Digital Marketing & Advertising Masterclass – 87+ Lectures

Digital Marketing & Advertising Masterclass – 87+ Lectures, available at $74.99, has an average rating of 4.46, with 88 lectures, 1 quizzes, based on 325 reviews, and has 24201 subscribers.

You will learn about Understanding the Digital Ecosystem: Gain a comprehensive understanding of the digital landscape by exploring the roles and functions of key players The ability to think strategically about where and how to place ads Introduction to Digital Companies: Learn tech companies including publishers, exchanges, SSPs, DSPs, and Agency Trading Desks. Leveraging Social Media for Advertising: Learn how to harness the power of social media for advertising purposes, recognizing that each platform is unique Social Media Listening Skills: Develop the ability to monitor and analyze brand perception on social media through various tools Understand how retargeting works, and how advertisers serve you a message Audience Targeting and Retargeting: Explore different audience types, such as behavioral, contextual, and demographic, and retargeting strategies Demystifying Programmatic Advertising: Insights into programmatic advertising, its significance in digital platforms, and a simplified breakdown of the process Location-Based Targeting: Master location-based advertising techniques, including geo-fencing and proximity targeting, and discover all the options available Viewability and Verification: Understand the importance of ensuring ads reach real audiences and explore the companies and technologies that facilitate this Platform Demos: Acquire hands-on skills in setting up campaigns on platforms like Google and Facebook, as well as monetizing content through SSPs Selling Digital Advertising: Learn the nuances of selling digital advertising, recognizing the unique challenges and strategies involved in this field. Comprehensive Digital Advertising Education: Explore a wide range of digital advertising topics covered in 80 online lectures Personalized Learning Experience: This online course enables you to tailor your learning experience to suit your business needs. Digital vs. Traditional Media: Understand the fundamental differences between digital advertising and traditional media, highlighting the advantages of each This course is ideal for individuals who are Students and professionals looking to promote their business, product, website, or looking to advance their career It is particularly useful for Students and professionals looking to promote their business, product, website, or looking to advance their career.

Enroll now: Digital Marketing & Advertising Masterclass – 87+ Lectures

Summary

Title: Digital Marketing & Advertising Masterclass – 87+ Lectures

Price: $74.99

Average Rating: 4.46

Number of Lectures: 88

Number of Quizzes: 1

Number of Published Lectures: 88

Number of Published Quizzes: 1

Number of Curriculum Items: 90

Number of Published Curriculum Objects: 90

Original Price: $199.99

Quality Status: approved

Status: Live

What You Will Learn

Understanding the Digital Ecosystem: Gain a comprehensive understanding of the digital landscape by exploring the roles and functions of key players
The ability to think strategically about where and how to place ads
Introduction to Digital Companies: Learn tech companies including publishers, exchanges, SSPs, DSPs, and Agency Trading Desks.
Leveraging Social Media for Advertising: Learn how to harness the power of social media for advertising purposes, recognizing that each platform is unique
Social Media Listening Skills: Develop the ability to monitor and analyze brand perception on social media through various tools
Understand how retargeting works, and how advertisers serve you a message
Audience Targeting and Retargeting: Explore different audience types, such as behavioral, contextual, and demographic, and retargeting strategies
Demystifying Programmatic Advertising: Insights into programmatic advertising, its significance in digital platforms, and a simplified breakdown of the process
Location-Based Targeting: Master location-based advertising techniques, including geo-fencing and proximity targeting, and discover all the options available
Viewability and Verification: Understand the importance of ensuring ads reach real audiences and explore the companies and technologies that facilitate this
Platform Demos: Acquire hands-on skills in setting up campaigns on platforms like Google and Facebook, as well as monetizing content through SSPs
Selling Digital Advertising: Learn the nuances of selling digital advertising, recognizing the unique challenges and strategies involved in this field.
Comprehensive Digital Advertising Education: Explore a wide range of digital advertising topics covered in 80 online lectures
Personalized Learning Experience: This online course enables you to tailor your learning experience to suit your business needs.
Digital vs. Traditional Media: Understand the fundamental differences between digital advertising and traditional media, highlighting the advantages of each

Who Should Attend

Students and professionals looking to promote their business, product, website, or looking to advance their career

Target Audiences

Students and professionals looking to promote their business, product, website, or looking to advance their career

The digital marketing industry is worth over $200 Billion and growing every year. If you’re getting started in your career, growing your business, or looking to expand your knowledge, this is the course for you.

