Programmatic Advertising & RTB Curriculum

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Curriculum

Programmatic Advertising & RTB

Structured, hands-on learning path for Programmatic Advertising & RTB with detailed weekly outcomes and practical delivery.

Duration: 14 Weeks
Level: Advanced
Study Time: 2 hours/week + labs
School: Hexadigitall Academy
14 WeeksAdvancedProject-Based

Welcome to Programmatic Advertising & RTB! 🎓

This curriculum for Programmatic Advertising & RTB follows a Bloom-aligned progression from practical foundations to measurable professional outcomes, with weekly evidence, labs, and portfolio outputs matched to advanced expectations.

Each week advances from comprehension and application toward evaluation and creation, ensuring progressive learning and capstone readiness.

Your success is our priority. By the end, you will produce portfolio-ready artifacts and confidently explain your technical decisions. You will graduate with a professionally curated portfolio that demonstrates scope, depth, and delivery quality. You will graduate with a professionally curated portfolio that demonstrates scope, depth, and delivery quality. You will graduate with a professionally curated portfolio that demonstrates scope, depth, and delivery quality. You will graduate with a professionally curated portfolio that demonstrates scope, depth, and delivery quality.

Prerequisites

  • Audience segmentation experience and understanding of customer lifecycle models
  • Hands-on campaign management through ad platforms (Google Ads, Meta, LinkedIn, or similar)
  • Analytics fundamentals: conversion tracking, attribution models, and funnel analysis
  • Practical knowledge of A/B testing, statistical significance, and experimentation governance

Essential Resources

  • Ad platform best practices, audience segmentation templates, and campaign brief frameworks
  • Analytics dashboards, attribution model comparisons, and A/B testing calculators
  • Competitive analysis templates and growth strategy playbooks

Complementary Courses

Email Marketing & Automation

Master segmentation, personalization, and lifecycle nurture workflows

SEO & Content Strategy

Learn keyword strategy, content optimization, and organic growth mechanics

Analytics & Business Intelligence

Deepen multi-touch attribution, cohort analysis, and predictive forecasting

Learning Roadmap

  • Early Weeks: Audience fundamentals, platform setup, and campaign planning
  • Middle Weeks: Creative optimization, multi-channel strategies, and attribution
  • Late Weeks: Advanced analytics, scaling, and growth automation

Detailed Weekly Curriculum

Each week includes outcomes and practical lab work aligned to the curriculum structure.

Week 1

Programmatic Advertising & RTB: Domain Foundations and Problem Definition (Sprint 1)

2 hours + labs
Learning Outcomes
  • Analyze the principles of Programmatic Advertising & RTB: Domain Foundations and Problem Definition (Sprint 1) and link them to course outcomes at advanced depth with architecture-level decision quality.
  • Evaluate Programmatic Advertising & RTB: Domain Foundations and Problem Definition (Sprint 1) in a guided scenario using realistic tools, constraints, and quality gates.
  • Design trade-offs, risks, and decision points for Programmatic Advertising & RTB: Domain Foundations and Problem Definition (Sprint 1), then record rationale for stakeholder review.
  • Justify a portfolio-ready delivery strategy memo for Programmatic Advertising & RTB: Domain Foundations and Problem Definition (Sprint 1) with measurable success criteria and next actions.
Lab Exercise
  • Design and execute a concrete Programmatic Advertising & RTB: Domain Foundations and Problem Definition (Sprint 1) build in Programmatic Advertising & RTB with a clear acceptance checklist.
  • Validate Programmatic Advertising & RTB: Domain Foundations and Problem Definition (Sprint 1) with objective tests and quality controls before review.
  • Deliver Programmatic Advertising & RTB: Domain Foundations and Problem Definition (Sprint 1) artifacts with reproducible steps and operational notes.
Week 2

Programmatic Advertising & RTB: Stakeholder Discovery and Requirements (Sprint 1)

2 hours + labs
Learning Outcomes
  • Analyze the principles of Programmatic Advertising & RTB: Stakeholder Discovery and Requirements (Sprint 1) and link them to course outcomes at advanced depth with architecture-level decision quality.
  • Evaluate Programmatic Advertising & RTB: Stakeholder Discovery and Requirements (Sprint 1) in a guided scenario using realistic tools, constraints, and quality gates.
  • Design trade-offs, risks, and decision points for Programmatic Advertising & RTB: Stakeholder Discovery and Requirements (Sprint 1), then record rationale for stakeholder review.
  • Justify a portfolio-ready delivery strategy memo for Programmatic Advertising & RTB: Stakeholder Discovery and Requirements (Sprint 1) with measurable success criteria and next actions.
Lab Exercise
  • Produce a complete Programmatic Advertising & RTB: Stakeholder Discovery and Requirements (Sprint 1) prototype from brief to high-fidelity handoff artifacts.
  • Run usability/visual QA for Programmatic Advertising & RTB: Stakeholder Discovery and Requirements (Sprint 1) and apply iteration changes from feedback.
  • Deliver export-ready assets, source files, and implementation notes for Programmatic Advertising & RTB: Stakeholder Discovery and Requirements (Sprint 1).
Week 3

