Programmatic Advertising
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  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
Section I: Administrative Information
  Total hours: 21.0
Credit Value: 1.5
Credit Value Notes: N/A
Effective: Spring/Summer 2016
Prerequisites: N/A
Corequisites: N/A
Pre/Co/Equiv Notes: N/A

Program(s): N/A
Program Coordinator(s): N/A
Course Leader or Contact: N/A
Status: Approved (APPR)

Section I Notes: This is a blended course with both face-to-face and online components. In-class sessions will include hands-on learning and assignments, real-life case studies, and industry guest speakers. Online readings and submission of assignments will require a computer and reliable access to the internet and Sheridan's Learning and Teaching Environment (SLATE). Please note there are 7 sessions - 4 in class sessions and 3 online.

Section II: Course Details

Detailed Description
Students explore the business of Programmatic Advertising, from the buyer (clients & agencies) perspective and from the seller (publishers) perspective, to develop the fundamental knowledge and skill needed for the effective buying and selling of advertising media placements. Students learn about Demand-side Platforms (DSP), media planning, retargeting, methods for evaluating quality of audience data, and how they are combined to influence advertising campaign optimization. Students are also introduced to Supply-side Platforms (SSP) such as Publisher Network, and open and private advertising exchanges. Students learn how to build effective campaigns with Programmatic Media, buying through hands-on use of DSP platforms, Real Time Bidding (RTB), Open Auction, Programmatic Direct, open RTB and Deal ID transactions. This includes learning how to use tools for analyzing, reporting and optimizing results on real time. This course is developed from the knowledge and skill of industry leading Programmatic Media businesses, and expert advertising industry practitioners. Students not only develop hands-on experience with the technology, methods and techniques that enable the business, they also learn about current and emerging issues such as 'bots' which facilitate fraud by producing fake impressions and clicks. This is a highly interactive course that uses real-life case studies, hands-on learning and assignments, research, discussions, and industry guest speakers.

Course Critical Performance and Learning Outcomes

By the end of this course, students will have demonstrated the ability 
to optimize an advertising campaign on real-time programmatic 

To achieve the critical performance, students will have demonstrated 
the ability to:

     1  Explain how advertising media placements are bought and sold
        using the technology and processes of programmatic advertising
     2  Plan a programmatic advertising campaign appropriate to meet
        the needs of a client. 
     3  Optimize an ad campaign using a Demand Side Platform (DSP)
        and Real Time Bidding (RTB)
     4  Apply strategies and techniques to minimize exposure to 
        fraudulent impressions

Evaluation Plan
Students demonstrate their learning in the following ways:

Students demonstrate their learning in the following ways:

     Online Mini Quizzes (3 x 5%)      15%
     Assignment #1                     25%
     Assignment #2                     25%
     Assignment #3                     35%
     TOTAL                            100%
Section III: Topical Outline
Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Effective term: Spring/Summer 2016
Professor: Multiple Professors

Textbook required. See instructor for details.

Applicable student group(s): Continuing Education Students
Course Details:
MODULE 1: Buying and Selling Advertising Media Placements using the 
Technology and Processes of Programmatic Advertising.

    - Describe the components of an optimal advertising campaign
    - Explain what real-time Demand-side Platforms and Supply-side 
      Platforms are
    - Compare traditional and programmatic ad buying processes.
    - Explain the display ad buying and selling ecosystems 
    - Describe how Publisher Direct and open and private ad 
      exchanges are used by publishers to sell ads.
    - Describe how Open Auction, Programmatic Direct, open RTB and 
    - Deal ID transactions are used by advertisers to buy advertising 
      media placements 
    - Quiz #1 = 5% 

MODULE 2: Planning A Programmatic Advertising Campaign 

    - Describe the processes and steps involved in effective media 
    - Select the Demand-Side Platform (DSP) that best meets the 
      advertising needs.
    - Explain the steps necessary to implement an optimized 
      programmatic ad campaign
    - Quiz #2 = 5%
    - Assignment #1: Develop A Media Plan = 25%

MODULE 3: Buying Ads and Optimizing an Ad Campaign using a DSP and 
Real Time Bidding (RTB)
    - Select advertising placement space based on specified target 
      audience and budget criteria.
    - Analyze real-time audience data to determine the degree of ad 
    - Optimize an ad campaign using retargeting, and audience data 
    - Evaluate the quality of audience data using third party 
      verification tools  
    - Compare the processes involved in optimizing an RTB ad 
      campaign with those used in campaigns based on other buying  
    - Assignment #2: Buy and Optimize = 25%
    - Assignment #3: Final Case Study Analysis = 35%

MODULE 4:  Minimizing Exposure to Fraudulent Impressions. 

    - Explain what fraudulent impressions are and how they work.
    - Minimize the risk of exposure to fraudulent impressions using 
      verification tools.
    - Outline techniques, strategies and tools to avoid exposure to 
      fraudulent impressions.
    - Quiz #3 = 5%

Sheridan Policies

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

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