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Copyright © 2016 by Interactive Advertising Bureau (IAB) All rights reserved. This document or any portion thereof may

not be reproduced or used in any manner whatsoever without the express written permission of the IAB.

Exam Prep Trainingfor the IAB Digital Media Sales Certification



Learning Objectives

Familiarize you with exam content

Help you prepare for the exam

Deepen your working knowledge



IAB Digital Media Sales Certification Credential

3

• 2 years experience selling digital media

• Can proxy 15 hours of digital media training for 1 year of work experience

Eligibility

• Sign code of ethicsEthics

• Sign NDA

• Pass exam: demonstrate minimum competence with knowledge, skills, and capabilities of selling digital media

Exam



Agenda: Exam Content

A1-8• The Digital Advertising Ecosystem

B1-7• Selling Digital Media

C1-2• Managing Digital Advertising Campaigns

D1-3• Analyzing Campaign Performance



DMSC Exam Content: Detailed Blueprint

5



Steps to Taking the Exam

Step 1:Apply to take the exam.

- Before scheduling the exam, you must first apply

- You can fill out an application here: http://www.iab.com/iab-digital-media-sales-certification-register/

- You will need the discount code from [your company] to process payment

Step 2: Receive confirmation.

- Within 2-4 days after applying, you will receive notification as to whether or not your application has been accepted

- If you have been accepted, continue to step 3 below

- If you are not accepted, contact IAB at [email protected].

Step 3: Schedule the exam.

- Once you have received confirmation, schedule the exam through a Pearson testing center

- Use the code that you received in your confirmation email

- Here is a link to the Pearson website: http://www.pearsonvue.com/iab/

Step 4: Prepare for the exam.

- Study! Read through your notes from class

- Visit the links provided throughout the training

- Read through the Study Guide, links, and the Candidate Handbook, found here: http://www.iab.com/iab-digital-media-sales-certification-study-resources/

[email protected]

http://www.iab.com/iab-digital-media-sales-certification-register/

mailto:[email protected]

http://www.pearsonvue.com/iab/

http://www.iab.com/iab-digital-media-sales-certification-study-resources/

mailto:[email protected]



For More Info: IAB website

http://www.iab.com/topics/certification/

7

http://www.iab.com/topics/certification/


not be reproduced or used in any manner whatsoever without the express written permission of the IAB.8

Testing Centers

Secure, computer-based testing labs in your local market

No personal items permitted inside

Personal whiteboard for notes

Calculator on computer

2 hours to take exam

Includes 5 minutes for NDA

100 multiple-choice questions, random order

80 scored

20 piloted





SectionA1-7

• The Digital Advertising Ecosystem

SectionB1-6

• Selling Digital Media

Section C1-3

• Managing Digital Advertising Campaigns

Section D1-3

• Analyzing Campaign Performance

B1-7

C1-2

D1-3

A1-8



Explain Traditional Marketing Models

Learning Objectives:

• Review the traditional consumer buying funnel

• Learn the new consumer decision journey

• Identify the difference between paid, owned, earned, and shared media

A1



Traditional Consumer Buying Funnel

Awareness

Consideration

Preference

Purchase



The New Consumer Decision Journey

Awareness

Consideration

Preference

Purchase

Loyalty

Advocacy



Paid, Owned & Earned Media

Source: Forrester Research, Inc. 2009

Media

Type

Definition Examples The Role Benefits Challenges

Owned

Media

Channel a

brand controls

• Website

• Mobile site

• Blog

• Twitter profile

Builds for longer

relationships with existing

potential customers and

earn media

• Control

• Cost efficiency

• Longevity

• Versatility

• Niche

audiences

• No guarantees

• Company

communication

not trusted

• Takes time to

scale

Paid

Media

Brand pays to

leverage a

channel

• Display ads

• Paid search

• Sponsorships

Shifts from a foundation

to a catalyst that feeds,

owns, and creates earned

media

• In demand

• Immediacy

• Scale

• Control

• Clutter

• Declining

response rates

• Poor credibility

Earned

Media

When

customers

become the

channel

• WOM

• Buzz

• Going viral

Listen and respond is

often the result of well-

executed, owned, AND

paid media

• Most credible

• Key role in

most sales

• Transparent

and lives on

• No control

• Can be

negative

• Scale

• Hard to

measure



Shared Media is…

• Paid

• Owned

• Earned

What is Shared Media?

