Learn how target, automate and optimize your next ad spend.

So...what is programmatic?

Programmatic advertising provides brands with increasingly targeted ways to get their content in front of just the right audience--and discover new audiences as well. But while the topic is widely discussed in marketing circles, it’s often misunderstood due to its technical complexities and ever-evolving nature.

In this morning workshop, our trainers will demystify the process and use real-world case studies to help you target, automate and optimize your next ad spend. You’ll be sure to leave armed with the knowledge to expertly execute on your next campaign and communicate to the C-suite why they need to invest in this crucial technology.


  1. 8:30 am - 9:30 am

    The ABCs of Programmatic Ads: From Acronym to Action

    DSP, DMP, SST…WTF? Navigating the jargon-heavy landscape of programmatic is the first barrier to understanding it. This session will explain what programmatic ads are, how they work and cover the need-to-know terminology for newcomers to the programmatic ad landscape.

    What you’ll learn:

    • What IS programmatic, exactly? (i.e., what the process looks like, without getting too in the weeds about the algorithm)
    • A historic overview of programmatic ad buying from the early 2000’s to now, and the types of brands that use programmatic software
    • How programmatic ads use audience data to target appropriate demographics
    • What business objectives can be achieved through programmatic ad buys

    BONUS: Attendees will receive a glossary of acronyms and other terms to refer to throughout 

  2. 9:30 am - 10:30 am

    Case Studies: How Brands Are Using Programmatic Ads to Tap Into New Audiences

    This session will offer a practical look at how communications pros are putting programmatic to work in their day-to-day efforts. We’ll look at real-world tactics and campaigns that brands like IBM and Lenovo have used to track audience behavior in order to best target and optimize their ad spend, and how you can use those tactics for your organization.

    You’ll learn:

    • How brands buy ads by audience (as opposed to impressions) to optimize their spend
    • What kinds of audience data brands use to target programmatic ads efficiently
    • What types of tools and software companies are using, and how they’re measuring success
    • How much they spent on better targeting vs. how much they saved
    • How to use white papers, articles and other content as the seeds of future programmatic targeting efforts
  3. 10:30 am - 11:30 am

    Google, Facebook & Amazon: Big Data and the Now and Future Kings of Programmatic

    Big Data rules everything around us, capturing our location, spending habits and interests everywhere we go. And in the era of Big Data, Google, Facebook and Amazon reign supreme, with 85% of the ad tech marketplace cornered. Here’s how they’re likely to continue changing the rules of the programmatic ad game, what those changes mean to you, and what the remaining 15% of the programmatic ad marketplace looks like.

    We’ll cover:

    • The unique value of Facebook’s mobile-centric audience data
    • How Amazon could sell purchase history data (including what customers thought about buying, but didn't) to advertisers
    • Predictions for what programmatic ad buys will look like in 2018 and beyond
    • What role comms pros play in handling the strategy and optimization of ad dollars, versus the processes that are becoming software-automated 
    • Who on your team should handle programmatic ad buys, and where to pull the programmatic ad budget from
    • What the EU’s GDPR data protection act means for the future of ad buying


  • Michael Ballard

    Senior Manager, Digital Marketing
  • Bill Brazell

    WIT Strategy
  • Mike Burton

    SVP Data Sales

Who Attends

If you spend at least a quarter of your time in any of these areas, you should attend this workshop:

  • Audience Development
  • Brand Marketing
  • Business Development
  • Community Relations
  • Corporate Communications
  • Crisis Management
  • Digital and Social Media
  • Employee Communications
  • Fundraising
  • Human Resources
  • Information Technology
  • Lead Generation
  • Marketing
  • Marketing Communications
  • Measurement
  • Media Relations
  • PR Budget Creation/Management
  • Public Relations
  • Public Affairs/Issues Management
  • Publicity
  • Research & Analysis
  • SEM/SEO Management
  • Social Media
  • Video Production
  • Web Marketing
  • Word of Mouth Marketing


Join us in New York for this incredible workshop!

Yale Club

50 Vanderbilt Ave
New York, NY 10017


Early Bird Rate (until October 20)
Regular Rate
Workshop + Luncheon
Early Bird Rate (until October 20)
Regular Rate


The ability to download PDFs of the presentations is awesome. It will be great to share with colleagues who were unable to attend.
Associate Vice President
Finn Partners
This was a great event. Not only were the speakers knowledgeable and engaging, but the attendees were awesome. And networking was great!
Communications Manager
Great workshop, speakers and venue! Loved the clean and candid approach of all speakers towards the topic at hand.
External Relations, US Operations and Marketing North America
Procter & Gamble



For questions about this event reach out to:

Client Services


For information on sponsoring this event, contact:

Rich Hauptner