Sharpen Your Skills for the Future of Programmatic
The StackAdapt Academy is an industry-leading online education resource that provides you with everything you need to master digital advertising. Take our courses and walk away with the knowledge and skills needed to drive success in your campaigns.
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Programmatic advertising can be complex, which is why StackAdapt Academy is dedicated to making it simple with our unique learning opportunities. Whether you want to master your programmatic skills or enhance your industry knowledge, choose your path and start your learning journey today!
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In every stage of digital marketing—whether defining strategy, executing, or analyzing campaigns—staying sharp is crucial. Let our programmatic advertising training help you get there faster.
Dan C. Wachowski
Lever|Director, Paid Media
Lever has gained significant advantages from the comprehensive online education resources provided by the StackAdapt Academy. Our team members have acquired expertise by completing the platform and programmatic education courses, enabling us to offer our clients exceptional recommendations and opportunities.
Haley Wiaz
Scale Marketing|Associate Director
The StackAdapt Academy helped our team fully transition to a self-service model, and now our traders feel confident in the platform to drive successful campaigns. The mini modules and continually updated webinars help our agency keep up with the ever-changing digital landscape.
Chris Uzzo
Zero Gravity Marketing|CEO and Founder
The StackAdapt Academy has helped our agency to level up our marketing efforts. The easy-to-consume information and streamlined format have allowed team members of all skill sets to learn the StackAdapt platform and gain a stronger understanding of programmatic marketing with ease.
Dan C. Wachowski
Lever|Director, Paid Media
Lever has gained significant advantages from the comprehensive online education resources provided by the StackAdapt Academy. Our team members have acquired expertise by completing the platform and programmatic education courses, enabling us to offer our clients exceptional recommendations and opportunities.
Adam Pytro
BuyMeMedia|Head of Channel Strategy
The StackAdapt Academy is one of our favourite places to hang out when we have down time around the office. From the mini modules and the webinars to the certified courses, everything that is available in the Academy helps us to make the most of StackAdapt's capabilities.
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Programmatic Certifications
Master the digital advertising landscape!
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Channel Certifications
Expand your knowledge on programmatic advertising channels!
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Uncover Opportunities to Strengthen Your Book of Business
January 21st, 2021
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How to Take Your Travel Campaigns to New Heights with Programmatic
October 26th, 2022
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Cost Per Install (CPI)
A pricing model where advertisers pay when a user installs an app or downloads software after seeing the ad.
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Scaling
Refers to whether a campaign is delivering on its expected budget or not.
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Contextual Targeting
September 10th, 2021
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Conversion Pixel
A pixel that transmits to a third-party that a user has completed the desired action.
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Optimization
Increasing the impact of an ad.
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Exploring Programmatic In-Game
April 26, 2022
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Political Campaigning With Programmatic
March 31st, 2022
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Prescribing Digital Strategies for Your Healthcare Campaigns
November 30th, 2022
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On Air With StackAdapt: Learn About Connected TV in Europe
July 5th, 2022
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Programmatic Advertising for CPG Brands
June 30th, 2022
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Getting Started with Programmatic Advertising
June 29th, 2021
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Programmatic Audio: Music to a Marketer's Ears
May 6th, 2021
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The Versatility of Programmatic
July 22, 2021
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Advertising Trends That Will Shape Growth in 2023
January 25th, 2023
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Bid
Purchase amount submitted to the auction to buy an ad.
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Glossary Terms
Mcommerce
Transactions or purchasing of products/services through the use of a mobile device such as smartphone or tablet. Also known as mobile commerce.
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Rich Media
Advertisements with which users can interact (as opposed to solely animation) in a web page format.
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Automated Guaranteed (AG)
Automated purchasing of guaranteed, premium inventory.
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Ad Server
A web server that stores and delivers advertisements for viewing.
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Survey-Based Targeting
Target users based on their responses to consumer survey questions.
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OTT (Over-the-Top)
Over-the-top (OTT) is used for the delivery of film and TV content via the Internet, without requiring users to subscribe to a traditional cable or satellite pay-TV service.
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Attribution Model
A model used to determine how much credit is given to each channel that contributed to the sale or conversion on a website.
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New Contextual Advertising in a Post-Cookie World
February 18th, 2021
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Remnant Inventory
Advertising space that a publisher has been unable to sell.
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Retargeting
To use cookie-based-technology (that follows users across the web) to serve ads to people who have previously visited your site.
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Pacing
How ahead or behind the campaign spend is based on daily or total budget.
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Outbound Links
Links on a webpage that lead to a page with a different domain. Ensures an ad is delivered where it should be considering consumers, advertisers, and available websites. Outbound links increase the impact of an ad.
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Linear TV
A type of television broadcasting that is delivered via cable or satellite TV systems, and programmed and watched as scheduled (instead of streamed to a specific user on demand).
