StretchLearn Course

Buy the open web like a trading desk, not a guesswork campaign

From your first DV360 line item to a clean incrementality report — the programmatic display workflow, end to end.

Beginner9 hr 40 minSelf PacedRegistered

Course Overview

What this course is designed to develop

Programmatic is how the open web is bought today: real-time auctions, audience data, and DSPs replacing the old insertion-order phone call. This course teaches the working mechanics in Google Display & Video 360 and The Trade Desk so you can launch a clean line item, defend it against fraud and waste, and report results a finance team will trust.

Learning Outcomes

What the learner should be able to understand, build, or execute.

Explain how an RTB auction, SSPs, and DSPs move an impression from a publisher to your campaign in under 100 milliseconds

Build first-party, third-party, and contextual audience segments and apply correct frequency caps in DV360 or The Trade Desk

Set up Preferred Deals, Private Marketplaces, and Programmatic Guaranteed deal IDs and choose the right one for a goal

Configure viewability and brand-safety controls using MRC standards and verification vendors such as IAS and DoubleVerify

Forecast spend, set a target CPM and pacing, and reconcile delivery against the media plan

Measure incrementality, viewable CPM, and post-view conversions instead of relying on last-click attribution

Curriculum Preview

Inside the curriculum: a structured path from fundamentals to execution.

Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.

Module 1

Module 1: How Programmatic Actually Works

The plumbing behind a display impression: the real-time auction, the platforms that run it, and the money that flows through each hop.

3 lessons

The RTB Auction in Plain TermsContent · 45 min

Preview Enabled

DSP, SSP, Exchange, DMP: Who Does WhatContent · 45 min

LMS Access

Where Your Money Goes: The Programmatic TaxContent · 50 min

LMS Access

Module 2

Module 2: Audiences and Targeting

Decide who sees the ad. Build first-party, third-party, and contextual audiences, then control frequency so you reach people without burning them out.

3 lessons

First-Party, Third-Party, and ContextualContent · 50 min

LMS Access

Building and Activating Audiences in a DSPContent · 50 min

LMS Access

Frequency Caps and ReachContent · 45 min

LMS Access

Module 3

Module 3: Inventory, Deals, and the Open Auction

Choose where your ads run. Compare the open marketplace with Preferred Deals, PMPs, and Programmatic Guaranteed, and set up a deal ID.

3 lessons

Open Auction vs Private MarketplaceContent · 50 min

LMS Access

Working with Deal IDsContent · 50 min

LMS Access

Supply-Path Optimization and QualityContent · 45 min

LMS Access

Module 4

Module 4: Viewability, Brand Safety, and Measurement

Make the campaign honest and provable: only pay for ads that can be seen, keep your brand out of bad places, and measure what actually happened.

3 lessons

Viewability and the MRC StandardContent · 50 min

LMS Access

Brand Safety and Ad FraudContent · 50 min

LMS Access

Measuring What WorkedContent · 50 min

LMS Access

Built for Application

A complete learning path, not a one-off inspiration hit.

This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.

programmatic advertisingdisplay adsDV360The Trade Deskreal-time biddingdeal IDsviewabilitybrand safety