101: Programmatic and digital media buying

2026 brings an updated 101 Knowledge Session programme available for all ISBA members. The sessions - curated in partnership with Pete Davis, MD of Getmemedia.com - deliver valuable insights and learnings from industry experts and address the whole media landscape and communications process.

Digital media buying allows brands to reach audiences at scale using data, technology and automation. This session explains how programmatic works and how it fits within the wider media mix.  As part of this session it will also focus on the role of the mobile phone in delivering successful campaigns - from creative approach to engagement and targeting.

What you will learn:

• What programmatic buying is and why it has become central to digital advertising.
• The key digital channels involved, including display, video, audio and connected TV.
• How audiences are targeted using data, context and technology.
• The basics of measurement, optimisation and evaluating campaign success.
• Where programmatic fits alongside other channels such as search, social, TV and out-of-home.