About the course
Overview
At the start of a career in online advertising, there is a large amount of information to be processed. As a trafficker, you are expected to be able to traffic campaigns within a short space of time with limited training. It can sometimes take months until you understand all the aspects of online advertising and ad ops.
This course offers a comprehensive overview of ad ops and will cover the essentials of online advertising, processes, metrics, pricing, ad products and targeting.
This course is run in partnership with
IAB members can attend this course for $399.
Ad Operations for Beginners Trainer
Rob Graham
Rob Graham is a 20 year veteran of the digital media buying, selling and production industries, has served as the CEO of a multimedia development company; as an interactive marketing strategist; a rich media production specialist; a web analytics consultant; a corporate trainer and seminar leader and a Chief Marketing Officer.
Rob teaches at Harvard University, Emerson College and the University of Massachusetts - Lowell where he teaches classes on Digital Media Development, Web Store Creation, Software Programming, Business Strategies and Interactive Marketing Best Practices.
He is the author of "Fishing From a Barrel," a guide to using audience targeting in online advertising, and "Advertising Interactively," which explores the development and uses of rich-media-based advertising. He has been an industry columnist covering interactive marketing, digital media and audience targeting topics since 1999.
Who should attend?
Anyone working within the advertising operations field. This course is designed for advertising operations associates/traffickers who have less than a year's experience and want to understand advertising operations in more depth. This course would also benefit anyone working closely with traffickers and wanting to understand the adops processes.
How will I benefit?
You will acquire in depth understanding in ad ops. This course will provide an explanation of all the different elements of ad ops which can be overwhelming when starting in the industry. After this course, you will be able to grasp all the stages of advertising operations, from inventory management to campaign management.
What will I learn?
This training focuses on all relevant characteristics of advertising operations. The sessions will be interactive, including discussions and exercises. We will start with the essentials of online advertising, giving you an overview of the internet industry, key players and functions within ad ops. We will then focus on optimization and yield management, this session will involve exercises to make sure you understand this completely. We will complete the training by discussing ad products, rich media and targeting.
The essentials of online advertising
- Definitions
- Recent figures about the growth of online advertising
- Key players (agencies, advertisers, publishers, etc)
- Roles in ad ops
- Functions
- Adops terminology
Optimization and Yield Management
- Contract terminology
- Pricing Models (CPM/CPA/CPC)
- Inventory & Yield Management
- Discrepancy Management
- Campaign management
Contract and Implementation: How to Book a Campaign
Ad products and targeting
- Ad units
- Rich media
- Video advertising
- Mobile advertising
- Key vendors
- Types of targeting (geographic, behavioral, etc)
- Cookies
- Exercises
