Videos
CTV Training for WBD
Proposed Curriculum
A five-part series designed to deepen understanding of Connected TV (CTV) and equip WBD teams with the knowledge to sell, strategize, and innovate in the evolving video ecosystem.
Format: Five weekly sessions, 75 minutes each
Cohort Size: 30 participants
Customization: Aligned to WBD’s go-to-market strategy, portfolio, data capabilities, and sales workflow
Interactive Delivery: Whiteboarding, role-playing, and Socratic-style dialogue
Session Recaps: Key takeaways and internal frameworks after every session
Weekly Quizzes: Reinforce concepts and benchmark knowledge retention
Executive Presence & Objection Handling: Build confidence in high-stakes conversations through structured frameworks for addressing buyer concerns, navigating complex questions, and positioning WBD as a strategic partner
Fee: $1,099 / student
📡 Session 1: The CTV Ecosystem
Objective - Develop a comprehensive understanding of the Connected TV landscape, how it functions, and how money, content, and ads flow through the ecosystem.
🧩 Topics Covered
  • Introduction to CTV: Defining Connected TV and its evolution from traditional linear television
  • Key Ecosystem Components: Smart TVs, streaming devices, operating systems, content owners, platforms, and distributors — and how they interact
  • Streaming Business Models: AVOD, SVOD, TVOD, FAST, and hybrid models
  • CTV vs. Traditional TV Advertising: Differences in targeting, measurement, ad delivery, and flexibility
  • Market Structure & Power Centers: Who controls supply, demand, data, and access — and why that matters commercially
💡 Why This Matters to Sales
  • Helps sellers clearly position WBD inventory within the broader CTV ecosystem
  • Enables confident competitive conversations across streamers, platforms, and walled gardens
  • Gives sellers the language to educate buyers, not just pitch
  • Builds credibility with clients by reflecting how CTV budgets are actually planned and allocated
🛡️ Objection Handling Practice
  • "Why should I buy CTV when I can just run YouTube?"
  • "Isn't streaming just cannibalizing linear TV?"
  • "How is CTV different from digital video?"
  • "Your CPMs are too high compared to programmatic"
📊 Session 2: Data, Tracking, and Measurement in CTV
Objective - Understand how data is collected, activated, and measured in the CTV environment.
🧩 Topics Covered
  • Data Collection Methods: ACR, SDK-based tracking, publisher data, and device-level signals
  • Identity & Cross-Device Measurement: Household vs. individual identity; linking CTV to mobile, desktop, and offline behavior
  • Data Types: First-, second-, and third-party data — use cases, limitations, and privacy considerations
  • Measurement Frameworks: Reach, frequency, attribution, outcomes, and incrementality in CTV
💡 Why This Matters to Sales
  • Prepares sellers to confidently answer buyer questions around targeting and outcomes
  • Helps differentiate WBD’s first-party data strengths from commodity targeting
  • Elevates conversations beyond impressions to performance and ROI
  • Reduces deal friction by proactively addressing privacy and measurement realities
🛡️ Objection Handling Practice
  • "I can't measure CTV the way I measure digital"
  • "Your attribution window doesn't match our standards"
  • "How do I know I'm not paying for the same household twice?"
  • "Third-party cookies are going away—how does CTV targeting work?"
⚙️ Session 3: Ad Serving in CTV
Objective - Explore how ads are selected, delivered, and measured in streaming environments.
🧩 Topics Covered
  • Ad Serving Mechanics: Ad tags, ad requests, decisioning logic, and Dynamic Ad Insertion (SSAI/DAI)
  • Publisher vs. Advertiser Ad Servers: Inventory management, creative delivery, and tracking
  • Direct vs. Programmatic Ad Serving: Priority, pacing, targeting, and decisioning logic
  • Operational Challenges: Latency, buffering, ad sequencing, competitive separation, and frequency control
💡 Why This Matters to Sales
  • Helps sellers set realistic expectations around delivery and optimization
  • Improves collaboration with ad ops and ad tech teams
  • Reduces client escalations by explaining delivery issues in plain language
  • Strengthens credibility when discussing ad load, podding, and creative strateg
🛡️ Objection Handling Practice
  • "Why did my campaign under-deliver?"
  • "The client is seeing frequency issues—what happened?"
  • "Can you guarantee my ad runs in a specific show?"
  • "Why can't you support this creative format?"
🔁 Session 4: Programmatic Advertising in CTV
Objective - Gain a practical understanding of how programmatic buying works in CTV and how it differs from digital display.
🧩 Topics Covered
  • Programmatic Fundamentals: Open Exchange, PMPs, Programmatic Guaranteed, and auction mechanics
  • Key Ecosystem Players: DSPs, SSPs, publishers, agencies, and walled gardens
  • Buying & Selling Workflows: How CTV campaigns are set up, transacted, and optimized
  • Challenges & Tradeoffs: Transparency, SPO, ad fraud, frequency management, and measurement gaps
💡 Why This Matters to Sales
  • Enables sellers to engage in programmatic conversations with confidence
  • Helps defend pricing and value against commoditized supply
  • Supports smarter packaging across direct and programmatic demand
  • Gives sellers the language to explain why deals win or lose in auctions
🛡️ Objection Handling Practice
  • "I'm already buying your inventory programmatically—why go direct?"
  • "Your private marketplace pricing is too expensive"
  • "How do I know I'm getting premium inventory and not remnant?"
  • "Why should I trust your audience segments over third-party data?"
🛒📺 Session 5: Retail Media & CTV Integration
Objective - Understand how retail media intersects with CTV and how WBD fits into commerce-driven advertising strategies.
🧩 Topics Covered
  • Retail Media’s Expansion into CTV: How RMNs (Amazon, Walmart, Target, Instacart, Kroger) extend shopper data into CTV targeting and measurement
  • WBD’s Role in the Ecosystem: How premium video inventory complements retail media strategies through reach, storytelling, and upper-funnel impact
  • Strategic Selling: Addressing client questions, navigating shifting budgets, and positioning WBD as a critical partner alongside retail media networks
🛡️ Objection Handling Practice
  • "Retail media networks give me closed-loop attribution—can you?"
  • "Why wouldn't I just spend everything with Amazon?"
  • "How does upper-funnel video drive retail sales?"
  • "My client only cares about ROAS—how does WBD fit?"
🤝 One-on-One Support for Sales Professionals
Our One-on-One Support offering provides personalized, ongoing coaching to help WBD sales professionals apply CTV concepts directly to their day-to-day client work.
🔑 Key Features
  • Unlimited Calendar Access: Schedule sessions on demand for timely, situational support
  • Customized Coaching: Tailored guidance aligned to WBD’s portfolio, clients, and go-to-market approach
  • Interactive Role-Playing: Practice real-world client scenarios to build confidence and fluency
  • Open Q&A: A safe space to work through deals, objections, and strategic questions
This support layer ensures sellers don’t just understand CTV — they can confidently apply it in market, with clients, and across WBD’s converged sales organization.