ACADEMY of DIGITAL MEDIA
On-Demand Webinars

Understanding and Using Media Math: Basic Math, Applications and Applying the Metrics - This course will provide an overview of basic media math calculations and formulas along with an opportunity to practice and use these math skills to answer media-related questions and better position client expectations and opportunities. By understanding basic math skills, media sellers will improve their sales performance by having more robust discussions about campaign needs and performance.  These math skills are also needed to pass the IAB Digital Media Sales Certification exam.

The course includes basic math formulas for working with averaging, fractions, percentages, and indexing; applying formulas to calculate CPM, eCPMs, impressions, media costs, CTR, and Return on Ad Spend (ROAS); and a review of how media calculations are used to estimate audience reach and composition and SOV.  A list of resources to gain more experience will be provided as well.

Principles of Programmatic Media

Participants will gain the knowledge and understandings about how programmatic media works and how to apply the learnings to their work. The course examines and explains:

• How the technology and each of the components connect
• How the demand (DSP) and supply side (SSP) technology is used to evaluate each ad impression
• The differences between open and private exchanges
• The categorization and value of inventory (guaranteed and auction)
• Auction bidding and how second price auctions work and pricing
• How data (1st, 2nd and 3rd party data) is used find audiences and deliver ads
• The impact of different data sources and what variables need to be considered
• The role of data management (DMPs) in evaluating bids and creating audience segments 
• Using data to execute different campaign objectives (look-alikes, retargeting)
• Industry challenges including ad fraud, brand safety and transparency 
• Creative optimization, pricing, header bidding and more

The curriculum provides the definitions and illustrates the terminology, acronyms and jargon of programmatic media.  

As a result of this course, participants will be able to have fluent conversations about why programmatic technology creates a critical path in delivering the right ad, to the right person, at the right time. Students will be able to present programmatic concepts, identify key components and explain the relationships between the elements, recognize major vendors, explain the differences and approaches for utilizing programmatic inventory through open and private exchanges, clarify how data is collected and used to create and target audience segments, understand auctions and real-time bidding as well as bid strategy tactics and use appropriate terminology with confidence.

This 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 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: 

Este curso va más allá de lo básico y cubre los temas y cuestiones necesarias para entender cómo los medios digitales son valorados y tramitados. Este curso es un requisito absoluto si el trabajo implica la comprensión de los activos, la terminología y las mejores prácticas sobre cómo los medios digitales se compran y se venden, cómo se mide y cómo valorar los medios para lograr los objetivos de la campaña y del cliente; así como por supuesto lo esencial para cualquier persona que desee estudiar y aprobar el examen de certificación de ventas del IAB digital.

El plan de estudios revela todos los medios y capacidades de los anuncios digitales; de pantalla, móvil, vídeo y búsqueda, los anuncios sociales y nativos. Usted obtendrá una visión global de tecnología de anuncios, que ilustra cómo la publicación de anuncios y medios de trabajo programático, y cómo se utiliza los datos de los usuarios para asegurar el anuncio correcto es servido a la persona adecuada con el mensaje correcto. El plan de estudios revela todas las métricas y consideraciones para medir el impacto de los anuncios digitales en un mundo en varias pantallas.

Este curso proporciona los medios de comunicación y de marketing profesionales con los elementos esenciales necesarios para garantizar una perspectiva completa y profunda de todas las oportunidades de los medios digitales. Al igual que con todas los entrenamientos de la Academia cursos de medios digitales, nuestros cursos tienen un "cómo hacer" enfoque, lo que puede utilizar de inmediato su nuevo conocimientos para mejorar su productividad y mejorar sus oportunidades de carrera.

This webinar is the best preparation available for taking the IAB Digital Media Sales Certification (DMSC) exam. This webinar is presented and taught by Leslie Laredo, President of the Academy of Digital Media (formerly Laredo Group) and the established leader in digital ad sales training. The Academy of Digital Media has an impressive record and impeccable reputation for preparing their students to be successful selling digital advertising and for passing the IAB Exam on the first attempt. 

IMPORTANT!!! This is a review and exam prep session; it is NOT A TRAINING COURSE! If you have not had adequate prior training or do not otherwise have the knowledge required to pass the exam, this webinar alone will not help you to pass the exam.

This review webinar highlights all of the major content areas outlined in the IAB certification exam blueprint, focusing on the topics that tend to be the most difficult or least understood. Practice test questions are included in each section. The webinar includes an exhaustive review of terminology and acronyms and ends with a module dedicated to how to take tests with multiple choice questions. This module offers tips and techniques for how to find the right answer and decode more difficult questions when the answer is not obvious. 

The Academy’s IAB Digital Sales Certification Exam Prep Session webinar is designed to help you self-assess your knowledge base, focus on how to prepare and study for the exam and help you to determine which test areas require additional study time or training.  

Each webinar subscriber will get a manual with learning tools, proficiency test questions, an easy-to-navigate summary of the IAB’s confusing exam blueprint, and all of the acronyms and terminology that the IAB expects you to know.  After completing the webinar, you will know if you are ready to take the IAB DMSC Exam and you will have a much greater chance of passing the exam on your first attempt.