How to Break into Programmatic Planning and Buying- A Beginner’s Guide Without Prior Experience

How to Get into Programmatic Planning and Buying Without Experience

In today’s digital advertising landscape, programmatic planning and buying have become essential skills for anyone looking to excel in the marketing industry. However, breaking into this field without prior experience can seem daunting. Fear not, as we’ve compiled a comprehensive guide to help you get started in programmatic planning and buying, even if you’re a beginner.

First and foremost, it’s important to understand the basics of programmatic advertising. Programmatic advertising is a method of buying and selling digital advertising inventory automatically, using real-time bidding (RTB) and other technologies. It allows advertisers to target their audiences more effectively and efficiently, leading to better campaign performance.

1. Educate Yourself

The first step in getting into programmatic planning and buying is to educate yourself on the subject. There are numerous online resources, courses, and certifications available to help you gain a solid understanding of the fundamentals. Some popular options include:

– Google Digital Marketing Certification
– HubSpot Academy’s Inbound Marketing Certification
– IAB Programmatic Fundamentals Certification

2. Familiarize Yourself with Key Terminology

To effectively navigate the programmatic advertising landscape, it’s crucial to be familiar with key terminology. Some essential terms include:

– Real-time bidding (RTB)
– Supply-side platform (SSP)
– Demand-side platform (DSP)
– Ad exchange
– Data management platform (DMP)
– Audience segmentation
– Retargeting

3. Gain Practical Experience

While theoretical knowledge is important, practical experience is equally crucial. Here are a few ways to gain hands-on experience in programmatic planning and buying:

– Participate in online challenges and competitions, such as those offered by platforms like AdRoll or MediaMath.
– Offer your services pro bono to small businesses or non-profit organizations.
– Use free or low-cost tools like Google AdWords or Facebook Ads Manager to experiment with different campaign types and strategies.

4. Network with Industry Professionals

Networking is a vital component of breaking into any new field. Connect with professionals in the programmatic advertising industry through social media platforms like LinkedIn, industry events, and online forums. Engaging with others can provide valuable insights, mentorship opportunities, and potential job leads.

5. Consider Internships or Entry-Level Positions

If you’re looking for a more formal entry into the programmatic advertising industry, consider internships or entry-level positions. Many companies are willing to hire candidates with a strong passion for the field and a willingness to learn. Research companies that specialize in programmatic advertising and reach out to them with your resume and cover letter.

6. Keep Up with Industry Trends

The programmatic advertising landscape is constantly evolving, so it’s essential to stay up-to-date with the latest trends and technologies. Follow industry blogs, attend webinars, and subscribe to newsletters to keep your knowledge fresh.

Conclusion

Getting into programmatic planning and buying without experience is certainly possible with the right approach. By educating yourself, gaining practical experience, networking, and staying informed about industry trends, you can build a solid foundation in this exciting field. With dedication and perseverance, you’ll be well on your way to a successful career in programmatic advertising.