14

• Combination of

the above



Exercise: Paid, Owned, Earned, & Shared




1. A marketer who is measuring the success of a campaign by the

number of coupon downloads is focusing on what stage of the

consumer decision journey?

2. The stage of the consumer decision journey where consumers first

hear about new products and services is called _____.

3. What type of media is advertising?

4. When a contest page from a pet food company’s website is shared by

a consumer on Facebook, this is a combination of what two

classifications of media?



The Benefits of Digital vs. Traditional Media

A2

(Not Yet)


• Review traditional media

• Describe advantages and disadvantages of traditional and digital media

• Incorporate traditional methods with digital advertising

• Explain the measurement and optimization possibilities with digital media

• Explain the targeting possibilities with digital media



Defining Traditional Media

18

Image Credits: Gracie Films/Say_Anything; flikr/Rolando_Pujol; Fox/The_Simpsons; dailymail.co.uk; OrthoPets.com



Advantages & Disadvantages of

Traditional & Digital Advertising

19

Digital Advertising Traditional Advertising

Cost of entry Lower average costs Higher average costs

Interactivity Two-way, reciprocal One-way, non-reciprocal

Measurability More measureable Less measureable

Optimization Easy in-campaign

tweaking

Post-campaign analysis; little

tweaking

Targetable Hyper-targeting; 1-to-1 Targeting through inference

Consumer Receptivity Websites and social media

recommendations more

trusted than traditional ads

Deemed less trustworthy by

consumers

Turnaround Times Faster production and

implementation

More lead time needed

Permanence Disseminates rapidly; fleeting More tangible; permanent

Visibility May be overlooked, small scale May be larger scale, more

disruptive



Traditional & Digital Together

Impacts all stages of the

consumer decision journey

Immediate

Trackable

Engaging

Creative ability

Targeting ability

Directs Response

Cost-effective

Drives brand awareness

Adds frequency

Reaches target audience in

another environment

Additional geo-targeting

High engagement

Additional direct response

High creativity

Continued reinforcement of

messaging

More permanence



Traditional + Mobile

21

Digital devices in consumers’ pockets, always on

Enables traditional advertising to reap interactive benefits of digital QR codes

Audio recognition

Hashtags

http://www.iab.com/insights/?topic=mobile/

http://www.iab.com/insights/?topic=mobile/




1. What are some benefits of digital vs. traditional

advertising?

2. What is a QR code?

3. What are some ways that digital and traditional

advertising can support each other?



Describe the Media Value Chain


• Define the Media Value Chain

• Identify the functions within agencies and content providers

• Demonstrate how the different elements of the value chain work together

A3



Digital Ecosystem

Brand Consumer Agency Publishers

and Portals

Buy Side Sell Side



Digital Ecosystem

25

Publishers

Portals

Buy Side Sell Side

Holding Companies

Agencies

Brands



Buy Side

26

Info on Trading Desks: http://www.adexchanger.com/Agency_Trading_White_Paper.pdf

Holding Company-Agency Relationships: http://www.digitalbuzzblog.com/wp-content/uploads/2012/07/The-Ad-Agency-Bloodline-Large.jpg

Agencies

Brands

Holding Companies

Trading Desks

http://www.adexchanger.com/Agency_Trading_White_Paper.pdf

http://www.digitalbuzzblog.com/wp-content/uploads/2012/07/The-Ad-Agency-Bloodline-Large.jpg



Functions of Digital Agencies

27

Account Team

Creative and Production

Strategy and Research

Planning and Buying

Ad Ops

The

Client

Business development for the

agency

Conceptualize and design the

creative for ad campaigns

Conducts consumer research,

provide budgetary direction

aligned with client goals

Identifies, measures, negotiates,

and buys media placements

Launches, monitors, optimizes

and reports on live campaigns

Role

Drives revenue for the agency

Delivers brand consistency

across mediums, capture

attention

Ensures media plan and creative

aligns to consumer behavior and

client goals

Delivers best value for the

advertiser, protect cost

Ensures successful execution,

protect cost, look for new

opportunities

Value



Digital Ecosystem

Publishers

Portals

Buy Side Sell Side

Holding Companies

Agencies

Brands



Distribution Models

Distributors Syndicators Aggregators

Role:

Organizes and

distributes

advertising

message(s) or

content.

“Pushes out,: or

syndicates

content to

several other

companies at

once.

A website or

software that

“pulls in,” or

aggregates

similar content/

sources to one

place.

Value:

Ability to

deliver

message to

broader

audience.

Quickly and

efficiently

delivers

message to

varied sources.

