Digital Advertising Marketing 201

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Tags: Digital Marketing , Advertising Strategy

Advanced Digital Marketing Course | Header Bidding, Fraud/Viewability, Big Data, Programmatic, Mobile Advertising & more

Last updated 2022-01-10 | 4.3

- What is Header Bidding vs. Waterfalls and why is it important?
- What is Viewability and how does it affect advertising buys?
- What is Ad Verification and what companies offer that service?

What you'll learn

What is Header Bidding vs. Waterfalls and why is it important?
What is Viewability and how does it affect advertising buys?
What is Ad Verification and what companies offer that service?
What is Programmatic Advertising & RTB (Real Time Bidding)?
What does the future hold for the digital advertising space?
Learn from an industry expert
Analyze trends and news
Join students in over 120 countries
Learn about an industry on track to be worth over $330B a year by 2021
Expand your knowledge to an intermediate - advanced level
Make smarter decisions about your digital advertising efforts
Advance your career with a deeper understanding of the digital advertising industry

* Requirements

* You should know the topics covered in Digital Advertising & Marketing 101
* Topics covered in 101: Exchanges
* DSPs
* Ad Networks
* Ad Agencies
* Ad Servers
* Types of digital ad units
* buying models
* IAB
* MRC
* A basic to intermediate understanding of digital marketing
* Be able to differentiate between paid advertising
* regular press
* and word of mouth marketing

Description

  • What is Header Bidding vs. Waterfalls and why is it important?
  • What is Viewability and how does it affect advertising buys?
  • What is Ad Verification and what companies offer that service?
  • What is Programmatic Advertising & RTB (Real Time Bidding)?
  • What does the future hold for the digital advertising space?
  • Learn from an industry expert
  • Analyze trends and news
  • Join students in over 120 countries
  • Learn about an industry on track to be worth over $330B a year by 2021
  • Expand your knowledge to an intermediate - advanced level
  • Make smarter decisions about your digital advertising efforts
  • Advance your career with a deeper understanding of the digital advertising industry

Course content

8 sections • 21 lectures

Introduction 1 lectures

Introduction Preview 03:08

An introduction to what we will cover in this 201 course, and what you will need to know before taking it. 

Programmatic Advertising - Real Time Bidding and the automated buying process 2 lectures

Programmatic Advertising Explained - Intermediate Digital Marketing Skillset Preview 07:56

In this lecture I explain what Programmatic actually means, and how it is different from a more traditional media buy between an advertiser and publisher. 

RTB (Real Time Bidding) Explained - Intermediate Digital Marketing Skillset Preview 03:23

RTB is the heart of Programmatic Advertising. I break down what it means and give an example auction setting.

Waterfalls & Header Bidding - What they are & how they are changing advertising 5 lectures

Traditional Waterfalls - Advance Level Digital Marketing Skillset Preview 09:09

A Waterfall setup is the most common way publishers organize their demand sources to fill their ad inventory. I explain how it works and the pros and cons.

Header Bidding - How publishers increase revenue from their ad inventory Preview 04:35

In order to beat Google at their own game, OpenX created a "hack" called header bidding. This has since grown into a widely used product and has many advantages for both publishers and tech companies. 

Header Bidding in Mobile - Advance Level Digital Marketing Skillset - Publishers Preview 05:33

Take a short quiz to test your knowledge

Take a short quiz to test your knowledge

Find a header bidding solution

Find a header bidding technology that could work for your needs as a publisher.

Mobile - SDKs & Trends: Mobile Marketing is big business. Learn how it works 3 lectures

SDKs (Standard Development Kit) - Mobile marketing must-haves Preview 06:46

Mobile Trends - Understand the grow of mobile in digital marketing efforts Preview 10:17

Find useful SDKs for a new app you've just built

There are plenty of free SDKs that can be useful for your app. You need to find at least four and explain why you want to install them in your new app.

Verification & Viewability 4 lectures

Ad Verification - MOAT/IAS/Double Verify and other ad-tech platforms Preview 07:11

Bots & Fraud - Identify and prevent fraud in digital marketing and advertising Preview 11:18

Ad Viewability - How to identify when a real human sees your ad Preview 05:01

Ads.txt - A new way to Identify and Prevent Fraud Preview 04:06

The IAB recently released a new initiative called Ads.txt. It allows publishers to identify which exchanges, networks, and DSPs are authorized to sell their inventory, allowing advertisers to easily identify non-authorized sellers who are engaging in fraudulent activity. 

Data Collection & Use 3 lectures

Types of Data Advertisers Collect - Google/Amazon/Facebook & others Preview 04:57

Laws & Privacy Concerns Around Data Preview 06:45

Data Management Platforms & How Advertisers Use Them Preview 05:09

The Future 1 lectures

Google's EBDA & Amazon's TAM - The future of digital advertising & marketing Preview 09:50

Thank You! 2 lectures

Thank You for Taking the Course! Preview 01:27

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