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Connected TV Certification Course
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Connected TV
Channel Certifications
Instructor Julia
The Basics of Audience Targeting with Programmatic
July 27th, 2022
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Geographic Targeting
Reaching consumers in specific geographical locations based on zip code, area code, city, DMA, or state.
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How to Chart the Course for Your Travel Campaigns
February 16th, 2023
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Affiliate Marketing
A form of performance-based digital marketing (most often used for retail) in which the compensation model allows for the affiliate to earn a commission for the promotion of the product.
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Return On Advertising Spend (ROAS)
A measurement used to calculate the monetary success, using Revenue as key variable.
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Conversion Funnel
A term used to describe the customer path to purchase – includes brand awareness, consideration, conversion, loyalty, and advocacy.
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Cost Per Click (CPC)
A pricing model where advertisers pay for ads clicked.
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Effective Cost Per Click (eCPC)
How much on average is earned from the user clicking on the ad. (Media cost/total clicks).
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Conversion Rate (CVR)
The percentage of clicks that resulted in a conversion. Calculated by taking the number of conversions an ad received, dividing by the number of clicks, and multiplying by 100 to obtain a percentage.
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Effective Cost Per Mille (eCPM)
Total earnings divided by impressions - a useful statistic to track ad performance.
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FAST (Free Ad-Supported TV)
Ad-supported platforms that offer a variety of content for free, including live TV channels and on-demand programming.
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Glossary Terms
Frequency Capping
A limit on the number of times an ad appears to the same person.
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Purchase-based Targeting
Target users based on products they've purchased.
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Vendor
A vendor refers to a company with a specific product or service such as creating or delivering rich media, or providing third-party data.
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Ad Exchange
A digital marketplace that enables advertisers and publishers to buy and sell advertising space often through real-time auctions. They’re most often used to sell native display, video and mobile ad inventory.
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Glossary Terms
Ad Network
Companies that specialize in delivering ads across the span of participating publishing entities.
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Digital Strategies for Recruitment
December 1st, 2021
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Unlocking the Power of Creator Marketing as a Growth Channel
December 14th, 2022
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Level Up Your Marketing With Programmatic In-Game
November 17th, 2022
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Cross-Channel Advertising
May 26th, 2022
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Measure Campaign Impact With StackAdapt Brand Lift
February 24th, 2022
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Click Fraud
A type of internet crime that occurs when a user or program imitates an interaction with an ad for the purpose of generating a false charge.
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Deal ID
A piece of code containing the agreed-upon terms (negotiated pricing, for example) between an advertiser and publisher that allows the advertiser to access the publisher’s inventory.
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Nurture
The process of delivering consecutive messages (ad, email) with a goal of having a user become a customer.
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Hyper-targeting
Piling a variety of targeting schemes on top of each other.
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Advanced Programmatic Course
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Programmatic Certifications
Instructor Matt Evered
Audio Starts
The number of times an audio advertisement was initiated.
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Webinar
A combination of various multimedia components used to relay information in real-time to consumers/customers.
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POS
This acronym stands for Point of Sales. This system or a touchpoint that can be used for offline attributions with campaigns.
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Ad Frequency
The number of times an ad is shown during a specified period.
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Programmatic Direct
Programmatic buys for guaranteed, future media.
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Pop-up Ad
Ads that pop-up in a separate window from the browser. This type of ads has been depreciated over the years due to negative user feedback and the rise of pop-up blockers within browsers.
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CRM (Customer Relationship Management)
A technology solution that automates sales, marketing, customer service, and/or support. A central repository of sales data.
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Audio Completion Rate (ACR)
Audio Completion Rate indicates the percentage of all audio ads that play through that quartile of an audio’s total length.
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Earned Media
Media placement that is not paid for and attained organically – includes Search Engine results, social media buzz, and press coverage.
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BVOD (Broadcast Video on Demand)
A subset of AVOD (see above) that provides ad-support streaming content from traditional broadcasters.
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ROI
ROI stands for Return On Investment. This measurement is used to calculate the monetary success of a campaign, using Profits as a key variable.
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Request
Request refers to an attempt by a user's browser to retrieve a page and page elements, such as ads, from a server on the internet.
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Foot Traffic Attribution
Foot Traffic Attribution or Foot Fall Attribution is a way to measure the effectiveness of a digital ad through user actions.
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Paid Media
Media placement that is bought, such as display ads or PPC advertising.
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KPI
KPI stands for key performance indicators which help measure if important business objectives are being met.
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Day-parting
Reaching consumers at a certain time and/or day of the week.
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Direct Response
A marketing-strategy approach that elicits an immediate response from the consumer such as an immediate sign-up or purchase.
