Advertising Technology: APIs, Integrated Advertising Platforms, and DSP

  with Scot Wheeler

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Class Overview:

In this course, learners will be able to identify the role of the AdTech Pillar within the Marketing Technology Stack. In addition this course provides a comparison of the two general approaches to Digital Ad Buying: Direct and Exchange Based. Learners will also be able to demonstrate how the marketing stack components align with stages of the Consumer Journey, define and differentiate between advertising networks and exchanges and recognize the strategic and tactical value of integrating ad buying processes through a common interface.

What You'll Learn:

  • Recognize the strategic and tactical value of integrating ad buying processes through a common interface.
  • Describe the general structure and use of Demand-side Platforms (DSPs) as such an interface.
  • Demonstrate how Application Programming Interfaces (APIs) allow that integration.
  • Describe how the DSP allows Programmatic Media Buying, including Real-time Buying.