Module 7: Media Implementation II (Programmatic) – 500words Watch the Youtube Video first https://www.youtube.com/watch?v=ylhKJSrxutM Then, Please read chapters 3 and 4 of the text Introduction to Programmatic Advertising by Dominik Kosorin. If you have not already done so, you should obtain this text for $9.99 on Amazon (Kindle version). As you read the text please write up a 500+ Word summary by answering/ responding to the following:

Module 7: Media Implementation II (Programmatic) – 500words
Watch the Youtube Video first
https://www.youtube.com/watch?v=ylhKJSrxutM
Then,
Please read chapters 3 and 4 of the text Introduction to Programmatic Advertising by Dominik
Kosorin. If you have not already done so, you should obtain this text for $9.99 on Amazon
(Kindle version). As you read the text please write up a 500+ Word summary by answering/
responding to the following:
What are the four programmatic transaction types?
Please describe the open vs. invitation-only auction.
Please define automated guaranteed versus unreserved fixed-rate transactions.
Please describe the differences between open RTB and open direct.
Please describe the real-time bidding auction.
Please define the eight steps of the real-time bidding auction.
What is a deal ID?
Please describe the differences between first, second, and third-party data.
What is meant by retargeting? (Please define)
Please define the concept of prospecting.
Please describe the differences between contextual and behavioral targeting.
What is the concept of look-alike modeling? (Please define)
Module 8: Essay (Programmatic) – 1000words
YOU MUST READ THE BOOK
Please read chapter 7 of the text Introduction to Programmatic Advertising by Dominik Kosorin.
As you read the text please write up a 1,000+ Word summary defining/describing in detail the
formats and channels of programmatic including:

1. Rich Media
2. Programmatic

• Video Ads
• Native
• Television
• Print
• Out-of-Home
  Module 9: Communication Media Planning I –
  Planning Specifications for Media Selection List Plan #1 (All online resources needed
  regarding this part attached in order page)
  I. Analyze Data for Communications Media Planning
  a. Select Primary Planning Target
  Using GfK-MRI Millennial data from the cross-tabulation in this Module, select the
  primary planning target for list #1. The target will be for the brand you will be
  developing the media plan for. For example, you may wish to select Millennial
  Women (Index 98) with a Household Income of $75,000 to $149,999 (Index 111).
  Alternatively, you may wish to select Millennial Men (Index 102) in Professional
  Occupations (Index 140). Conversely, you may decide to select a dual audience target
  such as Millennial Adults (Index 100) who are College Graduates (Index 115). The
  target you choose is up to you so long as it is from the Millennial cross-tabulation in
  this Module. However, please keep in mind that the target you choose should be
  based on those likely to be the potential consumers for your product. You do not have
  to select an age range target since Millennials encompass only Adults 18 to 44. You
  will want to keep the age range broad so that you may further refine the target down
  to socio-economic and behavioral qualifiers.
  b. Select Behavioral Planning Target
  Using the self-concept/buying style data posted in this Module, select the descriptors
  you chose in Module 1 under creative considerations as the definitions for the
  behavioral planning target. If you feel that you would like to modify what you chose,
  please feel free do so.
  c. Select Media Vehicles
  Next select media vehicles for your candidate media list #1 (see Excel sheet). Input
  the vehicle names, the GfK-MRI Millennial ratings, the corresponding indices, and
  the GfK-MRI Millennial audiences from the cross-tabulation into the appropriate
  columns that are marked in red. Decide on the number of advertising units that you
  wish to place for each vehicle and input the number chosen under #units (i.e.,
  magazine 4-color pages, 30-second cable TV commercials, and number of web ads).
  GRPs will be calculated using the formulas already in the Excel sheet (Rating x Units
  = GRPs).
  Insofar as costs-per-unit are concerned, please use the costs that I have already placed
  in the Excel sheet and in the GPTV R&F Media Allocation System model. Costs will
  vary widely by network, network daypart, magazine, magazine positions, website ads
  and placements within a site. FIT no longer has access to many of the data sources
  that would be used to compile these cost data. Thus, just use the benchmark costs I
  have provided. They will be sufficient for this exercise.
  d. Calculate Reach & Frequency
  Once all of the above data have been entered into media selection list #1 you will
  open up the GPTV R&F Allocation System Excel sheet in this Module. The only
  entries you will be permitted to make in the R&F Allocation sheet are the total
  number of units that you have selected to be placed in each media vehicle and the
  corresponding bottom line total GRPs from the media selection list (i.e., the items in
  red). All other metrics will be calculated by the model. You will calculate the national
  totals making certain that you place the number of units and GRPs into the
  appropriate boxes (i.e., television schedule, online-social media schedule, or printdigital magazine schedule). Do not go overboard with units per media vehicle and
  unit costs. You are creating an annual media communications plan. You will not
  get a client to approve a plan that costs billions of dollars and contains thousands
  of units. Keep the number of units for each media vehicle to no more than 12 for
  each magazine and no more than 20 for each cable TV and website/social media
  site.
  Post the completed media selection list #1 with all the calculations as an Excel file (not a PDF).