Programmatic Advertising Course
DV360 Digital Marketing Training Syllabus
1. Introduction to Digital Marketing and Programmatic
- What is Digital Marketing
- Traditional vs Digital Marketing
- Introduction to Google Marketing Platform (GMP)
- Overview of DV360 and its ecosystem
- Basic Terminologies: CTR, CPC, CPM, CPA
4. Targeting Strategies
- Targeting Types: Geography, Device, Demographics, Channel, Inventory
- Inclusionary vs Exclusionary Targeting
- AND vs OR Targeting Logic
- Keyword, Category, Environment, Language Targeting
- Viewability, Browser, Connection Speed, Carrier Targeting
7. Inventory and Deal Management
- Inventory Sources in DV360
- Deal Types: Open Auction, PMP, Preferred Deal, Programmatic Guaranteed
- Inventory Mapping and Deal Activation
- Proposal Sending and Deal Negotiation
10. Reporting and Measurement
- Types of Reports
- Report Setup and Customization
- Key Performance Indicators (KPIs) in Reports
13. Creative Types and Troubleshooting
- Display, Video, OTT, and Audio Creative Handling
- Common H5 Upload Issues
- Unsupported Creatives and Manual Approvals
- Reflection Delays and Policy Rejections
2. DV360 Hierarchy and Setup
- DV360 Hierarchy: Partner > Advertiser > Campaign > IO > Line Item > Creative
- Partner and Advertiser Setup
- Billing Profile and SOX Setup
- Partner Linking: Types and Process
- DV360 Users and Access Levels
5. Audience Strategy and Management
- Audience Types: 1st Party, 3rd Party, Google Audiences
- Affinity, In-Market, Custom Segments
- Audience List Creation and Mapping
- Audience Size Estimation
- Data Management Platform (DMP) and Self-Service DMP
8. Spend Monitoring and Pacing
- What is Pacing
- Pacing and Budget Troubleshooting Scenarios
- Intelligence Panel and Spend Monitoring
- Campaigns
- Line Item and IO Types
11. Advanced Measurement: Floodlight and Brand Lift
- Floodlight Overview and Configuration in CM360
- Floodlight Activities: Counter and Sales
- Counting Methods and Lookback Window
- Attribution Models
- Custom Variables
14. Brand Safety and Policy Compliance
- Overview of Brand Safety in DV360
- Third-Party Safety Tools: IAS, DV, Adloox
- Sensitive Categories Overview
- Content Restrictions and Policy Categories
- Misleading, Adult, Gambling, Pharma, and Other Violations
3. Creative Management in DV360
- Creative Formats: Display, Rich Media, Native, HTML5, Expanding Ads
- Video Creative Formats: Video file, Companion banner, Audio file
- Format Gallery: Flipbook, Parallax, Panorama, Cue Card
- Creative Uploading and Hosting
- Syncing CM360 Creatives
- Creative Statuses and Troubleshooting
- Common Rejection Issues and Ad Policies
- Restricted and Sensitive Categories
- Macros and VAST Tags
6. Bidding Strategies
- Standard Bidding
- Automated Bidding: Funnel Stages, Strategy Types, Optimization Best Practices
- Outcome-Based Buying
- Custom Bidding and Strategy Setup
- Budget Allocation and Prioritization
9. YouTube Ads and Reporting
- YouTube in DV360: Ad Group Structure, Reserves
- YouTube Ad Types
- YouTube Campaign Setup and Reporting
- YouTube-Specific Metrics and Optimization
12. Lift Measurement Studies
- Brand Lift: Setup, Methodology, Metrics
- Search Lift: Setup, Search Grouping, Analysis
- Conversion Lift: Real Outcomes Measurement
- Unified Lift: End-to-End Funnel Measurement
Advanced AI-Driven Optimization Frameworks
( Beyond SEO )
Focus Key Certifications
Programmatic Mastery
DV360, CM360, SA360
Measurement & Optimization
Ads Measurement, MMM, BigQuery
AI & Automation
AI for Marketing, Google AI Bidding
Cross-Platform Expansion
The Trade Desk, Meta, HubSpot
Advanced Strategy
GMP Partner Academy, Squared Online
Google Marketing Platform (GMP) Mastery
DV360 Certification
Manage programmatic video, display, CTV, and native campaigns.
CM360 Certification
Ad serving, tagging, tracking, and attribution models.
SA360 Certification
Automate search ads across multiple engines with precision.
Supporting Tools
Google Tag Manager (GTM), Google Analytics 4 (GA4), Floodlight, Data Studio
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