Programmatic Advertising & RTB: Process Mapping and Workflow Design (Sprint 1)

2 hours + labs
Learning Outcomes
  • Analyze the principles of Programmatic Advertising & RTB: Process Mapping and Workflow Design (Sprint 1) and link them to course outcomes at advanced depth with architecture-level decision quality.
  • Evaluate Programmatic Advertising & RTB: Process Mapping and Workflow Design (Sprint 1) in a guided scenario using realistic tools, constraints, and quality gates.
  • Design trade-offs, risks, and decision points for Programmatic Advertising & RTB: Process Mapping and Workflow Design (Sprint 1), then record rationale for stakeholder review.
  • Justify a portfolio-ready delivery strategy memo for Programmatic Advertising & RTB: Process Mapping and Workflow Design (Sprint 1) with measurable success criteria and next actions.
Lab Exercise
  • Produce a complete Programmatic Advertising & RTB: Process Mapping and Workflow Design (Sprint 1) prototype from brief to high-fidelity handoff artifacts.
  • Run usability/visual QA for Programmatic Advertising & RTB: Process Mapping and Workflow Design (Sprint 1) and apply iteration changes from feedback.
  • Deliver export-ready assets, source files, and implementation notes for Programmatic Advertising & RTB: Process Mapping and Workflow Design (Sprint 1).
Week 4

Programmatic Advertising & RTB: Decision Frameworks and Trade-offs (Sprint 1)

2 hours + labs
Learning Outcomes
  • Analyze the principles of Programmatic Advertising & RTB: Decision Frameworks and Trade-offs (Sprint 1) and link them to course outcomes at advanced depth with architecture-level decision quality.
  • Evaluate Programmatic Advertising & RTB: Decision Frameworks and Trade-offs (Sprint 1) in a guided scenario using realistic tools, constraints, and quality gates.
  • Design trade-offs, risks, and decision points for Programmatic Advertising & RTB: Decision Frameworks and Trade-offs (Sprint 1), then record rationale for stakeholder review.
  • Justify a portfolio-ready delivery strategy memo for Programmatic Advertising & RTB: Decision Frameworks and Trade-offs (Sprint 1) with measurable success criteria and next actions.
Lab Exercise
  • Design and execute a concrete Programmatic Advertising & RTB: Decision Frameworks and Trade-offs (Sprint 1) build in Programmatic Advertising & RTB with a clear acceptance checklist.
  • Validate Programmatic Advertising & RTB: Decision Frameworks and Trade-offs (Sprint 1) with objective tests and quality controls before review.
  • Deliver Programmatic Advertising & RTB: Decision Frameworks and Trade-offs (Sprint 1) artifacts with reproducible steps and operational notes.
Week 5

Programmatic Advertising & RTB: Reporting and Communication Excellence (Sprint 1)

2 hours + labs
Learning Outcomes
  • Analyze the principles of Programmatic Advertising & RTB: Reporting and Communication Excellence (Sprint 1) and link them to course outcomes at advanced depth with architecture-level decision quality.
  • Evaluate Programmatic Advertising & RTB: Reporting and Communication Excellence (Sprint 1) in a guided scenario using realistic tools, constraints, and quality gates.
  • Design trade-offs, risks, and decision points for Programmatic Advertising & RTB: Reporting and Communication Excellence (Sprint 1), then record rationale for stakeholder review.
  • Justify a portfolio-ready delivery strategy memo for Programmatic Advertising & RTB: Reporting and Communication Excellence (Sprint 1) with measurable success criteria and next actions.
Lab Exercise
  • Design and execute a concrete Programmatic Advertising & RTB: Reporting and Communication Excellence (Sprint 1) build in Programmatic Advertising & RTB with a clear acceptance checklist.
  • Validate Programmatic Advertising & RTB: Reporting and Communication Excellence (Sprint 1) with objective tests and quality controls before review.
  • Deliver Programmatic Advertising & RTB: Reporting and Communication Excellence (Sprint 1) artifacts with reproducible steps and operational notes.
Week 6

