Current Seminars

 

Advanced Programmatic for Buyers and Sellers - NYC Friday, March 13, 2015 8:30am - 5:00pm ET


By Prohaska Consulting

In 2014, the IAB and Prohaska Consulting brought you the training series, Advanced Programmatic for Direct Sellers, and we are excited to announce that we have both updated and added to this series for 2015. Buyers and sellers are being tasked with operating in a marketplace that is increasingly turning to programmatic, and the necessary knowledge needed to be successful is constantly changing. This course is designed to provide practical tactics for managing programmatic advertising by teaching attendees the skills and processes used by both buyers and sellers.

More about the course:

Course Overview About the Instructor
Topics Covered Venue
Course Syllabus Who Should Attend
Agenda for the Day Pricing

COURSE OVERVIEW

This course will provide you with an advanced understanding of the programmatic media ecosystem, including an in-depth working knowledge of the key technologies that make up today’s programmatic ad stack across display, mobile, video, social media, email marketing and native advertising. This course will also explore the development of “Programmatic Guaranteed” marketplaces, the major players and providers, and strategies for examining how to leverage them for your selling or buying organization and evaluate their impact on your bottom line revenue. This course will also include live demonstrations from vendors within the ad tech stack as well as an interview with a leading buyer of programmatic media.

This class counts as 8 hours of credits toward IAB Digital Media Sales and IAB Digital Ad Operations Recertification.

 

To be added to the waitlist for the class,
please email [email protected].


IAB Members: $399
Non-Members: $499
IAB Digital Media Sales
& Ad Operations 
Certification Holders: $299

*Price includes the full day course,
participant guide and meals


TOPICS COVERED

Deal ID Exchanges Programmatic IPOs/M&A activity
Cross-Device Targeting Data Management Platforms (DMP) Campaign Optimization
Cookie Usage Yield Management Price Transparency
Ad Serving Audience Buying Audience Discovery
Campaign Optimization Open Marketplace Buying process
Audience Extensions Private Marketplace Programmatic vendors
Dynamic Allocation Automated Guaranteed Multi-channel programmatic
Tech Stack Unreserved Fixed Rate Mobile Targeting
Emerging Technology  Invitation Only Auction Social vendors
Viewability Standards Open Auction Automated Native
Real Time Bidding (RTB) Trading Desks Linear TV
Supply Side Platforms (SSP) New Ad Networks Radio
Demand Side Platforms (DSP) Managed Services

SYLLABUS

  • Programmatic 101 Recap
  • Sales Organizations – Today and Tomorrow
  • Buyer Landscape – Today and Tomorrow
  • Understanding Your Tech Stack
  • SSP Vendor Demonstration
  • DSP Vendor Demonstration
  • 5 Stages of Buying
  • 5 Stages of Selling
  • Rise of Programmatic Guaranteed
  • Channels: Mobile, Video, Social, Email, Native
  • Guest Interview: Programmatic Buyer

AGENDA

8:30 – 9:00  Arrivals and breakfast*
9:00 – 9:15  Introduction and 101 Review
9:15 – 10:00 Sales Orgs, Buyer Landscape
10:00 – 10:30 Understanding Your Tech Stack
10:30 – 10:45 BREAK
10:45 – 11:45 5 Stages of Selling
11:45 – 12:30 SSP Demonstration
12:30 – 1:15 Lunch*
1:15 – 2:15 5 Stages of Buying
2:15 – 3:00 DSP Demonstration
3:00 – 3:15 BREAK
3:15 – 4:00 Programmatic Guaranteed, Multi-Channel
4:00 – 4:45 Buyer Interview
4:45 – 5:00 Wrap Up / Q&A

* Breakfast, lunch and beverages will be provided

ABOUT THE INSTRUCTOR

Matt Prohaska
Prohaska Consulting
 


Matt Prohaska leads Prohaska Consulting, providing Programmatic Help For All, helping more than 50 companies in the last 10 months with more than 30 freelancers in the US & EU. He is a 22-year media veteran and contributor to the growth of online advertising since its commercial inception in the early 1990s, first by creating the online media practice at BBDO (now part of Omnicom) in 1994 and later opening CNET’s New York sales office as its first Regional Sales Manager in 1996. Over the years, Matt has managed six different regional and national sales teams, consulted for more than 75 companies and founded four others.


VENUE

The IAB Ad Lab is a state-of-the-art meeting center built with one goal – providing the ideal meeting and events space for the digital industry. Located in the heart of Manhattan, the Ad Lab features an entire floor of high-tech, sleek meeting rooms backed by top-of-the-line audio/visual presentation equipment. The event space is used by the IAB for Town Hall and Networking Events, as well as an offsite rental option for IAB member organizations.                   

IAB AD Lab, 116 E. 27th Street, 8th Floor, New York, 10016 - See a map of the location here.

 

WHO SHOULD ATTEND
This class is ideal for buyers and sellers of programmatic media who already have a basic understanding of terms and processes and are looking to deepen their skillset for their job. Or, if you are a buyer or seller with strong working knowledge of your domain, come to this class to learn more about the how the other side operates and how the marketplace is evolving. Additionally, this class will be beneficial to product, marketing, sales support, and management who are tasked with programmatic responsibilities.

