Udemy
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
Development
Web Development Data Science Mobile Development Programming Languages Game Development Database Design & Development Software Testing Software Engineering Development Tools No-Code Development
Business
Entrepreneurship Communications Management Sales Business Strategy Operations Project Management Business Law Business Analytics & Intelligence Human Resources Industry E-Commerce Media Real Estate Other Business
Finance & Accounting
Accounting & Bookkeeping Compliance Cryptocurrency & Blockchain Economics Finance Finance Cert & Exam Prep Financial Modeling & Analysis Investing & Trading Money Management Tools Taxes Other Finance & Accounting
IT & Software
IT Certification Network & Security Hardware Operating Systems Other IT & Software
Office Productivity
Microsoft Apple Google SAP Oracle Other Office Productivity
Personal Development
Personal Transformation Personal Productivity Leadership Career Development Parenting & Relationships Happiness Esoteric Practices Religion & Spirituality Personal Brand Building Creativity Influence Self Esteem & Confidence Stress Management Memory & Study Skills Motivation Other Personal Development
Design
Web Design Graphic Design & Illustration Design Tools User Experience Design Game Design Design Thinking 3D & Animation Fashion Design Architectural Design Interior Design Other Design
Marketing
Digital Marketing Search Engine Optimization Social Media Marketing Branding Marketing Fundamentals Marketing Analytics & Automation Public Relations Advertising Video & Mobile Marketing Content Marketing Growth Hacking Affiliate Marketing Product Marketing Other Marketing
Lifestyle
Arts & Crafts Beauty & Makeup Esoteric Practices Food & Beverage Gaming Home Improvement Pet Care & Training Travel Other Lifestyle
Photography & Video
Digital Photography Photography Portrait Photography Photography Tools Commercial Photography Video Design Other Photography & Video
Health & Fitness
Fitness General Health Sports Nutrition Yoga Mental Health Dieting Self Defense Safety & First Aid Dance Meditation Other Health & Fitness
Music
Instruments Music Production Music Fundamentals Vocal Music Techniques Music Software Other Music
Teaching & Academics
Engineering Humanities Math Science Online Education Social Science Language Teacher Training Test Prep Other Teaching & Academics
AWS Certification Microsoft Certification AWS Certified Solutions Architect - Associate AWS Certified Cloud Practitioner CompTIA A+ Cisco CCNA CompTIA Security+ Amazon AWS Microsoft AZ-900
Graphic Design Photoshop Adobe Illustrator Drawing Digital Painting InDesign Character Design Canva Figure Drawing
Life Coach Training Neuro-Linguistic Programming Personal Development Personal Transformation Mindfulness Life Purpose Meditation CBT Emotional Intelligence
Web Development JavaScript React CSS Angular PHP Node.Js WordPress Vue JS
Google Flutter Android Development iOS Development React Native Swift Dart Programming Language Mobile Development Kotlin SwiftUI
Digital Marketing Google Ads (Adwords) Social Media Marketing Google Ads (AdWords) Certification Marketing Strategy Internet Marketing YouTube Marketing Email Marketing Retargeting
Microsoft Power BI SQL Tableau Business Analysis Data Modeling Business Intelligence MySQL Data Analysis Blockchain
Business Fundamentals Entrepreneurship Fundamentals Business Strategy Business Plan Startup Freelancing Online Business Blogging Home Business
Unity Game Development Fundamentals Unreal Engine C# 3D Game Development C++ 2D Game Development Unreal Engine Blueprints Blender
30-Day Money-Back Guarantee
Marketing Digital Marketing Marketing Strategy

Digital Advertising & Marketing 301: The Professional Course

Become at pro at Location Targeting, Retargeting, Programmatic/RTB Process, Contracts, Research, Ad Blocking and more
Rating: 4.6 out of 54.6 (129 ratings)
759 students
Created by Ben Silverstein
Last updated 5/2020
English
English [Auto]
30-Day Money-Back Guarantee

What you'll learn

  • Understand advanced digital marketing topics
  • Fully understand how location targeting works, GPS targeting, and beacons
  • Understand how retargeting works, and how advertisers serve you a message
  • See what a bid request looks like and the data it contains
  • Find out where to get the best research for your campaigns
  • Become a pro at contract negotiations
  • Understand how ad-blocking works, the history behind it, and how the industry is adapting
  • Run a social media marketing campaign
  • Facilitate a social listening exercise
  • Join over 7,000 students who have taken similar courses on digital marketing and digital advertising
  • Hear first hand from industry professionals what's coming up in the world of digital marketing and digital advertising

Requirements

  • Have a working knowledge of digital marketing and digital advertising
  • Complete both Digital Advertising & Marketing 101 and 201 courses
  • Know the difference between ad-tech companies like DSPs, Networks, Exchanges, and others
  • Understand the basics of programmatic advertising
  • Be aware of the different kinds of companies like agencies, publishers, tech companies, and end advertisers

Description

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 setup 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:


  1. Location Targeting: IP, Wifi, GPS. What’s the difference between these types of targeting and how do they work on Desktop and Mobile?

  2. Beacons: What is Beacon technology, how is it different from GPS, and best practices.

  3. Retargeting: We’ve all seen a retargeting ad campaign, but how does it work?

  4. 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?

  5. 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.

  6. 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 setup real-life campaigns in three major ad-tech platforms.