Easy to use,

efficiently

delivers

message to

similar sources.

Direct and

Indirect Ad Sales

Direct sales teams sell

directly to a buyer;

indirect sales teams sell

through a partner or

affiliate.

Direct typically provides

higher cost, more value

add. Indirect typically

provides lower cost, less

value add.

Content Inventory



Top 500 and Beyond

Le

vel

of

Web

Tra

ffic

per

ind

ivid

ual

Sit

e

Most

popular Popular Minimal Traffic

Short

Tail Mid Tail Long Tail

Individual Publishers



Content Creation & Distribution

Consumer

A person who consumes/ purchases content for personal use.

Consumer Interface

Consumer is exposed to media via the internet.

Content Distribution

Delivery of media content via the internet.

Content Packaging

Means for defining content that is readable by a variety of software.

Content CreationThe creation of digital content most commonly meant for distribution, publication, or promotional

efforts.



Digital Ecosystem

32

Brand Consumer Agency Publishers

Ad

Networks

Exchanges

DSP SSP

Research – Data Providers – Rich Media – Measurement

Buy Side Sell Side



Evolution: DSPs and SSPs

33

Publisher Agency Networks ExchangesDSP SSP

Tra

din

g D

es

k

Networks Exchanges

Networks Exchanges

Networks Exchanges

Networks Exchanges

DSP

DSP

DSP

DSP

Publisher

Publisher

Publisher

Publisher

Agency

Agency

Agency

Agency

Helpful Link: http://www.clickz.com/clickz/column/1728632/the-rise-demand-side-platform

http://www.clickz.com/clickz/column/1728632/the-rise-demand-side-platform



Helpful Links: Evolution of the Industry

Part 1:

http://www.clickz.com/clickz/column/1721924/a-brief-history-digital-ad-buying-selling

Part 2:

http://www.clickz.com/clickz/column/1725344/the-new-challenges-digital-ad-buying-selling

Part 3:






Holding Company Trade Desk Mapping

Holding Company Agency Examples Trade Desk



Digital Ecosystem

Publishers

Portals

Buy Side Sell Side

Holding Companies

Agencies

Brands



Supply Chain

37

Holding Companies

Trading Desks

DSPs

Agencies

Brands

Publishers

Portals

SSPs

Networks

Exchanges

Buy Side Sell Side

Info on Trading Desks: http://www.adexchanger.com/Agency_Trading_White_Paper.pdf

Holding Company-Agency Relationships: http://www.digitalbuzzblog.com/wp-content/uploads/2012/07/The-Ad-Agency-Bloodline-Large.jpg

http://www.adexchanger.com/Agency_Trading_White_Paper.pdf

http://www.digitalbuzzblog.com/wp-content/uploads/2012/07/The-Ad-Agency-Bloodline-Large.jpg



Quantifying campaign

performance and impact

Interactive creative

capabilities

Cookie pools for audience

targeting

Preplanning audience &

site info

38

Research – Data Providers – Rich Media – Measurement

A Quick Snapshot

38



Hot Topic: Programmatic

Image c

redit: w

ww

.gere

rasia

n.o

rg



Programmatic

Two Things to Consider:

How Price is Set

Auction-based or

Fixed

Type of Inventory

Reserved or

Unreserved&



• Automated, auction-based system for buying and selling inventory, creating a more efficient exchange of inventory.

• Ad inventory sold to highest bidder; impressions are profiled & evaluated in milliseconds during the auction process while a page loads.

• Non-guaranteed inventory, due to unpredictability of auction marketplace.

• Emphasis on audience targeting across a range of sites.

Real Time Bidding (RTB)

Helpful Link: http://www.iab.net/wiki

41

http://www.iab.net/wiki



Programmatic Constructs

42



Ho

w P

rice

is S

et

Type of Inventory

Fix

ed

Auction

Unreserved (not guaranteed) Reserved (guaranteed)

XOpen Auction…

+ Invitation-Only Auction (aka Private Marketplace)

Unreserved Fixed Rate(Better something than nothing OR

“First Look” Preferred Deals)

Automated Guaranteed(Programmatic 3.0)

Open RTB?

Programmatic Constructs

44



Describe the Media Value Chain

1. What team at an agency is most commonly responsible for examining their

clients’ market goals and translating them into media goals?

2. What is the term we use to describe companies that “pull in” content to one

place?

3. What type of company allows advertisers and/or their agencies to manage their

media buying via multiple exchanges in one interface?

4. A holding company subsidiary that purchases programmatic media for its sister

agencies is called a _____.