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Achieve Programmatic Success Through a Multi-Channel Approach
November 4, 2021
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Private Marketplace (PMP)
An invitation-only marketplace that gives buyers exclusive access to premium publisher inventory while using automated buying methods to purchase inventory, faster, thus elimination the RFP and negation processes.
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Engagement
A click on a native ad that resulted in a site visit with a duration of 15s or longer.
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Skyscraper
IAB defined banner ads that are 120 by 600 or 160 by 600 pixels.
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Meta Title
HTML that describes the webpage and helps search engines in categorizing that page appropriately.
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Cost Per Acquisition (CPA)
A pricing model where advertisers pay for a specific acquisition or publishers get paid.
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Cost Per Completed Listen (CPCL)
Indicates the cost that advertisers pay each time an audio has been listened through to completion.
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Native Outstream
In text/feed video format where video only starts playing when user scrolls into view.
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Programmatic Audio Channel Certification
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Channel Certifications
Instructor Julia
Performing
A campaign is said to be "performing" if it delivers on the expected KPI.
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B2B
Business to business.
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Audience
The group of people who visit a specific website or who are reached by a specific ad network.
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Video Completion Rate (VCR)
The percentage of all video ads that play through their entire duration to completion.
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Behavioural Segmentation
Grouping and targeting consumers based on their previous online behaviour.
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Native Channel Certification
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Channel Certifications
Instructor Matt Evered
Impressions
The number of times your ad was viewed.
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A/B Testing
Testing two different versions of an ad or webpage to see which yields higher results.
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Programmatic Media Buying
Algorithmic, software-based bidding on inventory to show a single ad, to one consumer, in one specific context. (As opposed to buying that involves RFPs, vendor negotiations, and manual insertion orders)
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Trading Desk
A Trading Desk is the programmatic buying arm of an agency holding company, an independent company, or internal team of an agency that aggregates programmatic, auction-based inventory across various DSPs and ad exchanges.
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Demographic Segmentation
When an audience is divided into externally measurable characteristics of potential consumers, such as age, gender, race, occupation, education, income level, household size, and stage in the family life cycle.
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Attribution
The process of crediting the appropriate marketing channels for the role they played in the subsequent conversion.
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Impression Trackers
Third-party 1x1 pixel trackers that record how many users are served the ad.
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Interactive Advertising Bureau (IAB)
An advertising business organization made up of over 500 leading media and technology companies.
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Page Views
The successful transmittal of the page (fully downloaded) to the user's browser.
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Data
Information collected from owned media, analytics tools, CRM systems, and performance analysis tools.
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Audio Completion (AC)
The number of times the audio advertisement was played until the end.
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SVOD (Subscription Video on Demand)
Subscription Video on Demand which includes video on demand services like Netflix and Apple TV+ that require a monthly or annual subscription fee to view their content.
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Call-to-Action
An instruction given to an audience to immediately take action such as "Subscribe To Our Newsletter" or "Visit Our Store".
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Ad Blocker
A software that removes an ad from a user's viewing experience.
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Native Advertising
Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.
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Volume
The amount of impressions coming into a DSP from exchanges. Also refers to the amount of revenue flowing through the platform.
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Premium Inventory
Ad space inventory that is of high interest or in demand by advertisers on publisher's site.
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Click Through Rate (CTR)
The percentage of ad impressions that were clicked on.
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Ad Creative Pixel
A literal 1x1 transparent image (pixel) that is embedded into an ad tag which communicates with a browser to track whether a user has viewed the ad.
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Keywords
(in Custom Segment) Words that a user enters into a search engine that result in them finding webpages that correspond to those keywords.
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Incremental Reach
Quantifies the additional unique viewers reached by a CTV campaign on top of the results being generated without it (often measured by reach beyond linear TV).
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Above the Fold
Any placement (or ad) that is within the top portion of the site and viewable without scrolling.
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Responsive Design
A style web design in which the code allows the layout to adjust to the possible different screen sizes the users may view it on such as desktop, smartphone, or tablet.
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Insertion Order
Overarching parameters for a group of campaigns. (Can include budget caps, margins, impression/click goals etc..)
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Publisher
An individual or organization that prepares, issues, and disseminates content for public consumption.
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Lead Generation
A form of marketing in which the objective is the acquire leads of interested, or potential customers - this can be executed via Email, Display, Search, Mobile, or Social Media marketing.
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Search Engine Marketing (SEM)
Form of digital marketing that promotes by increasing exposure in Search Engine result pages. This includes Search Engine Optimization and directory submissions, as well as paid submission programs like AdWords.
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Reach
Percentage of the target audience exposed to a message at least one time.
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Search Engine Optimization (SEO)
Modifying web pages and web sites so that they rank as highly as possible in search results with the objective of attracting traffic from web searchers looking for vendors, solutions, products or services. This is achieved through thematic page design, consistent HTML tagging, linking strategies and focusing content on core keywords.
