CTV Training for Nielsen
Engagement Details:
- 5 sessions, each lasting 75 minutes
- 30 participants per cohort
- All sessions customized to Nielsen's go-to-market strategy, tools, and processes
- Pre-training assessment to gauge knowledge and tailor coursework
- Highly interactive format leveraging whiteboarding, role-playing, and the Socratic Method
- Detailed session summary provided after each class
- Weekly quiz to check knowledge retention
- Ongoing 1:1 access to Steven for additional help
- Fee: $1,100 per student
Lesson 1: The CTV Ecosystem
Students will develop a deep understanding of the CTV ecosystem, its evolution from linear TV, and the key components driving its rapid growth.
- Introduction to CTV: Define Connected TV (CTV) and discuss its evolution from traditional television.
- Key Components of the CTV Ecosystem: Breakdown of smart TVs, streaming devices, content platforms, and their interactions.
- Streaming Business Models: Discussion of AVOD, SVOD, TVOD, and hybrid models.
- CTV vs. Traditional TV Advertising: Differences in targeting, measurement, and ad delivery.
Lesson 2: Tracking, Data, and Measurement in CTV
Students will learn the intricacies of CTV data collection, audience measurement, and cross-device tracking.
- How Data is Collected in CTV: Automatic Content Recognition (ACR), SDK-based tracking, and data sources.
- Cross-Device Tracking & Identity Resolution: Connecting CTV data with mobile and desktop behavior.
- Understanding First-, Second-, and Third-Party Data: The role of different data types in audience targeting, personalization, and ad effectiveness.
Lesson 3: Ad Serving in CTV
Students will explore the mechanics of ad serving in the CTV environment.
- How CTV Ad Serving Works: The role of ad servers, decisioning logic, and dynamic ad insertion (DAI).
- How Publisher and Advertiser Ad Servers Work in CTV: Managing inventory, decisioning, and ad delivery in a streaming environment.
- Challenges in Ad Serving: Issues like latency, buffering, and ad sequencing.
Lesson 4: Programmatic Media in CTV
Students will gain a comprehensive understanding of how programmatic advertising functions in CTV.
- Introduction to Programmatic Advertising: RTB, private marketplaces (PMPs), and programmatic guaranteed deals.
- Key Players in the Ecosystem: DSPs, SSPs, and ad exchanges.
- Challenges in Programmatic CTV: Issues around ad fraud, supply-path optimization, and frequency capping.
Lesson 5: Retail and Commerce Media in CTV
Students will understand the growing role of retail and commerce media in CTV advertising.
- Introduction to Retail and Commerce Media: How brands are leveraging CTV for e-commerce and direct sales.
- Retail Media Networks (RMNs): How companies like Amazon, Walmart, and Target are integrating commerce into CTV ads.
- Shoppable Ads & Interactive Commerce: The rise of direct-to-consumer experiences via CTV advertising.
- Measurement & ROI: How advertisers track performance and sales impact.