Digital Fundamentals, NYC – 4/13/17


New York, NY · 04.13.17
Learn about the digital media industry from the experts – the IAB has created a comprehensive overview of the digital advertising ecosystem in this one-day crash course. We will teach you about how the industry is structured, and how digital media is bought, sold, used and measured. This interactive session will cover the basics that you need to know, and allows for plenty of room for open discussions and group exercises to test your knowledge.

This class is sold out. Register for our June 15th course here. 

Can’t make it in person?  Online Digital Fundamentals Now Available

Digital Fundamentals - 1/20/16

 

COURSE OVERVIEW

The digital media industry is constantly growing, changing and evolving and with each new trend comes a slew of new terminology, companies, technologies and tactics. In this course you will gain a foundational overview of the industry ecosystem, important terminology, and essential processes, as well as learn about the leading edge of industry change. You will have the chance to test and apply your knowledge during group exercises, as well as ask questions to better understand this complex marketplace.

 

TOPICS COVERED

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

SYLLABUS

  • Industry history and consumer behavior
  • Advertising marketing models
  • The digital ecosystem
  • Ad formats and creative
  • Ad serving and targeting
  • Campaign tracking, media math & optimization
  • Fraud and compliance
  • Research and measurement

WHO SHOULD ATTEND

This course is designed for anyone looking to gain a foundational understanding of the digital media industry. If you work for a digital or traditional media company, an agency or marketer, or if you work with these types of companies, this course will help you better understand the industry, important terminology and tactics used in digital media. No digital media experience or knowledge is required.

Are you planning to register 10 or more attendees from your organization? Contact [email protected] for bulk discount rates.

*This class counts as 8 hours of training towards Option 2 for the Digital Media Sales Certification. Read more info on Eligibility Requirements here.

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.

8:30 am - 9:00 am

Arrivals and breakfast*

*breakfast, lunch and beverages will be provided

9:00 am - 9:15 am

Introduction

9:15 am - 10:30 am

History, Ecosystem

10:30 am - 10:45 am

BREAK

10:45 am - 12:15 pm

Formats and Creative

12:15 pm - 1:15 pm

Lunch*

*breakfast, lunch and beverages will be provided

1:15 pm - 3:00 pm

Ad Serving, Targeting, Campaign Management, Media Math

3:00 pm - 3:15 pm

BREAK

3:15 pm - 4:30 pm

Fraud, Compliance, Measurement, Buying-Selling Media

4:30 pm - 5:00 pm

Review

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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Venue

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