    1. Demand Side Platform (DSP)

    2. Supply Side Platform (SSP)

    3. Facebook Power Editor

  7. 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 parties involved.

  8. Ad Blocking: Ad Blocking is a HUGE issue in the industry. We review how it works, ad blocking companies, and the industry’s response.

  9. 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.

  10. Interviews with Industry Experts

    1. Google/JWT


------------------------------------------------

Reviews from Other Courses


Digital Advertising & Marketing 101


★★★★★ “The real-world examples almost makes it self-explanatory. Professionally done and author speaks with authority - i.e. he knows what he's talking about and it shows.” - AJ Du Toit

★★★★★ “Thought this was an excellent introduction course. Working in the industry without a huge amount of experience in this area, it was a great way to familiarize myself with topics in ongoing conversations internally and externally. Will be taking 201 to further my understanding.” - Jocleyn Armour

★★★★★ “It is advertised as a 101 course and it did exactly that and very well, touching on the building blocks of Digital Advertising and Marketing. Good job Ben.” - Jean C


Digital Advertising & Marketing 201


★★★★★ “When combined with Ben's 101 course, the two classes make for a thorough and well-organized primer on digital media today. Perfect for marketing people and agency folks (creative, account) who are not immersed in a media agency. It will give you a foundation for how digital media is structured, a clear explanation of the jargon and acronyms you'll hear bantered about, and a better understanding of the opportunities available. The 201 course goes into important detail about some of the key changes that have taken place in digital advertising recently. Ben explains the concepts clearly and succinctly. Definitely worth the time investment.” - Shawn E Fraser

★★★★★ “This course is amazing. I do affiliate marketing and always wanted to learn about programmatic advertising and this course me taught that. I completed this for an interview and the employer was really impressed by the knowledge I had. Hope there is another in-depth version of this course. Where he goes into ad platforms or ad servers and teaches the real world applications.” - Suryameet Singh

★★★★★ “Comprehensive overview...detailed!” - Kaithlean Crotty-Clark


Introduction to Programmatic Advertising


★★★★★ “I'm in advertising sales and have been looking for a clean easy way to explain and also test my root knowledge of the programmatic ad space. It was very helpful and simple to understand which is hard to do with this topic.” - Raul Bonilla


★★★★★ "Being an advertising agency media planner and buyer, having this hands on information helps when we face a decision to go into the digital advertising space. Your 101 and 201 was extremely informative and truly like your overviews in a very simplistic explanation. Thank you and look forward to your future courses." - Diane Tody


So sign-up, take notes, and let’s get started!

Who this course is for:

  • Those looking to become a true pro at digital marketing and digital advertising
  • Students looking to expand their knowledge of the digital advertising industry
  • Professionals looking to further their career in digital marketing and advertising

Course content

13 sections • 26 lectures • 4h 19m total length

  • Preview02:20

  • Preview07:54
  • Location Targeting Part 2 - GPS Targeting, + How to Find Lat/Longs on Google
    06:07
  • Location Targeting Part 3 - Location Tech Companies & Fraud Detection/Prevention
    06:08
  • Find the Lat/Long addresses of two locations
    2 questions

  • Beacons - Beacon Target in Digital Marketing, Super Targeted Location Data
    04:52
  • Sign Up for Additional Resources
    00:16

  • Preview06:22

  • Location & Retargeting Options
    4 questions

  • Bid Request/Bid Response - The RTB buying process explained
    10:31
  • Preview08:06
  • Cost Break Down Quiz
    1 question

  • Research: Introduction & Publisher Research, Comscore, Quantcast, Kantar & more
    14:01
  • Research: Competitor & Spend information, find where competitors are spending
    10:07
  • Preview13:55

  • Setting a Facebook Brand Page to use for Facebook Ad Campaign
    07:01
  • Social Media Marketing: Creating a paid Facebook Advertising Campaign
    20:33
  • DSP Demo Part 1 - Setting up a campaign in a Demand Side Platform
    20:09
  • DSP Demo Part 2 - Uploading Creative & Custom Audiences
    06:42
  • SSP Demo Part 1 - How to work with an SSP and Getting Setup
    10:19
  • SSP Demo Part 2 - Setting up a Mediation Group in Google's AdMob
    05:19
  • Mobile Banner Ad Best Practices - A Quick Guide from AdMob
    02:38

  • Contract Negotiations - How to Review and Execute a digital media IO
    14:20

  • Preview14:50

Instructor

Ben Silverstein
Digital Advertising Professional & Entrepreneur in NYC
Ben Silverstein
  • 4.4 Instructor Rating
  • 5,051 Reviews
  • 57,499 Students
  • 11 Courses

Ben Silverstein is an award winning digital media professional with over a decade of experience working in the digital space. He's managed hundreds of millions of dollars for local, national, and international brands including Six Flags Amusement Parks, Giorgio Armani, Cafe de Columbia, William Grant & Sons, and the FDA Real Cost which won a 2015 gold Effie in the Disease Awareness and Education category. When he's not teaching on Udemy, Silverstein works full time in the mobile advertising space and is a consultant for the IAB's Learning & Development and certification group.

  • Udemy for Business
  • Teach on Udemy
  • Get the app
  • About us
  • Contact us
  • Careers
  • Blog
  • Help and Support
  • Affiliate
  • Impressum Kontakt
  • Terms
  • Privacy policy
  • Cookie settings
  • Sitemap
  • Featured courses
Udemy
© 2021 Udemy, Inc.