DIGITAL ADVERTISING 101:
DIGITAL AD ESSENTIALS
Course Description
Understand the Basics of Digital Advertising
This comprehensive digital advertising course covers the essential aspects of modern digital marketing, from search engine marketing and SEO to the intricacies of the OTT landscape and ad serving. Participants will gain a deep understanding of data tracking, programmatic advertising, and the roles of major industry players, equipping them with the knowledge to effectively navigate and leverage the digital advertising ecosystem.
Apply Your Skills
By the end of the course, you’ll have a comprehensive understanding of the digital advertising landscape, be prepared to engage with key stakeholders, and possess a solid foundation to advance your digital advertising knowledge.
Who this course is for:
Those starting their career in digital advertising
Those transitioning from a traditional to a digital role
Those with digital experience who never learned the basics
Class Sessions:
Digital Media Ecosystem: Gain a foundational knowledge of the various channels within digital media, including search, retail media, social media advertising, and native advertising. Participants will learn the basics of both paid and organic search, how retail media operates, budgeting for social media campaigns, and the intricacies of premium and non-premium native advertising.
OTT Landscape: Develop an in-depth understanding of the Over-the-Top (OTT) and Connected TV (CTV) ecosystems. Participants will learn to differentiate between OTT and CTV, understand the roles of major hardware players, and explore the different streaming business models and their monetization strategies.
Ad Serving and Tags: Gain insights into the ad serving processes for both publishers and advertisers. Participants will learn about the ad server setup, inventory management, ad delivery, and the different tracking mechanisms including pixels, tags, cookies, and mobile identifiers. Additionally, the course will cover the impact of privacy changes by major tech companies on the overall ecosystem.
Cookies, Tracking, and Data: Understand the distinctions between 1st, 2nd, and 3rd party data, and how major players like Google and Facebook collect and monetize consumer data. Participants will also explore the addressable TV process and the broader data ecosystem, including the ethical considerations of data collection and usage.
Programmatic : Learn about the history and evolution of digital advertising leading to the programmatic era. Participants will explore the basic programmatic workflow, including the functions of DSPs, SSPs, and trading desks, as well as future trends in programmatic advertising. The course will also cover different types of programmatic deals, such as Programmatic Guaranteed and Private Marketplaces.
Session Duration: Each Zoom training session is designed to last 75 minutes, ensuring ample time for thorough coverage of each topic and interactive participation.
Quiz: At the start of every lesson, participants will take a quiz to assess their understanding of previous material and reinforce learning objectives.
Comprehensive Workbook: A complete workbook is provided for the entire course, containing all necessary materials, exercises, and resources to support learning and retention.
Post-Session Summaries: After each meeting, participants will receive a summary and detailed notes, highlighting the main points discussed and any additional insights or information covered.
Personalized Support: Steven is available for one-on-one sessions and additional support at any time, ensuring personalized assistance and addressing any individual queries or challenges participants may have