Digital Fundamentals, NYC – 2/13/19

New York, NY · 02.13.19
8:30 am EST - 4:00 pm EST

This one-day crash course provides a comprehensive overview of the digital advertising ecosystem. We will teach you about how the industry is structured, and how digital media is bought, sold, used and measured. The interactive classroom format provides plenty of time for class discussion and exercises to test your knowledge of the basics of digital advertising.

This class sells out. We recommend you reserve a spot early.

Topics Covered

Consumer Behavior Native Advertising Rich Media
Audience Reach Earned Media Ad Serving
Social Media Campaign Measurement RFPs and Media Buying
Consumer Buying Funnel Search Digital Video
Media Math Consumer Decision Journey Compliance
Aggregated Media Responsive Design Trading Desk
Shared Media Programmatic Advertising Agency Structure
Publisher Content Media Mix Digital Audio
Ad Networks Ad Exchanges VSuite
Traditional & Digital Media Real Time Bidding Cookies
Ad Fraud Reach and Frequency Pixels
Campaign Optimization Demand Side Platforms Tags
Display Data Targeting Instream Video
Sell Side Platform High Impact Contextual Targeting
Instream Video Conversion Attribution


Who Should Attend

This course is designed for anyone looking for an introduction to the digital media industry. No digital media experience or knowledge is required.

Are you planning to register 5 or more attendees from your organization? Contact [email protected] for bulk discount rates.

Questions? Contact [email protected]

Cancellation Policy
Please note, class sales are non-refundable. Should you need to change your registration, a credit (good for one year) for a future course can be issued when IAB is notified 7 business days prior to the event date. Within 7 business days, you may transfer your seat to another colleague or contact.

This class counts as 8 hours of credits toward IAB Certification eligibility status.

8:30 am - 9:00 am

Arrivals and Breakfast*

*breakfast, lunch and beverages will be provided

9:00 am - 10:15 am

Introduction to Digital Media

Historic Milestones | Digital Devices, Platforms and Consumer Behavior

The Business of Digital Advertising
Content Categories and Marketing Models; Digital Media Buyers and Sellers

10:15 am - 10:30 am


10:30 am - 12:15 pm

Digital Ad Formats & Creative Capabilities

Search | Display | Native | Video | Audio

Ad Serving, Targeting and Tracking Technology
How Ad Serving Works, Digital Campaign Measurement, Tracking Tags, Conversion Tracking & Attribution Models, Campaign Targeting, Audience Targeting and DMPs

12:15 pm - 1:00 pm


*breakfast, lunch and beverages will be provided

1:00 pm - 2:45 pm

The Impact of Programmatic

Evolution of the Programmatic Ecosystem: SSPs, DSPs, Ad Exchanges, Ad Networks and Trading Desks
Understanding how Ads are Delivered Using Real-Time-Bidding

Campaign Pricing, Measurement & Verification
Cost Models, Campaign Metrics, Viewability, Ad Fraud, Ad Verification & Audience Measurement

2:45 pm - 3:00 pm


3:00 pm - 4:00 pm

Consumers & Digital Advertising

Ad Blocking, Understanding Industry Regulation

Review – Group Exercise + Q&A

Kara Dempsey
  • Kara Dempsey
  • Training Consultant, IAB Faculty

Kara Dempsey has an established track record of training and leading high performing sales and service teams in Digital Media and Technology. Over the past 10 years she has worked to create a culture of on-going development and excellence at companies like Undertone and Intralinks. Her core skills include sales training curriculum development and delivery, coaching, creation and execution of role-play programs and sales process development. Kara believes training should be relevant and practical and has found professionals learn best in an engaging and supportive environment.

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Non Members
IAB Members


Ad Lab
Address 116 East 27th Street, 8th Floor
New York, New York 10016