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Programmatic Advertising & Real-Time Bidding
Post Graduate Program in Advertising and Media
Explore Programmatic Advertising & Real-Time Bidding as part of Post Graduate Program in Advertising and Media. Read the syllabus and available chapters online.
Academic programmePost Graduate Program in Advertising and Media
LevelPost Graduate
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01
Programmatic Advertising & Real-Time BiddingSyllabus
02Foundations And Evolution Of Programmatic AdvertisingChapter 1
03Programmatic Ecosystem And Value ChainChapter 2
04Media Trading Models And Marketplace StructuresChapter 3
05Real Time Bidding Auction Theory And PricingChapter 4
06Programmatic Technology Architecture And StandardsChapter 5
07Audience Data Identity And TargetingChapter 6
08Campaign Planning And ActivationChapter 7
09Creative Strategy And Dynamic OptimisationChapter 8
10Measurement Attribution And ExperimentationChapter 9
11Analytics Bidding And Campaign OptimisationChapter 10
12Ai And Machine Learning In Programmatic MediaChapter 11
13Quality Fraud Brand Safety And TransparencyChapter 12
14Privacy Ethics And GovernanceChapter 13
15Managerial Strategy Transformation And The Future Of ProgrammaticChapter 14
16Platform Evaluation Transformation And Future DirectionsChapter 15
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