Digital Fundamentals, San Francisco – 5/17/17

San Francisco, CA · 05.17.17
8:30 am PT - 5:00 pm PT
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 covers the basics of digital advertising, with plenty of time for class discussion and exercises to test your knowledge.

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

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

Digital Fundamentals - 1/20/16




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


  • 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


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.

*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


9:15 am - 10:30 am

History, Ecosystem

10:30 am - 10:45 am


10:45 am - 12:15 pm

Formats and Creative

12:15 pm - 1:15 pm


*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


3:15 pm - 4:30 pm

Fraud, Compliance, Measurement, Buying-Selling Media

4:30 pm - 5:00 pm


Scott Fenwick
  • Scott Fenwick

​Scott Fenwick has been involved in sales or sales training in the advertising space since the early 90s. In 2000, he made the natural progression from Direct Marketing to Digital Marketing. Scott has worked for 6 years exclusively with the sales teams at two of the largest media organizations in the digital space, and for 9 years ran an independent sales training firm. He has built training programs for the elementary to the advanced to assist media organizations in their efforts to educate and refine their sales and customer service teams. He has also run numerous programs for international training firms focusing on sales skills and negotiation. Over the past few years, Scott has assisted in the training and understanding of products and trends in the Digital space for one of the largest independent providers of digital media.

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Ad Lab
Address 121 Spear Street Rincon Tower 2 Suite 270
San Francisco, California 94105