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.
Compra programática de medios: Publicidad online en tiempo real
Compra programática de medios: Publicidad online en tiempo real
This course is part of Marketing Digital Specialization
Instructor: Andrés Mociulsky
9,052 already enrolled
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Gain insight into a topic and learn the fundamentals.
4.7
(182 reviews)
Beginner level
No prior experience required
Flexible schedule
Approx. 11 hours
Learn at your own pace
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Shareable certificate
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Assessments
8 quizzes
Taught in Spanish
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This course is part of the Marketing Digital Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 4 modules in this course
¡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.
What's included
6 videos3 readings2 quizzes1 peer review3 discussion prompts
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.
What's included
6 videos1 reading2 quizzes1 peer review2 discussion prompts
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.
What's included
6 videos1 reading2 quizzes1 peer review2 discussion prompts
¡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
What's included
6 videos1 reading2 quizzes1 peer review3 discussion prompts
Instructor
Instructor ratings
4.9 (27 ratings)Offered by
Recommended if you're interested in Marketing
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Fundação Instituto de Administração
Universidad de los Andes
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