Programmatic Advertising & RTB: Risk and Governance Controls (Sprint 1)

2 hours + labs
Learning Outcomes
  • Evaluate the principles of Programmatic Advertising & RTB: Risk and Governance Controls (Sprint 1) and link them to course outcomes at advanced depth with architecture-level decision quality.
  • Design Programmatic Advertising & RTB: Risk and Governance Controls (Sprint 1) in a guided scenario using realistic tools, constraints, and quality gates.
  • Optimize trade-offs, risks, and decision points for Programmatic Advertising & RTB: Risk and Governance Controls (Sprint 1), then record rationale for stakeholder review.
  • Justify a portfolio-ready delivery strategy memo for Programmatic Advertising & RTB: Risk and Governance Controls (Sprint 1) with measurable success criteria and next actions.
Lab Exercise
  • Implement baseline controls for Programmatic Advertising & RTB: Risk and Governance Controls (Sprint 1) and verify enforcement on target systems.
  • Run assessment/scanning for Programmatic Advertising & RTB: Risk and Governance Controls (Sprint 1) and prioritize findings by exploitability and impact.
  • Close critical findings for Programmatic Advertising & RTB: Risk and Governance Controls (Sprint 1) and publish re-test evidence.
Week 7

Programmatic Advertising & RTB: Program Execution and Cadence (Sprint 1)

2 hours + labs
Learning Outcomes
  • Evaluate the principles of Programmatic Advertising & RTB: Program Execution and Cadence (Sprint 1) and link them to course outcomes at advanced depth with architecture-level decision quality.
  • Design Programmatic Advertising & RTB: Program Execution and Cadence (Sprint 1) in a guided scenario using realistic tools, constraints, and quality gates.
  • Optimize trade-offs, risks, and decision points for Programmatic Advertising & RTB: Program Execution and Cadence (Sprint 1), then record rationale for stakeholder review.
  • Justify a portfolio-ready delivery strategy memo for Programmatic Advertising & RTB: Program Execution and Cadence (Sprint 1) with measurable success criteria and next actions.
Lab Exercise
  • Design and execute a concrete Programmatic Advertising & RTB: Program Execution and Cadence (Sprint 1) build in Programmatic Advertising & RTB with a clear acceptance checklist.
  • Validate Programmatic Advertising & RTB: Program Execution and Cadence (Sprint 1) with objective tests and quality controls before review.
  • Deliver Programmatic Advertising & RTB: Program Execution and Cadence (Sprint 1) artifacts with reproducible steps and operational notes.
Week 8

Programmatic Advertising & RTB: Continuous Improvement and Scale (Sprint 1)

2 hours + labs
Learning Outcomes
  • Evaluate the principles of Programmatic Advertising & RTB: Continuous Improvement and Scale (Sprint 1) and link them to course outcomes at advanced depth with architecture-level decision quality.
  • Design Programmatic Advertising & RTB: Continuous Improvement and Scale (Sprint 1) in a guided scenario using realistic tools, constraints, and quality gates.
  • Optimize trade-offs, risks, and decision points for Programmatic Advertising & RTB: Continuous Improvement and Scale (Sprint 1), then record rationale for stakeholder review.
  • Justify a portfolio-ready delivery strategy memo for Programmatic Advertising & RTB: Continuous Improvement and Scale (Sprint 1) with measurable success criteria and next actions.
Lab Exercise
  • Design and execute a concrete Programmatic Advertising & RTB: Continuous Improvement and Scale (Sprint 1) build in Programmatic Advertising & RTB with a clear acceptance checklist.
  • Validate Programmatic Advertising & RTB: Continuous Improvement and Scale (Sprint 1) with objective tests and quality controls before review.
  • Deliver Programmatic Advertising & RTB: Continuous Improvement and Scale (Sprint 1) artifacts with reproducible steps and operational notes.
Week 9

Programmatic Advertising & RTB: Domain Foundations and Problem Definition (Sprint 2)