In 12+ hours of online content we take you through everything you need to know about the digital advertising industry. Starting with Digital 101 you are introduced to the basics of what digital is and eventually work through a 201 and 301 level class. After that you are introduced to Programmatic Advertising, and finally we end with a section dedicated to How to Sell Digital.

Discover the art and science of digital marketing in our comprehensive “Digital Marketing Masterclass.” Dive into a world of strategies, techniques, and insights to propel your online presence and achieve remarkable results. Join us to explore the vast landscape of digital marketing and unleash your potential in the digital age. Enroll now to embark on your journey to success!

Meet Your Instructor:

Ben Silverstein is a New York City based, award winning digital media professional with over a decade of experience working in the digital space. He’s managed hundreds of millions of dollars for local, national, and international brands including Six Flags Amusement Parks, Giorgio Armani, Cafe de Columbia, William Grant & Sons, and the FDA Real Cost which won a 2015 gold Effie in the Disease Awareness and Education category. When he’s not teaching, Silverstein works full time in the mobile advertising space, and is a consultant for the IAB’s Learning & Development and certification group.

Course Subjects Include:

Digital Ecosystem
- Review all the companies involved in the digital space and what they do. Using a whiteboard I break down publishers, exchanges, SSPs, DSPs, and Agency Trading Desks and how they all work together
Social Media
- Get introduced to social media and how it can be leveraged for advertisers. Not all social media channels are the same and properly selling it requires an understanding of the pros and cons of each platform
Social Media Listening
- Once you’ve started promoting your brand/business on social media it’s important to understand what people are saying about you and how you’re being perceived. We review some tools that help advertisers understand their social presence
Targeting & Retargeting
- We review the different types of audiences used in digital media, such as behavioral, contextual, and demographic. We also review what retargeting is and when/how it can be used
Programmatic Advertising
- Programmatic Advertising is the gas that powers digital advertising platforms like Google and Facebook. We walk through what it means, the companies involved, and breakdown the process in an easy to understand way
Location Targeting
- Location Targeting, geo-fencing, proximity targeting, and more are making up a larger percent of advertiser’s budgets. This course explains how that works and what options advertisers and marketers have
Viewability & Verification
- Knowing that an ad was seen by an actual human, and served to the right audience is a growing concern in the industry. We explain what companies can help with this and how they work
Platform Demos
- We show you first hand how to setup campaigns on Google, Facebook, and other DSPs. We also show you how to monetize your own content with SSPs and other similar platforms
How to Sell Digital
- Once you’ve learned all about the digital advertising industry, the next thing to do is make money selling it. But selling digital is different from any other type of media and there are lots of topics that should be understood before opening your business
& Much More
- We cover dozens of digital advertising topics in 80 online lectures. Take the course on your own time and focus on the subjects most important to you and your business

Real Student Reviews

5-Stars“Being an advertising agency media planner and buyer, having this hands on information helps when we face a decision to go into the digital advertising space. Your 101 and 201 was extremely informative and truly like your overviews in a very simplistic explanation. Thank you and look forward to your future courses.”– Diane Tody

5-Stars“The real-world examples almost makes it self-explanatory. Professionally done and author speaks with authority – i.e. he knows what he’s talking about and it shows.”– AJ Du Toit

5-Stars“I’m in advertising sales and have been looking for a clean easy way to explain and also test my root knowledge of the programmatic ad space. It was very helpful and simple to understand which is hard to do with this topic.”– Raul Bonilla