PRICING

Non-members: $499
IAB Members: $399
IAB Digital Media Sales & Ad Operations Certification Holders: $299

*Price includes the full day course, participant guide and meals.

Are you planning to register 5 or more attendees from your organization? Contact [email protected] for bulk discount rates.



Advanced Programmatic for Buyers and Sellers - Detroit Thursday, March 19, 2015 8:30am - 5:00pm ET


By Prohaska Consulting

In 2014, the IAB and Prohaska Consulting brought you the training series, Advanced Programmatic for Direct Sellers, and we are excited to announce that we have both updated and added to this series for 2015. Buyers and sellers are being tasked with operating in a marketplace that is increasingly turning to programmatic, and the necessary knowledge needed to be successful is constantly changing. This course is designed to provide practical tactics for managing programmatic advertising by teaching attendees the skills and processes used by both buyers and sellers.

More about the course:

Course Overview About the Instructor
Topics Covered Venue
Course Syllabus Who Should Attend
Agenda for the Day Pricing

COURSE OVERVIEW

This course will provide you with an advanced understanding of the programmatic media ecosystem, including an in-depth working knowledge of the key technologies that make up today’s programmatic ad stack across display, mobile, video, social media, email marketing and native advertising. This course will also explore the development of “Programmatic Guaranteed” marketplaces, the major players and providers, and strategies for examining how to leverage them for your selling or buying organization and evaluate their impact on your bottom line revenue. This course will also include live demonstrations from vendors within the ad tech stack as well as an interview with a leading buyer of programmatic media.

This class counts as 8 hours of credits toward IAB Digital Media Sales and IAB Digital Ad Operations Recertification.

IAB Members: $399
Non-Members: $499
IAB Digital Media Sales
& Ad Operations 
Certification Holders: $299

*Price includes the full day course,
participant guide and meals


TOPICS COVERED

Deal ID Exchanges Programmatic IPOs/M&A activity
Cross-Device Targeting Data Management Platforms (DMP) Campaign Optimization
Cookie Usage Yield Management Price Transparency
Ad Serving Audience Buying Audience Discovery
Campaign Optimization Open Marketplace Buying process
Audience Extensions Private Marketplace Programmatic vendors
Dynamic Allocation Automated Guaranteed Multi-channel programmatic
Tech Stack Unreserved Fixed Rate Mobile Targeting
Emerging Technology  Invitation Only Auction Social vendors
Viewability Standards Open Auction Automated Native
Real Time Bidding (RTB) Trading Desks Linear TV
Supply Side Platforms (SSP) New Ad Networks Radio
Demand Side Platforms (DSP) Managed Services

SYLLABUS

  • Programmatic 101 Recap
  • Sales Organizations – Today and Tomorrow
  • Buyer Landscape – Today and Tomorrow
  • Understanding Your Tech Stack
  • SSP Vendor Demonstration
  • DSP Vendor Demonstration
  • 5 Stages of Buying
  • 5 Stages of Selling
  • Rise of Programmatic Guaranteed
  • Channels: Mobile, Video, Social, Email, Native
  • Guest Interview: Programmatic Buyer

AGENDA

8:30 – 9:00  Arrivals and breakfast*
9:00 – 9:15  Introduction and 101 Review
9:15 – 10:00 Sales Orgs, Buyer Landscape
10:00 – 10:30 Understanding Your Tech Stack
10:30 – 10:45 BREAK
10:45 – 11:45 5 Stages of Selling
11:45 – 12:30 SSP Demonstration
12:30 – 1:15 Lunch*
1:15 – 2:15 5 Stages of Buying
2:15 – 3:00 DSP Demonstration
3:00 – 3:15 BREAK
3:15 – 4:00 Programmatic Guaranteed, Multi-Channel
4:00 – 4:45 Buyer Interview
4:45 – 5:00 Wrap Up / Q&A

* Breakfast, lunch and beverages will be provided

ABOUT THE INSTRUCTOR

Matt Prohaska
Prohaska Consulting
 


Matt Prohaska leads Prohaska Consulting, providing Programmatic Help For All, helping more than 50 companies in the last 10 months with more than 30 freelancers in the US & EU. He is a 22-year media veteran and contributor to the growth of online advertising since its commercial inception in the early 1990s, first by creating the online media practice at BBDO (now part of Omnicom) in 1994 and later opening CNET’s New York sales office as its first Regional Sales Manager in 1996. Over the years, Matt has managed six different regional and national sales teams, consulted for more than 75 companies and founded four others.


VENUE

Microsoft, 1000 Town Center Drive, 19th floor, Southfield, MI 48075

See a map of the location here.

 

 

 

WHO SHOULD ATTEND
This class is ideal for buyers and sellers of programmatic media who already have a basic understanding of terms and processes and are looking to deepen their skillset for their job. Or, if you are a buyer or seller with strong working knowledge of your domain, come to this class to learn more about the how the other side operates and how the marketplace is evolving. Additionally, this class will be beneficial to product, marketing, sales support, and management who are tasked with programmatic responsibilities.