2 hours + labs
Learning Outcomes
  • Evaluate the principles of Programmatic Advertising & RTB: Domain Foundations and Problem Definition (Sprint 2) and link them to course outcomes at advanced depth with architecture-level decision quality.
  • Design Programmatic Advertising & RTB: Domain Foundations and Problem Definition (Sprint 2) in a guided scenario using realistic tools, constraints, and quality gates.
  • Optimize trade-offs, risks, and decision points for Programmatic Advertising & RTB: Domain Foundations and Problem Definition (Sprint 2), then record rationale for stakeholder review.
  • Justify a portfolio-ready delivery strategy memo for Programmatic Advertising & RTB: Domain Foundations and Problem Definition (Sprint 2) with measurable success criteria and next actions.
Lab Exercise
  • Design and execute a concrete Programmatic Advertising & RTB: Domain Foundations and Problem Definition (Sprint 2) build in Programmatic Advertising & RTB with a clear acceptance checklist.
  • Validate Programmatic Advertising & RTB: Domain Foundations and Problem Definition (Sprint 2) with objective tests and quality controls before review.
  • Deliver Programmatic Advertising & RTB: Domain Foundations and Problem Definition (Sprint 2) artifacts with reproducible steps and operational notes.
Week 10

Programmatic Advertising & RTB: Stakeholder Discovery and Requirements (Sprint 2)

2 hours + labs
Learning Outcomes
  • Design the principles of Programmatic Advertising & RTB: Stakeholder Discovery and Requirements (Sprint 2) and link them to course outcomes at advanced depth with architecture-level decision quality.
  • Optimize Programmatic Advertising & RTB: Stakeholder Discovery and Requirements (Sprint 2) in a guided scenario using realistic tools, constraints, and quality gates.
  • Architect trade-offs, risks, and decision points for Programmatic Advertising & RTB: Stakeholder Discovery and Requirements (Sprint 2), then record rationale for stakeholder review.
  • Defend a portfolio-ready delivery strategy memo for Programmatic Advertising & RTB: Stakeholder Discovery and Requirements (Sprint 2) with measurable success criteria and next actions.
Lab Exercise
  • Produce a complete Programmatic Advertising & RTB: Stakeholder Discovery and Requirements (Sprint 2) prototype from brief to high-fidelity handoff artifacts.
  • Run usability/visual QA for Programmatic Advertising & RTB: Stakeholder Discovery and Requirements (Sprint 2) and apply iteration changes from feedback.
  • Deliver export-ready assets, source files, and implementation notes for Programmatic Advertising & RTB: Stakeholder Discovery and Requirements (Sprint 2).
Week 11

Programmatic Advertising & RTB: Process Mapping and Workflow Design (Sprint 2)

2 hours + labs
Learning Outcomes
  • Design the principles of Programmatic Advertising & RTB: Process Mapping and Workflow Design (Sprint 2) and link them to course outcomes at advanced depth with architecture-level decision quality.
  • Optimize Programmatic Advertising & RTB: Process Mapping and Workflow Design (Sprint 2) in a guided scenario using realistic tools, constraints, and quality gates.
  • Architect trade-offs, risks, and decision points for Programmatic Advertising & RTB: Process Mapping and Workflow Design (Sprint 2), then record rationale for stakeholder review.
  • Defend a portfolio-ready delivery strategy memo for Programmatic Advertising & RTB: Process Mapping and Workflow Design (Sprint 2) with measurable success criteria and next actions.
Lab Exercise
  • Produce a complete Programmatic Advertising & RTB: Process Mapping and Workflow Design (Sprint 2) prototype from brief to high-fidelity handoff artifacts.
  • Run usability/visual QA for Programmatic Advertising & RTB: Process Mapping and Workflow Design (Sprint 2) and apply iteration changes from feedback.
  • Deliver export-ready assets, source files, and implementation notes for Programmatic Advertising & RTB: Process Mapping and Workflow Design (Sprint 2).
Week 12

Programmatic Advertising & RTB: Decision Frameworks and Trade-offs (Sprint 2)

2 hours + labs
Learning Outcomes
  • Design the principles of Programmatic Advertising & RTB: Decision Frameworks and Trade-offs (Sprint 2) and link them to course outcomes at advanced depth with architecture-level decision quality.
  • Optimize Programmatic Advertising & RTB: Decision Frameworks and Trade-offs (Sprint 2) in a guided scenario using realistic tools, constraints, and quality gates.
  • Architect trade-offs, risks, and decision points for Programmatic Advertising & RTB: Decision Frameworks and Trade-offs (Sprint 2), then record rationale for stakeholder review.
  • Defend a portfolio-ready delivery strategy memo for Programmatic Advertising & RTB: Decision Frameworks and Trade-offs (Sprint 2) with measurable success criteria and next actions.
Lab Exercise
  • Design and execute a concrete Programmatic Advertising & RTB: Decision Frameworks and Trade-offs (Sprint 2) build in Programmatic Advertising & RTB with a clear acceptance checklist.
  • Validate Programmatic Advertising & RTB: Decision Frameworks and Trade-offs (Sprint 2) with objective tests and quality controls before review.
  • Deliver Programmatic Advertising & RTB: Decision Frameworks and Trade-offs (Sprint 2) artifacts with reproducible steps and operational notes.
Week 13

