Mastering Programmatic TV Buying and Optimization
You're under pressure. Every campaign decision is scrutinized, budgets are tight, and expectations are higher than ever. The shift to programmatic TV isn't just a trend-it's a fundamental transformation in how media is bought, measured, and optimized. Yet most buyers are still relying on outdated playbooks, guessing at audience targeting, and leaving performance on the table. Meanwhile, the top performers-the ones who secure bigger budgets, lead strategy calls, and get promoted-have a distinct advantage. They’ve cracked the code on programmatic TV. They know how to align addressable inventory with real-time data, optimize CPMs with precision, and prove ROI with confidence. And they're not keeping it secret. They're using systematic frameworks that you can learn too. This isn't about theory. It's about results. The Mastering Programmatic TV Buying and Optimization course gives you the exact blueprint to go from uncertain and reactive to strategic and in control-turning fragmented data into high-performing campaigns in as little as 21 days. Imagine walking into your next client meeting with a fully optimized, data-backed media plan ready to present, every time. Take Mark T., Senior Media Planner at a global agency. After completing this course, he restructured a $2.8M CTV buy for a luxury automotive brand, increasing reach by 39% while reducing effective CPM by 18%. His team adopted his model agency-wide. Six months later, he was promoted to Group Media Director. That kind of leverage isn’t accidental. It’s repeatable. You don’t need more information. You need the right structure, proven workflows, and clear decision trees that separate guesswork from growth. This course delivers all three. Here’s how this course is structured to help you get there.Course Format & Delivery Details Self-paced, on-demand, and built for real-world impact. This course is designed for professionals who need results-not filler. You gain immediate online access to a meticulously curated learning pathway, structured to take you from foundational understanding to advanced execution with no fixed schedules or time commitments. Most learners complete the core material in 28–35 days, dedicating 45–60 minutes per session. More importantly, many apply key frameworks to live campaigns within the first two weeks, seeing measurable improvements in performance, reporting clarity, and stakeholder confidence. Lifetime Access & Continuous Updates
You receive lifetime access to all materials. That means every future update-new strategies, evolving platforms, shifting compliance rules-is delivered to you at no extra cost. Programmatic TV evolves fast. Your training should keep pace. - 24/7 global access across devices
- Mobile-friendly design for learning on the go
- Progress tracking to pick up exactly where you left off
- Interactive exercises and downloadable templates for immediate application
Instructor Support & Professional Certification
You're not learning in isolation. Direct guidance from veteran programmatic strategists ensures your questions are answered with context-specific clarity. Submit queries through the secure learning portal and receive expert feedback within 48 business hours. Upon completion, you'll earn a Certificate of Completion issued by The Art of Service-a globally recognized credential trusted by thousands of media professionals, agencies, and enterprise organizations. This certification validates your mastery and strengthens your credibility in client pitches, internal reviews, and career advancement discussions. Transparent Pricing, Zero Risk
No hidden fees. No surprise charges. The price covers everything: full curriculum, templates, tools, support, and certification. We accept Visa, Mastercard, and PayPal-securely processed with bank-level encryption. If you complete the first three modules and don’t believe the course will deliver measurable value to your work, simply request a refund. You’re protected by our Satisfied or Refunded Guarantee. Enroll with zero financial risk. What You’ll Receive After Enrollment
Following registration, you’ll receive a confirmation email. Once your access credentials are generated, a separate email will deliver your login details and entry to the course platform. Processing occurs in sequence to ensure system integrity and personalized onboarding. This Works Even If…
You’re new to connected TV. You work in a traditional media agency with slow tech adoption. Your team resists change. Your current tools lack integration. You don’t have a data science background. This course is built for real conditions, not ideal ones. It gives you the frameworks to lead-even when resources are limited. With over 18,500 media professionals trained worldwide, The Art of Service has refined this methodology across agencies, brands, and broadcasters. The consistency of results-from junior planners to media directors-proves this system works where it matters: in live campaigns, under real pressure, with real budgets. You’re not betting on hype. You’re investing in a proven, risk-reversed pathway to mastery, recognition, and long-term competitive advantage.
Module 1: Foundations of Programmatic TV - Understanding the evolution from linear to programmatic TV
- Key differences between CTV, OTT, and vMVPD platforms
- The role of addressable advertising in modern media planning
- Overview of the programmatic supply chain
- How demand-side platforms (DSPs) integrate with TV inventory
- The importance of data onboarding in audience targeting
- Standard identifiers: UID, IDFA, and their application in TV
- Cross-device identity resolution in practice
- Understanding open, private, and preferred marketplaces
- Role of supply path optimization (SPO) in TV buying
- Key metrics: impressions, reach, frequency, GRPs in digital context
- How programmatic changes traditional upfront and scatter market dynamics
- The impact of cookie deprecation on TV strategies
- Regulatory landscape: GDPR, CCPA, and TV data compliance
- Building a foundational glossary for internal team alignment
Module 2: Strategic Frameworks for Media Planning - Developing audience-first media strategies
- Creating custom audience segments using 1st, 2nd, and 3rd party data
- Designing campaign objectives aligned with business KPIs
- Balancing reach and frequency in programmatic TV plans
- Setting performance benchmarks using historical data
- Integrating programmatic TV into cross-channel media mixes
- Planning for sequential messaging across devices
- When to use frequency capping: best practices and thresholds
- Scheduling strategies: dayparting, weekparting, and pacing controls
- Building flexible media plans for agile optimization
- Managing budget allocation between linear and digital TV
- Creating fallback plans for low inventory scenarios
- Aligning with creative teams for asset variations
- Developing stage-gate approval workflows for faster execution
- Using scenario modeling to forecast outcomes pre-launch
Module 3: Demand-Side Platforms and Buying Mechanics - Overview of leading DSPs in programmatic TV (The Trade Desk, Amazon DSP, etc.)
