Programmatic advertising technology is a complicated ecosystem that’s only growing in complexity. But where do you go to learn about it?
That question was plaguing me for years.
How we used to train people
When I started in the ad tech industry six years ago, there was no definitive place to learn about it. I was forced — like many people today — to read through countless articles on sites like AdExchanger, Digiday, MediaPost, and many others. There were also industry whitepapers, reports, and ebooks I had to read. Then I had to organize all that information in my head without any real context. It took forever and was incredibly inefficient.
In fact, for a long period of time, while we were growing our team, we helped onboard new team members by sending them an email with 30+ links to read. We hoped that they would be able to piece it all together and make sense of it, because there was no better alternative.
Existing solutions are lacking
Academic institutions are of little help. They are the furthest behind in terms of offering the kinds of courses that students and professionals need. Yes, there are industry conferences, but they are poor starting points for beginners — mostly because they assume a ton of prior knowledge. But also because such conferences usually end up being echo chambers for ad tech vendors. As a result, the signal-to-noise ratio tends to be quite low.
As for courses offered through industry associations, they can be poorly designed for practical learning. Not to mention the drawbacks of the rigid agenda and in-person learning format. Not only does it alienate people who don’t have the luxury of being able to travel or live in the city in which the courses are offered, but it forces those who do make it to endure a massive information dump for 8 hours straight.
The fundamental problem with all of these approaches is that they expose the learner to information overload.
They offer no real context, structure, or pragmatic path to understanding. More importantly, most of the deep knowledge about programmatic advertising is locked up within the walls of ad tech companies. And, most of the time, the only way to access that knowledge is by becoming a customer of such companies, which makes you question the objectivity of the information you receive.
A better way to learn
The mission of AdProfs is to demystify the ad tech industry and the world of programmatic advertising. Our desire is to create other experts by providing clarity, context, structure, visuals, analogies, and detailed answers to all the important questions. At the end of the day, our goal is for people to walk away transformed with practical knowledge and skills the market needs.
Best of all, this knowledge will come from an independent, vendor-neutral party, and be of benefit to not only marketers, but also people at agencies, publishers, and even ad tech vendors.
We offer a variety of topics related to programmatic advertising, all of which can be mixed and matched to suit your learning objectives:
- Digital advertising fundamentals
- Programmatic advertising ecosystem
- Ad serving technology stacks
- Header bidding technology
- Real-time bidding (RTB) technology
- Retargeting, audience data and DMPs
- Programmatic media buying and optimization
- Digital advertising fraud
- Yield optimization for publishers
- How to evaluate DSP, SSP, and DMP vendors
- Competitive landscape overview
If there is a topic not mentioned in the list above, please let us know.
There are a few ways in which we accommodate training for our clients:
- Custom on-site training workshops for groups
- Custom remote training webinars for groups
- Personalized coaching or tutoring (one on one)
All of these options are custom tailored to the client to best accommodate the needs of the student(s).
To inquire about our training services, just answer a few questions here, and we will follow up with you.