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Course Details

Essentials of Digital Advertising – Level II  

Level II of Essentials of Digital Advertising furthers the journey to understanding the “what, how and why” digital advertising is valued and transacted.

$495 non-members $795 Take This Course

Course Description

Level II of Essentials of Digital Advertising furthers the journey to understanding the “what, how and why” digital advertising is valued and transacted. This course is an absolute requirement to deepen your understanding of digital advertising assets, ad delivery data and technology, and understanding audience targeting and relating campaign objectives to metrics and measurement.

This curriculum illustrates how ad delivery and programmatic media works, how audience data is used to ensure the right ad is served to the right person with the right message and shows best practices for aligning metrics and other considerations for measuring the impact of digital ads in a cross-screen world. The Essentials of Advertising Level I and Level II courses provide media and marketing professionals with the essential knowledge needed to ensure a complete and deep perspective of digital advertising.

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.

Students taking Level II will be able to:

  • Identify the latest standards for display, mobile, video, and native ad formats
  • Properly explain the functions of ad serving, the role of ad servers
  • Detail how ads are served and why/where discrepancies occur in counting impressions
  • Define criteria for counting ad impressions and viewable ad impressions
  • Define the ad tech stack and differentiate between SSP, DSP, and DMP functions
  • Understand the benefits of programmatic media
  • Convey how data is collected and used in ad targeting
  • Identify 5 major targeting categories, and the advantages and considerations for each
  • Describe different types of audience targeting and how advertisers need to approach audience segmentation and retargeting
  • Explain the differences between geo-aware and geo-fencing as part of the mobile targeting
  • Define all the key measurement terms
  • Differentiate the performance metrics and how to apply them based on campaign objectives
  • Prepare a perspective on how click-through rates should be used

The Essentials of Digital Advertising Level I and Level II courses provide marketing and media professionals with the essential knowledge and perspectives needed to ensure a complete and deep perspective of digital advertising and understand the mechanisms and options to value and transact digital media. This course series will help marketers build in-house media operations, be more proactive with their external media agencies and partners and the curriculum will help agencies and publishers create and validate their media strategies to meet their clients’ brand media objectives.

Instructors

headshot
Leslie Laredo
President Academy of Digital Media Read Biography »

Introduction

  • How to Get the Most Out of Your Training
  • How Advertising Works in the Digital World

Ad Units and Formats

  • Ad Units and Formats Overview
  • New IAB Ad Portfolio
  • IAB LEAN Ads
  • Flexible Ad Sizes
  • Changes to the Ad Portfolio and LEAN Guidance
  • Transition from Fixed to Flex Ads
  • Guidance for LEAN Ad Experience
  • Delisted IAB Ad Formats
  • Creative Formats (Non-Rich Media and Rich Media)
  • Rich Media Terminology
  • Video Ad Types and Formats
  • Mobile Ads
  • Native Ad Formats
  • Audio Ads
  • Dynamic Ad Creative, Ad Versioning
  • Finding Creative
  • References

Ad Delivery and Programmatic Media

  • Ad Serving, 1st and 3rd Party Ad Servers
  • Dynamic Ad Delivery
  • Ad Delivery Terminology
  • Ad Delivery Process
  • Discrepancies in Ad Delivery
  • Inventory Sources
  • Video and Audio Ad Serving (VAST, DAAST)
  • Programmatic Media Ecosystem
  • Open Auctions and RTB
  • Programmatic Inventory Sources
  • Ad Verification
  • IAB’s Terms and Conditions

Ad Placement, Viewability and Ad Fraud

  • Ad Placements Above- and Below-the-Fold
  • Viewable Ad Impressions
  • Viewability and Placement
  • What Ad Impressions Get Measured for Viewability
  • Viewability’s Complexity
  • What Causes Non-Viewable Ads
  • Impact of Viewability on Rates, Currency
  • Ad Fraud, Causes and Impact
  • Ad Fraud Definitions

Data and Audience Targeting

  • Data Being Collected
  • Data in the Advertising Ecosystem
  • Sources of Data
  • IAB’s Data Lexicon
  • Tools for Collecting Data
  • Mobile Cookies and Device IDS
  • Tools that Show Tracking and Data
  • Targeting Overview
  • Targeting Types/Categories
  • Mobile and Geographic Targeting
  • Audience Targeting

Data and Audience Targeting (continued)

  • Ad Choices
  • Re-Targeting
  • Trade-Offs with Targeting
  • Privacy and Compliance

Measurement Terminology and Ad Metrics

  • Clicks, Click-throughs, CTRs, Interaction Rates
  • Dwell Rates, & Expansion Rates
  • Video Completion, Video Metrics and Glossary
  • Benchmark Data
  • View-Throughs, View-Through Considerations
  • Attribution, Models and Scenarios
  • Mobile Measurement
  • Performance Metrics
  • Conversions/Conversion Rates
  • Frequency & Share of Voice
  • Key Performance Indicators (KPIs)

Applying Metrics to Campaign Performance

  • Ad Impressions – Digital Media’s Currency
  • What Impacts Performance
  • Campaign Performance Depends on Objectives
  • Campaign Performance Measurement
  • Pricing Models
  • Perspectives on Clicks and CTRs
  • Evaluating and Optimizing Online Advertising
  • Media Calculations

Review & Wrap-Up

  • Transformation of the Web and Digital Marketing
  • Staying Informed
  • 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.

Try:
  • “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.

Interested In Taking The Essentials of Digital Advertising – Level II   Course?

Next Available Courses

September 25, 2018 9:00AM-5:00PM New York, NY Register
November 30, 2018 9:00AM-5:00PM New York, NY Register

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