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Training - Online

Digital Video 360

$299 - IAB Members
$399 - Non-Members
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Digital Video 360 is an intermediate-level course that provides media professionals with a comprehensive command of the evolving video advertising landscape. This course addresses consumer devices, video content types, ad formats, distribution platforms, and the essential technologies and processes that power the digital video ecosystem today, covering everything from Long-Form and Live Streaming to Advanced TV, Digital Out of Home, and mobile environments.

The curriculum guides learners through the end-to-end Media Buying Process, focusing on privacy-safe targeting strategies, signal deprecation, and the use of centralized data platforms and data clean rooms. Learners will explore the mechanics of the video player and ad serving while mastering programmatic transactions, including Real-Time Bidding, Private Marketplaces, and Header Bidding for video. The course dives into key ad units including In-stream formats like Pre-, Mid-, and Post-Roll, alongside advanced creative types such as Interactive Video, Dynamic Creative, AR, and VR. Finally, professionals will understand fraud mitigation and contextual suitability measures in order to evaluate performance and apply best practices for mid-flight optimization.
Discussion Topics
  • Media buyers looking to plan, buy, and optimize cross-screen digital video campaigns to meet specific client goals using privacy-safe strategies.
  • Media sellers and publisher sales teams looking to have more informed conversations about video ad formats, programmatic transaction types, and technical KPIs.
  • Brand marketers looking to integrate diverse digital video environments and data-driven addressability approaches into their marketing mix.
  • Advertising operations professionals seeking a deeper understanding of video ad tech, trafficking guidelines, and the technical mechanics of video ad serving.

The course covers five main areas:

  1. Introduction to Digital Video: The digital video advertising landscape, addressing consumer devices, video content types, ad environments, and the various formats and placement types used today.
  2. Targeting Digital Video Viewers: The various ways to reach specific audiences, exploring privacy-safe targeting strategies, user-level device mapping, and the role of centralized data platforms and data clean rooms.
  3. Buying & Selling Digital Video Inventory: The end-to-end media buying process, providing a structured workflow for acquiring and managing digital video inventory across the ecosystem.
  4. Programmatic Buying & Selling for Digital Video: Mapping the programmatic ecosystem, evaluating different transaction approaches such as Real-Time Bidding in the open marketplace, Private Marketplaces, and Header Bidding for video.
  5. Digital Video Ad Technology: A deep dive into the essential technologies that power delivery, focusing on the mechanics of the video player, the technical structure of the video ad, ad serving, and trafficking processes.

FAQ

Explain the Digital Video Ecosystem

You’ll be able to explain the digital video advertising landscape, including its essential technologies, distribution platforms, and the variables that shape how video ads are delivered to consumers.

Target Campaigns with Privacy-Safe Strategies

You’ll be able to target video advertising campaigns to reach specific audiences using privacy-safe strategies, accounting for signal deprecation and utilizing tools like data clean rooms.

Evaluate Programmatic Transaction Approaches

You’ll be able to evaluate different approaches to programmatic buying and selling, distinguishing between RTB, PMPs, and Header Bidding to select the most efficient path for a campaign.

Select Appropriate Video Ad Formats and Placements

You’ll be able to distinguish between in-stream and out-stream formats, assess creative variations across devices, and choose placement strategies that align with campaign objectives.

Apply Mid-Flight Optimization Best Practices

You’ll be able to apply best practices for optimizing digital video campaigns mid-flight, using performance data and quality signals to maintain contextual suitability and measurement accountability.