RTB 101
- by Joe Mandese @mp_joemandese, April 4, 2013
Given the complexity of the programmatic media-buying marketplace, it was only a matter of time before someone developed some serious curriculum for educating industry pros -- and trade reporters
-- about it. Not surprisingly, media industry training pros The Laredo Group has done just that.
The courses, dubbed “Understanding Programmatic
Media,” are available in two different webinar formats aimed at RTB buyers and sellers. Aimed at newbies just breaking into programmatic media, they focus on the concepts, terminology, evolution
and future trends of RTB and how it is impacting existing businesses.
Among other things, the courses cover the components of real-time bidding systems, how the media
and data elements impact campaign results, the value and pain points for agencies and publishers, the roles of key players in the programmatic ecosystem, and how RTB is managed and applied as part of
campaign objectives.
“Over the past year, the questions asked by the students in our private and public training sessions have increasingly included questions
about RTB systems and products and how they are becoming part of the new media mix,” explains Laredo Founder and President Leslie Laredo. “We will continue to update and modify these
courses as the topic evolves.”
