< back to all seminars

Advanced Programmatic for Buyers and Sellers - NYC

Tuesday, December 8, 2015 9:00am - 5:00pm EST

By Prohaska Consulting

We are excited to announce that, due to popular demand, the training series Advanced Programmatic for Direct Buyers and Sellers is returning to San Francisco. Buyers and sellers are being tasked with operating in a marketplace that is increasingly turning to programmatic, and the necessary knowledge needed to be successful is constantly changing. This course is designed to provide practical tactics for managing programmatic advertising by teaching attendees the skills and processes used by both buyers and sellers.

More about the course:

Course Overview About the Instructor
Topics Covered Venue
Course Syllabus Who Should Attend
Agenda for the Day Pricing


This course will provide you with an advanced understanding of the programmatic media ecosystem, including an in-depth working knowledge of the key technologies that make up today’s programmatic ad stack across display, mobile, video, social media, email marketing and native advertising. This course will also explore the development of “Programmatic Guaranteed” marketplaces, the major players and providers, and strategies for examining how to leverage them for your selling or buying organization and evaluate their impact on your bottom line revenue. This course will also include live demonstrations from vendors within the ad tech stack as well as an interview with a leading buyer of programmatic media.

This class counts as 8 hours of credits toward IAB Recertification.

IAB Members: $399
Non-Members: $499
IAB Digital Media Sales
& Ad Operations 
Certification Holders: $299

*Price includes the full day course,
participant guide and meals


Deal ID Exchanges Programmatic IPOs/M&A activity
Cross-Device Targeting Data Management Platforms (DMP) Campaign Optimization
Cookie Usage Yield Management Price Transparency
Ad Serving Audience Buying Audience Discovery
Campaign Optimization Open Marketplace Buying process
Audience Extensions Private Marketplace Programmatic vendors
Dynamic Allocation Automated Guaranteed Multi-channel programmatic
Tech Stack Unreserved Fixed Rate Mobile Targeting
Emerging Technology  Invitation Only Auction Social vendors
Viewability Standards Open Auction Automated Native
Real Time Bidding (RTB) Trading Desks Linear TV
Supply Side Platforms (SSP) New Ad Networks Radio
Demand Side Platforms (DSP) Managed Services


  • Programmatic 101 Recap
  • Sales Organizations – Today and Tomorrow
  • Buyer Landscape – Today and Tomorrow
  • Understanding Your Tech Stack
  • SSP Vendor Demonstration
  • DSP Vendor Demonstration
  • 5 Stages of Buying
  • 5 Stages of Selling
  • Rise of Programmatic Guaranteed
  • Channels: Mobile, Video, Social, Email, Native
  • Guest Interview: Programmatic Buyer


8:30 – 9:00  Arrivals and breakfast*
9:00 – 9:15  Introduction and 101 Review
9:15 – 10:00 Sales Orgs, Buyer Landscape
10:00 – 10:30 Understanding Your Tech Stack
10:30 – 10:45 BREAK
10:45 – 11:45 5 Stages of Selling
11:45 – 12:30 SSP Demonstration
12:30 – 1:15 Lunch*
1:15 – 2:15 5 Stages of Buying
2:15 – 3:00 DSP Demonstration
3:00 – 3:15 BREAK
3:15 – 4:00 Programmatic Guaranteed, Multi-Channel
4:00 – 4:45 Buyer Interview
4:45 – 5:00 Wrap Up / Q&A

* Breakfast, lunch and beverages will be provided


Matt Prohaska, Prohaska Consulting
Matt Prohaska leads Prohaska Consulting, providing Programmatic Help For All, helping more than 50 companies in the last 10 months with more than 30 freelancers in the US & EU. He is a 22-year media veteran and contributor to the growth of online advertising since its commercial inception in the early 1990s, first by creating the online media practice at BBDO (now part of Omnicom) in 1994 and later opening CNET’s New York sales office as its first Regional Sales Manager in 1996. Over the years, Matt has managed six different regional and national sales teams, consulted for more than 75 companies and founded four others.


The IAB Ad Lab is a state-of-the-art meeting center built with one goal – providing the ideal meeting and events space for the digital industry. Located in the heart of Manhattan, the Ad Lab features an entire floor of high-tech, sleek meeting rooms backed by top-of-the-line audio/visual presentation equipment. The event space is used by the IAB for Town Hall and Networking Events, as well as an offsite rental option for IAB member organizations.            


IAB AD Lab, 116 E. 27th Street, 8th Floor, New York, 10016 - See a map of the location here.


This class is ideal for buyers and sellers of programmatic media who already have a basic understanding of terms and processes and are looking to deepen their skillset for their job. Or, if you are a buyer or seller with strong working knowledge of your domain, come to this class to learn more about the how the other side operates and how the marketplace is evolving. Additionally, this class will be beneficial to product, marketing, sales support, and management who are tasked with programmatic responsibilities.


Non-members: $499
IAB Members: $399
IAB Digital Media Sales & Ad Operations Certification Holders: $299

*Costs are for the full day completion of the course



More Current Seminars

IAB Study Session: Digital Media Sales Certification Thursday, November 5, 2015 6:00pm - 8:30pm ET

Digital Fundamentals Course Monday, November 16, 2015 8:30am - 5:00pm ET

Digital Ad Operations Certification Info Session (Webinar) Tuesday, December 1, 2015 1:00- 2:00 pm ET

Digital Data Solutions Certification Info Session (Webinar) Thursday, December 3, 2015 1:00pm - 2:00pm ET

Advanced Programmatic for Buyers and Sellers - NYC Tuesday, December 8, 2015 9:00am - 5:00pm EST