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Digital Advertising & Marketing 101: Take The Complete Guide

Ben Silverstein, Digital Advertising Expert

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12 Videos (1h 18m)
    • Digital Advertising & Marketing 101 - Preview

      1:06
    • Welcome to Digital Advertising & Marketing 101

      2:20
    • Introduction Part 1 - The IAB, banner ads, video ads and rich media

      11:28
    • Introduction Part 2 - Custom, skins, social media, audio ads, and search

      8:53
    • Digital Ecosystem Part 1 - Publisher direct, exchanges, networks, DSPs & ATDs

      11:43
    • How they all work together

      7:21
    • Buying Digital Ads - How to buy ads, general price ranges, process and more

      12:26
    • Ad Targeting - Contextual, behavioral, demographic, geographic & more

      7:58
    • What is an Ad Server

      3:11
    • Illustration of how ad servers work

      3:28
    • Reporting Overview

      3:12
    • Final course review and Thank You!

      4:26

About This Class

For 10 years now I've worked in the digital advertising space, splitting time between small business and on major advertisers, mainly out of NYC based ad agencies. These advertisers are both national and international brands ranging from entertainment, fashion, liquor, government agencies and more.

To successfully create and manage digital advertising campaigns on that scale you need to understand not just the basic advertising principles you learn in school, but fully understand the ever changing digital advertising eco-system.

This course will teach you everything you need to know to get a job in advertising, run a successful campaign, grow your current business or find new ways to increase your personal value at your current job.

 

Overview: This course is designed as an introduction to the world of digital and online advertising. In it we'll cover all the different types of digital ad units, advertising partners, process, buying, and more. It is perfect for anyone who is interested in advertising their business online, looking for a job in digital media planning, wondering how major brands decide to place an ad online, a student focusing on marketing and advertising, or those who are generally interested in how the ads you see online are created and served to you.

Course Subjects:

  • Intro: What is digital advertising? (Banner ads, video ads, social media, audio, rich media, takeovers, the IAB, etc.)
  • The Digital Ecosystem: What are the different types of digital advertising vendors? (Publishers, exchange, network, DSP, etc.)
  • Buying the Ads: What are the different types of buying models and the advantages of each? (CPM, CPC, GRPs, etc)
  • Ad Targeting: How does targeting work and how is the data collected? Why does one person get an ad and not another? (Cookie data, PII, registration data, IP address, DMPs)
  • Ad Serving: How is the ad actually served to a user? (Ad servers, their purpose and how they function)
  • Reporting: What do advertisers look for and what do they measure? (Setting KPIs and pulling/formatting reports)

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Ben Silverstein

Digital Advertising Expert

DIGITAL ADVERTISING & SOCIAL MEDIA EXPERT AND ENTREPRENEUR. Began career in the digital space managing search and email campaigns for QCI Direct, national catalog company based in Rochester, NY. Relocated to New York City for opportunities with national media agencies. Given responsibility for digital and social media campaigns for major accounts. During this time, also developed and launched a tech start-up and app, bustripping, LLC, a meta-search engine for long- distance bus travel. Total ...

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