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Tackle new frontier in online advertising

26 Apr 2016

By Linda White – Postmedia Network

It’s been dubbed the “new frontier” in online advertising and is transforming the way ads are sold and purchased. Now, you can tackle that frontier with the help of Sheridan College, the first educational institution in the country to offer a programmatic advertising course.

“Programmatic advertising has been evolving over the past couple of years and is cutting edge within the digital marketing industry and media,” says Hayder Sultan, programmatic media project lead. “Candidates for this program could be anyone within marketing or media.”

What is programmatic advertising?

Essentially, programmatic advertising is the digitalization of ad buying and serving processes. It replaces manual insertion orders with technology and facilitates the process of buying, planning, executing and optimizing ad campaigns in real time. It gives advertisers the ability to target specific users and measure performance with their ads.

The course is offered in partnership with Centro, a software and managed services company used by brands and advertising agencies to buy online ads from publishers. “With Centro’s help, we will use real-life case studies and optimization assignments to give our students the experience they need in using programmatic technology,” Sultan says.

That hands-on training sets Sheridan’s course apart from programmatic advertising workshops offered across the continent which focus on theory, giving graduates an upper hand. “If you go to LinkedIn and enter ‘programmatic advertising’ you’ll see a lot of opportunities but not a lot of people with that experience,” he says.

Sheridan’s course explores programmatic advertising from the perspective of the two main players in digital advertising: the advertiser/buyer and the publisher/seller. Students learn how to build effective campaigns with programmatic media and buy through hands-on use of demand-side platforms, real-time bidding and open auction.

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