Ad Formats

Students will discover the ad formats most leveraged by advertisers and publishers through interactive activities. Formats covered includes display, video, search, social, native, mobile, audio, addressable TV and OTT.

Tracking and Targeting

We’ll take an in-­depth look into the methods of tracking including pixels, cookies, and ad tags. Students will also get a review of how this tracking plays into targeting.

Data

With a real life look into a data management platform (DMP), students will learn the basics of data management and the value of a DMP. Students will also learn what 1st and 3rd party data brings to both publishers and advertisers.

Ad Tech

Students will dissect the current video advertising ecosystem. They will learn how and why it looks the way it does, and debate its future.

Programmatic

Through a team-­‐based white-­‐board activity, students will learn why programmatic buying came to be in the mid-­‐2000s and how both agencies and publishers benefit from media buying automation.

Brand Safety

Through a historical lens and a case study, students will learn about the importance of viewability, ad fraud, and ad quality.