- Navigating DSP user interfaces for campaign creation
- Configuring line items for CTV and OTT inventory
- Understanding impression-based vs. reach-based buying models
- How to set up frequency caps at audience and device level
- Mechanics of real-time bidding (RTB) in TV environments
- Using bid shading to reduce overpayment
- Configuring pacing: front-loaded, even, accelerated
- Setting up dayparting schedules for maximum impact
- Implementing geo-targeting at DMA, ZIP, or radius level
- Using device and OS targeting for precision
- Applying contextual targeting to CTV inventory
- Managing multiple campaigns within a single insertion order
- Understanding minimum spend requirements by platform
- Handling campaign budget overages and allocation rules
Module 4: Data Integration and Audience Targeting - Sourcing and validating 1st party customer data
- Onboarding CRM data via data management platforms (DMPs)
- Using 2nd party data partnerships for expanded reach
- Selecting 3rd party data providers with high match rates
- Evaluating data accuracy and recency for targeting
- Creating lookalike and modeled audiences
- Building lifecycle stage-based audience segments
- Integrating predictive scoring into targeting workflows
- Using visitation data to target high-intent viewers
- Geo-conquesting strategies for competitive markets
- Dynamic creative optimization (DCO) logic and triggers
- Synthetic audience creation when data is limited
- Managing audience suppression lists
- Measuring audience overlap and duplication
- Building modular audience packs for reuse across campaigns
Module 5: Inventory Sourcing and Supply Path Strategy - Understanding CTV app inventory quality tiers
- Identifying premium publisher partners and walled gardens
- Accessing linear TV inventory via programmatic guaranteed deals
- Using unified ID solutions to improve match rates
- Evaluating supply quality: viewability, fraud risk, ad load
- Implementing supply path optimization (SPO) rules
- Negotiating preferred deals with publishers
- Accessing exclusive inventory via private marketplaces (PMPs)
- Using deal IDs for guaranteed pricing and availability
- Comparing open exchange vs. PMP performance
- Managing impressions across apps, games, and streaming services
- Understanding ad pod dynamics and competitive separation
- Working with FAST (free ad-supported TV) channels
- Assessing CTV fraud detection tools and KPIs
- Developing a sustainable inventory sourcing playbook
Module 6: Campaign Execution and Launch Protocols - Checklist for campaign QA and pre-launch validation
- Verifying creative asset delivery and specifications
- Testing audience segment delivery and match rates
- Validating pixel and tag deployment accuracy
- Confirming third-party measurement integration
- Setting up budget pacing and delivery alerts
- Creating launch documentation for stakeholder review
- Coordinating with publishers for flight timing
- Handling last-minute change requests
- Monitoring impression delivery in the first 24 hours
- Responding to under-delivery and inventory gaps
- Managing creative rotation rules
- Using campaign dashboards for real-time visibility
- Establishing SLAs with vendors and partners
- Documenting execution decisions for post-campaign analysis
Module 7: Optimization Frameworks and Real-Time Adjustments - Daily optimization checklist for programmatic TV campaigns
- Using performance heatmaps to identify high-ROI segments
- Shifting budgets toward best-performing audience segments
- Pausing underperforming line items and reallocating spend
- Adjusting bid strategies based on conversion data
- Implementing bid multipliers for specific contexts
- Optimizing frequency based on conversion lag
- Using daypart adjustments to boost efficiency
- Refreshing creatives to combat fatigue
- Testing messaging variations using A/B frameworks
- Integrating conversion lift data into optimization
- Applying incrementality learnings to media mix
- Using predictive modeling to anticipate performance shifts
- Managing PMP performance in real time
- Creating automated rules for bid and budget adjustments
Module 8: Measurement, Attribution, and Performance Reporting - Designing KPIs that align with business outcomes
- Understanding multi-touch attribution models
- Using data management platforms (DMPs) for unified reporting
- Integrating third-party measurement vendors (IAS, DoubleVerify)
- Measuring brand lift and awareness through surveys
- Tracking website visits and online conversions post-exposure
- Measuring offline sales impact using data onboarding
- Using incrementality testing to prove campaign impact
- Calculating effective CPM and cost per completed view
- Reporting on viewability and fraud metrics
- Creating executive-ready performance summaries
- Developing client-facing dashboards with key insights
- Communicating ROI in business terms, not just media metrics
- Using historical data to set future benchmarks
- Building a measurement playbook for repeatable success
Module 9: Advanced Programmatic Strategies - Contextual targeting using AI-powered natural language processing
- Using predictive audiences based on behavioral signals
