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Course 210: Essentials of Digital Media Webinar Outline


MODULE 1

Introduction and Course Preview
  • How to Get the Most Out of Your Training
  • The World of Digital Media
  • Course Preview


MODULE 2

Ad Units and Formats
  • IAB Standard Display Ad Unit
  • Non-Rich Media Ads Units
  • Rich Media (Rising Star) Ad Units
  • High-Impact/Engagement Ad Formats
  • Video/Digital Video Rising Stars
  • Mobile/Mobile Rising Stars/Mobile Video
  • Digital Audio Ads
  • Native Ads
  • Search Ads


MODULE 3

Social Media Ads
  • Facebook
  • Twitter
  • Instagram
  • Vine
  • LinkedIn
  • Pinterest


MODULE 4

Ad Delivery, Ad Placement and Viewability
  • Ad Serving/Ad Delivery
  • Ad Serving Standards
  • Ad Placement
  • Viewability and Placement
  • Scheduling and Delivery
  • Terms & Conditions


MODULE 5

Programmatic Media
  • Programmatic Ecosystem
  • Ad Delivery Process
  • Open Auction/RTB
  • Programmatic Definitions
  • Understanding Ad Inventory


MODULE 6

Data and Audience Targeting
  • Data in the Advertising Ecosystem
  • Sources of Data
  • Mobile Data
  • Data Collection
  • Data Management Platforms
  • Targeting Types/Categories
  • Re-Targeting Types/Best Practices
  • Privacy & Compliance


MODULE 7

Measurement Terminology
  • Measurement Terminology
  • What Happens After the Ad is Served
  • Perspective on Clicks and CTRs
  • Evaluation and Optimizing Online Advertising


MODULE 8

Review and Wrap-Up
  • Course Review
  • Study Topics and Questions
  • Academy of Digital Media Resources


MODULE 9

Update: Ad Units and Formats
  • What Happened: Why the Update
  • Moving from Old to New Ad Standards: The IAB’s New Ad Portfolio
  • LEAN Principles and Guidelines for LEAN Ad Experiences
  • New Ad Portfolio Formats and Unit Standards
  • De-Listed Ad Formats
  • New Standards for Native Ads
  • Guidance for New Media Experiences and Advertising Innovation
  • HTML5 Overview
  • Expectations