Digital Advertising & Marketing 201: Today's Trends & Topics
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Digital Advertising & Marketing 201: Today's Trends & Topics

An explanation of hot topics like Programmatic Advertising, Header Bidding, Viewability, and much more.
Best Seller
4.4 (24 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.
115 students enrolled
Created by Ben Silverstein
Last updated 7/2017
English
Price: $100
30-Day Money-Back Guarantee
Includes:
  • 2 hours on-demand video
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • What is Header Bidding vs. Waterfalls and why is it important?
  • What is Viewability and how does it affect advertising buys?
  • What is Ad Verification and what companies offer that service?
  • What is Programmatic Advertising & RTB (Real Time Bidding)?
  • What does the future hold for the digital advertising space?
View Curriculum
Requirements
  • You should know the topics covered in Digital Advertising & Marketing 101
  • Topics covered in 101: Exchanges, DSPs, Ad Networks, Ad Agencies, Ad Servers, Types of digital ad units, buying models, IAB, MRC
Description

The follow up to my very popular course, Digital Advertising & Marketing 101, this course gives a more in depth explanation of the complex world of digital advertising. Using a combination of in person explanations as well as voiced over presentations and animations, I shed light on the processes that take place every day in order to deliver trillions of ads on billions of digital devices.

Topics Covered Are:

  1. Programmatic Advertising & Real Time Bidding (RTB)
  2. Waterfalls & Header Bidding
  3. Mobile - SDKs & Consumer Trends
  4. Verification/Bots/Fraud & Viewability 
  5. Data Collection & Use (+DMPs)
  6. What The Future of Digital Advertising Looks Like

Join me as I explain what programmatic advertising actually means. How Header-Bidding works, and why it's changing the digital advertising world. How mobile use is affecting advertising spending and how it continues to grow. How advertisers verify that what they're buying is what they're getting. How advertisers use data to pin-point their exact target audience. And finally, what companies like Google, Facebook, and Amazon are doing to stay relevant and grow in this ever changing landscape.

Who is the target audience?
  • Anyone who took Digital Advertising & Marketing 101 and wants to learn the next level
  • Anyone in the digital advertising or media field who wants to learn more about advertising
  • Anyone looking to expand their knowledge of the digital advertising space
Compare to Other Digital Marketing Courses
Curriculum For This Course
17 Lectures
01:46:31
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Introduction
1 Lecture 03:08

An introduction to what we will cover in this 201 course, and what you will need to know before taking it. 

Preview 03:08
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Programmatic Advertising
2 Lectures 11:19

In this lecture I explain what Programmatic actually means, and how it is different from a more traditional media buy between an advertiser and publisher. 

Preview 07:56

RTB is the heart of Programmatic Advertising. I break down what it means and give an example auction setting.

Preview 03:23
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Waterfalls & Header Bidding
3 Lectures 19:17

A Waterfall setup is the most common way publishers organize their demand sources to fill their ad inventory. I explain how it works and the pros and cons.

Traditional Waterfalls
09:09

In order to beat Google at their own game, OpenX created a "hack" called header bidding. This has since grown into a widely used product and has many advantages for both publishers and tech companies. 

Header Bidding
04:35

Header Bidding in Mobile
05:33
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Mobile - SDKs & Trends
2 Lectures 17:03
SDKs (Standard Development Kit)
06:46

Mobile Trends
10:17
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Verification & Viewability
4 Lectures 27:36
Ad Verification
07:11

Bots & Fraud
11:18

Ad Viewability
05:01

The IAB recently released a new initiative called Ads.txt. It allows publishers to identify which exchanges, networks, and DSPs are authorized to sell their inventory, allowing advertisers to easily identify non-authorized sellers who are engaging in fraudulent activity. 

Ads.txt - A new way to Identify and Prevent Fraud
04:06
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Data Collection & Use
3 Lectures 16:51

Laws & Privacy Concerns Around Data
06:45

Data Management Platforms & How Advertisers Use Them
05:09
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The Future
1 Lecture 09:50
Google's EBDA & Amazon's TAM
09:50
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Thank You!
1 Lecture 01:27
Thank You for Taking the Course!
01:27
About the Instructor
Ben Silverstein
4.5 Average rating
224 Reviews
1,816 Students
3 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.