PRICING

Non-members: $499
IAB Members: $399
IAB Digital Media Sales & Ad Operations Certification Holders: $299

*Price includes the full day course, participant guide and meals.

Are you planning to register 5 or more attendees from your organization? Contact [email protected] for bulk discount rates.



Digital Media Sales Certification 1-Day Prep Course Thursday, April 23, 2015 9:00am - 5:30pm ET

Are you preparing to take the Digital Media Sales Certification exam, but need a little help? This full-day course will provide detailed review of the major content areas outlined in the Exam Blueprint. Gain a new understanding of the digital media ecosystem, emerging technologies and new standards such as Viewability. Attendees will come away with an elevated knowledge of digital media sales and have a higher chance of success when they sit for the exam.

Course Overview About the Instructor
Topics Covered Venue
Course Syllabus Who Should Attend
Agenda Pricing

COURSE OVERVIEW

Get prepared to take the Digital Media Sales Certification with help from the authority on the exam. This full-day course will provide detailed review of the major content areas outlined in the Exam Blueprint. Designed specifically to mirror the content on the exam, this course will deepen your working knowledge of digital advertising and help you determine which areas to focus on in your independent studies. Attendees will come away with an elevated knowledge of digital media sales and have a higher chance of success when they sit for the exam.

• This class is only for applicants of the Digital Media Sales Certification exam.

• This class counts as 8 hours of training credits towards qualifying to take the exam.

 

TOPICS COVERED

Media Value Chain Cookie Pools Booking and Tracking
Digital Platforms Rich Media Technologies
Emerging Technology Desktop and Mobile Advertising Media Math
Viewability Standards Display Banners & High Impact Regulations, Terms & Conditions
Digital Advertising Ecosystems Video Formats Privacy Standards
Consumer Buying Funnel Search Fundamentals VAST, VPAID, MRAID
Consumer Purchase Journey Targeting Capabilities Prospecting & Needs
Paid, Owned & Earned Media Mobile Targeting Assessment
Functions of Digital Agencies Ad Serving Fundamentals Negotiation & Closing
Content Distribution Models Cookies, Tags, Pixels, Conversions Aligning Products with Client Objectives
Long Tail Content Social Media Generating a Proposal
Ad Network & Exchanges Digital Audio Launching & Monitoring
DSPs, SSPs, and Trading Desks Programmatic Pacing Reports
RTB (Real Time Bidding) Native Advertising Reporting & Upselling
Research and Measurement Digital Advertising Metrics Audience Targeting
Data Providers    
     

SYLLABUS

The class content follows the Digital Media Sales Certification Blueprint.

 

AGENDA

8:30 - 9:00 Arrivals and breakfast*
9:00 - 9:15 Introduction and Overview
9:15 - 11:00 Ecosystem
11:00 - 12:30 Platforms, Formats, Ad Serving
12:30 - 1:30 Lunch
1:30 - 3:15 Tools, Compliance, Media Math, Selling Digital Media
3:15 - 4:30 Managing Campaigns, Analyzing Performance, Upselling
4:30 - 5:30 Review

* Breakfast, lunch and beverages will be provided
 

 INSTRUCTOR

Meredith Ian has spent her entire career in Media, starting in print in the late ‘90s and moving to digital in 2006. She has held a variety of roles at companies such as Condé Nast and Undertone, all have which have led her to an expertise in curriculum development, project management, and coaching.

Meredith has built and facilitated industry-knowledge and skills curriculum for digital media sellers, buyers, planners, and more. Meredith is passionate about professional development, and especially, making the learning experience fun and engaging.

 

VENUE

The IAB Ad Lab is a state-of-the-art meeting center built with one goal – providing the ideal meeting and events space for the digital industry. Located in the heart of Manhattan, the Ad Lab features an entire floor of high-tech, sleek meeting rooms backed by top-of-the-line audio/visual presentation equipment. The event space is used by the IAB for Town Hall and Networking Events, as well as an offsite rental option for IAB member organizations.                   

IAB AD Lab, 116 E. 27th Street, 8th Floor, New York, 10016 - See a map of the location here.

 

WHO SHOULD ATTEND

This course is designed for sellers of Digital Media who are preparing to sit for the exam, for example, titles such as: Account Executive, Account Director, Account Manager, Digital Sales Executive, Digital Advertising Sales Manager, and Sales Director.

If you have not yet applied for the Digital Media Sales Certification exam, you will need to do so in order to register for the training – you can apply for the exam and register for training at the same time via the below links. If you are have applied to take the exam and need to take training to qualify for eligibility, this course counts as 8 hours towards your qualifications.

 

PRICING

Training price includes the full-day course, participant guide and meals. Space is limited.

This class is only for Digital Media Sales Certification applicants! Registrants who have not already applied for the exam will be required to purchase the bundle and apply for the exam before attending.

Group Registration: If you plan to register 5 or more exam applicants or training attendees, contact [email protected] for bulk discount rates.

 


Training ONLY     Training + Exam Bundle*
Member: $299     Member: $799
Non-Member: $349     Non-Member: $949

   

 

 

 

 

 

 

 

 

 


 


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Schedule Subject to Change