Program(s): N/A
Program Coordinator(s): N/A
Course Leader or Contact: N/A
Version: 4.0
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.

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.

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

LEARNING OUTCOMES
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

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%

REQUIRED TEXT:

Textbook required. See instructor for 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 
      planning.
    - 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 
      success
    - Optimize an ad campaign using retargeting, and audience data 
      reports 
    - 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  
      techniques 
    - 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%