Course Attendees

  • Course Tutor
    Sammy Austin


    Sammy has spent 6 years in client services, media planning/buying and client side roles at industry leading advertisers, digital agencies and trading desks, including iProspect, AMNET, MoneySuperMarket, TUI and Onefinestay.

  • Course Tutor
    Tilly Sheppard


    Tilly has worked in digital marketing for over 5 years. She’s currently managing accounts at Xaxis and before that she worked as Campaign Optimiser at Yahoo! where she focused primarily on delivering performance for advertisers.

  • Course Tutor
    Adam Parker


    Adam has spent over 8 years in the digital marketing space across both the supply and demand side functions within businesses such as AdJug, Yahoo! and currently eBay UK.  Adam now drives the Programmatic, Data and Native strategy for Gumtree.

  • Course Architect
    Azad Ali


    Azad has been in digital marketing for 6 years working for both agency and independent trading desks. Over this time he has managed display, video and mobile campaigns in multiple sectors using 10+ DSPs. He currently runs Programmatic Operations at Blue 449



Ecosystem and Marketplace

  • different programmatic buying techniques (RTB, automated, reserved, etc)
  • the different components in the ecosystem (DSPs, AMPs, trading desks, etc)
  • benefits and challenges including transparency, control and efficiency

Big Data and Strategy

  • the role of the DMP and 1st, 2nd and 3rd party data sets
  • customer profiles and translating data into strategy
  • analysis of the purchase funnel and which programmatic strategies fit where

Platforms and Creative

  • different creative strategies and dynamic optimisation
  • creative workshop based on different advertiser scenarios
  • demo of the interface of a market-leading ad platform

Campaign Setup and Optimisation

  • typical setup errors and troubleshooting
  • scale vs performance and the importance of data sufficiency
  • optimisation techniques including pacing and site-level

Why Choose

"Hatch:Programmatic was comprehensive & practical. Azad & Sammy were great trainers & I learnt things I could implement in my day job straight away."

Amanpreet Budesha,

Virgin Holidays

"The workshop provided a great in-depth picture of the programmatic landscape. We covered current problems, opportunities and future developments and I will be recommending it to our team of marketers."

Elen Barber,



Hatch Is Different

  • Unrivalled Channel Expertise

    For each workshop we have at least one tutor and one architect who work together to create workshops which share the most important concepts in their subject. We only work with experts who spend all day, every day working on their specific channel.

  • Deep, cutting-edge content

    If you want to learn, you need to take the time; our 2-day format will equip you with in-depth knowledge in your channel. Our courses are more advanced than anything else on the market. Challenge us!

  • Learning Through Doing

    You’ll learn much more through our task-based approach that you would with presentations. Our courses are interactive and challenging so, if you want to doze off in front of slides, you’re best off elsewhere!

  • Dive Into Data

    You’re working in data-heavy performance marketing so hands-on data analysis and optimisation is a key component of all our workshops.

  • The Latest Trends and Techniques

    Our content is constantly refreshed to provide the latest and best material on offer. Plus, after you’ve completed the course, you will have perpetual access to all our materials as they are updated

  • Expand Your Network

    Meet new people, share experiences and gain insight from different perspectives. Workshop attendees come from a wide range of verticals and from all over the world.


Have Any Questions
Course FAQ

  • Is this theoretical or practical? Do I need to be an Excel ninja?

    The workshop is very hands-on. Broadly speaking, Day 1 covers strategy and Day 2 looks at the practicalities of running campaigns. There is Excel work on the second day; you need to be familiar with basic functions but don’t worry if pivot tables aren’t your thing – we will walk you through the more technical aspects of what we cover.

  • Is this course suitable for someone with no experience of running programmatic ads?

    Yes absolutely. On the second day we will take you through setting up a campaign from scratch so you won’t need to have done it before. As long as you are familiar with typical digital marketing terminology and concepts then you will be fine. We can always provide you with pre-reading tips so you can make sure you are fully prepared.

  • How can I justify the cost when there are so many free online resources?

    Would you drive a Ferrari without being able to drive? Of course not. So why take the risk with your advertising budget? A good way of looking at this is to compare the investment for this workshop to your media budget. If you’re spending a tenner a day then maybe its not worth it, but if your budget is into the hundreds or thousands per month then efficiency gains from techniques you learn from Hatch could generate a return for your business way in excess of the cost of the course.

  • We get free training from our agency and/or media owner - why would we pay for it?

    An agency is typically incentivised by how much you spend and keeping your business in the long-term. The money you spend on a platform goes straight into the media owner’s pockets. Hatch offers a truly impartial view on how to maximise your investment from your chosen media channel. The real question is whether you can afford not to be up-to-date with the latest best practices in programmatic advertising

  • What verticals is this relevant for and do you focus on direct response or branding?

    In this workshop we look at all types of advertising strategies, incorporating both DR and branding depending on which part of the funnel we are addressing. We work examples from a variety of verticals, including ecommerce, travel, and finance.

Frequently asked questions


29-30 2018


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11-12 2018


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0207 117 2441

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