- Integrating weather targeting into media plans
- Deploying time-sensitive triggers for promotional campaigns
- Building cross-channel suppression logic
- Automating audience refresh cycles based on performance
- Using programmatic to retarget linear TV viewers
- Executing lifecycle-based sequential messaging
- Dynamic creative optimization with real-time data
- Creating automated workflows for campaign scaling
- Applying machine learning models to forecast delivery
- Using predictive capping to prevent overexposure
- Developing automated budget shift rules by geography
- Building custom algorithms for audience scoring
- Integrating programmatic TV with CRM and sales data
Module 10: Cross-Channel Integration and Future-Proofing - Aligning programmatic TV with digital video and audio buys
- Coordinating messaging across social, display, and CTV
- Using unified measurement frameworks across channels
- Implementing closed-loop optimization across media
- Managing identity resolution across channels
- Developing a channel-agnostic media architecture
- Preparing for cookieless measurement solutions
- Using unified ID standards (UID2, RampID) at scale
- Integrating clean room data collaboration
- Building API connections between platforms
- Developing automated reporting pipelines
- Creating governance models for data usage
- Future trends: addressable linear, CTV+audio bundles
- Preparing for regulatory changes in data privacy
- Staying ahead of platform-specific algorithm updates
Module 11: Client Communication and Stakeholder Management - Translating technical performance into business impact
- Creating compelling storytelling around campaign results
- Presenting data visually for executive audiences
- Managing client expectations around testing and innovation
- Handling questions about viewability and fraud
- Communicating risks and mitigation strategies
- Running effective campaign review meetings
- Using templates for consistent reporting
- Preparing for media audits and compliance checks
- Negotiating contract terms with clients and partners
- Building trust through transparency and documentation
- Handling campaign underperformance with confidence
- Using feedback loops to improve future plans
- Developing media education materials for clients
- Creating internal training documents for team alignment
Module 12: Certification, Next Steps, and Career Growth - Final assessment: applying framework to a real-world scenario
- Submitting campaign plan for expert review
- Receiving personalized feedback on your strategy
- Claiming your Certificate of Completion from The Art of Service
- Adding certification to LinkedIn and professional profiles
- Creating a portfolio of optimized campaign examples
- Preparing for programmatic certification exams (e.g., Google, Xandr)
- Networking with peers through the alumni community
- Accessing exclusive job boards for programmatic roles
- Using certification to support promotion or raise discussions
- Continuing education: recommended reading and events
- Implementing a 90-day personal growth plan
- Setting up quarterly strategy refresh rituals
- Contributing insights to industry forums and publications
- Driving innovation within your organization as a programmatic leader
- Understanding the evolution from linear to programmatic TV
- Key differences between CTV, OTT, and vMVPD platforms
- The role of addressable advertising in modern media planning
- Overview of the programmatic supply chain
- How demand-side platforms (DSPs) integrate with TV inventory
- The importance of data onboarding in audience targeting
- Standard identifiers: UID, IDFA, and their application in TV
- Cross-device identity resolution in practice
- Understanding open, private, and preferred marketplaces
- Role of supply path optimization (SPO) in TV buying
- Key metrics: impressions, reach, frequency, GRPs in digital context
- How programmatic changes traditional upfront and scatter market dynamics
- The impact of cookie deprecation on TV strategies
- Regulatory landscape: GDPR, CCPA, and TV data compliance
- Building a foundational glossary for internal team alignment
Module 2: Strategic Frameworks for Media Planning - Developing audience-first media strategies
- Creating custom audience segments using 1st, 2nd, and 3rd party data
- Designing campaign objectives aligned with business KPIs
- Balancing reach and frequency in programmatic TV plans
- Setting performance benchmarks using historical data
- Integrating programmatic TV into cross-channel media mixes
- Planning for sequential messaging across devices
- When to use frequency capping: best practices and thresholds
- Scheduling strategies: dayparting, weekparting, and pacing controls
- Building flexible media plans for agile optimization
- Managing budget allocation between linear and digital TV
- Creating fallback plans for low inventory scenarios
- Aligning with creative teams for asset variations
- Developing stage-gate approval workflows for faster execution
- Using scenario modeling to forecast outcomes pre-launch
Module 3: Demand-Side Platforms and Buying Mechanics - Overview of leading DSPs in programmatic TV (The Trade Desk, Amazon DSP, etc.)
