Course curriculum

    1. Welcome to the course

    1. Introduction Part 1 - The IAB, banner ads, video ads and rich media

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

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

    2. How DSPs, SSPs, Exchanges, Networks, and publishers all work together

    1. Apple's App Tracking Transparency (ATT)

    2. Google's Announcement to Stop Sharing Cookie Data - Cookie Deprecation

    1. Buying Digital Ads - How to buy digital ads, price ranges, process and more

    1. Ad Targeting - Contextual, behavioral, demographic, geographic & more

About this course

  • $99.97
  • 13 lessons
  • 1.5 hours of video content

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 and marketing? 

    1. Display/Banner Ads 

    2. Video Ads & Pre-Roll

    3. Social Media

    4. Audio

    5. Rich Media & Takeovers

    6. The IAB, and more

  2. The Digital Ecosystem: What are the different types of digital advertising vendors? 

    1. Publishers, exchange, network, DSP, etc

  3. Buying the Ads: What are the different types of buying models and the advantages of each? 

    1. 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? (

    1. Cookie data

    2. PII 

    3. Registration Data

    4. IP address

    5. 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)


The skills you will learn in this course can be applied in any country and to any company. The digital advertising space is a global industry and professionals in the space need to have a global mindset to succeed.

What's Included:

Are you ready to learn about the world of Digital Marketing & Digital Advertising? Are you ready to learn about the hundreds of companies outside of Google and Facebook which control ads you see on your computer, phones, and tablets? Are you ready to understand the terms, pricing models, ad units, and everything else you need to succeed in the digital advertising space? Then you’re at the right place!

  • Intro: What is digital advertising and marketing

  • The Digital Ecosystem: What are the different types of digital advertising vendors?

  • Buying the Ads: What are the different types of buying models and the advantages of each

  • Ad Targeting, Ad Serving, Reporting, and more

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Meet Your Instructor

Ben Silverstein

Head Coach

I'm an award winning digital media professional with over a decade and a half of experience working in the digital space. Since 2015 my online courses have been taken by over 100,000 students around the world, with thousands of five-star reviews. You can always reach me via email, or LinkedIn. I can't wait to see you in class!

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