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.