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Digital Advertising & Marketing 101: Take The Complete Guide

Learn the complexities of online advertising & marketing and increase your professional value
4.4 (73 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
1,310 students enrolled
Last updated 7/2016
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30-Day Money-Back Guarantee
  • 1.5 hours on-demand video
  • 1 Article
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What Will I Learn?
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
View Curriculum
  • Students don't need to know anything other than the fact that ads exist!

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)
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
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Curriculum For This Course
Expand All 12 Lectures Collapse All 12 Lectures 01:17:25
2 Lectures 03:19

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

Preview 03:11

Watch in HD
Introduction to Digital Ads
2 Lectures 20:22

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

Preview 11:28

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

Introduction Part 2 - Custom, skins, social media, audio ads, and search

What does the IAB stand for?

Intro Part 1 Check Up
1 question
The digital advertising ecosystem
2 Lectures 19:04

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.

Digital Ecosystem Part 1 - Publisher direct, exchanges, networks, DSPs & ATDs

Illistration of the digital ecosystem.

How they all work together

Quick review of media vendors.

Ecosystem Check-Up
1 question
Buying the Ads
1 Lecture 12:26

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.

Buying Digital Ads - How to buy ads, general price ranges, process and more

What is a CPM?

Buying Check-In
1 question
Ad Targeting
1 Lecture 07:58

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.

Ad Targeting - Contextual, behavioral, demographic, geographic & more
Ad Serving
2 Lectures 06:40
What is an ad server

1 Lecture 03:12

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.

Reporting Overview
Course Review
1 Lecture 04:26

Quick review of some key takeaways.

Course Recap
3 questions

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.

Final course review and Thank You!
About the Instructor
4.4 Average rating
73 Reviews
1,311 Students
2 Courses
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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