Videos
Digital Ad Essentials for
This five-session course is designed to build fluency across the digital advertising ecosystem and enhance cross-functional collaboration. Participants will gain the knowledge and confidence to better understand, package, and position digital advertising opportunities—including programmatic, social, search, retail media, and video—in support of broader business and marketing objectives.
  • Format & Schedule: Five weekly sessions held over consecutive weeks, each lasting 75 minutes.
  • Instructor Access: Participants will have full access to my schedule throughout the course. I’m available for 1:1 or small group follow-ups to reinforce concepts, answer questions, or apply lessons to real client scenarios.
  • Interactive & Engaging: Sessions use whiteboarding, role-playing, and Socratic questioning to promote active learning and critical thinking.
  • Post-Session Summaries: Each session is accompanied by a written recap with frameworks, terminology, and key takeaways for easy internal sharing.
  • Weekly Knowledge Checks: Short quizzes after each session ensure retention and keep learning on track.
Fee
  • $32,500 per cohort.
  • Maximum of 25 people per cohort
📘 Session 1: The CTV Ecosystem
Topics Covered:
  • What is CTV? Understanding how linear TV evolved into app-based, digital video experiences.
  • Key Players in the Ecosystem: Smart TVs, streaming devices (e.g., Roku, Fire TV, Samsung), operating systems, and app stores.
  • Business Models (AVOD, SVOD, FAST, TVOD): How monetization models impact advertising opportunities and client alignment.
  • CTV vs. Traditional TV: Differences in measurement, targeting, and campaign flexibility.
  • How Media Brands Fit In: The role of content owners, distributors, and publishers in the CTV environment.
📊 Session 2: Tracking, Data, and Measurement
Topics Covered:
  • Tracking Viewership: ACR technology, device-level data, and login-based environments.
  • Identity & Targeting: How advertisers reach households, demo segments, or behavioral audiences.
  • Data Partnerships: Clean rooms, ID graphs, and collaboration with third-party data providers to enable audience-based buying.
  • Measurement Tactics: Impression tracking, brand lift studies, attribution models, and outcome reporting.
  • Application in Media Planning: How data capabilities inform smarter audience targeting and campaign recommendations.
🎯 Session 3: Ad Serving
Topics Covered:
  • Ad Delivery Mechanisms: Server-side ad insertion (SSAI), client-side insertion, and dynamic decisioning.
  • Ad Break Structure: Pre-rolls, mid-rolls, post-rolls, and binge-friendly formats.
  • Platform Nuances: Differences across Roku, Samsung, Apple TV, and other CTV platforms.
  • Latency & UX: How technical delivery affects ad visibility and viewer experience.
  • Creative Specifications: File types, creative formats, and compatibility across endpoints.
🤖 Session 4: Programmatic Media
Topics Covered:
  • How Programmatic Works: Core definitions (DSPs, SSPs, PMPs, PG) and transaction workflows.
  • Buying Methods: Direct IOs, programmatic guaranteed, and private marketplace deals.
  • Buyer Expectations: Transparency, efficiency, audience scale, contextual alignment, and brand safety.
  • Preparing for Client Conversations: Anticipating questions about measurement, targeting layers, and competitive separation.
🛍️ Session 5: Retail and Commerce Media
Topics Covered:
  • Innovative Creative Formats: Pause ads, QR codes, overlays, binge ads, interactive and shoppable units.
  • Integrated Storytelling: Using sequential messaging and contextual placement to build brand love and engagement.
  • Commerce & Shopper Media Integration: When clients bring retail or commerce goals to CTV, and how media sellers can respond.
  • Closed-Loop Attribution: Connecting exposure to measurable outcomes and ROI.