Compra programática de medios: Publicidad online en tiempo real from Coursera

La compra programática nació como una tendencia hace unos años y hoy es el corazón de las estrategias digitales, tanto de Display como de Video. Ha generado una disrupción en la planificación digital, dejando a los medios tradicionales en segundo plano y dándole protagonismo a las audiencias. Enfocado en el uso de la data, la compra programática es la clave hacia la maximización de resultados.

La Compra Programática de medios hace posible acceder en tiempo real a una impresión de un anuncio en Internet que está a punto de mostrarse, integrar la información disponible sobre el usuario que la verá y el sitio web sobre la que aparecerá, y tomar en ese mismo momento la decisión de comprar o no esa impresión.

El curso de Compra Programática de medios permitirá al alumno Identificar el ecosistema y modelos de compra, su funcionamiento, ventajas y desventajas, plataformas, métricas y estrategias.

What's inside

Syllabus

Planificación de Audiencias vs Planificación de Medios, la necesidad de un nuevo paradigma

¡Bienvenido al primer módulo del curso! Al finalizar la semana podrás entender a qué nos referimos cuando hablamos de Compra Programática. Sabrás cómo surgió y podrás reconocer cómo es el ecosistema dentro de este entorno, entendiendo el rol que cumple cada jugador en el mapa. Además, te ayudaremos a identificar las principales ventajas de esta modalidad de compra tanto para los anunciantes como para los medios.

La estrella del show es la data.

Al finalizar este segundo módulo, serás capaz de identificar las posibilidades que te ofrecen los 3 tipos de data que existen en el mercado. Entenderás cómo aplicar cada una de ellas y las ventajas estratégicas que aportan dentro de tus estrategias. Finalmente, comprenderás cómo los proveedores de data se incorporan al ecosistema de Compra Programática. Al terminar la semana, podrás armar una estrategia de comunicación orientada a resultados basada en los 3 tipos de audiencia.

El objetivo siempre es maximizar los objetivos de negocio siendo eficientes al hacerlo.

Ya estás acercándote a la última semana del curso. Al finalizar esta semana tendrás las herramientas para definir correctamente las métricas que definirán el éxito de tus campañas digitales. Entenderás por qué el tipo de compra correcta es por CPM y a qué nos referimos cuando hablamos de DCO. Al concluir la semana, podrás planificar una campaña con objetivos de negocio tangibles aplicando los conocimientos que venimos trabajando en la totalidad del curso.

El futuro es prometedor.

¡Felicitaciones por haber llegado hasta acá! En este módulo viajaremos al futuro para ver hacia dónde se dirige la industria. Veremos cómo funcionará la Compra Programática en TV, vía pública, radio y prensa. Además, repasaremos tópicos que son tendencia en el mercado global como AdBlocking, Fraude y Viewability para entender cómo afectan a esta modalidad de compra. Al terminar la semana, sabrás cómo desarrollar estrategias de largo plazo para tu organización pensando en el alcance que tendrá Programmatic en el futuro. Además, resolverás problemas contemporáneos que sufre la industria digital

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores la compra programática, una tendencia clave en las estrategias digitales, enfatizando su importancia en la maximización de resultados

Enseña cómo utilizar datos para optimizar las compras programáticas, lo que ayuda a los estudiantes a comprender las mejores prácticas y estrategias para campañas efectivas

Cubre métricas y estrategias para evaluar y mejorar el rendimiento de las campañas de compra programática, lo que brinda a los estudiantes herramientas prácticas para optimizar sus resultados

Examina las tendencias futuras en la compra programática, incluida su expansión en otros medios como la televisión y la radio, lo que permite a los estudiantes anticipar los cambios de la industria y prepararse para ellos

Requiere que los estudiantes tengan experiencia previa en planificación de medios o marketing digital, lo que puede limitar su accesibilidad para principiantes

Reviews summary

Thorough programmatic buying course

This course provides an excellent introduction to programmatic buying, covering topics such as audience planning, data usage, metrics, and future trends. Reviews indicate that the course effectively teaches the fundamentals and is well-structured.

Covers all aspects of programmatic buying.

