• VePub Press
The IAB has created a comprehensive overview of the digital advertising ecosystem in this one-day crash course. We will teach you about how the industry is structured, and how digital media is bought, sold, used and measured. This interactive session covers the basics of digital advertising, with plenty of time for class discussion and exercises to test your knowledge.

TOPICS COVERED

Consumer Behavior; Native Advertising; Audience Reach; Paid, Owned, Earned Media; Social Media; Campaign Measurement; Consumer Buying Funnel; Search; Media Math; Consumer Decision Journey; Aggregated Media; Responsive Design; Shared Media; Programmatic; Publisher Content; Media Mix; Ad Networks; Ad Exchanges; Traditional & Digital Media; Real Time Bidding; Ad Fraud; Reach and Frequency; Campaign Optimization; Demand Side Platforms; Display; Data Targeting; Sell Side Platform; High Impact; Contextual Targeting; Agency Structure; Rich Media; Ad Serving; RFP’s and Media Buying; Digital Video; Compliance; Trading Desks; Digital Audio; VSuite; Cookies, Pixels, Tags; Instream Video; Ad Serving Protocols; Conversion Attribution


SYLLABUS

  • Industry history and consumer behavior
  • Advertising marketing models
  • The digital ecosystem
  • Ad formats and creative
  • Ad serving and targeting
  • Campaign tracking, media math & optimization
  • Fraud and compliance
  • Research and measurement


WHO SHOULD ATTEND

This course is designed for anyone looking for an introduction to the digital media industry. No digital media experience or knowledge is required.

Are you planning to register 5 or more attendees from your organization? Contact learning@iab.com for bulk discount rates.

*This class counts as 8 hours of training towards Option 2 for the Digital Media Sales Certification. Read more info on Eligibility Requirements here.