Essentials of Digital Media Outline


  • How to Get the Most Out of Your Training
  • How Advertising Works in the Digital World

Digital Media Ecosystem

  • Digital Media Ecosystem Overview
  • Key Components Within the Digital Ecosystem
    • Content Websites, Content/Product Aggregators
    • Mobile Sites, Apps
    • Ad Inventory Aggregators/Ad Networks
    • Search (SEO, SEM)
    • Social Media and Social Networks
    • Programmatic Media and Data
    • Native Ads, Content Marketing
    • Walled Gardens
    • Paid-Owned-Earned Media
    • Different Views of the Ecosystem

Ad Units and Formats

  • Ad Units and Formats Overview
  • New IAB Portfolio
  • IAB Lean Ads
  • Flexible Ad Sizes
  • Changes to the Ad Portfolio and LEAN Guidance
  • Transition from Fixed to Flex Ads
  • Guidance for LEAN Ad Experience
  • Delisted IAB Ad Formats
  • Creative Formats (Non-Rich Media and Rich Media)
  • Rich Media Terminology
  • Video Ad Types and Formats
  • Mobile Ads
  • Native Ad Formats
  • Audio Ads
  • Dynamic Ad Creative, Ad Versioning
  • Finding Creative
  • References

Ad Delivery and Programmatic Media

  • Ad Serving, 1st and 3rd Party Ad Servers
  • Dynamic Ad Delivery
  • Ad Delivery Terminology
  • Ad Delivery Process
  • Discrepancies in Ad Delivery
  • Inventory Sources
  • Video and Audio Ad Serving (VAST, DAAST)
  • Programmatic Media Ecosystem
  • Open Auctions and RTB
  • Programmatic Inventory Sources
  • Ad Verification
  • IAB’s Terms and Conditions

Ad Placement, Viewability and Ad Fraud

  • Ad Placements Above- and Below-the-Fold
  • Viewable Ad Impressions
  • Viewability and Placement
  • What Ad Impressions Get Measured for Viewability
  • Viewability’s Complexity
  • What Causes Non-Viewable Ads
  • Impact of Viewability on Rates, Currency
  • Ad Fraud, Causes and Impact
  • Ad Fraud Definitions

Data and Audience Targeting

  • Data Being Collected
  • Data in the Advertising Ecosystem
  • Sources of Data
  • IAB’s Data Lexicon
  • Tools for Collecting Data
  • Mobile Cookies and Device IDS
  • Tools that Show Tracking and Data
  • Targeting Overview
  • Targeting Types/Categories
  • Mobile and Geographic Targeting
  • Audience Targeting
  • Ad Choices
  • Re-Targeting
  • Trade-Offs with Targeting
  • Privacy and Compliance

Measurement Terminology and Ad Metrics

  • Clicks, Click-throughs, CTRs, Interaction Rates
  • Dwell Rates & Expansion Rates
  • Video Completion, Video Metrics and Glossary
  • Benchmark Data
  • View-Throughs, View-Through Considerations
  • Attribution, Models and Scenarios
  • Mobile Measurement
  • Performance Metrics
  • Conversions/Conversion Rates
  • Frequency & Share of Voice
  • Key Performance Indicators (KPIs)

Applying Metrics to Campaign Performance

  • Ad Impressions – Digital Media’s Currency
  • What Impacts Performance
  • Campaign Performance Depends on Objectives
  • Campaign Performance Measurement
  • Pricing Models
  • Perspectives on Clicks and CTRs
  • Evaluating and Optimizing Online Advertising
  • Media Calculations

Review & Wrap-Up

  • Transformation of the Web and Digital Marketing
  • Staying Informed
  • Academy of Digital Media Resources