Introduction
- 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