Digital Advertising & Marketing 101: Take The Complete Guide

Learn the complexities of online advertising & marketing and increase your professional value
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  • Lectures 12
  • Length 1.5 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 7/2015 English

Course Description

UPDATE: Now 1,000 students in the first month! Thank you so much everyone, this is amazing! Here's to the next thousand!

For years now I've worked on a number of major advertisers, mainly out of NYC based ad agencies. These advertisers are both national and international brands ranging from entertainment, fashion, liquor, government agencies and more.

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 eco-system.

This course will teach you everything you need to know to get a job in advertising, run a successful campaign, grow your current business or find new ways to increase your personal value at your current job.

As always there is a 30 Day Money Back Guarantee, so you have nothing to lose and so much to gain!

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 unit, advertising partners, process, buying and more. It is perfect for anyone who is interested in advertising their business online, looking for a job in digital media planning, wondering how major brands decide to place an ad online, a student focusing on marketing and advertising, or those who are generally interested in how the ads you see online are created and served to you.

Course Subjects:

  1. Intro: What is digital advertising? (Banner ads, video ads, social media, audio, rich media, takeovers, the IAB, etc.)
  2. The Digital Ecosystem: What are the different types of digital advertising vendors? (Publishers, exchange, network, DSP, etc.)
  3. Buying the Ads: What are the different types of buying models and the advantages of each? (CPM, CPC, GRPs, etc)
  4. Ad Targeting: How does targeting work and how is the data collected? Why does one person get an ad and not another? (Cookie data, PII, registration data, IP address, DMPs)
  5. Ad Serving: How is the ad actually served to a user? (Ad servers, their purpose and how they function)
  6. Reporting: What do advertisers look for and what do they measure? (Setting KPIs and pulling/formatting reports)

What are the requirements?

  • Students don't need to know anything other than the fact that ads exist!

What am I going to get from this course?

  • A complete understanding of the different types of digital ads, how they're bought, how much they costs, how they're targeting and how to go about creating your own digital advertising campaign.
  • The ability to think strategically about where and how to place ads
  • An understanding of the complex way digital advertising companies work together

Who is the target audience?

  • Great for anyone working in advertising/sales, digital or otherwise, who wants an update on the digital space
  • Students, those looking for a job in digital advertising, business owners, anyone looking to monetize their website, or anyone interested in the process behind ads they see everyday

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Introduction

An introduction of the instructor as well as what we'll be covering in the following sections.

Watch in HD
Section 2: Introduction to Digital Ads

In Part 1 of the Introduction Section we will cover the IAB, banner ads, video ads and rich media.


In Part 2 of the Introduction Section we will cover custom takeovers and skins, social media, audio ads, and search ads.

1 question

What does the IAB stand for?

Section 3: The digital advertising ecosystem

In Part 1 we'll cover the different types of digital ad vendors, publisher direct, ad exchanges, ad networks, DSPs and SSPs, and trading desks.


Illistration of the digital ecosystem.

1 question

Quick review of media vendors.

Section 4: Buying the Ads

In this section we'll review the different ways you can buy ads, general price ranges and the process of actually reaching out to a website or digital ad partner and placing a contract to buy ads.

1 question

What is a CPM?

Section 5: Ad Targeting

In this section we'll start off by discussing digital cookies and how they are used for targeting ads. Then we'll cover the different types of targeting such as contextual, behavioral, demographic, geographic, retargeting, interest based targeting and finally how all of these are used to find your exact audience.

Section 6: Ad Serving
What is an ad server
Illustration of how ad servers work
Section 7: Reporting

In the reporting section we'll quickly cover the types of metrics that advertisers will look at when they gather reporting and what the industry benchmarks are for each metric.

Section 8: Course Review
3 questions

Quick review of some key takeaways.


In the review we'll quickly recap the topics we covered as well as discuss some publications I recommending reading on a regular basis to keep on top of industry news and trends.

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Instructor Biography

Ben Silverstein, Digital Advertising Professional & Entrepreneur in NYC

DIGITAL ADVERTISING & SOCIAL MEDIA EXPERT AND ENTREPRENEUR. Began career in the digital space managing search and email campaigns for QCI Direct, national catalog company based in Rochester, NY. Relocated to New York City for opportunities with national media agencies. Given responsibility for digital and social media campaigns for major accounts. During this time, also developed and launched a tech start-up and app, bustripping, LLC, a meta-search engine for long- distance bus travel. Total of over seven years working in digital advertising for dozens of products and brands.

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