Course Curriculum

Chapter 1: Welcome to the Digital Advertising & Marketing Masterclass

Lecture 1: Introduction

Lecture 2: Join AdCoach for more resources

Chapter 2: Digital Advertising & Marketing 101

Lecture 1: Introduction and Welcome to The Course

Lecture 2: Part 1 – The IAB, Banner Ads, Video Ads and Rich Media

Lecture 3: Part 2 – Custom, Skins, Social Media, Audio Ads, and Search

Chapter 3: The Digital Advertising Ecosystem

Lecture 1: Digital Ecosystem Part 1 – Publisher Direct, Exchanges, Networks, DSPs & ATDs

Lecture 2: How DSPs, SSPs, Exchanges, Networks, and Publishers all work together

Chapter 4: Buying the Ads

Lecture 1: Buying Digital Ads – How to buy digital ads, price ranges, process, and more

Chapter 5: Ad Targeting

Lecture 1: Ad Targeting – Contextual, Behavioral, Demographic, Geographic, and more

Chapter 6: Take a short quiz to test your knowledge

Chapter 7: Ad Serving

Lecture 1: What is an ad server? Doubleclick, DFP, DFA, third party ad servers, etc.

Lecture 2: Illustration of how ad servers work

Chapter 8: Reporting

Lecture 1: Digital Advertising Reporting Overview – Impressions, Clicks, CTR, CPC, & more

Chapter 9: Digital Advertising & Marketing 101 Review

Lecture 1: Digital Advertising & Marketing 101 Review

Chapter 10: Digital Advertising & Marketing 201

Lecture 1: Welcome to Digital Advertising & Marketing 201

Chapter 11: Programmatic Advertising – Real Time Bidding and the automated buying process

Lecture 1: Programmatic Advertising Explained – Intermediate Digital Marketing Skillset

Lecture 2: RTB Explained – Intermediate Digital Marketing Skillset

Chapter 12: Waterfalls & Header Bidding – What they are & how they are changing advertising

Lecture 1: Traditional Waterfalls – Advance Level Digital Marketing Skillset

Lecture 2: Header Bidding – How publishers increase revenue from their ad inventory

Lecture 3: Header Bidding in Mobile – Advance Level Digital Marketing Skillset – Publishers

Chapter 13: Mobile – SDKs & Trends: Mobile Marketing is big business. Learn how it works

Lecture 1: SDKs – Mobile marketing must-haves

Lecture 2: Mobile Trends – Understand the grow of mobile in digital marketing efforts

Chapter 14: Verification & Viewability

Lecture 1: Ad Verification – MOAT/IAS/Double Verify and other ad-tech platforms

Lecture 2: Bots & Fraud – Identify and prevent fraud in digital marketing and advertising

Lecture 3: Ad Viewability – How to identify when a real human sees your ad

Lecture 4: Ads.txt – A new way to Identify and Prevent Fraud

Chapter 15: Data Collection & Use

Lecture 1: Types of Data Advertisers Collect – Google/Amazon/Facebook & others

Lecture 2: Laws & Privacy Concerns Around Data

Lecture 3: Data Management Platforms & How Advertisers Use Them

Chapter 16: The Future

Lecture 1: Google's EBDA & Amazon's TAM – The future of digital advertising & marketing

Chapter 17: Digital 201 Review

Lecture 1: Digital 201 Review

Chapter 18: Digital Advertising & Marketing 301

Lecture 1: Welcome to Digital Advertising & Marketing 301

Chapter 19: Location Targeting – IP, Wifi, Cell Tower, GPS and how to detect fraudulent data

Lecture 1: Location Targeting Part 1 – How it works, IP, Wifi, & Cell Tower Targeting

Lecture 2: Location Targeting Part 2 – GPS Targeting, + How to Find Lat/Longs on Google

Lecture 3: Location Targeting Part 3 – Location Tech Companies & Fraud Detection/Prevention

Chapter 20: Beacons – Beacon Target in Digital Marketing, Super Targeted Location Data

Lecture 1: Beacons – Beacon Target in Digital Marketing, Super Targeted Location Data

Chapter 21: Retargeting – Retargeting in Digital Marketing & Live Examples

Lecture 1: Retargeting – How Advertisers run Digital Retargeting Advertising Campaigns

