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所在平台: Udemy |
课程主页: https://www.udemy.com/course/programmatic-advertising-course/
课程评论：没有评论
Coursera《程序化广告入门》课程总结 本课程全面介绍程序化广告，这是数字广告生态系统中日益重要的组成部分。 **核心内容包括：** * **程序化广告的定义与重要性：** 强调其快速增长的趋势以及在数字广告投入中的主导地位。 * **数字广告竞价基础：** 为初学者讲解竞价的基本原理。 * **程序化广告生态系统：** 详细阐述需求方平台（DSP）、供应方平台（SSP）、广告网络和广告交易平台等关键组件及其作用。 * **关键术语解析：** 解释频率上限（Frequency Cap）、首尾屏（ATF/BTF）、整网（RON）和整站（ROS）等常用术语。 * **重要概念深入探讨：** 详细讲解品牌安全（Brand Safety）、广告欺诈（Ad Fraud）和可视图（Viewability）。 * **程序化广告的种类：** phân tích (分析) 四种主要交易类型：公开竞价（Open Auction）、私募竞价（Private Auction）、优先议价（Preferred Deals）和程序化优选（Programmatic Guaranteed），并讨论其各自的优缺点。 * **Google程序化生态系统：** 介绍Google在该领域的产品和组件。 * **程序化广告与标准展示广告的区别：** 帮助学员理解两者之间的差异。 * **成功案例分析：** 通过品牌实际案例展示程序化广告的强大效果。 本课程旨在帮助营销人员和广告主掌握程序化广告的运作方式，提升职业技能。
Programmatic advertising is growing at a rapid pace! Going by the Zenith Media programmatic marketing forecast, published in November 2018, about 65 percent of digital media spends in 2019 will be programmatic. In fact, in the United States, by the end of 2019, nearly 84 percent of digital display ad spends will transact programmatically. Programmatic advertising is becoming an increasingly important part of the digital advertising ecosystem and, as a marketer or an advertiser, it is imperative that you fully understand how it works. It's an in-demand skill that will help you take your career to the next level and this course will help you accomplish that!In this course, we'll begin with an understanding of what programmatic advertising really is. I will then take you through the fundamentals of the digital advertising auction, for those of you who are not familiar with it. We will look at the different components of the programmatic advertising ecosystem - demand side platforms, supply side platforms, ad networks and ad exchanges - what they are and where they fit into the ecosystem. You will learn the terminology that you will keep hearing in the programmatic advertising space - frequency cap, about the fold and below the fold inventory, run of network and run of site types of ad buying. You will also learn about brand safety, ad fraud and the concept of viewability in detail.The course will cover the different types of programmatic advertising - open auctions, private auctions, preferred deals and programmatic guaranteed deals with the pros and cons of each type. You will also learn about the Google programmatic ecosystem, the components that are part of it as well as the functions of each component.If you have always wondered what really makes programmatic advertising different from advertising on the Google Display Network through Google Ads, this course will take you through all those differences as well. You will also get a chance to look at some success stories from brands in the programmatic advertising space that will show you the true power of programmatic advertising.Here's a quick summary of the key topics that this course will cover:What is Programmatic AdvertisingDigital Advertising Auction FundamentalsThe early days of Digital AdvertisingThe evolution of Digital AdvertisingThe Programmatic Advertising EcosystemFrequency CapFirst, Second & Third Party DataATF and BTF, RON and ROSBrand SafetyAd Fraud & Bot TrafficAd ViewabilityWhat is a Deal IDThe four types of programmatic advertisingPublisher Ad Server Prioritization - The Publisher WaterfallOpen Auction - Pros and ConsPrivate Auction - Pros and ConsPreferred Deals - Pros and ConsProgrammatic Guaranteed - Pros and ConsThe Google Programmatic EcosystemProgrammatic Advertising vs Standard DisplayProgrammatic Advertising Success Stories
