Intro to Digital Media and Display Advertising

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Technology is changing the ways in which audiences consume media and in which advertising is bought. Across the US and around the world, digital advertising has become a key part of the marketing mix for brands. Today’s marketer needs to be ready to understand the new digital advertising landscape.

This one-day introductory course will be interactive and will include exercises, games, networking and an opportunity (at the conclusion of the course) to leverage innovative self-guided tutorials that will reinforce the learnings for the day. This course offers a comprehensive look at digital me­dia, specifically focusing on online display advertising, the display landscape, key technologies, industry terms, foundational concepts including but not limited to Ad tags, Pixels and Industry Pricing Models and Creative Sizes. It will give participants, the broadest view of the digital media landscape, introduce key industry terms and an opportunity to network with industry professionals.


  • Online Advertising Industry Overview
  • The Essentials of Online Advertising
  • Buy Side vs. Sell Side
  • The Digital landscape
  • Key Technologies
  • How Does Real Time Bidding Work?
  • Pricing Models
  • Ad Tags and Cookies
  • Ad Sizes (IAB standards)
  • Audience Targeting

1 Day - 9:30 A.M. - 3:30 P.M.

9:30 A.M. - 3:30 P.M.
Online Advertising Industry Overview

  • The history of online advertising

The Essentials of Online Advertising

  • Buy side vs. Sell side
  • The types of online advertising
    • Display, Video, Mobile, Search, Social
  • The advertising ecosystem
  • The digital landscapes
    • Agency
    • Advertiser
    • Data provider
    • Exchanges
    • Ad serving
    • Publishers
  • Navigating the key players

How Modern Display Works
Online Terminology

  • DSP - What is demand side platform?
  • RTP - How does real time bidding work?
  • Ad exchanges vs. ad networks
  • SSP - What is a sell side platform?
  • What about the data?
    • Online data providers
    • Data exchanges

Pricing & Revenue Models

  • Basic pricing models: CPM, CPC, CPA, dCPM
  • Types of ads
  • Ad units
  • Common calculations

Getting Started with Display Ads

  • Banners
    • Best practices
    • Reporting & optimization
    • Ad sizes (IAB standards)


  • The mobile advertising ecosystem
  • Major players in mobile advertising
  • Types of mobile advertising
    • SMS ads
    • Push vs. pull marketing
    • Location-based ads
    • Click-to-call
    • Mobile banner ads & apps
    • QR codes
  • Mobile advertising by the numbers
    • Ad prices
    • Click rates
    • Ad sizes


  • Video advertising landscape
  • Types of video advertising
    • Linear video ad with or without companion banner
    • Linear video interactive ad
    • Non-linear video overlay ad
    • Non-linear non-overlay invitation ad
    • In-stream: pre-, mid-, post-roll
    • In-banner video ads
  • Video advertising logistics
    • Metrics
    • factors affecting video advertising
    • Viewing video advertising

Ad Tags and Cookies

  • What is a tag?
  • Types of ads
    • Expandable ads
    • Floating
    • takeover ads
    • In-page ads
    • Companion ads

Audience Targeting

  • Where foes targeting data come from?
  • Types of targeting
    • Behavioral targeting
    • Cluster targeting
    • Segment targeting
    • Retargeting
    • Placement targeting
    • IP address
    • Geotargeting
    • Weather-trigger targeting
    • Demographic targeting
    • Daypart targeting
    • Technical targeting
    • Contextual targeting
Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches or download our customizable convince your boss letter.


    • I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.


    • I'll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.


  • I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I'll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.


Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: "Trained staff to improve results!" This is a win/win.

Instructor Bio
Elise James DeCruise

Elise James DeCruiseDirector of Platform Marketing/Training, MediaMath
Elise oversees internal and external training initiatives and program development at MediaMath. She has over 10 years of experience managing, launching, and facilitating corporate and client-facing training and certification programs in the areas of networks and exchanges, display advertising, e-commerce platforms, interactive marketing, leadership development, soft skills, systems training, and on-the-job learning.

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