5. An agency that wants to prove to its client that they had increased awareness of

a new product would use what type of vendor?



Advertising Formats


• Differentiate media formats

• Evaluate best uses of each digital media format

• Research advertising guidelines

• Explain measurability of digital advertising on various media formats

• Cover 2 industry Hot Topics: Native Ads and Programmatic

A4



Digital Advertising Formats

Digital media ad inventory appears in several types of formats, broadly including:

• Search

• Display

• Video

• Audio

• Overlay

• Email

These formats run across a variety of contentenvironments, such as:

• Editorial (news, information or entertainment)

• Social

• Gaming

These content environments may be viewed through different digital platforms, including:

• Desktop

• Tablet

• Smartphone

• Advanced TV

• Gaming console

• Connected radio



Search Formats

Helpful Links:

http://searchengineland.com/paid-search-spend-rose-21-percent-yoy-q2-mobile-98-percent-196715

http://www.google.com/insidesearch/howsearchworks/thestory/

Paid Listings

• Pay-Per-Click, PPC

• Cost- Per- Click, CPC

Paid Listings

(Pay-Per-

Click, PPC)

Maps/ Places

• Page creation

Organic Results

• Site Optimization





Search Formats

48

Contextual

Search

results appear

adjacent to

relevant

content across

the Internet

universe



Display Ad Formats

• Graphical advertising message is generally set in a box at the top, bottom or side of page content.

Leaderboard & Rectangle Leaderboard & Half Page Buttons & Rectangle



Display Formats (Desktop)

Standard Ad Units (c. 2011)

50

IAB Standard Ad Unit Portfolio: http://www.iab.com/guidelines/iab-display-advertising-guidelines/

Two primary categories:

Banners

High Impact

Both often include:

Rich Media

Banners commonly paired

with:

Targeting

http://www.iab.com/guidelines/iab-display-advertising-guidelines/



Display Formats (Desktop): Common Banners

51

Full page



Display Formats (Desktop): High Impact

The NEW standard in Display: IAB Rising Stars

52

http://www.iab.com/guidelines/display-rising-stars-ad-units/

https://www.youtube.com/watch?v=m4O3f5oMa0w

http://www.iab.com/guidelines/display-rising-stars-ad-units/

https://www.youtube.com/watch?v=m4O3f5oMa0w



Rich Media

Rich Media: Capability which allows viewers to interact with

content, as opposed to animation without interaction. Can include:

sound, video, Java, Javascript, and DHTML.

Expandables

In-Banner

Video

Social

Buttons

Form

Fills

Maps

Dynamic

Creative

Games

Coupons

Gallery

Name Some Examples…

Glossary: http://www.iab.net/wiki/index.php/Category:Glossary

http://www.iab.net/wiki/index.php/Category:Glossary



Banners (Mobile)

More info: http://www.iab.com/guidelines/mobile-phone-creative-guidelines/

Common sizes:

320x50

300x50

300x250

http://www.iab.com/guidelines/mobile-phone-creative-guidelines/



High Impact (Mobile)

55

http://www.iab.com/guidelines/mobile-rising-stars-ad-units/

https://www.youtube.com/watch?v=ZbDhba9kO4M

http://www.iab.com/guidelines/mobile-rising-stars-ad-units/

https://www.youtube.com/watch?v=ZbDhba9kO4M



Mobile + Desktop

56

http://www.iab.com/news/iab-mobile-marketing-center-of-excellence-showcases/

http://www.iab.com/news/iab-mobile-marketing-center-of-excellence-showcases/



Responsive Design

Coded in HTML5

http://en.wikipedia.org/wiki/Responsive_web_design

Image Credit: paulolyslager.com

http://en.wikipedia.org/wiki/Responsive_web_design



Responsive Design



Display Formats in Social Media



Social Media Buyer’s Guide

http://www.iab.com/guidelines/social-media-buyers-guide/




Excerpt: Facebook





Audio Categories

• Partially vs. entirely ad-supported

• Online versions of terrestrial radio

• Purely online radio stations

• Personalized, on-demand streamed services

• Music or spoken-word audio content delivered within a different site or app (e.g. in-game)

• Does not include: paid downloads, podcasts, nor HD radio

Helpful Link

http://www.iab.com/guidelines/iab-digital-audio-buyers-guide/

Image credit: http://iphone5.hdiphonewallpaper.com/




Audio Sources

• PC music applications

• Web-based (browser) players

• Embedded players (e.g. games)

