Essentials of Digital Media

Academy of Digital Media Student

Essentials of Digital Media


None Currently Scheduled

This course teaches the topics, concepts and best practices that will dramatically and immediately improve your job performance!

This Essentials of Digital Media course goes beyond the basics and covers the topics and issues necessary to understand how digital media is valued and transacted. This course is an absolute requirement if your work involves understanding the assets, terminology, and best practices for how digital media is bought and sold, how it is measured, and how to value media to achieve campaign and client objectives; as well as an essential course for anyone wishing to study for and pass the IAB Digital Sales Certification Exam.

The curriculum reveals all of the assets and capabilities of digital ads; from display, mobile, video, and search, to social and native ads. You’ll get a comprehensive view of ad technology, illustrating how ad delivery and programmatic media work, and how audience data is used to ensure the right ad is served to the right person with the right message. The curriculum reveals all of the metrics and considerations for measuring the impact of digital ads in a cross-screen world. 

This course provides media and marketing professionals with the essential building blocks needed to ensure a complete and deep perspective of all digital media opportunities. As with all Academy of Digital Media courses, our courses take a “how-to” approach, so you can immediately use your new knowledge to improve your productivity and enhance your career opportunities. 

Students taking this course will be able to: 
- Identify all of the different display, mobile, video, social, search, and native ad formats
- Define the characteristics of rich media 
- Relate how ad formats influence performance metrics
- Properly explain the functions of ad serving, the role of ad servers 
- Recount how ads are served and why/where discrepancies occur in counting impressions
- Define criteria for counting ad impressions and viewable ad impressions
- Define the ad tech stack and differentiate between SSP, DSP, and DMP functions
- Understand the benefits of programmatic media
- Convey how data is collected and used in ad targeting
- Identify 5 major targeting categories, and the advantages and considerations for each
- Describe different types of audience targeting and how advertisers need to approach audience segmentation and retargeting
- Explain the differences between geo-aware and geo-fencing as part of the mobile targeting 
- Define all the key measurement terms 
- Differentiate the performance metrics and how to apply them based on campaign objectives
- Prepare a perspective on how click-through rates should be used 

Multi-Course Registration Discounts

Discount based on total number of courses for all people registered in one registration process. For example, if you register 2 people for 3 courses each, the total number of courses would be 6 and the multi-course discount would therefore be 14% as per the chart below. ( click here for additional details.)

In-Person Seminars and Training Webinars are calculated separately for course totals and are not additive.

2 courses = 5%3 courses = 7%4 courses = 9%5 courses = 10%
6 courses = 11%7 courses = 12%8 courses = 13%9 courses = 14%
10 or more courses = 15%     

Prices, dates, locations, course content and other specifications are subject to change without notice.

* Early-Bird pricing requires full payment to be received by Laredo Group no later than 5 business days after registration; if payment is received after that deadline, pricing will revert to Standard Pricing.