To be successful in today’s digital advertising industry you need to keep up with new products, trends, and companies. But without on the job training, this can be difficult. In this course, I explain important topics and how it applies to major brands and businesses.

I also review companies that specialize in these products. I don’t just explain location targeting or how retargeting works, but I show you the companies that specialize in those products so you have a clearer picture of the space.

If you work in advertising, media, digital, or any combination of those then this course is for you. Go beyond asking for geo-targeted media and learn the difference between the types of targeting available to make a more informed buy. Don’t just know the difference between a DSP and SSP, see a real-life example of how to set up a campaign in these platforms.

Need to negotiate a contract? I walk through the process, parties involved, and give advice on how to handle it. Worried about Ad Blocking? I explain how it works and how the industry has responded.

I even include interviews with industry experts from major companies like Google. These experts have decades of experience and work for some of the largest and most popular companies in the world. They share insights and knowledge about the space that can only come from someone who’s currently working in a senior management position.

Course subjects:

• Location Targeting: IP, Wifi, GPS. What’s the difference between these types of targeting and how do they work on Desktop and Mobile?
• Beacons: What is Beacon technology, how is it different from GPS, and best practices.
• Retargeting: We’ve all seen a retargeting ad campaign, but how does it work?
• Bid Requests: Part of the RTB (Real-Time Bidding) process, of course, requires someone to bid. But how does that work and what exactly are they bidding on?
• Research: Research is how you can decide what to say, where to say it, and sell through your ideas. We review helpful tools and show you how the pros do it.
• Platform Demos: You’ve heard of these platforms, and you may even understand what they do. But have you ever used them? We see how to set up real-life campaigns in three major ad-tech platforms. (Supply Side Platform (SSP), Demand Side Platform (DSP), Facebook Power Editor)
• Contract Negotiations: Once you’ve decided where you want to run an ad campaign, you need to buy the media. But large budgets will give you the ability to negotiate things like pricing and flights. We review the process and the parties involved.
• Ad Blocking: Ad Blocking is a HUGE issue in the industry. We review how it works, ad-blocking companies, and the industry’s response.
• Social Listening: How do companies know what people are saying about you? Social listening. But this is so much more than just doing a Facebook or Twitter search. I do a demo of a real Social Listening platform.
• Interviews with industry experts (Google/JWT)