Are you ready to learn about the world of digital marketing and digital advertising? Are you ready to learn about the hundreds of companies outside of Google and Facebook which control ads you see on your computer, phones, and tablets?

Are you ready to understand the terms, pricing models, ad units, and everything else you need to succeed in the digital advertising space? Then you’re in the right place.

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 ecosystem.

What will you learn in this course?

• Get a job in advertising and marketing
• Run a successful campaign
• Grow your current business
• 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.

Who should take this course?

• Anyone who is interested in advertising their business online
• Looking for a job in digital media planning
• A student focusing on marketing and advertising
• Interested in how the ads you see online are created and served to you

Course subjects:

• Intro: What is digital advertising and marketing?

1. Display/Banner ads
2. Video ads and pre-roll
3. Social media
4. Audio
5. Rich media and takeovers
6. The IAB, and more

• The digital ecosystem: What are the different types of digital advertising vendors?

1. Publishers, exchange, network, DSP, etc

• Buying the Ads: What are the different types of buying models and the advantages of each?

1. 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?

1. Cookie data
2. PII
3. Registration data
4. IP address
5. 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)

The skills you will learn in this course can be applied in any country and to any company. The digital advertising space is a global industry and professionals in the space need to have a global mindset to succeed.

Cost and engagement rates may vary from country to country, but the basic skills and underlying trends carry across all regions, so no matter where you’re from or where you work, this course can help you.

According to recent trends by Statista, the digital advertising industry is on pace to be worth over $330B a year by 2021. If you’re not already learning about this industry, you will be soon. Get a jump start on your career, your co-workers, and peers by taking this introductory course.