DMA: Data and Marketing Association
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Course Details

Digital Display

Get a comprehensive look at digital media, specifically focusing on online display advertising, the display landscapes, key technologies and more.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

This module is designed as an introduction to digital display advertising and the online advertising ecosystem. It will first provide information on the unique terminology of digital display as well as different types of online display advertising and how to use them. Next, it will cover how to develop a display strategy and take advantage of tactics such as targeting to enhance campaigns. The module’s third section focuses on getting things right and what marketers need to consider in terms of metrics and measurement. Included is information on privacy concerns and how they can impact strategy.


  • To provide an overview of the current state of online advertising
  • To define different types of display advertising and how to use them
  • To provide a better understanding of unique terminology and acronyms used in the online advertising ecosystem
  • To give tips on how to navigate the online advertising's ecosystem
  • To present user targeting opportunities
  • To support and understand online advertising's key performance indicators and cost analysis

Section 1: Introduction to Digital Display Advertising

  • Online Advertising Defined
    • Including: Digital Display Glossary
  • Overview of Online Advertising
    • Benefits & Types of Banner Ads
    • Online Video Advertising
    • Mobile Advertising
    • Social Media Advertising
    • Search Ads & PPC (pay per click)
  • Display and your business
    • 3 Steps to Getting Started
      • Step 1: Assess – Where are we now?
      • Step 2: Define Goals: What Do We Want?
      • Step 3: Define Your Message Strategy

Section 2: Developing a Display Strategy

  • Targeting Opportunities
    • Audience Targeting
    • User Preference Data
    • Declared Data vs Observed Data
    • Targeting
      • Behavioral Targeting
      • Contextual Advertising
      • Geo-Targeting
      • Placement Targeting
      • Day Part Targeting
      • Technographic Targeting
      • Third-Party Targeting
      • Retargeting
    • Ad Design: The 4 Considerations – Sales Copy for Ads, Targeting, Display Strategy, Creative
  • Options For Getting Your Ad Online
    • Major Players: Display LUMAscape
    • Media Buying Options
      • The Ad Network
      • The Agency Trading Desk
      • The Ad Exchange
      • Real Time Bidding
      • Media Buying: Ad Servers

Section 3: Getting it Right

  • Measuring Success
  • Measuring Online Performance
    • Impressions
    • Dwell Rate
    • Click Through Rate (CTR)
    • Conversion Rate
    • Analyzing Traffic
    • Abandon Rate
  • Attribution
    • Media Planning and Attribution
  • Pricing Models & Revenue Metrics (Advantages, Examples and Calculations)
    • Cost Per Thousand (CPM)
    • Cost Per Click (CPC)
    • Cost Per Action (CPA)
    • Flat Rate
    • Profit & Loss Measure
    • ROI
  • Privacy Pressures
    • Legal, Right & Best
    • The Creepy Factor
    • Building Customer/Consumer TRUST

Review: What You Have Learned

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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