Enroll Course: https://www.coursera.org/learn/compra-programatica
In today’s digital landscape, programmatic media buying has shifted from a mere trend to the absolute core of digital advertising strategies, revolutionizing both Display and Video advertising. This approach has fundamentally disrupted traditional media planning, pushing legacy channels to the background and placing audiences at the forefront. With its strong emphasis on data utilization, programmatic buying is undeniably the key to maximizing campaign results.
This Coursera course, ‘Compra programática de medios: Publicidad online en tiempo real,’ offers a comprehensive exploration of this vital area. The course is structured to take learners from understanding the fundamental shift from audience-centric planning to the necessity of a new paradigm in media buying. You’ll gain a clear understanding of what programmatic buying entails, its origins, and the entire ecosystem, including the role of each player.
The course highlights data as the ‘star of the show,’ delving into the three types of data available in the market. You’ll learn how to strategically apply each type and understand how data providers integrate into the programmatic ecosystem. By the end of this module, you’ll be equipped to build results-oriented communication strategies powered by data-driven audience segmentation.
Crucially, the course focuses on maximizing business objectives efficiently. You’ll learn to define the correct metrics for campaign success, understand the importance of CPM buying, and grasp the concept of Dynamic Creative Optimization (DCO). This will enable you to plan campaigns with tangible business goals, applying the knowledge gained throughout the course.
Looking towards the future, the course explores the promising trajectory of programmatic advertising across various channels like TV, out-of-home, radio, and print. It also addresses critical industry trends such as Ad Blocking, Ad Fraud, and Viewability, explaining their impact on programmatic buying. Upon completion, you’ll be able to develop long-term strategies and tackle contemporary challenges within the digital advertising industry.
This course is highly recommended for anyone looking to deepen their understanding of digital advertising, optimize campaign performance, and stay ahead in the rapidly evolving world of programmatic media buying. It provides a solid foundation and practical insights essential for success in modern digital marketing.
Enroll Course: https://www.coursera.org/learn/compra-programatica