Introduction
This comprehensive half-day workshop provides an in-depth introduction to the digital advertising ecosystem. We will teach you about how the industry is structured, and how digital media is bought and sold. We will talk about the different content types and ad formats in market, how advertising technology became essential to digital marketing strategies, and how data is used in the process of targeting and delivering ad campaigns.
This class sells out. We recommend you reserve a spot early.
Topics Covered
| Consumer Behavior |
Native Advertising |
Attribution Models |
| Audience Reach |
Paid, Owned and Earned Media |
How Ad Serving Works |
| Social Media |
Digital Campaign Measurement |
Media Buying and Selling |
| Evolution of the Digital Media Industry |
Search |
Digital Video Advertising |
| Digital Devices and Platforms |
Tracking Tags |
Conversion Tracking |
| Campaign Targeting |
Audience Targeting |
Trading Desks |
| Shared Media |
Programmatic Advertising |
Media Agencies |
| Supply Side Platforms |
Data Management Platforms |
Digital Audio Advertising |
| Ad Networks |
Ad Exchanges |
Demand Side Platforms |
| Traditional vs Digital Media Channels |
Real Time Bidding |
Cookies and Device IDs |
| Ad Fraud and Ad Verification Solutions |
Reach and Frequency |
Advertising Cost Models |
| Display Banner Ads |
Demand Side Platforms |
Campaign Metrics |
Who Should Attend
This course is designed for lawyers, and public policy professionals looking for a crash course in the digital media industry,. No digital media experience or knowledge is required.
A networking happy hour will take place immediately following this event.
Are you planning to register 10 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.