Programmatic Advertising & RTB: Reporting and Communication Excellence (Sprint 2)

2 hours + labs
Learning Outcomes
  • Design the principles of Programmatic Advertising & RTB: Reporting and Communication Excellence (Sprint 2) and link them to course outcomes at advanced depth with architecture-level decision quality.
  • Optimize Programmatic Advertising & RTB: Reporting and Communication Excellence (Sprint 2) in a guided scenario using realistic tools, constraints, and quality gates.
  • Architect trade-offs, risks, and decision points for Programmatic Advertising & RTB: Reporting and Communication Excellence (Sprint 2), then record rationale for stakeholder review.
  • Defend a portfolio-ready delivery strategy memo for Programmatic Advertising & RTB: Reporting and Communication Excellence (Sprint 2) with measurable success criteria and next actions.
Lab Exercise
  • Design and execute a concrete Programmatic Advertising & RTB: Reporting and Communication Excellence (Sprint 2) build in Programmatic Advertising & RTB with a clear acceptance checklist.
  • Validate Programmatic Advertising & RTB: Reporting and Communication Excellence (Sprint 2) with objective tests and quality controls before review.
  • Deliver Programmatic Advertising & RTB: Reporting and Communication Excellence (Sprint 2) artifacts with reproducible steps and operational notes.
Week 14

Programmatic Advertising & RTB: Risk and Governance Controls (Sprint 2)

2 hours + labs
Learning Outcomes
  • Design the principles of Programmatic Advertising & RTB: Risk and Governance Controls (Sprint 2) and link them to course outcomes at advanced depth with architecture-level decision quality.
  • Optimize Programmatic Advertising & RTB: Risk and Governance Controls (Sprint 2) in a guided scenario using realistic tools, constraints, and quality gates.
  • Architect trade-offs, risks, and decision points for Programmatic Advertising & RTB: Risk and Governance Controls (Sprint 2), then record rationale for stakeholder review.
  • Defend a portfolio-ready delivery strategy memo for Programmatic Advertising & RTB: Risk and Governance Controls (Sprint 2) with measurable success criteria and next actions.
Lab Exercise
  • Implement baseline controls for Programmatic Advertising & RTB: Risk and Governance Controls (Sprint 2) and verify enforcement on target systems.
  • Run assessment/scanning for Programmatic Advertising & RTB: Risk and Governance Controls (Sprint 2) and prioritize findings by exploitability and impact.
  • Close critical findings for Programmatic Advertising & RTB: Risk and Governance Controls (Sprint 2) and publish re-test evidence.

Capstone Projects

Project 1: Programmatic Advertising & RTB Foundation Build

Deliver a concrete foundation implementation covering the first phase of the curriculum.

  • Implement and validate Programmatic Advertising & RTB: Domain Foundations and Problem Definition (Sprint 1).
  • Integrate Programmatic Advertising & RTB: Stakeholder Discovery and Requirements (Sprint 1) with reusable workflow standards.
  • Publish evidence for Programmatic Advertising & RTB: Process Mapping and Workflow Design (Sprint 1) with test and quality artifacts.

Project 2: Programmatic Advertising & RTB Integrated Systems Build

Combine mid-program competencies into a production-style integrated workflow.

  • Build an end-to-end flow around Programmatic Advertising & RTB: Reporting and Communication Excellence (Sprint 1) and Programmatic Advertising & RTB: Risk and Governance Controls (Sprint 1).
  • Add controls, observability, and rollback paths for reliability.
  • Document architecture decisions and trade-offs tied to Programmatic Advertising & RTB: Program Execution and Cadence (Sprint 1).

Project 3: Programmatic Advertising & RTB Capstone Delivery

Ship a portfolio-ready capstone with measurable outcomes and stakeholder-ready presentation.

  • Deliver a complete implementation centered on Programmatic Advertising & RTB: Process Mapping and Workflow Design (Sprint 2).
  • Validate readiness for Programmatic Advertising & RTB: Decision Frameworks and Trade-offs (Sprint 2) using objective acceptance checks.
  • Present final defense and roadmap based on Programmatic Advertising & RTB: Reporting and Communication Excellence (Sprint 2) outcomes.