Classes
CTV and Ad Tech Glossary
📺 CTV 101 Training
Overview:
  • Format: Five sessions, each lasting 75 minutes
  • Cohort Size: Up to 33 participants per cohort
  • Customization: Tailored to the OpenX strategy, tools, and processes
  • Pre-Training Assessment: Evaluates participants’ existing knowledge to tailor coursework
  • Interactive Methods: Utilizes whiteboarding, role-playing, and the Socratic Method
  • Post-Session Summaries: Detailed recaps provided after each class
  • Weekly Quizzes: Assess knowledge retention
📘 Session 1: The CTV Ecosystem
Objective: Equip SSP teams with a strategic view of how CTV’s growth shapes inventory supply, monetization, and demand-side expectations.
Topics Covered:
  • What is CTV? Understand how the shift from linear to streaming impacts inventory structures SSPs must manage.
  • Key Components: Learn how smart TVs, devices (like Roku or Fire TV), and apps influence where SSPs source supply and how they integrate with content owners.
  • Business Models (AVOD, SVOD, TVOD): Understand how monetization models affect ad opportunities and the SSP’s role in enabling access and pricing.
  • CTV vs. Traditional TV Advertising: Highlight how SSPs enable advanced targeting, real-time reporting, and dynamic delivery that linear systems can’t support.
📊 Session 2: Tracking, Data, and Measurement in CTV
Objective: Help SSPs understand how data is collected, managed, and used to enrich inventory value and power programmatic delivery.
Topics Covered:
  • Data Collection (ACR, SDKs): Learn how SSPs receive and pass data signals from content sources and devices for targeting and measurement.
  • Cross-Device Identity Resolution: Understand how SSPs participate in identity frameworks that connect CTV views to household and individual-level data.
  • Data Types: Explore how SSPs enable buyers to activate first-, second-, and third-party data across publishers and platforms.
🎯 Session 3: Ad Serving in CTV
Objective: Dive into the role SSPs play in ad serving pipelines, decisioning logic, and technical delivery in CTV environments.
Topics Covered:
  • Ad Serving Mechanics: Examine how SSPs plug into the server-side ad insertion (SSAI) chain and optimize decisioning.
  • Inventory Management: Understand how SSPs surface and package streaming inventory to maximize fill and CPMs.
  • Challenges (Latency, Sequencing): Discuss how SSPs work to reduce latency, ensure competitive separation, and maintain quality delivery.
🤖 Session 4: Programmatic Media in CTV
Objective: Clarify the SSP’s role in powering programmatic CTV, managing transparency, and supporting premium supply access.
Topics Covered:
  • Programmatic Fundamentals: Define SSPs’ role in auctions (RTB), PMPs, and programmatic guaranteed deals with connected buyers.
  • Key Players: Position SSPs within the broader programmatic stack—bridging publishers and DSPs in real-time.
  • Challenges: Explore SSP responsibilities in minimizing fraud, managing SPO, ensuring viewability, and reducing duplication in fragmented environments.
🛍️ Session 5: Retail and Commerce Media in CTV
Objective: Understand how SSPs are increasingly supporting commerce media strategies in streaming, enabling new buying models and data partnerships.
Topics Covered:
  • Retail Media’s Rise: Explore how SSPs can onboard commerce inventory and support retail partnerships across AVOD platforms.
  • Ad Tactics (Onsite, Offsite): Learn how SSPs facilitate dynamic creative insertion and data targeting based on shopper behaviors.
  • Audience Strategy & Creative: Discuss SSP contributions to advanced targeting, deal creation, and creative enablement in commerce-focused CTV campaigns.
  • Measurement & Attribution: Highlight SSP roles in enabling closed-loop attribution through signal sharing, deal IDs, and clean room integrations.
🤝 One-on-One Support – Designed for SSP Teams Navigating the CTV Programmatic Landscape
The One-on-One Support service provides personalized, unlimited coaching sessions tailored specifically for SSP professionals who have completed the CTV 101 course. These sessions are designed to deepen understanding, sharpen sales strategy, and optimize SSP participation in the CTV programmatic ecosystem.
Key Features (SSP-Focused):
  • Unlimited Calendar Access: Your team can book time with a programmatic expert whenever needed—ideal for resolving urgent client questions, prepping for pitches, or breaking down complex deal structures.
  • SSP-Centric Coaching: Sessions focus on maximizing SSP value—topics include deal packaging, PMPs, supply path optimization, identity resolution, and inventory curation strategies.
  • Live Role-Playing for Programmatic Scenarios: Practice common SSP-side scenarios—negotiating supply paths, responding to DSP RFPs, handling bidstream questions, and more.
  • Open Q&A Sessions: Dedicated time to troubleshoot live issues, clarify technical questions, or explore strategic use cases like CTV-first programmatic planning.
Benefits for SSPs & Programmatic Teams:
  • Operational Clarity: Demystify how SSPs interface with DSPs, publishers, and ad servers in the CTV workflow—giving your team the knowledge to explain and optimize every step.
  • Stronger Deal Performance: Custom coaching helps teams better package inventory, navigate PMP dynamics, and articulate unique SSP value props to buyers.
  • Confidence in Complex Conversations: Whether it’s competitive separation, log-level data, or bidstream enrichment—your team will be ready to lead informed discussions with DSPs and agencies.
  • Programmatic Advantage: Real-time support equips your team to respond quickly to evolving trends (e.g., SPO requests, transparency mandates, new AVOD launches), giving you a sharper edge in the competitive CTV space.
