Academy of Digital Media Free App, Tools, Resources
The ACADEMY of DIGITAL MEDIA has long been the source for accurate and up-to-date information and helpful tools for the rapidly and ever changing world of online advertising and marketing. Use our mobile app, ROAS Calculator, Recommended Reading List, and Glossary to help boost your career. Read our FAQ to answer most often-asked questions. Download a course evaluation form to help us better train you and your peers in the future. Also, if you need further information, join our mailing list to receive important course and industry news updates.


Academy of Digital Media mobile appFrom your smartphone or tablet, download from the Apple Store, or get it on  Google Play! Search for “Academy of Digital Media.” In the app you’ll find our:
  • Glossary
  • Impressions Calculator
  • CPM Calculator
  • Media Cost Calculator
  • CTR Calculator
  • ROAS Calculator
  • Reverse ROAS Calculator
  • Courses Info & Registration and more

ACADEMY of DIGITAL MEDIA Intelligent Return on Ad Spend (ROAS) Calculator™

Academy of Digital Media ROAS CalculatorStay on top of your advertising’s Return On Investment with the Academy of Digital Media handy Intelligent Return On Ad Spend (ROAS) Calculator. The calculator is actually 3 calculators in 1:
  • ROAS Calculator: Run two scenarios against each other.
  • Reverse ROAS Calculator: Compute backward from the actual number of conversions generated.
  • Media Buying Calculator: Quickly determine Campaign Impressions, Total CPM, Total Media Cost and Effective CPM.

Digital Advertising and Marketing Glossary

Academy of Digital Media GlossaryWe’re sure that you and your staff will find the ACADEMY Glossary extremely useful in understanding the often confusing terminology of Programmatic Media, Online Ads, Email, Newsletters, Search Engine Marketing, Search Engine Optimization, Rich Media, Mobile Marketing, Social Media, and many other relevant and important areas!

Here are some glossary examples:

Ad Exchange
A technology-based media channel or platform for buying and selling of ad inventor in a real-time auction based model or through a direct buy. Ad Exchanges are a key element of Programmatic Media. Publishers use Ad Exchanges to price (Floor Price) and post their unsold inventory (Bid Request) for buyers to bid (Bid Response) and purchase, based on the real-time auction pricing (Dynamic Pricing) or on a negotiated fixed price. Ad Exchanges benefit buyers by allowing them to bid (Real-Time Bidding or RTB) and buy specific inventory (using 1st and 3rd party data) in a transparent mode as well as set campaign frequency caps. Ad Exchanges are a popular source for retargeted inventory. There are open Ad Exchanges and private Ad Exchanges, which publishers use to limit which entities have access to their inventory. See Bid Request, Bid Response, Dynamic Pricing, RTB, Retargeting, Private Exchange, Programmatic Media, Transparency, 1st Party Data, 3rd Party Data).

Adaptive Advertising
Adaptive advertising is when marketers identify where a person is in the buying cycle and designs ad campaigns that attempt to deliver ads that specifically address the stage in the buy cycle with the right ad format, adapted to the right device and screen size. This approach means marketing strategies and advertising execution needs data to target appropriately and use dynamic creative to ensure the ad messaging reflects the person’s point the process, including other variables such as weather conditions, geographic location, time of day, changing market or pricing conditions, click behavior, and past purchase history.

Attribution/Attribution Modeling
Attribution is the process of giving credit to each media touch-point, such as viewing a series of ads or related search behavior that is responsible for driving traffic to a website and meeting other KPIs or marketing criteria for a campaign. Attribution modeling is used to determine the relative strength of each ad exposure and/or search behavior that contributed to the users’ actions or conversions as well as other criteria such as timing, and this insight is used to determine the media mix and budget allocations.

Acronym for Completely Automated Public Turing Test to Tell Computers and Humans Apart. This is a security program that can assess if a human or computer program or bot is accessing web content or a platform, by creating a task that is easy for humans, such as reading and typing in distorted alphanumeric characters, but is difficult for bots to complete. CAPTCHA options exist for visually impaired users, where the user listens to audio files and types in letters or words.

DMPs (Data Management Platforms)
DMP refers to the technologies that collect, organize and manage marketing data, including online data (cookie data), audience and behavior data (what’s clicked on, interests, demographics), mobile web/app data, as well as offline data (proprietary customer, CRM, channel data). DMPs use analytics to provide deeper understanding of audiences, find trends, and give their clients the ability to segment, classify and target audience segments by making the data more actionable.

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Digital Media Programmatic and Data Glossary

Academy of Digital Media Programmatic Media GlossaryThe Programmatic and Data Glossary is a topic-focused subset of the Academy of Digital Media’s main 900+ terms and acronym glossary. The terms and acronyms in this glossary were selected to help you gain a better understanding of the language, vocabulary, jargon and abbreviations used to describe the elements of and relationships between the components that are related to the automated buying, selling and optimization of digital advertising.

Here are some examples from the Programmatic and Data Glossary:

Refers to the part of the marketing program that generates consumer interest by allowing consumers to understand, use or experience the product or service. Activation allows brands to connect with their customer, establish their value, and accelerate the decision journey process. Brand Activation focuses on emotional connections and direct response activation focuses on generating immediate response or sales.

Ad Server/Ad Management Platform
The technology that receives the ad request and determines the appropriate ad to serve to the browser based on the inventory avails, targeting requirements and other criteria of the campaign, as specified by the insertion order (IO).  There are several types of ad servers, site side or publisher (also referred to as first party) and third-party ad servers which are used by ad agencies, advertisers, ad networks as well as mobile, video ad networks.

Automated Guaranteed Programmatic Invent
A type of non-auction inventory that is part of the direct reserved programmatic inventory, and is sold on a one-to-one (seller to buyer) basis, negotiated with a fixed price. Other terms used in are Programmatic Guaranteed, Programmatic Premium, Programmatic Direct and Programmatic Reserved. This inventory has the highest priority in the ad servers/yield management programs and requires Deal IDs to manage the ad buy between the SSP, exchange and DSP.

Bid Request
The information or specifications about the publisher’s inventory (e.g., page, floor price), submitted by the publisher to the Ad Exchange to establish rules for bidding of their inventory in a RTB transaction.

Cookie Synching
The process of synching or matching user IDs so SSPs and DSPs can identify the same browser for the purpose of re-targeting browsers through the ad exchanges.

Data Leakage
A process by which third parties (ad networks, data companies, advertisers) drop cookies on users while on a publisher’s site. This audience data is taken or leaked, or used by the third parties to reach the publisher’s audience while on other, cheaper sites. Leakage occurs by way of the third-party ad tags and can cause loss of ad revenue to the publisher.

DMP — Demand Side Platform

DSP — Demand Side Platform

RTB — Real Time Bidding

SSP — Supply Side Platform

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ACADEMY of DIGITAL MEDIA Recommended Reading List

Academy of Digital Media Recommended Reading ListFor professional enhancement, the ACADEMY has gathered a current, topical recommended list of publications and books. Categories include:
  • General Advertising, Marketing, Creative
  • Sales Skills, Sales Management
  • Presentations and Presentation Skills
  • Story Telling
  • Innovation, Change, Business Strategy
  • Data and Analytics
  • Social Media
  • Marketing, Strategy, Persuasion
  • Culture, Life Skills, Psychology, Dealing with Change
  • Technology


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