- Navigating DSP user interfaces for campaign creation
- Configuring line items for CTV and OTT inventory
- Understanding impression-based vs. reach-based buying models
- How to set up frequency caps at audience and device level
- Mechanics of real-time bidding (RTB) in TV environments
- Using bid shading to reduce overpayment
- Configuring pacing: front-loaded, even, accelerated
- Setting up dayparting schedules for maximum impact
- Implementing geo-targeting at DMA, ZIP, or radius level
- Using device and OS targeting for precision
- Applying contextual targeting to CTV inventory
- Managing multiple campaigns within a single insertion order
- Understanding minimum spend requirements by platform
- Handling campaign budget overages and allocation rules
Module 4: Data Integration and Audience Targeting - Sourcing and validating 1st party customer data
- Onboarding CRM data via data management platforms (DMPs)
- Using 2nd party data partnerships for expanded reach
- Selecting 3rd party data providers with high match rates
- Evaluating data accuracy and recency for targeting
- Creating lookalike and modeled audiences
- Building lifecycle stage-based audience segments
- Integrating predictive scoring into targeting workflows
- Using visitation data to target high-intent viewers
- Geo-conquesting strategies for competitive markets
- Dynamic creative optimization (DCO) logic and triggers
- Synthetic audience creation when data is limited
- Managing audience suppression lists
- Measuring audience overlap and duplication
- Building modular audience packs for reuse across campaigns
Module 5: Inventory Sourcing and Supply Path Strategy - Understanding CTV app inventory quality tiers
- Identifying premium publisher partners and walled gardens
- Accessing linear TV inventory via programmatic guaranteed deals
- Using unified ID solutions to improve match rates
- Evaluating supply quality: viewability, fraud risk, ad load
- Implementing supply path optimization (SPO) rules
- Negotiating preferred deals with publishers
- Accessing exclusive inventory via private marketplaces (PMPs)
- Using deal IDs for guaranteed pricing and availability
- Comparing open exchange vs. PMP performance
- Managing impressions across apps, games, and streaming services
- Understanding ad pod dynamics and competitive separation
- Working with FAST (free ad-supported TV) channels
- Assessing CTV fraud detection tools and KPIs
- Developing a sustainable inventory sourcing playbook
Module 6: Campaign Execution and Launch Protocols - Checklist for campaign QA and pre-launch validation
- Verifying creative asset delivery and specifications
- Testing audience segment delivery and match rates
- Validating pixel and tag deployment accuracy
- Confirming third-party measurement integration
- Setting up budget pacing and delivery alerts
- Creating launch documentation for stakeholder review
- Coordinating with publishers for flight timing
- Handling last-minute change requests
- Monitoring impression delivery in the first 24 hours
- Responding to under-delivery and inventory gaps
- Managing creative rotation rules
- Using campaign dashboards for real-time visibility
- Establishing SLAs with vendors and partners
- Documenting execution decisions for post-campaign analysis
Module 7: Optimization Frameworks and Real-Time Adjustments - Daily optimization checklist for programmatic TV campaigns
- Using performance heatmaps to identify high-ROI segments
- Shifting budgets toward best-performing audience segments
- Pausing underperforming line items and reallocating spend
- Adjusting bid strategies based on conversion data
- Implementing bid multipliers for specific contexts
- Optimizing frequency based on conversion lag
- Using daypart adjustments to boost efficiency
- Refreshing creatives to combat fatigue
- Testing messaging variations using A/B frameworks
- Integrating conversion lift data into optimization
- Applying incrementality learnings to media mix
- Using predictive modeling to anticipate performance shifts
- Managing PMP performance in real time
- Creating automated rules for bid and budget adjustments
Module 8: Measurement, Attribution, and Performance Reporting - Designing KPIs that align with business outcomes
- Understanding multi-touch attribution models
- Using data management platforms (DMPs) for unified reporting
- Integrating third-party measurement vendors (IAS, DoubleVerify)
- Measuring brand lift and awareness through surveys
- Tracking website visits and online conversions post-exposure
- Measuring offline sales impact using data onboarding
- Using incrementality testing to prove campaign impact
- Calculating effective CPM and cost per completed view
- Reporting on viewability and fraud metrics
- Creating executive-ready performance summaries
- Developing client-facing dashboards with key insights
- Communicating ROI in business terms, not just media metrics
- Using historical data to set future benchmarks
- Building a measurement playbook for repeatable success
Module 9: Advanced Programmatic Strategies - Contextual targeting using AI-powered natural language processing
- Using predictive audiences based on behavioral signals
- Integrating weather targeting into media plans
- Deploying time-sensitive triggers for promotional campaigns
- Building cross-channel suppression logic
- Automating audience refresh cycles based on performance
- Using programmatic to retarget linear TV viewers
- Executing lifecycle-based sequential messaging
- Dynamic creative optimization with real-time data
- Creating automated workflows for campaign scaling
- Applying machine learning models to forecast delivery
- Using predictive capping to prevent overexposure
- Developing automated budget shift rules by geography
- Building custom algorithms for audience scoring
- Integrating programmatic TV with CRM and sales data
Module 10: Cross-Channel Integration and Future-Proofing - Aligning programmatic TV with digital video and audio buys
- Coordinating messaging across social, display, and CTV
- Using unified measurement frameworks across channels
- Implementing closed-loop optimization across media
- Managing identity resolution across channels
- Developing a channel-agnostic media architecture
- Preparing for cookieless measurement solutions
- Using unified ID standards (UID2, RampID) at scale
- Integrating clean room data collaboration
- Building API connections between platforms
- Developing automated reporting pipelines
- Creating governance models for data usage
- Future trends: addressable linear, CTV+audio bundles
- Preparing for regulatory changes in data privacy
- Staying ahead of platform-specific algorithm updates
Module 11: Client Communication and Stakeholder Management - Translating technical performance into business impact
- Creating compelling storytelling around campaign results
- Presenting data visually for executive audiences
- Managing client expectations around testing and innovation
- Handling questions about viewability and fraud
- Communicating risks and mitigation strategies
- Running effective campaign review meetings
- Using templates for consistent reporting
- Preparing for media audits and compliance checks
- Negotiating contract terms with clients and partners
- Building trust through transparency and documentation
- Handling campaign underperformance with confidence
- Using feedback loops to improve future plans
- Developing media education materials for clients
- Creating internal training documents for team alignment
Module 12: Certification, Next Steps, and Career Growth - Final assessment: applying framework to a real-world scenario
- Submitting campaign plan for expert review
- Receiving personalized feedback on your strategy
- Claiming your Certificate of Completion from The Art of Service
- Adding certification to LinkedIn and professional profiles
- Creating a portfolio of optimized campaign examples
- Preparing for programmatic certification exams (e.g., Google, Xandr)
- Networking with peers through the alumni community
- Accessing exclusive job boards for programmatic roles
- Using certification to support promotion or raise discussions
- Continuing education: recommended reading and events
- Implementing a 90-day personal growth plan
- Setting up quarterly strategy refresh rituals
- Contributing insights to industry forums and publications
- Driving innovation within your organization as a programmatic leader
- Overview of leading DSPs in programmatic TV (The Trade Desk, Amazon DSP, etc.)
