Curso en Publicidad Programática

Program Overview

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The Postgraduate Expert in Programmatic Advertising, offered by Universidad Europea, provides a comprehensive understanding of the programmatic ecosystem, including programmatic buying and selling, platforms and tools, and industry trends. Through online learning, students gain practical and strategic knowledge in this highly efficient advertising model, focusing on reaching target audiences for optimal results. The program equips professionals in marketing and advertising, recent graduates, and media planners with the skills necessary for successful careers in the field.

Program Outline

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Degree Overview:

The Postgraduate Expert in Programmatic Advertising offered by the Universidad Europea provides a comprehensive overview of the programmatic ecosystem. The program delves into programmatic buying and selling, the types of platforms and tools involved in the process, and future trends impacting digital activations. The program aims to equip students with a practical and strategic understanding of a highly efficient advertising model that helps businesses focus on customers most likely to be interested in their product and service offerings.

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Outline:

The Programmatic Advertising course at Universidad Europea is structured into 12 units, each worth 1 ECTS.

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Module 1: Introduction to Programmatic

• From the first banner to programmatic buying.
• Evolution of the programmatic model.
• Brief introduction to the digital programmatic ecosystem.
• Study of content and complementary bibliography.
• Review activities.
• Complementary resources.
• Self-assessment tests.
• Learning based on content study.
• Self-assessment.

• Typical online buying process.
• The 5Ws of programmatic buying.
• Deeper dive into programmatic buying, exploring uses and technical concepts.
• Study of content and complementary bibliography.
• Review activities.
• Complementary resources.
• Self-assessment tests.
• Learning based on content study.
• Self-assessment.

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Module 3: Programmatic Model

• Past present vs. Current future.
• Data, the new holy grail.
• Study of content and complementary bibliography.
• Review activities.
• Complementary resources.
• Self-assessment tests.
• Learning based on content study.
• Self-assessment.

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Module 4: Programmatic Actors

• Programmatic actors and technology.
• The programmatic ecosystem.
• Understanding the programmatic ecosystem and all its actors will help us understand it in a much more detailed way.
• Study of content and complementary bibliography.
• Review activities.
• Complementary resources.
• Self-assessment tests.
• Learning based on content study.
• Self-assessment.

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Module 5: Technological Stacks

• Fintech, Martech, Adtech.
• Madtech.
DV360 (practical content).
• Knowing what a technological stack is and understanding its benefits will also help to understand the different possibilities in terms of data, measurement, innovation, etc.
• Study of content and complementary bibliography.
• Review activities.
• Complementary resources.
• Self-assessment tests.
• Learning based on content study.
• Self-assessment.

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Module 6: New Paradigm

• From manual buying to programmatic buying.
• Direct programmatic.
• How has it been reached and what has been the process from the most manual buying to programmatic buying?

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Module 7: Audience Data

• Types of data.
• DMP.
• Do we know what data really is?
How to use it? Types of data?
• Study of content and complementary bibliography.
• Review activities.
• Complementary resources.
• Self-assessment tests.
• Learning based on content study.
• Self-assessment.

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Module 8: Programmatic Buying and Selling

• SSP.
• Adtech for programmatic.
DSP.
• Knowing and deepening the technological platform of commercial management that, in an automated way, becomes the best ally for media, helping to manage their inventory and maximize revenue.
• Study of content and complementary bibliography.
• Review activities.
• Complementary resources.
• Self-assessment tests.
• Learning based on content study.
• Self-assessment.

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Module 9: Role Play

• Why programmatic?
• DCO or dynamic creatives.
• Knowing the options that DCOs offer us.
• Knowing how to use them in a programmatic digital strategy.

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Module 10: Cookieless Challenge

• Data security and verification (Adfraud, Brand safety, viewability).
• ID and Cookieless.
• Knowing all the implications related to cookies and the commitment to cookieless.

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Module 11: The Future

• Basic concepts.
• AI in digital advertising.
• The role of AI in digital advertising.
• AI options in digital advertising and programmatic advertising.

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Module 12: New Channels

• Traditional channels with programmatic buying.
• The brandverse.
Programmatic in the metaverse.
• Knowing the digitization of traditional advertising channels.
• Knowing the advertising options offered by the metaverse.

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Teaching:

• Flexibility: The program is 100% online, allowing students to learn at their own pace.
• Expert Faculty: The program is taught by faculty who combine teaching with professional practice, bringing the latest trends and methodologies to the classroom.
• Masterclasses with Experts: Students can attend live masterclasses with successful professionals and leading speakers.
• Personal Tutor: Students receive personalized guidance and support from a tutor throughout the course.
• Professional Practices: Students can inquire about practice agreements and participate in programs at the company of their choice.
• Content from Starcom: The program is developed in collaboration with Starcom, a global advertising, marketing, and business services agency with over 7,000 employees.

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Careers:

• Potential Career Paths:
• Trader
• Strategy Programmatic Manager
• Account Executive
• Digital Account Manager
• Expert in programmatic buying/selling platforms
• Digital Consultant
• Digital Analyst
• Media Planner
• Performance Marketing Specialist
• Companies where graduates work:

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Other:

• Advantages of studying programmatic advertising:
• Segmentation and personalization of messages
• Automation of processes
• Greater reach of campaigns with total control over frequency
• Transparency in media buying and access to data in tools
• Real-time translation and optimization of metrics, resulting in profitability
• Increased agility of processes by eliminating intermediaries
• Tools covered in the Programmatic Advertising Expert:
• Demand Side Platform (DSP):
Platforms for buying ads, where all inventory demand is managed. Used by agencies and advertisers. The program includes Google's DSP (DV360, the most widely used) to explain its operation. It also explores Amazon's DSP (Amazon Advertising), Verizon, and The Trade Desk.
• Supply Side Platform (SSP): Offer platforms.
The most widely used are Criteo, Adform, Xandr, Teads SSP, Google Ad Manager, and Amazon Advertising.
• Customer Data Platform (CDP): Customer data platform: packaged software that creates a comprehensive customer database, accessible by other systems for analyzing, tracking, and managing interactions.
This data, essential in the cookieless era, is activated through unification and structuring, generating audience segments. The most widely used platforms are Adobe, Salesforce, Oracle, SAP, and Microsoft.
• Student Testimonials: The program encourages students to share their experiences with the course and postgraduate programs.
• Professionals in the marketing and advertising field.
• Recent graduates in marketing and advertising.
• Media plan and digital project managers.
• Any professional who wants to refresh their knowledge not used in their recent activity.
• Admission Requirements:
• Hold a university degree.
For graduates from foreign education systems, degree homologation is not required.
• Have accredited professional experience, adjusted to the specifications of each professional field, ensuring the achievement of the access profile competencies in activities related to the own title.
It should be noted that there are titles expressly excluded by the Universidad Europea, which do not allow access based on professional experience (consult the corresponding list here).
• Be a Higher Vocational Training (FP) graduate and have professional experience after completing the internship.
• Awards and Recognition:
• QS Stars: Maximum score in the prestigious QS Stars ranking in Internationalization, Employability, Teaching, and Online Learning.
• EFQM: Highest level of recognition from EFQM, the only international certification that recognizes organizations for their excellent, innovative, and sustainable management.
• Times Higher Education: Third position of Spanish Universities in the international World University Rankings 2021 of the Times Higher Education (THE).