🧠 Consulting Hours – Strategic Guidance for SSPs in the Evolving CTV Programmatic Landscape
Our Consulting Hours provide focused, strategic support to help SSP teams optimize their role in the Connected TV (CTV) programmatic supply chain. These sessions are ideal for supply-side platforms looking to align cross-functional teams, strengthen market positioning, and drive smarter inventory monetization.
Key Features (SSP and Programmatic Focus):
  • Cross-Functional Programmatic Alignment: Collaborate across Product, Yield, Sales, and Strategy to ensure cohesive SSP positioning in CTV—whether you’re fine-tuning packaging, streamlining integrations, or preparing for buyer negotiations.
  • Market-to-Product Strategy Bridge: Facilitate strategic conversations that connect SSP capabilities (e.g., log-level transparency, identity graphs, bid enrichment) with the evolving needs of DSPs and agency buyers.
  • Programmatic Deal Planning: Build actionable plans to maximize PMP yield, refine floor pricing strategies, manage supply path optimization (SPO) requests, and create compelling programmatic guaranteed packages.
  • Customizable Sessions: Every session is shaped by your team’s priorities—whether it’s improving bidstream quality, integrating ACR data, or developing best-in-class onboarding for new publishers.
Benefits for SSPs Looking to Win in CTV Programmatic:
  • Faster Optimization Cycles: Cut through organizational friction with expert-led sessions that accelerate decision-making on pricing, packaging, and SSP-DSP collaboration.
  • Improved Buyer Confidence: Strategically refine your messaging, marketplace presence, and targeting capabilities to stand out in agency RFPs and trading team conversations.
  • Higher Yield Through Smarter Strategy: Consulting guidance translates directly to revenue—through more effective inventory curation, dynamic pricing strategies, and technical feature prioritization.
  • Future-Proof Positioning: Stay ahead of programmatic trends—clean rooms, UID 2.0, alternative IDs, creative versioning, and privacy signals—with tactical advice built for supply-side teams.
🎙️ Topical Webinars – Strategic Insights for SSPs in the CTV Programmatic Ecosystem
Our Topical Webinars are fast-paced, one-hour sessions designed to keep SSP teams up to speed on the most important trends, challenges, and innovations shaping the CTV programmatic supply chain. These open-access sessions provide a forum for continuous education and strategic alignment across your commercial, product, and publisher-facing teams.
Key Features (SSP & Programmatic Emphasis):
  • 60-Minute Sessions: Concise, impactful webinars that equip SSP professionals with the knowledge needed to make faster, better-informed decisions in a complex programmatic environment.
  • Unlimited Access: No seat limits—perfect for onboarding new hires, aligning cross-functional teams, or scaling knowledge across global offices.
  • Timely & Tactical Topics: Sessions focus on hot-button issues like supply path optimization (SPO), bidstream enrichment, identity resolution, CTV fraud prevention, log-level transparency, and evolving DSP buying behavior.
  • Interactive Engagement: Live Q&A, audience polls, and real-world scenarios ensure each session directly addresses SSP challenges in today’s market.
Benefits for SSPs Competing in Programmatic CTV:
  • Stay Strategically Informed: Webinars offer early insights into trends affecting SSP demand, pricing, and partner expectations—helping your team adapt before competitors do.
  • Equip the Full Team: From product managers to yield strategists to publisher reps, everyone gains a deeper understanding of how SSPs should evolve to support buyers and publishers in CTV.
  • Elevate Partner Value: Use learnings to refine your value proposition with DSPs and agencies, better support publisher monetization, and proactively address transparency or targeting requests.
  • Build Thought Leadership: Participating in (or speaking at) these sessions positions your team as a knowledgeable and agile partner in the increasingly competitive CTV programmatic ecosystem.
🔁 Refresher Sessions - Reinforcing CTV & Programmatic Fundamentals for SSP Teams
Our Refresher Sessions are tailored specifically for SSP professionals who have completed the foundational CTV 101 training. These interactive sessions are designed to reinforce critical knowledge, sharpen programmatic skills, and strengthen your team’s ability to support both publishers and buyers in the ever-evolving CTV supply ecosystem.
Key Features (SSP & Programmatic Focus):
  • Targeted Concept Review: Revisit core CTV 101 topics from an SSP perspective—including CTV infrastructure, ad serving flows, data signal handling, bidstream best practices, and PMP packaging strategies—with practical applications for daily SSP operations.
  • Interactive Format: Engage in whiteboarding, role-playing, and discussion-based learning tailored to SSP use cases (e.g., SPO negotiations, yield optimization tradeoffs, log-level data implications).
  • Customized by Team Feedback: Session content is informed by real usage patterns, support questions, and performance trends from your team’s prior sessions—ensuring reinforcement where it’s needed most.
  • Flexible Timing: Easily scheduled to align with internal meetings, sprint planning cycles, or partner-facing prep sessions, minimizing disruption to client or publisher workflows.
Benefits for SSPs in the CTV Programmatic Ecosystem:
  • Stronger Retention of Programmatic Workflows: Reinforce how SSPs fit into CTV’s auction logic, identity resolution systems, and real-time ad decisioning—essential for smooth execution and partner confidence.
  • Real-World Application: Apply concepts to actual SSP functions such as packaging inventory for programmatic guaranteed, managing VAST errors, or enabling contextual data signals for buyers.
  • Clear Strategic Differentiation: Reinforce your SSP’s commitment to operational excellence and continued learning, signaling to publishers and DSPs that your team is a trusted and forward-thinking partner.
  • Boosted Confidence Across Teams: Whether in a sales conversation, integration call, or SPO negotiation, your team will be equipped with the language, logic, and structure to lead confidently.
Sample Training Video