Compra programática de medios: Publicidad online en tiempo real

Go to Course: https://www.coursera.org/learn/compra-programatica

Introduction

### Course Review: Compra programática de medios: Publicidad online en tiempo real #### Overview "**Compra programática de medios: Publicidad online en tiempo real**" is an engaging and comprehensive course available on Coursera that delves into the fascinating world of programmatic advertising. As a crucial component of contemporary digital marketing strategies, programmatic buying has revolutionized the way advertisers engage with audiences, rendering traditional media strategies nearly obsolete. This course is designed for those keen to understand how data-driven insights can optimize advertising strategies, thereby maximizing results and enhancing overall business performance. #### Course Highlights The course is structured into four well-organized modules that guide you through the core concepts of programmatic buying, starting from the basics and moving toward advanced strategic thinking. Here’s a deeper look into what each module offers: 1. **Planificación de Audiencias vs Planificación de Medios**: - This module sets the stage by explaining the foundational principles of programmatic advertising. Learners will gain insights into how the programmatic landscape emerged, the significant players involved, and the advantages of this approach for advertisers and media companies alike. 2. **La estrella del show es la data**: - In the second module, the focus shifts to the critical role of data in programmatic advertising. You will learn about the three types of data available in the market and how to strategically apply these insights to enhance advertising effectiveness. This understanding is vital for creating audience-oriented communication strategies. 3. **El objetivo siempre es maximizar los objetivos de negocio siendo eficientes al hacerlo**: - The third module dives into measurement and metrics, emphasizing the importance of defining success criteria for digital campaigns. Participants will explore cost-per-thousand (CPM) buying methods and learn about Dynamic Creative Optimization (DCO), equipping them with the skills to plan results-oriented campaigns. 4. **El futuro es prometedor**: - The final module looks ahead to the future of programmatic advertising. It addresses how this buying strategy will evolve across various media channels like TV, print, and radio, while also discussing current industry challenges such as ad blocking, fraud, and viewability. This offers a comprehensive perspective on how to formulate long-term strategies that anticipate future trends. #### What I Appreciate One of the standout features of this course is its current relevance in the dynamic digital marketing landscape. The emphasis on data utilization and audience targeting resonates deeply with contemporary marketing challenges. Each module builds on the previous one, fostering a strong understanding of foundational concepts before moving into more complex strategies. The course also adopts a practical approach, encouraging participants to develop actionable strategies based on real-world scenarios. This is particularly beneficial for anyone looking to implement what they learn directly into their own business or marketing efforts. #### Recommendation I highly recommend "**Compra programática de medios: Publicidad online en tiempo real**" for professionals, students, and anyone interested in elevating their understanding of programmatic advertising. Whether you are involved in digital marketing, media buying, or brand management, the insights gained from this course will empower you to craft effective advertising strategies that leverage the power of data. Not only does this course provide the knowledge necessary to navigate the complexities of the digital advertising landscape, but it also prepares you for future developments in the field. With its comprehensive curriculum and practical focus, it's an excellent investment for your professional growth in the digital marketing sector. Embark on this learning journey and unlock the full potential of programmatic media buying capabilities. Enroll now to take your advertising skills to the next level!

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.

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.

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.

¡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