Essentials of Digital Advertising - Level II


  • The Right Person, Right Message, Right Context Scenario in Digital Advertising

Ad Units and Formats

  • Ad Units and Formats Overview
  • New IAB Ad Portfolio
  • IAB LEAN Ads
  • Flexible Ad Sizes
  • Delisted IAB Ad Formats
  • Video Ad Types and Formats
  • Mobile Ads
  • Native Ad Formats
  • Audio Ads
  • Dynamic Ad Creative, Ad Versioning

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
  • Viewable Ad Impressions
  • Complexity in Measuring Viewability
  • Impact of Viewability on Rates, Currency
  • Ad and Traffic Fraud; Causes and Impact

Data and Audience Targeting

  • Data in the Advertising Ecosystem
  • Sources of Data
  • Tools for Collecting Data
  • Mobile Cookies and Device IDs
  • Targeting Types/Categories
  • Mobile and Geographic Targeting
  • Audience Targeting
  • 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

  • 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