Get a feel for our lessons with our free course! We’ll explore the two key types of digital advertising transactions: direct and programmatic buying and selling. We will look at the pros and cons of both methods and highlight why programmatic buying evolved to create efficiencies in the marketplace.
Dive into the world of ad tech. We'll cover all of the major players in the ecosystem, from ad servers to SSPs to DSPs. Then we tie it all together with a look at the life of an ad impression from start to finish.
In this course, we'll compare Google Ads vs. Google Marketing Platform (GMP), the two buying platforms used to access the Google ad ecosystem. We'll then take a deeper look at Google Ads, covering the major use cases, ad channels, targeting options, and metrics. We'll finish with how industry developments such as third-party cookie deprecation and antitrust litigation may impact Google.
YouTube is the largest video platform in the world, with users uploading more than 500 hours of content PER MINUTE! In this course, we'll dig into how ad buying works on YouTube, covering the available ad formats, key targeting options, associated metrics, and YouTube's future outlook in the ad ecosystem.
What makes an ad effective? How do you know if your advertising spend brought meaningful results and was worth it? We'll take a look at the common metrics used in digital advertising and the methodologies behind tracking and measuring success.
What exactly is the concept of "identity" in digital advertising, and how is it used in various ad targeting solutions? We'll break down the difference between deterministic and probabilistic identity, and finish with a look at how the ecosystem is rapidly evolving and the various privacy and cookieless solutions that are emerging.
In this course, we highlight different auction models and discuss ways in which buyers can optimize their ad campaigns by using a Demand Side Platform (DSP). We'll compare the features of an open exchange with other programmatic deal types and take a look at which groups can come together to make a programmatic deal.