- Navigating DSP user interfaces for campaign creation
- Configuring line items for CTV and OTT inventory
- Understanding impression-based vs. reach-based buying models
- How to set up frequency caps at audience and device level
- Mechanics of real-time bidding (RTB) in TV environments
- Using bid shading to reduce overpayment
- Configuring pacing: front-loaded, even, accelerated
- Setting up dayparting schedules for maximum impact
- Implementing geo-targeting at DMA, ZIP, or radius level
- Using device and OS targeting for precision
- Applying contextual targeting to CTV inventory
- Managing multiple campaigns within a single insertion order
- Understanding minimum spend requirements by platform
- Handling campaign budget overages and allocation rules
Module 4: Data Integration and Audience Targeting - Sourcing and validating 1st party customer data
- Onboarding CRM data via data management platforms (DMPs)
- Using 2nd party data partnerships for expanded reach
- Selecting 3rd party data providers with high match rates
- Evaluating data accuracy and recency for targeting
- Creating lookalike and modeled audiences
- Building lifecycle stage-based audience segments
- Integrating predictive scoring into targeting workflows
- Using visitation data to target high-intent viewers
- Geo-conquesting strategies for competitive markets
- Dynamic creative optimization (DCO) logic and triggers
- Synthetic audience creation when data is limited
- Managing audience suppression lists
- Measuring audience overlap and duplication
- Building modular audience packs for reuse across campaigns
Module 5: Inventory Sourcing and Supply Path Strategy - Understanding CTV app inventory quality tiers
- Identifying premium publisher partners and walled gardens
- Accessing linear TV inventory via programmatic guaranteed deals
- Using unified ID solutions to improve match rates
- Evaluating supply quality: viewability, fraud risk, ad load
- Implementing supply path optimization (SPO) rules
- Negotiating preferred deals with publishers
- Accessing exclusive inventory via private marketplaces (PMPs)
- Using deal IDs for guaranteed pricing and availability
- Comparing open exchange vs. PMP performance
- Managing impressions across apps, games, and streaming services
- Understanding ad pod dynamics and competitive separation
- Working with FAST (free ad-supported TV) channels
- Assessing CTV fraud detection tools and KPIs
- Developing a sustainable inventory sourcing playbook
Module 6: Campaign Execution and Launch Protocols - Checklist for campaign QA and pre-launch validation
- Verifying creative asset delivery and specifications
- Testing audience segment delivery and match rates
- Validating pixel and tag deployment accuracy
- Confirming third-party measurement integration
- Setting up budget pacing and delivery alerts
- Creating launch documentation for stakeholder review
- Coordinating with publishers for flight timing
- Handling last-minute change requests
- Monitoring impression delivery in the first 24 hours
- Responding to under-delivery and inventory gaps
- Managing creative rotation rules
- Using campaign dashboards for real-time visibility
- Establishing SLAs with vendors and partners
- Documenting execution decisions for post-campaign analysis
Module 7: Optimization Frameworks and Real-Time Adjustments - Daily optimization checklist for programmatic TV campaigns
- Using performance heatmaps to identify high-ROI segments
- Shifting budgets toward best-performing audience segments
- Pausing underperforming line items and reallocating spend
- Adjusting bid strategies based on conversion data
- Implementing bid multipliers for specific contexts
- Optimizing frequency based on conversion lag
- Using daypart adjustments to boost efficiency
- Refreshing creatives to combat fatigue
- Testing messaging variations using A/B frameworks
- Integrating conversion lift data into optimization
- Applying incrementality learnings to media mix
- Using predictive modeling to anticipate performance shifts
- Managing PMP performance in real time
- Creating automated rules for bid and budget adjustments
Module 8: Measurement, Attribution, and Performance Reporting - Designing KPIs that align with business outcomes
- Understanding multi-touch attribution models
- Using data management platforms (DMPs) for unified reporting
- Integrating third-party measurement vendors (IAS, DoubleVerify)
- Measuring brand lift and awareness through surveys
- Tracking website visits and online conversions post-exposure
- Measuring offline sales impact using data onboarding
- Using incrementality testing to prove campaign impact
- Calculating effective CPM and cost per completed view
- Reporting on viewability and fraud metrics
- Creating executive-ready performance summaries
- Developing client-facing dashboards with key insights
- Communicating ROI in business terms, not just media metrics
- Using historical data to set future benchmarks
- Building a measurement playbook for repeatable success
Module 9: Advanced Programmatic Strategies - Contextual targeting using AI-powered natural language processing
- Using predictive audiences based on behavioral signals
- Integrating weather targeting into media plans
- Deploying time-sensitive triggers for promotional campaigns
- Building cross-channel suppression logic
- Automating audience refresh cycles based on performance
- Using programmatic to retarget linear TV viewers
- Executing lifecycle-based sequential messaging
- Dynamic creative optimization with real-time data
- Creating automated workflows for campaign scaling
- Applying machine learning models to forecast delivery
- Using predictive capping to prevent overexposure
- Developing automated budget shift rules by geography
- Building custom algorithms for audience scoring
- Integrating programmatic TV with CRM and sales data
Module 10: Cross-Channel Integration and Future-Proofing - Aligning programmatic TV with digital video and audio buys
- Coordinating messaging across social, display, and CTV
- Using unified measurement frameworks across channels
- Implementing closed-loop optimization across media
