In this course, we highlight different auction models and discuss ways in which buyers can optimize their ad campaigns by using a Demand Side Platform (DSP). We'll compare the features of an open exchange with other programmatic deal types and take a look at which groups can come together to make a programmatic deal.
We will start with a brief history of auctions and then take a closer look at first-price versus second-price auctions. You will learn about the different levers advertisers can pull to impact campaign performance and the different types of deals that can be done in a programmatic marketplace.
30 minutes of content
At 10 minutes per lesson (on average), you will gain a general understanding of how advertisers buy programmatically.
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