Data, Audience and Activation Strategy in Display & Video 360

Learn how to develop a powerful cross-channel audience targeting strategy to deliver a personalised user experience.
Advanced 1 day course
Supporting material
A private training session for your team. Groups can be of any size, at a location of your choice including our training centres.

On this advanced one-day course you’ll learn ways to break potential silos and barriers within your organisation in order to become more audience-centric rather than channel centric.

We’ll deep dive into the audiences available in DV360 and will explore the different data sources such as CRM systems, offline conversions and analytics tools.

By the end of this course you will have plenty of ideas to create your own advanced media and analytics playbook and roadmap, with a robust test and learn approach.

Our Data, Audience & Activation Strategy in DV360 course is offered as a private training session, which can be delivered at a location of your choice or via Virtual Classroom.

Course overview
Who should attend:
This course is suitable for Programmatic Traders and Analysts who are already using the Display & Video 360 platform and Google Analytics 360.
Walk away with the ability to:
  • Develop meaningful audience segments
  • Gather intelligence from offline and online sources
  • Analyse, segment and activate audience-based, cross-channel targeting
  • Use predictive analytics, segmentation and decision engines to create, activate and optimise audiences
  • Identify high value audiences
  • Apply a Data-Driven creative approach to your overall audience strategy
Course agenda
The changing digital ads ecosystem
  • Regulatory changes
  • Browser updates
  • 3rd party cookies
  • Investing in user-centric approaches
Audiences in DV360: the basics
  • Full funnel audience targeting & audience lists
  • Similar audiences
  • In-market, affinity, custom affinity / in-market audiences
  • Audience sliders, life events
The Audience module in DV360
  • Combined audiences
  • Activity based audiences
  • Tag-based audiences
  • YouTube users
  • Customer Match
  • Mobile Device IDs
  • CRM Data
  • Audience creation best practices
  • Audience reports
Audience strategy & measurement plan
  • SEE-THINK-DO-CARE framework
Advanced Media & Analytics playbook
  • Activation on offline activity
  • Site and media interplay
  • High value audiences
  • Customer loyalty & retention
  • Optimal media spend & Control
Ads Data Hub
  • What is Ads Data Hub
  • External sources and join rules
  • Programmatic use cases
Applying creative to your Audience strategy
  • Data-driven Creatives
Your Audience strategy roadmap
  • Now, Next, Long exercise
  • Segments, data sources / methodology and personalised experience
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