DMA: Data and Marketing Association
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Course Details

Essentials of Digital Advertising – Level I

As digital advertising grows in complexity, marketers are shifting their strategies and tactics to accommodate the expanding media channels and platforms, and all the digital touchpoints.

$495 non-members $795

There are currently no classes scheduled. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

As digital advertising grows in complexity, marketers are shifting their strategies and tactics to accommodate the expanding media channels and platforms, and all the digital touchpoints. For reasons of efficiency and transparency, many marketers are moving their advertising capabilities in-house, especially around programmatic media buying. For agencies, this means it’s essential to understand how different digital assets are valued, and assess the trade-offs associated with unlimited media and platform choices. For publishers, it is critical to align your ad programs to the shifting priorities and budgets. This course is designed to expand awareness and practical knowledge of the digital advertising ecosystem, best practices and industry standards, and the “what, how and why” digital advertising works. This course provides a solid foundation to learn about the complexities of digital advertising, focusing on the ecosystem components, considerations for media and audience selection criteria, mapping digital ad opportunities to the journey to purchase, and the criteria and dependencies for executing campaigns and managing media transactions as well as addressing media challenges of ad blocking, ad/traffic fraud, cross-device measurement and attribution. The course will wrap-up with an overview of industry trends and forecasts as well as a review of resources.

Then, the follow-up course to this course, Essentials of Digital Advertising Level II, – which can be taken as an add-on to Level I – reveals the details around the ad formats, highlighting the mechanisms for delivering the right ad to the right person within the right context, technologies and data impacting campaign execution as well as the criteria and dependencies for executing campaigns and managing media transactions.

This course series will provide the knowledge and perspectives marketers must have to build in-house media operations and be more proactive with their external media agencies and partners. These courses

will strengthen the core knowledge media professionals must have to broadly understand the mechanisms and options of digital advertising. The curriculum will help agencies and publishers create and validate their media strategies to meet their clients’ brand media objectives.


Leslie Laredo
President Academy of Digital Media Read Biography »


  • How to Get the Most Out of Your Training
  • Complexity in Digital Marketing
  • Metaphor for Success in Digital Media

History of Digital Advertising

  • The Rise Digital Advertising
  • Evolution of Digital Creative
  • Ad Standards and Banner Tribulations
  • The Omni-Channel View of Media Platforms
  • Connected, Cross-Screen Consumers
  • Future of Advertising

Advertising Media Value Chain and How Digital Changes Advertising

  • Media Value Chain
  • Publisher Organization and Functions
  • Agency Organization
  • Digital vs. Traditional
  • How Advertising Works
  • How Digital Changes Advertising
  • Purchase Funnel or Marketing “Filter”
  • Buying/Selling Process
  • The RFP – Request for Proposal
  • Automated Media Buying and Selling

Digital Advertising Ecosystem and The Journey to Purchase

  • Digital Advertising Ecosystem
  • Key Components Within the Digital Ecosystem
    • Web Sites, Ad Networks, Mobile Sits and Apps
    • Social Networks, Native Ads, Content Marketing
    • Video, Search (SEO, SEM), Email Marketing
    • Programmatic Media
  • Fit the Media Platform to the Purchase Funnel
  • Campaign Goals and Measurement
  • The Customer Journey to Purchase

Website and Audience Metrics and Media Research

  • Website and Audience Metrics
    • Page Views, Visits or Sessions, Unique Visitors
    • Mobile Audience Metrics, Cross-Device Audience Measurement
    • Audience Counting Guidelines
    • Cookies and Considerations for Their Use in Counting Audiences
    • Industry Initiatives for Collecting Audience Data
    • Audience Composition and Segmentation
    • Cookies Defined, Cookie Types, Issues Counting UV, Cookies and Tracking
    • Audience Composition, Audience Segmentation

Considerations for Digital Media Buying and Selling

  • Buying and Selling Opportunities
  • The Ad Impression or Digital Media’s Currency
  • Ad Impression Pricing and Campaign Considerations
  • Optimization and Analytics
  • Ad Metrics and Metrics by Platform
  • Paid – Owned – Earned Media
  • The Media Buying and Selling Reality Check
  • Campaign Objectives: Branding vs. Direct Response
  • Advertisers’ Challenges and Opportunities
  • Compliance Standards (Pharma, Alcohol, Children), Digital Privacy and Regulations
  • Ad Fraud and Ad Blocking
  • Audience Extension
  • Ad Verification

Trends and Forecasts

  • Key Industry Trends
  • Quarterly Digital Ad Revenue Growth
  • Digital Ad Format Trends
  • Forecast of US Advertising Revenues, by Format, Device
  • Time Spent with Major Media

Wrap-Up and Resources

  • A Look into the Future
  • Academy of Digital Media Resources

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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