Last updated 3/2023Course Language EnglishCourse Caption English [Auto]Course Length 10:15:03 to be exact 36903 seconds!Number of Lectures 88
This course includes:
10.5 hours hours of on-demand video
Full lifetime access
Access on mobile and TV
Certificate of completion
3 additional resources
Full understanding of Digital Advertising & Marketing Practices
The ability to think strategically about where and how to place ads
Programmatic Advertising & RTB (Real Time Bidding)
What the future holds for the digital advertising space
Expand your knowledge of digital advertising from beginner to advanced
Understand how retargeting works, and how advertisers serve you a message
Fully understand how location targeting works, GPS targeting, and beacons
Become a pro at contract negotiations
Social Media, Display Advertising, Video Advertising, Search, and more
The digital marketing industry is worth over $200 Billion and growing every year. If you're getting started in your career, growing your business, or looking to expand your knowledge, this is the course for you.In 12+ hours of online content we take you through everything you need to know about the digital advertising industry. Starting with Digital 101 you are introduced to the basics of what digital is and eventually work through a 201 and 301 level class. After that you are introduced to Programmatic Advertising, and finally we end with a section dedicated to How to Sell Digital.Meet Your Instructor:Ben Silverstein is a New York City based, award winning digital media professional with over a decade of experience working in the digital space. He's managed hundreds of millions of dollars for local, national, and international brands including Six Flags Amusement Parks, Giorgio Armani, Cafe de Columbia, William Grant & Sons, and the FDA Real Cost which won a 2015 gold Effie in the Disease Awareness and Education category. When he's not teaching, Silverstein works full time in the mobile advertising space, and is a consultant for the IAB's Learning & Development and certification group.Course Subjects Include:Digital EcosystemReview all the companies involved in the digital space and what they do. Using a whiteboard I break down publishers, exchanges, SSPs, DSPs, and Agency Trading Desks and how they all work togetherSocial MediaGet introduced to social media and how it can be leveraged for advertisers. Not all social media channels are the same and properly selling it requires an understanding of the pros and cons of each platformSocial Media ListeningOnce you've started promoting your brand/business on social media it's important to understand what people are saying about you and how you're being perceived. We review some tools that help advertisers understand their social presenceTargeting & RetargetingWe review the different types of audiences used in digital media, such as behavioral, contextual, and demographic. We also review what retargeting is and when/how it can be usedProgrammatic AdvertisingProgrammatic Advertising is the gas that powers digital advertising platforms like Google and Facebook. We walk through what it means, the companies involved, and breakdown the process in an easy to understand wayLocation TargetingLocation Targeting, geo-fencing, proximity targeting, and more are making up a larger percent of advertiser's budgets. This course explains how that works and what options advertisers and marketers haveViewability & VerificationKnowing that an ad was seen by an actual human, and served to the right audience is a growing concern in the industry. We explain what companies can help with this and how they workPlatform DemosWe show you first hand how to setup campaigns on Google, Facebook, and other DSPs. We also show you how to monetize your own content with SSPs and other similar platformsHow to Sell DigitalOnce you've learned all about the digital advertising industry, the next thing to do is make money selling it. But selling digital is different from any other type of media and there are lots of topics that should be understood before opening your business& Much MoreWe cover dozens of digital advertising topics in 80 online lectures. Take the course on your own time and focus on the subjects most important to you and your businessReal Student Reviews5-Stars "Being an advertising agency media planner and buyer, having this hands on information helps when we face a decision to go into the digital advertising space. Your 101 and 201 was extremely informative and truly like your overviews in a very simplistic explanation. Thank you and look forward to your future courses." - Diane Tody5-Stars “The real-world examples almost makes it self-explanatory. Professionally done and author speaks with authority - i.e. he knows what he's talking about and it shows." - AJ Du Toit5-Stars “I'm in advertising sales and have been looking for a clean easy way to explain and also test my root knowledge of the programmatic ad space. It was very helpful and simple to understand which is hard to do with this topic.” - Raul BonillaWho this course is for:Students and professionals looking to promote their business, product, website, or looking to advance their career
Sections are minimized for better readability, click the section title to view the course content
2 Lectures | 03:38
Join AdCoach for more resources
3 Lectures | 23:32
Introduction and Welcome to The Course
Part 1 - The IAB, Banner Ads, Video Ads and Rich Media
Part 2 - Custom, Skins, Social Media, Audio Ads, and Search
2 Lectures | 19:04
Digital Ecosystem Part 1 - Publisher Direct, Exchanges, Networks, DSPs & ATDs
How DSPs, SSPs, Exchanges, Networks, and Publishers all work together
1 Lectures | 12:26
Buying Digital Ads - How to buy digital ads, price ranges, process, and more
1 Lectures | 07:58
Ad Targeting - Contextual, Behavioral, Demographic, Geographic, and more
0 Lectures | 00:00
Take a short quiz to test your knowledge
Take a short multiple answer quiz to test your knowledge
2 Lectures | 06:40
What is an ad server? Doubleclick, DFP, DFA, third party ad servers, etc.
Illustration of how ad servers work
1 Lectures | 03:12
Digital Advertising Reporting Overview - Impressions, Clicks, CTR, CPC, & more
1 Lectures | 04:26
Digital Advertising & Marketing 101 Review
1 Lectures | 03:15
Welcome to Digital Advertising & Marketing 201
2 Lectures | 11:19
Programmatic Advertising Explained - Intermediate Digital Marketing Skillset
RTB Explained - Intermediate Digital Marketing Skillset
3 Lectures | 19:08
Traditional Waterfalls - Advance Level Digital Marketing Skillset
Header Bidding - How publishers increase revenue from their ad inventory
Header Bidding in Mobile - Advance Level Digital Marketing Skillset - Publishers
2 Lectures | 17:05
SDKs - Mobile marketing must-haves
Mobile Trends - Understand the grow of mobile in digital marketing efforts
4 Lectures | 27:43
Ad Verification - MOAT/IAS/Double Verify and other ad-tech platforms
Bots & Fraud - Identify and prevent fraud in digital marketing and advertising
Ad Viewability - How to identify when a real human sees your ad
Ads.txt - A new way to Identify and Prevent Fraud
3 Lectures | 16:51
Types of Data Advertisers Collect - Google/Amazon/Facebook & others
Laws & Privacy Concerns Around Data
Data Management Platforms & How Advertisers Use Them
1 Lectures | 09:50
Google's EBDA & Amazon's TAM - The future of digital advertising & marketing
1 Lectures | 01:17
Digital 201 Review
1 Lectures | 01:25
Welcome to Digital Advertising & Marketing 301
3 Lectures | 20:09
Location Targeting Part 1 - How it works, IP, Wifi, & Cell Tower Targeting
Location Targeting Part 2 - GPS Targeting, + How to Find Lat/Longs on Google
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