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:
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.
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.
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.
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.
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.
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.