- Data and behavioral targeting
- Managing programmatic and third-party data
- Reaching the right audience
- Targeting audiences
- Dealing with ad fraud
Skill Level Beginner
- [Matt] What is programmatic advertising? and why has it taken over the marketing vocabulary? In a simple answer, programmatic advertising is the automated buying and selling of digital media. Even simpler, you define a target audience, match an ad to them, set your budget and let the computers do the rest. And this system is nearing the $700 billion mark and spending on internet ads is nearly half of all global advertising spend. Hi, I'm Matt Bailey. I teach marketers how to turn data into action. I've been in this industry for over 20 years, and I love training here at LinkedIn. In this course, I'm going to walk you through the basics of programmatic advertising. I'll show you why this is such a powerful targeting medium and the many different methods of targeting the right audience, with the right ad, on the right device, at the right location, at the right time. I'll also walk you through the complicated system that runs this process behind the scenes and introduce you to the major players in the ad-tech market. So thank you for joining me in this introductory course on programmatic advertising. If you have any questions, feel free to use the Q&A feature in the interface, and I'll do my best to keep up with the answers. And now onto the course.