DIGITAL ADVERTISING 201:
ADVANCED TOPICS
Course Description
Understand the Basics of Digital Advertising
These sessions offer an in-depth exploration of essential topics in media and advertising, including retail media, data platforms, identity management, AI applications, and the integration of mar tech and ad tech. Students will learn through practical case studies, hands-on experiences, and analysis of current industry trends, gaining valuable insights into effective marketing strategies. Each course also addresses ethical considerations and prepares students for future advancements in the digital advertising landscape.
Apply Your Skills
By the end of the course, you’ll have a comprehensive understanding of the advanced digital advertising topics, be prepared to engage with strategi stakeholders, and possess an ongoing foundation to advance your digital advertising knowledge.
Who this course is for:
Those who have taken Digital Advertising 101
Those with 4+ years in the digital advertising space
Those with a need to understand some if not all of these topics for their current role.
Class Sessions:
Retail Media: In this lesson, students will learn the fundamentals of retail media, including its definition, evolution, and significance in today’s media landscape. They will explore various components such as sponsored product ads, display ads, in-store media, and social media advertising. Students will also examine case studies of successful retail media campaigns, gaining insights into effective strategies and measuring their return on investment (ROI).
Data Platforms: This lesson introduces students to data platforms, emphasizing their significance in data-driven business environments and their evolution. It covers Data Management Platforms (DMPs) and Customer Data Platforms (CDPs), highlighting their functions, benefits, and role in personalized marketing strategies. The concept of Clean Rooms is also explored, demonstrating secure data collaboration without compromising privacy and analyzing their use by major companies.
The Future of Identity: Students will explore various third-party cookie replacements, focusing on the importance of first-party data utilization for targeted marketing. The lesson covers techniques like contextual targeting, universal IDs, and modeling techniques for audience identification. Additionally, students will delve into Google’s Privacy Sandbox initiative, understanding its components and how it aims to balance privacy with ad targeting.
AI In Advertising: This lesson provides a comprehensive introduction to AI, including its history, key technologies, and applications in media and advertising. Students will learn about AI-driven content creation, ad targeting, programmatic advertising, and performance measurement, alongside practical demos of AI tools. Ethical considerations and future trends in AI will also be addressed, preparing students for future developments in the field.
Mar Tech and Ad Tech : Students will understand the purposes and key components of mar tech and ad tech, such as CRM systems and marketing automation platforms. The lesson will explain the integration of ad tech and mar tech, demonstrating how data sharing and workflow integration improve targeting and personalization.
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