
  • Using data signals to create custom segments

5.2. 3rd Party Data Providers and Targeting

  • Using third-party data for programmatic campaigns
  • Exploring data providers available in DV360

5.3. Retargeting and Sequential Messaging

  • Audience retargeting strategies
  • Sequential messaging across multiple formats and channels
Module 6: Campaign Optimization

6.1. Campaign Monitoring and KPIs

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

6.2. Performance Optimization Techniques

  • Optimizing bids, budgets and targeting
  • Frequency capping and viewability optimization
  • Creative A/B testing

6.3. Brand Safety and Fraud Prevention

  • Implementing brand safety settings
  • Ad fraud types and prevention measures
Module 7: Advanced Strategies and Integrations

7.1. Cross-Device and Multi-Channel Strategies

  • Implementing cross-device targeting strategies
  • Integrating search, social, video and connected TV

7.2. Lookalike Audiences and Predictive Modeling

  • Creating lookalike models in DV360
  • Predictive modeling for audience expansion

7.3. Google Analytics 360 and DV360 Integration

  • Linking GA360 with DV360
  • Using GA360 audiences for retargeting
Module 8: Reporting and Analytics

8.1. Using DV360 Reporting Tools

  • Performance, Inventory and Conversion reports
  • Creating and customizing reports
  • Impressions, Clicks, Conversions and Reach

8.2. Advanced Analytics with Data Studio and BigQuery

  • Visualizing DV360 data with Google Data Studio
  • Using BigQuery for deeper campaign analysis

8.3. Attribution and Measurement

  • Attribution models
  • Floodlight tags for conversion tracking
  • Cross-channel attribution using Campaign Manager
Module 9: Real-Time Trends and Industry Insights

9.1. Trends in Programmatic Advertising

  • AI and machine learning in programmatic
  • Privacy and data regulation including GDPR and CCPA
  • Future of cookies and its impact on programmatic advertising

9.2. Best Practices from Real Campaigns

  • Case studies from successful DV360 campaigns
  • Lessons from campaigns across different industries
Module 10: Hands-On Capstone Project

10.1. Campaign Strategy Development

  • Create a full programmatic media strategy
  • Define objectives, audience, inventory, budget and KPIs

10.2. Campaign Execution and Monitoring

  • Launching a live DV360 campaign where available
  • Weekly optimizations and reporting

10.3. Final Presentation and Review

  • Presenting campaign results
  • Feedback and recommendations for future campaigns
Tools Required
  • Access to DV360
  • Google Analytics 360
  • Google Data Studio