-
Recent graduates or anyone new to the digital media industry looking for a comprehensive baseline understanding of the ecosystem and core terminology.
-
Sellers of traditional media transitioning to digital looking to learn how to prospect, package, and sell digital inventory across direct and programmatic channels.
-
Media buyers and planners seeking to master the fundamentals of digital formats, targeting capabilities, and the end-to-end media buying workflow.
-
Agency representatives and brand marketers looking to have more informed conversations with clients and understand how data-driven messages reach the consumer.
-
Advertising operations and trafficking professionals looking to understand the technical mechanics of setting up, testing, and tracking campaigns.
-
Ad tech and industry professionals looking to stay ahead of industry challenges like signal deprecation, ad fraud, and emerging technology platforms.
The course covers four main areas:
- The Evolution of The Internet: The history of the internet and key milestones in its development, including the impact of consumer adoption of digital devices and the critical history of mobile.
- Introduction to Digital Advertising: Key players on the buy-side and sell-side of digital advertising, how both sides work together, and an introduction to key marketing concepts and models.
- Types of Digital Media: The myriad of digital advertising formats and creative capabilities, and how these formats function across different digital environments and screens.
- Understanding the Digital Ecosystem: A deep dive into the advertising technology ecosystem, covering programmatic players, essential vendors, and signal deprecation, and how marketers can create and measure successful data-driven campaigns on emerging platforms like Gaming, XR, and Web3.
FAQ
Navigate the Digital Advertising Ecosystem
You’ll be able to explain how the digital advertising ecosystem operates, identify the roles of buy-side, sell-side, and technology partners, and trace how media moves from publisher inventory to advertiser outcomes.
Master Media Buying and Selling Fundamentals
You’ll be able to outline the end-to-end process of planning, buying, and selling digital media, apply core terminology accurately, and evaluate the key inputs and decisions that shape campaigns from strategy through activation.
Analyze Ad Formats and Delivery
You’ll be able to distinguish among major digital ad formats, evaluate how delivery varies across screens, devices, and streaming environments, and align format selection to campaign goals.
Interpret Measurement and Optimization
You’ll be able to interpret common KPIs, connect metrics to campaign objectives, and use performance data to assess results and inform optimization decisions across digital campaigns.
Assess Industry Shifts and Emerging Tech
You’ll be able to evaluate the impact of signal deprecation and signal loss, compare emerging identity and targeting approaches, and assess new opportunity areas such as Gaming, XR, Blockchain, and Web3.