"Excelente, amé todo el material, aprendí muchísimo!!!"

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Compra programática de medios: Publicidad online en tiempo real with these activities:

Review computer programming & scripting languages

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Familiarity with computer programming and scripting abilities (Python and R) will help you engage with the technical aspects of programmatic advertising.

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Review Python basics
Familiarize Yourself with R
Go through Python and R tutorials

Review marketing and advertising principles

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A strong foundation in marketing and advertising principles will help you approach programmatic advertising with a holistic understanding.

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Review marketing objectives and strategies
Revisit key elements of advertising campaigns
Review advertising measurement and evaluation techniques

Resolver ejercicios de compra programática

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Resolver ejercicios de compra programática te ayudará a reforzar los conceptos aprendidos y a mejorar tu comprensión de cómo funciona esta técnica.

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Busca ejercicios de compra programática en línea
Intenta resolver los ejercicios por tu cuenta
Compara tus respuestas con las soluciones proporcionadas

Six other activities

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Complete a tutorial on digital marketing measurement

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This will refresh your understanding of key concepts and metrics, which are essential in programmatic advertising for campaign evaluation.

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Find an online tutorial on digital marketing measurement
Follow the tutorial and complete the exercises

Diseñar una campaña programática

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Diseñar una campaña de compra programática te ayudará a poner en práctica los conceptos aprendidos en el curso y a comprender cómo aplicarlos en situaciones reales.

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Define los objetivos de tu campaña
Selecciona el público objetivo
Determina el presupuesto de la campaña
Selecciona los canales y formatos publicitarios
Monitoriza y analiza los resultados de la campaña

Compile a list of resources on programmatic advertising

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Building a collection of resources will provide you with a valuable study aid and reference point for the duration of the course.

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Identify relevant sources online
Collect and organize the materials

Attend a workshop or conference on programmatic advertising

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Attending workshops and conferences can provide valuable insights and networking opportunities, helping you expand your knowledge and connect with experts in the field.

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Research and identify relevant workshops or conferences
Register and attend the event

Practice using programmatic advertising platforms

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Hands-on practice using programmatic advertising platforms will significantly enhance your understanding and skill development.

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Set up an account on a programmatic advertising platform
Create a campaign and set targeting parameters
Analyze the results of your campaign

Participate in a programmatic advertising competition

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Participating in competitions will challenge and push your skills to the next level, and help you learn from others.

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Find a programmatic advertising competition
Develop your submission
Submit your entry and participate in the competition

Career center

Learners who complete Compra programática de medios: Publicidad online en tiempo real will develop knowledge and skills that may be useful to these careers:

Account Executive, Programmatic Advertising

This role collaborates with clients to develop and implement programmatic advertising campaigns. They use their expertise to recommend the right strategies and tactics for each client's unique needs. The skills you'll learn in Compra programática de medios: Publicidad online en tiempo real, such as data analysis and audience targeting, will be invaluable in this role. You'll gain a deep understanding of the programmatic ecosystem, including the different platforms and players involved. This will help you to develop and execute successful programmatic campaigns that achieve your clients' business objectives.

See salaries and explore the career path for Account Executive, Programmatic Advertising

Media Buyer, Programmatic Advertising

Media Buyers specialize in buying advertising space on behalf of their clients. They work with publishers to negotiate rates and placements, and they use their knowledge of the programmatic ecosystem to find the most efficient and effective way to reach their target audience. The course Compra programática de medios: Publicidad online en tiempo real will give you the skills you need to succeed in this role. You'll learn about the different programmatic advertising platforms, how to negotiate rates, and how to measure the success of your campaigns.

See salaries and explore the career path for Media Buyer, Programmatic Advertising

Digital Marketing Manager

A Digital Marketing Manager plans and executes digital marketing campaigns across various channels, including programmatic advertising. This role requires a strong understanding of digital marketing best practices, as well as the ability to track and measure campaign results. The course Compra programática de medios: Publicidad online en tiempo real will provide you with the foundation you need to succeed in this role. You'll learn about the different types of programmatic advertising campaigns, how to target your audience, and how to measure the success of your campaigns.