Chapter 22: Bid Requests & CPM Breakdown

Lecture 1: Bid Request/Bid Response – The RTB buying process explained

Lecture 2: Cost Break Down – How is a Final CPM Calculated

Chapter 23: Research – Publisher, Competitor Spend, Trends, and Social Media Listening

Lecture 1: Research: Introduction & Publisher Research, Comscore, Quantcast, Kantar & more

Lecture 2: Research: Competitor & Spend information, find where competitors are spending

Lecture 3: Research: Trends, eMarketer, Google Keywords, AdWeek/AdAge/Digiday

Chapter 24: Platform Demos: Running Facebook Ads, DSP Use, SSP Use & more

Lecture 1: Setting a Facebook Brand Page to use for Facebook Ad Campaign

Lecture 2: Social Media Marketing: Creating a paid Facebook Advertising Campaign

Lecture 3: DSP Demo Part 1 – Setting up a campaign in a Demand Side Platform

Lecture 4: DSP Demo Part 2 – Uploading Creative & Custom Audiences

Lecture 5: SSP Demo Part 1 – How to work with an SSP and Getting Setup

Lecture 6: SSP Demo Part 2 – Setting up a Mediation Group in Google's AdMob

Lecture 7: Mobile Banner Ad Best Practices – A Quick Guide from AdMob

Chapter 25: Contract Negotiations – Who's Involved in the Process and T&Cs

Lecture 1: Contract Negotiations – How to Review and Execute a digital media IO

Chapter 26: AdBlocking – This history of AdBlocking, Trends, and Industry Response

Lecture 1: AdBlocking – This history of AdBlocking, Trends, and Industry Response

Chapter 27: Social Listening

Lecture 1: Social Listening Part 1 – How to find out what people say about your brand

Lecture 2: Social Listening Part 2 – Post-Campaign Results & Social Media War Rooms

Chapter 28: Interviews with Industry Experts

Lecture 1: Interview Setup – What to expect from our industry experts

Lecture 2: Kat Earls – Industry Insights Lead at Google / Former Head of Strategy JWT-SF

Chapter 29: Introduction to Programmatic Advertising

Lecture 1: Welcome to Programmatic Advertising – Digital Marketing in Today's World

Lecture 2: High level, what is programmatic advertising and what are the advantages?

Chapter 30: Digital Marketing Introduction – Programmatic Advertising

Lecture 1: Digital Marketing Introduction – Qualifying Media and Ad Standards

Lecture 2: How it Works – A walkthrough of the programmatic process

Lecture 3: The Programmatic Process In Action – Walking Through the Process

Lecture 4: Data Enhanced Ad Buys – Using DMPs to Make More Informed Buying Decisions

Chapter 31: Programmatic vs. RTB – Defining RTB and Programmatic

Lecture 1: Programmatic vs. RTB – They are not one in the same, so what are they?

Lecture 2: Reporting – Go beyond Impressions and Clicks and Discover Response, Win, & Fill

Lecture 3: Setting Pricing in a Programmatic Environment

Chapter 32: Auctions – Waterfalls, Header Bidding, and all about Programmatic Auctions

Lecture 1: Auctions – An Introduction to First & Second Price Auctions in Digital Marketing

Lecture 2: Waterfalls – Passing bid requests to additional demand sources

Lecture 3: Review Header Bidding & Waterfalls

Chapter 33: Programmatic Advertising Review

Instructors

Ben Silverstein
Digital Advertising Professional & Entrepreneur in NYC

Rating Distribution

1 stars: 6 votes
2 stars: 3 votes
3 stars: 34 votes
4 stars: 98 votes
5 stars: 184 votes

Frequently Asked Questions

How long do I have access to the course materials?

You can view and review the lecture materials indefinitely, like an on-demand channel.

Can I take my courses with me wherever I go?

Definitely! If you have an internet connection, courses on Udemy are available on any device at any time. If you don’t have an internet connection, some instructors also let their students download course lectures. That’s up to the instructor though, so make sure you get on their good side!

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