- Managing identity resolution across channels
- Developing a channel-agnostic media architecture
- Preparing for cookieless measurement solutions
- Using unified ID standards (UID2, RampID) at scale
- Integrating clean room data collaboration
- Building API connections between platforms
- Developing automated reporting pipelines
- Creating governance models for data usage
- Future trends: addressable linear, CTV+audio bundles
- Preparing for regulatory changes in data privacy
- Staying ahead of platform-specific algorithm updates
Module 11: Client Communication and Stakeholder Management - Translating technical performance into business impact
- Creating compelling storytelling around campaign results
- Presenting data visually for executive audiences
- Managing client expectations around testing and innovation
- Handling questions about viewability and fraud
- Communicating risks and mitigation strategies
- Running effective campaign review meetings
- Using templates for consistent reporting
- Preparing for media audits and compliance checks
- Negotiating contract terms with clients and partners
- Building trust through transparency and documentation
- Handling campaign underperformance with confidence
- Using feedback loops to improve future plans
- Developing media education materials for clients
- Creating internal training documents for team alignment
Module 12: Certification, Next Steps, and Career Growth - Final assessment: applying framework to a real-world scenario
- Submitting campaign plan for expert review
- Receiving personalized feedback on your strategy
- Claiming your Certificate of Completion from The Art of Service
- Adding certification to LinkedIn and professional profiles
- Creating a portfolio of optimized campaign examples
- Preparing for programmatic certification exams (e.g., Google, Xandr)
- Networking with peers through the alumni community
- Accessing exclusive job boards for programmatic roles
- Using certification to support promotion or raise discussions
- Continuing education: recommended reading and events
- Implementing a 90-day personal growth plan
- Setting up quarterly strategy refresh rituals
- Contributing insights to industry forums and publications
- Driving innovation within your organization as a programmatic leader
- Understanding CTV app inventory quality tiers
- Identifying premium publisher partners and walled gardens
- Accessing linear TV inventory via programmatic guaranteed deals
- Using unified ID solutions to improve match rates
- Evaluating supply quality: viewability, fraud risk, ad load
- Implementing supply path optimization (SPO) rules
- Negotiating preferred deals with publishers
- Accessing exclusive inventory via private marketplaces (PMPs)
- Using deal IDs for guaranteed pricing and availability
- Comparing open exchange vs. PMP performance
- Managing impressions across apps, games, and streaming services
- Understanding ad pod dynamics and competitive separation
- Working with FAST (free ad-supported TV) channels
- Assessing CTV fraud detection tools and KPIs
- Developing a sustainable inventory sourcing playbook
Module 6: Campaign Execution and Launch Protocols - Checklist for campaign QA and pre-launch validation
- Verifying creative asset delivery and specifications
- Testing audience segment delivery and match rates
- Validating pixel and tag deployment accuracy
- Confirming third-party measurement integration
- Setting up budget pacing and delivery alerts
- Creating launch documentation for stakeholder review
- Coordinating with publishers for flight timing
- Handling last-minute change requests
- Monitoring impression delivery in the first 24 hours
- Responding to under-delivery and inventory gaps
- Managing creative rotation rules
- Using campaign dashboards for real-time visibility
- Establishing SLAs with vendors and partners
- Documenting execution decisions for post-campaign analysis
Module 7: Optimization Frameworks and Real-Time Adjustments - Daily optimization checklist for programmatic TV campaigns
- Using performance heatmaps to identify high-ROI segments
- Shifting budgets toward best-performing audience segments
- Pausing underperforming line items and reallocating spend
- Adjusting bid strategies based on conversion data
- Implementing bid multipliers for specific contexts
- Optimizing frequency based on conversion lag
- Using daypart adjustments to boost efficiency
- Refreshing creatives to combat fatigue
- Testing messaging variations using A/B frameworks
- Integrating conversion lift data into optimization
- Applying incrementality learnings to media mix
- Using predictive modeling to anticipate performance shifts
- Managing PMP performance in real time
- Creating automated rules for bid and budget adjustments
Module 8: Measurement, Attribution, and Performance Reporting - Designing KPIs that align with business outcomes
- Understanding multi-touch attribution models
- Using data management platforms (DMPs) for unified reporting
- Integrating third-party measurement vendors (IAS, DoubleVerify)
- Measuring brand lift and awareness through surveys
- Tracking website visits and online conversions post-exposure
- Measuring offline sales impact using data onboarding
- Using incrementality testing to prove campaign impact
- Calculating effective CPM and cost per completed view
- Reporting on viewability and fraud metrics
- Creating executive-ready performance summaries
- Developing client-facing dashboards with key insights
- Communicating ROI in business terms, not just media metrics
- Using historical data to set future benchmarks
- Building a measurement playbook for repeatable success
Module 9: Advanced Programmatic Strategies - Contextual targeting using AI-powered natural language processing
- Using predictive audiences based on behavioral signals
- Integrating weather targeting into media plans
- Deploying time-sensitive triggers for promotional campaigns
- Building cross-channel suppression logic
- Automating audience refresh cycles based on performance
- Using programmatic to retarget linear TV viewers
