MKT46010 Programmatic, Tracking,&Attrib

Academic Year 2023/2024

One of the most in-demand media skills today is the ability to buy digital ads across a range of platforms for various mediums. This course builds practical proficiencies across the entire gamut of programmatic advertising with a primary focus on Display & Video on Demand (VOD). The detailed individual classes will cover everything involved in running an ad campaign including budgeting, targeting, tracking, optimizing, algorithmic targeting, ad personalization and more. The module will also cover reporting, insights and attribution as well as Brand Safety and looking ahead to a Cookieless future. The course will showcase individual platforms for buying Display and VOD.

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Curricular information is subject to change

Learning Outcomes:

* Understand the role programmatic has today in media, and how it will influence the future.
* Develop a working knowledge of Display and VOD and learn how to buy both on various platforms.
* Awareness of new programmatic channels such as Audio, Post, Gaming, Digital Out of Home and TV.
* Track disparate ad campaigns and extract insights from each.
* Gain knowledge of the local media landscape that exists in the Irish Marketplace.
* Critically analyse weekly digital media news and understand what this means for your future role.
* Track what’s coming down the line with the demise of cookies, and how ecommerce solutions are going programmatic.
* Familiarise yourself with various buying platforms, knowing the strengths and nuances of each.

Student Effort Type Hours






Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Continuous Assessment: Assignment 2 - Group Project Unspecified n/a Graded No


Continuous Assessment: Assignment 1 - Quiz Unspecified n/a Graded No


Continuous Assessment: Assignment 3 - Industry Accreditation Unspecified n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Summer No
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Lecture Offering 1 Week(s) - 20, 21, 22, 23, 24, 25, 26, 30, 31, 32, 33 Fri 10:00 - 12:50

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