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Persistent ID Targeting
Used for “people-based” targeting and tracking by assigning users (that login into an app or network) an ID that follows users throughout browsing, and across device – based on data collected, marketers can individual users regardless of what device they are using.
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Programmatic Masterclass
Become a certified expert in programmatic advertising!
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5 Courses
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Programmatic Certification
Programmatic Certifications
Instructor Matt Evered
Psychographic Segmentation
Market segmentation strategy whereby the intended audience for a given product is divided according to social class, lifestyle, or personality characteristics. Similar attitudes, values, and lifestyles.
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Walled Garden
A closed ecosystem where the ecosystem sells its own inventory, while also representing the demand side and controlling the price of its ad slots. An example of a walled garden in digital marketing is Facebook.
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Owned Media
Media placement that is owned by the brand itself, such as websites, landing pages, social profiles, blog, and etc.
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Clickbait
Content that entices a user to click at the expense of quality or accuracy.
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Conversion
When a consumer performs the desired action of a marketing message.
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Inbound Link
Links from outside sites to your website.
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Lead
A lead refers to a potential customer contact.
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CPM (Cost Per Mille)
Cost per thousand impressions (mille is Latin for thousand). This refers to a pricing model where the advertiser pays when their ad is viewed.
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Advertiser
The sponsor of the ad or a brand.
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Meta Descriptions
Descriptions of webpages found under the webpage title in Google search results. While they are not considered direct ranking factors, they do improve click-through rate which in turn, improves search ranking.
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AVOD (Ad-Supported Video on Demand)
A subset of SVOD where users can subscribe to ad-supported tiers to watch content that shows ads at a lower cost. Examples include streaming services like Disney+ and Hulu.
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CTV (Connected TV)
Connected TV is a TV set that is connected to the Internet. This connection is made through built-in capabilities, like a Smart TV, or another device that enables a standard TV to become a Connected TV.
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Lookalike Modelling
To build a consumer profile and target users who exhibit similar characteristics to your existing customers (or other valuable audiences).
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Below the Fold
Content that appears in the lower portion of the site that is only viewable after scrolling.
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Threshold
Threshold is the quality score referring to custom segment creation.
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Feeds
A dynamic feed contains every version of the content that can be served in the creative. Feeds allow advertisers to update content easily and quickly, without having to update the creative assets.
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StackBot
the StackAdapt mascot!
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RTB (Real time bidding)
The buying and selling of impressions through real-time auctions via ad exchanges or SSPs.
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Ad Tag
A piece of HTML or JavaScript code that is inserted into the source code of a web page via an Ad Server for the purpose of serving content.
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IP Address
This stands for Internet Protocol Address. It is a label assigned to specific device such as a desktop computer or printer that is used for interface identification and serves as a "return address" when a user is browsing the internet.
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Yield Optimization
The supply-side process to increase revenues for the publisher.
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Supply-Side Platform (SSP)
A software used by digital publishers to sell ad inventory programmatically to advertisers. SSPs connect to demand-side platforms (DSPs) to allow potential buyers to buy ad inventory programmatically. SSPs and DSPs work together to facilitate ad buys through RTB.
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DMP (Data Management Platform)
an online platform that stores, organizes, and analyses 1st and 3rd party data to better discover and reach and target audience; it then applies in-depth measurement to optimize media buying and creatives.
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Demand Side Platform (DSP)
A software that executes programmatic media buying - a form of buying in which inventory is purchased real-time to show one specific ad, to one consumer, in one individual context, including determining which media, how much to buy, and at what price.
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Revenue Sharing
Sharing of revenue by two unrelated parties due to a business arrangement or other reasons.
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Display Advertising
Banner or graphical advertising on webpages.
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Product-Related Segmentation
Segmenting the audience based on usage of product. For example, users are either light or heavy users of the product.
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Cookie
A small piece of data sent from a website and stored in a user's web browser while the user is browsing that website.
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Interstitial Ad
Full-page ads that load in a separate window before the main webpage loads.
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Reporting
Collecting data to see progress in a campaign.
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In-Game Channel Certification
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Channel Certifications
Instructor Julia
Digital Out-of-Home Certification Course
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Channel Certifications
Instructor Julia
Resources
Programmatic Checklist
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Programmatic Masterclass
Final Exam
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Advanced Strategies and Beyond
Part 2
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Foundations of Programmatic
Part 1
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Welcome!
What to expect from the Programmatic Masterclass!
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Resources
Programmatic Checklist
Get Started!
Programmatic Masterclass
Final Exam
Get Started!
Advanced Strategies and Beyond
Part 2
Get Started!
Foundations of Programmatic
Part 1
Get Started!
Welcome!
What to expect from the Programmatic Masterclass!
Get Started!
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Certifications