- Executing lifecycle-based sequential messaging
- Dynamic creative optimization with real-time data
- Creating automated workflows for campaign scaling
- Applying machine learning models to forecast delivery
- Using predictive capping to prevent overexposure
- Developing automated budget shift rules by geography
- Building custom algorithms for audience scoring
- Integrating programmatic TV with CRM and sales data
Module 10: Cross-Channel Integration and Future-Proofing - Aligning programmatic TV with digital video and audio buys
- Coordinating messaging across social, display, and CTV
- Using unified measurement frameworks across channels
- Implementing closed-loop optimization across media
- Managing identity resolution across channels
- Developing a channel-agnostic media architecture
- Preparing for cookieless measurement solutions
- Using unified ID standards (UID2, RampID) at scale
- Integrating clean room data collaboration
- Building API connections between platforms
- Developing automated reporting pipelines
- Creating governance models for data usage
- Future trends: addressable linear, CTV+audio bundles
- Preparing for regulatory changes in data privacy
- Staying ahead of platform-specific algorithm updates
Module 11: Client Communication and Stakeholder Management - Translating technical performance into business impact
- Creating compelling storytelling around campaign results
- Presenting data visually for executive audiences
- Managing client expectations around testing and innovation
- Handling questions about viewability and fraud
- Communicating risks and mitigation strategies
- Running effective campaign review meetings
- Using templates for consistent reporting
- Preparing for media audits and compliance checks
- Negotiating contract terms with clients and partners
- Building trust through transparency and documentation
- Handling campaign underperformance with confidence
- Using feedback loops to improve future plans
- Developing media education materials for clients
- Creating internal training documents for team alignment
Module 12: Certification, Next Steps, and Career Growth - Final assessment: applying framework to a real-world scenario
- Submitting campaign plan for expert review
- Receiving personalized feedback on your strategy
- Claiming your Certificate of Completion from The Art of Service
- Adding certification to LinkedIn and professional profiles
- Creating a portfolio of optimized campaign examples
- Preparing for programmatic certification exams (e.g., Google, Xandr)
- Networking with peers through the alumni community
- Accessing exclusive job boards for programmatic roles
- Using certification to support promotion or raise discussions
- Continuing education: recommended reading and events
- Implementing a 90-day personal growth plan
- Setting up quarterly strategy refresh rituals
- Contributing insights to industry forums and publications
- Driving innovation within your organization as a programmatic leader
- Daily optimization checklist for programmatic TV campaigns
- Using performance heatmaps to identify high-ROI segments
- Shifting budgets toward best-performing audience segments
- Pausing underperforming line items and reallocating spend
- Adjusting bid strategies based on conversion data
- Implementing bid multipliers for specific contexts
- Optimizing frequency based on conversion lag
- Using daypart adjustments to boost efficiency
- Refreshing creatives to combat fatigue
- Testing messaging variations using A/B frameworks
- Integrating conversion lift data into optimization
- Applying incrementality learnings to media mix
- Using predictive modeling to anticipate performance shifts
- Managing PMP performance in real time
- Creating automated rules for bid and budget adjustments
Module 8: Measurement, Attribution, and Performance Reporting - Designing KPIs that align with business outcomes
- Understanding multi-touch attribution models
- Using data management platforms (DMPs) for unified reporting
- Integrating third-party measurement vendors (IAS, DoubleVerify)
- Measuring brand lift and awareness through surveys
- Tracking website visits and online conversions post-exposure
- Measuring offline sales impact using data onboarding
- Using incrementality testing to prove campaign impact
- Calculating effective CPM and cost per completed view
- Reporting on viewability and fraud metrics
- Creating executive-ready performance summaries
- Developing client-facing dashboards with key insights
- Communicating ROI in business terms, not just media metrics
- Using historical data to set future benchmarks
- Building a measurement playbook for repeatable success
Module 9: Advanced Programmatic Strategies - Contextual targeting using AI-powered natural language processing
- Using predictive audiences based on behavioral signals
- Integrating weather targeting into media plans
- Deploying time-sensitive triggers for promotional campaigns
- Building cross-channel suppression logic
- Automating audience refresh cycles based on performance
- Using programmatic to retarget linear TV viewers
- Executing lifecycle-based sequential messaging
- Dynamic creative optimization with real-time data
- Creating automated workflows for campaign scaling
- Applying machine learning models to forecast delivery
- Using predictive capping to prevent overexposure
- Developing automated budget shift rules by geography
- Building custom algorithms for audience scoring
- Integrating programmatic TV with CRM and sales data
Module 10: Cross-Channel Integration and Future-Proofing - Aligning programmatic TV with digital video and audio buys
- Coordinating messaging across social, display, and CTV
- Using unified measurement frameworks across channels
- Implementing closed-loop optimization across media
- Managing identity resolution across channels
- Developing a channel-agnostic media architecture
- Preparing for cookieless measurement solutions
- Using unified ID standards (UID2, RampID) at scale
- Integrating clean room data collaboration
- Building API connections between platforms
- Developing automated reporting pipelines
