Programmatic advertising media and formats workshop

10 hours

Programmatic advertising media and formats workshop

Over the last few years there has been a paradigm shift in the way advertisers buy impressions for their display advertising campaigns. The way they commercialize their advertising inventory and the impacts to their audiences has changed.

Today’s reality is leading to increased investment in programmatic advertising, with a steady growth. Already in 2018, 80% of digital display ads were bought through programmatic, so running display campaigns without all that programmatic entails is becoming obsolete due to its low effectiveness.

It is important to learn the basic and specific skills required, as well as to train for the efficient management of data and tactical and strategic advertising opportunities that arise in real time, on the supply and demand side.

When planning programmatic advertising campaigns, it is essential to know the existing media in order to make the right choice. It is also important to have a basic understanding of how supply and demand is produced in the bidding market and which formats are accepted.

This workshop is developed in this sense, contributing to bring programmatic advertising closer to multidisciplinary profiles so that, if interested, you can end up deepening their expertise in programmatic advertising.

This professional profile is on the rise as many companies already use this channel as a regular way to spread messages and attract new customers. Moreover, as this channel is in full expansion and democratisation, smaller companies are being introduced into the world of programmatic advertising and need internal or external profiles to delegate this work to.


The overall objective of this workshop is to provide students with a general understanding of the most important concepts used in a programmatic advertising campaign.

It is essential, when planning programmatic advertising campaigns, to know the existing media in order to make the right choice. It will also be important to have a basic understanding of how to define audiences and how supply and demand is produced in the bidding market and which formats are accepted.

If this work is done correctly, a professional profile with extensive knowledge of programmatic advertising media and formats will be able to propose campaigns with distinguishing elements:

  • To know the structure, platforms, tools and players that make up the current programmatic ecosystem.
  • To discover and learn the “best practices” for the activation, operation and efficient optimisation of programmatic advertising campaigns through the main DSPs in the market.
  • To understand the importance and role of publishers, their audiences and SSPs in the programmatic ecosystem and as generators and channellers of advertising inventory, as well as to learn the models and formulas for its commercialisation, and the tools for optimising its sale.

The workshop is an approach to the sector for profiles related to marketing who wish to learn about the surroundings of programmatic advertising audiences. This workshop promotes, in particular, the knowledge of key elements in a fundamental business branch, the optimising attitude and the generation of ideas to achieve a proactive profile with basic knowledge on the subject.

The design of the studies has involved the definition of the general and specific competencies that students must acquire through the workshop. The design has been governed by the principles of an integral conception of teaching and its educational offer has been planned in such a way as to facilitate student learning. Likewise, its curricular organisation is based on interdisciplinary criteria, with the aim of the student acquiring the knowledge and competences of his or her specialisation, as a manager in the professional field corresponding to the specific sector in question.

The objectives of this workshop are the following ones:

  • To complete the professional profile of students and digital workers in different areas in order to contribute to their interdisciplinarity.
  • To learn about the structure, platforms, tools and players that make up the current programmatic ecosystem.
  • To learn how to plan the initial aspects of a programmatic advertising campaign.
  • To train in this area for a more complete specialisation in specific terms or to constitute a transversal profile in line with the current labour demand.

Basic competences

    BC1. To have knowledge that provides a basis or an opportunity to be original in the development and/or application of ideas, often in a specialised context.

    BC2. To be able to communicate conclusions, as well as the knowledge and the ultimate reasons behind them, to specialised and non-specialised audiences in a clear and unambiguous way.

    BC3. To have learning skills that enable further study in a self-directed or autonomous manner.

General competences

    GC1. To be able to identify and solve problems risen in the context of the tourism sector.

    GC2. To know how to apply the knowledge acquired in the tourism sector, in order to improve competitiveness and/or entrepreneurship in the tourism destination.

    GC3. To develop creative and innovative capacity, focused on providing new solutions to old problems in the sector, its organisations and contexts.

Specific competences

    SC1. To identify the media and formats to be used in programmatic advertising to optimise results.

    SC2. To be able to adapt the commercial strategy in digital environments when programmatic advertising is incorporated.

    SC3. To strengthen a diverse and transversal professional profile with notions of traditional and digital marketing.

    SC4. To understand the figure of publishers, audiences and SSPs in the programmatic ecosystem and as generators and channellers of advertising inventory.

    SC5. To strategically plan basic aspects for programmatic advertising campaigns.


The workshop will have a learning methodology based on “learning by doing” so that everything covered in each subject of the training can be put into practice. Practical exercises will be carried out under the guidance of the teaching staff so that the knowledge acquired will respond to the real day-to-day needs of the subjects covered in the workshop.

The teachers will be actively involved in the learning process to strengthen the link with the students and provide support in order to resolve doubts and raise scenarios that contribute to the student learning to generate ideas “out of the box”.

This workshop will be taught in a face-to-face format, with a total of 10 hours of classes, and computers provided by TTS will be available to achieve a complete learning process and to put into practice the examples and case studies presented by the teaching staff.

The dynamics of the Digital Marketing far away from lectures, and seek to approach a model of continuous interaction in which each participant can express themselves and feel part of the team. In this way, each person contributes to the generation of ideas and debates take centre stage, based on the theme of the workshop in question.

As a result of the workshop, a practical level test will be carried out to evaluate the knowledge acquired by the students.

Table of contents. What will you learn?

Digital bidding (RTB), kinds of markets, platforms that enable programmatic advertising, data centralisation. Examples
Display, video, social, audio and native ads
AdExchanges and PMPs
Auction environments
Pre-bidding and post-bidding tools
Accepted formats in programmatic advertising


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