Programmatic advertising automates digital media buying. By using software and algorithms to select buys, your ad placement becomes more nimble and efficient, and you can be exactly where the customer is—instantly. In this course, discover the fundamentals of programmatic advertising, starting with core concepts and moving into key industry terms, players, and platforms. Instructor Matt Bailey shows how real-time bidding works, how customer data is acquired, and the differences between first- and third-party data. Along the way, explore some of the most important ethical issues surrounding consumer privacy, ad fraud, and brand safety, all while learning how to mitigate these risks in targeted, programmatic campaigns. The course concludes by offering practical tips and resources for enhancing data skills and advancing in the advertising field.
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