• VePub Press
Learn about the digital media industry from the experts – 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 will cover the basics that you need to know, and allows for plenty of room for open discussions and group exercises to test your knowledge.

COURSE OVERVIEW

The digital media industry is constantly growing, changing and evolving and with each new trend comes a slew of new terminology, companies, technologies and tactics. In this course you will gain a foundational overview of the industry ecosystem, important terminology, and essential processes, as well as learn about the leading edge of industry change. You will have the chance to test and apply your knowledge during group exercises, as well as ask questions to better understand this complex marketplace.

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 to gain a foundational understanding of the digital media industry. If you work for a digital or traditional media company, an agency or marketer, or if you work with these types of companies, this course will help you better understand the industry, important terminology and tactics used in digital media. No digital media experience or knowledge is required.