See salaries and explore the career path for Digital Marketing Manager

Data Analyst, Marketing

Data Analysts, Marketing use data to understand customer behavior and develop marketing strategies. They work with large datasets to identify trends and patterns, and they use this information to make recommendations about how to improve marketing campaigns. The course Compra programática de medios: Publicidad online en tiempo real will provide you with the skills you need to succeed as a Data Analyst, Marketing. You'll learn about data analysis techniques, how to interpret data, and how to use data to make informed decisions.

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Ad Operations Manager

Ad Operations Managers are responsible for the day-to-day operations of advertising campaigns. They work with clients to plan and execute campaigns, and they oversee the delivery of ads. They also track and measure campaign results and make adjustments as needed. The course Compra programática de medios: Publicidad online en tiempo real will provide you with the knowledge you need to succeed in this role. You'll learn about the different aspects of ad operations, including campaign planning, execution, and measurement.

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Media Planner

Media Planners develop and implement media plans for advertising campaigns. They work with clients to determine their target audience, and they select the right media channels to reach that audience. The course Compra programática de medios: Publicidad online en tiempo real will provide you with the knowledge you need to succeed in this role. You'll learn about the different aspects of media planning, including audience targeting, media selection, and campaign measurement.

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Marketing Consultant

A Marketing Consultant provides advice to businesses on how to improve their marketing strategies. They work with clients to develop and implement marketing plans, and they track and measure the results of marketing campaigns. The course Compra programática de medios: Publicidad online en tiempo real will provide you with the skills you need to succeed in this role. You'll learn about the different aspects of marketing, including strategy, planning, and measurement.

See salaries and explore the career path for Marketing Consultant

Product Manager, Advertising

Product Managers, Advertising are responsible for the development and management of advertising products. They work with engineers and designers to develop new products, and they work with marketing teams to promote and sell these products. The course Compra programática de medios: Publicidad online en tiempo real will provide you with the knowledge you need to succeed in this role. You'll learn about the different aspects of product management, including product development, marketing, and sales.

See salaries and explore the career path for Product Manager, Advertising

Sales Manager, Advertising

Sales Managers, Advertising are responsible for selling advertising space to clients. They work with clients to understand their needs, and they develop and implement sales strategies to meet those needs. The course Compra programática de medios: Publicidad online en tiempo real will provide you with the skills you need to succeed in this role. You'll learn about the different aspects of sales, including sales strategy, negotiation, and customer relationship management.

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Copywriter

Copywriters create written content for advertising campaigns. They work with clients to develop key messages and write copy that will persuade the target audience to take action. The course Compra programática de medios: Publicidad online en tiempo real may be useful for this role because it provides a foundation in marketing and advertising.

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Graphic designer

Graphic Designers create visual content for advertising campaigns. They work with clients to develop concepts and create visuals that will appeal to the target audience. The course Compra programática de medios: Publicidad online en tiempo real may be useful for this role because it provides a foundation in marketing and advertising.

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User Experience (UX) Researcher

UX Researchers study the behavior of users to improve the user experience of websites and other digital products. They use data analysis techniques to identify pain points and develop solutions to improve the user experience. The course Compra programática de medios: Publicidad online en tiempo real may be useful for this role because it provides a foundation in data analysis and user behavior.

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Search Engine Optimization (SEO) Specialist

SEO Specialists optimize websites to improve their ranking in search engine results pages (SERPs). They work with clients to identify keywords and develop strategies to improve the visibility of their website in search results. The course Compra programática de medios: Publicidad online en tiempo real may be useful for this role because it provides a foundation in digital marketing and advertising.

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Web Developer

Web Developers create and maintain websites. They work with clients to develop website designs and write code to implement those designs. The course Compra programática de medios: Publicidad online en tiempo real may be useful for this role because it provides a foundation in digital marketing and advertising.

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Social Media Manager

Social Media Managers create and manage social media content for businesses. They work with clients to develop social media strategies and create content that will engage the target audience. The course Compra programática de medios: Publicidad online en tiempo real may be useful for this role because it provides a foundation in marketing and advertising.

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