Introduction
- A Brief History of Digital Advertising
- How Ad Technology Changed Advertising
Digital Advertising Ecosystem
- Overview of Key Components in the Ecosystem
- Web Sites, Ad Networks, Mobile Sites and Apps
- Social Networks, Native Ads, Content Marketing
- Video, Search (SEO, SEM), Email Marketing
- Programmatic Media, Inventory Aggregators/Ad Networks
- Walled Gardens
- Paid-Owned-Earned Media
Complexities in Digital Marketing
- The Customer’s Journey
- Complexity in Digital Marketing
- Evolution Digital Creative
- The Omni-Channel View of Media Platforms
- Connected, Cross-Screen Consumers
- Digital Advertising Value Chain
- Automated Media Buying and Selling
Mapping Digital Platforms to the Journey to Purchase
- The Decision Purchase Funnel and Mapping the Journey to Purchase
- Fit the Media Platform to the Purchase Funnel
- Campaign Objectives and Measurement
- Location and Proximity
Considerations for Digital Media Campaigns
- The Currency of Digital Media
- Frequency, Conquesting
- Targeting, Re-Targeting
- Audience Extension
- Optimization and Analytics
- Digital Privacy and Regulations (AdChoices)
- Ad Fraud and Ad Blocking
- Ad Verification
Website and Audience Metrics
- Page Views, Visits or Sessions, Unique Visitors
- Cookies Defined, Cookie Types, Issues Counting and Tracking
- Audience Counting Guidelines
- Mobile Audience Metrics
- Cross-Device Audience Measurement
- Probabilistic vs. Deterministic Methodologies
- Audience Research and Measuring Ad Effectiveness
Trends and Forecasts
- Key Industry Trends, Digital Ad Revenue Growth
- Forecast of Advertising Revenues, by Format, Device
- Time Spent with Major Media
Wrap-Up and Resources
- A Look into the Future
- Academy of Digital Media Resources