- Creating governance models for data usage
- Future trends: addressable linear, CTV+audio bundles
- Preparing for regulatory changes in data privacy
- Staying ahead of platform-specific algorithm updates
Module 11: Client Communication and Stakeholder Management - Translating technical performance into business impact
- Creating compelling storytelling around campaign results
- Presenting data visually for executive audiences
- Managing client expectations around testing and innovation
- Handling questions about viewability and fraud
- Communicating risks and mitigation strategies
- Running effective campaign review meetings
- Using templates for consistent reporting
- Preparing for media audits and compliance checks
- Negotiating contract terms with clients and partners
- Building trust through transparency and documentation
- Handling campaign underperformance with confidence
- Using feedback loops to improve future plans
- Developing media education materials for clients
- Creating internal training documents for team alignment
Module 12: Certification, Next Steps, and Career Growth - Final assessment: applying framework to a real-world scenario
- Submitting campaign plan for expert review
- Receiving personalized feedback on your strategy
- Claiming your Certificate of Completion from The Art of Service
- Adding certification to LinkedIn and professional profiles
- Creating a portfolio of optimized campaign examples
- Preparing for programmatic certification exams (e.g., Google, Xandr)
- Networking with peers through the alumni community
- Accessing exclusive job boards for programmatic roles
- Using certification to support promotion or raise discussions
- Continuing education: recommended reading and events
- Implementing a 90-day personal growth plan
- Setting up quarterly strategy refresh rituals
- Contributing insights to industry forums and publications
- Driving innovation within your organization as a programmatic leader
- Contextual targeting using AI-powered natural language processing
- Using predictive audiences based on behavioral signals
- Integrating weather targeting into media plans
- Deploying time-sensitive triggers for promotional campaigns
- Building cross-channel suppression logic
- Automating audience refresh cycles based on performance
- Using programmatic to retarget linear TV viewers
- Executing lifecycle-based sequential messaging
- Dynamic creative optimization with real-time data
- Creating automated workflows for campaign scaling
- Applying machine learning models to forecast delivery
- Using predictive capping to prevent overexposure
- Developing automated budget shift rules by geography
- Building custom algorithms for audience scoring
- Integrating programmatic TV with CRM and sales data
Module 10: Cross-Channel Integration and Future-Proofing - Aligning programmatic TV with digital video and audio buys
- Coordinating messaging across social, display, and CTV
- Using unified measurement frameworks across channels
- Implementing closed-loop optimization across media
- Managing identity resolution across channels
- Developing a channel-agnostic media architecture
- Preparing for cookieless measurement solutions
- Using unified ID standards (UID2, RampID) at scale
- Integrating clean room data collaboration
- Building API connections between platforms
- Developing automated reporting pipelines
- Creating governance models for data usage
- Future trends: addressable linear, CTV+audio bundles
- Preparing for regulatory changes in data privacy
- Staying ahead of platform-specific algorithm updates
Module 11: Client Communication and Stakeholder Management - Translating technical performance into business impact
- Creating compelling storytelling around campaign results
- Presenting data visually for executive audiences
- Managing client expectations around testing and innovation
- Handling questions about viewability and fraud
- Communicating risks and mitigation strategies
- Running effective campaign review meetings
- Using templates for consistent reporting
- Preparing for media audits and compliance checks
- Negotiating contract terms with clients and partners
- Building trust through transparency and documentation
- Handling campaign underperformance with confidence
- Using feedback loops to improve future plans
- Developing media education materials for clients
- Creating internal training documents for team alignment
Module 12: Certification, Next Steps, and Career Growth - Final assessment: applying framework to a real-world scenario
- Submitting campaign plan for expert review
- Receiving personalized feedback on your strategy
- Claiming your Certificate of Completion from The Art of Service
- Adding certification to LinkedIn and professional profiles
- Creating a portfolio of optimized campaign examples
- Preparing for programmatic certification exams (e.g., Google, Xandr)
- Networking with peers through the alumni community
- Accessing exclusive job boards for programmatic roles
- Using certification to support promotion or raise discussions
- Continuing education: recommended reading and events
- Implementing a 90-day personal growth plan
- Setting up quarterly strategy refresh rituals
- Contributing insights to industry forums and publications
- Driving innovation within your organization as a programmatic leader
- Translating technical performance into business impact
- Creating compelling storytelling around campaign results
- Presenting data visually for executive audiences
- Managing client expectations around testing and innovation
- Handling questions about viewability and fraud
- Communicating risks and mitigation strategies
- Running effective campaign review meetings
- Using templates for consistent reporting
- Preparing for media audits and compliance checks
- Negotiating contract terms with clients and partners
- Building trust through transparency and documentation
- Handling campaign underperformance with confidence
- Using feedback loops to improve future plans
- Developing media education materials for clients
- Creating internal training documents for team alignment