• Embedded players in non-PC devices (e.g. Connected TVs, smartphones, in-car devices)

63

Helpful Link


Image c

redit: B

eats

by D

re,

Lebro

nJam

es




Complementary Audio Formats

• Companion banners

• Synched banners

• Pre-roll video

• In-player display

64

Helpful Link


Placement options:

• Run of

Network/Site

• Station

• Demographic

• Geographic

• Genre Image credit: iol.co.za




Audio Ad Formats



Video Ad

Experience

In-Stream Video

(can be auto-play or user-initiated

In-Banner Video In-Text Video

Core Video Ad

Products

Linear Video Ads

(ex: Pre-rolls,

Takeovers)

Non-Linear Video

Ads

(ex: Overlays, Bugs)

Rich Media Rich Media

Consumer Ad

Experience

Ads take over full

video experience

for a period of time

Ads running parallel

to video content and

do not take over full

video experience

Video triggered

within the banner,

often expanding

outside of

Video ad delivered

when users

choose to mouse

over relevant

words

Ad Product

Placements

Before, during, or

after video content

During, over, or

within video content

Within the web

page, generally

surrounded by

content

Identified as a

highlighted word

found within

relevant content

Companion Ad

Products

Text, banners, rich media, video player

skins surrounding the video experience

None None

Video Formats



Video Ad Formats

In-S

tre

am

Lin

ea

r Co

mp

an

ion

Ad

In-B

an

ne

r

In-S

tre

am

No

n-L

ine

ar



Video Formats

Rising Stars

68

Video Rising Stars: https://www.youtube.com/watch?v=8vIiUQyfZEk

https://www.youtube.com/watch?v=8vIiUQyfZEk



Hot Topic: Native

Image c

redit: w

ww

.gere

rasia

n.o

rg



Hot Topic: Native Advertising

70

http://www.iab.com/wp-content/uploads/2015/06/IAB-Native-Advertising-Playbook2.pdf

http://www.iab.com/wp-content/uploads/2015/06/IAB-Native-Advertising-Playbook2.pdf



Hot Topic: Native Advertising



Consumers Value Authenticity

Source: IAB and Edelman Berland

http://www.iab.net/consumerview



They Want Relevance

Source: IAB and Edelman Berland

http://www.iab.net/consumerview



Transparency and Fair Use

Simply put: Regardless of

context, a reasonable

consumer should be able to

distinguish between what is

paid advertising vs what is

publisher editorial content



Image c

redit: w

ww

.flic

kr.

com

Measurement



Digital Ad Measurement

Basic Metrics

Impressions Clicks

Click-Through Rate %

(=Clicks/Imps x100)

Conversions

Conversion Rate %

(=Convs/Clicks x100)

Interactivity Metrics

Interaction Level

Interaction Time

Cross-Platform Metrics

Gross Rating Points

Target Rating Points



Mobile Engagement

77

View video Map

Coupon

Call

Share

Locate Store

PlayOrders/

Sales



Describe Digital Advertising Formats

1. Which IAB rising star display unit allows for three different rich media

sections within a single box?

2. A 300x600 banner that offers a carousel of images for a consumer to scroll

through is an example of _____.

3. What is the acronym used to name paid search optimization?

4. What is the most important concept to remember with native advertising?

5. What is an example of in-stream, non-linear video?



Differentiate Digital Media Platforms


• Convey how consumers use media platforms

• Describe relationship between ad platforms and ad formats

• Explain how to measure advertising on various media platforms

• Articulate the value proposition of each advertising platform and format

A5



Digital Media Platforms

80



Mobile vs. Desktop Usage

81

Mobile Usage Is Increasing

Note: Industry stats do

not need to be

memorized for the exam,

these are only provided

to add context to trends



Note: Industry stats do

not need to be

memorized for the exam,

these are only provided

to add context to trends

Source: http://insight.globalwebindex.net/trends-16-Data:3Q2015

http://insight.globalwebindex.net/trends-16-Data:3Q2015



Relationship of Platforms and Formats

83

http://www.imediaconnection.com/content/36738.asp

http://mobithinking.com/best-practices/10-mistakes-mobile-marketing

People interact with their phones very differently

than they do with their PCs, and I think that when

you design from the ground up with mobile in

mind, you create a very different product than

going the other way.

- Kevin Systrom, Instagram

As the consumer’s device of choice, mobile is almost

always on hand. It’s the brand’s first point of contact

with the consumer, but that doesn’t mean forcing them

to walk around with the entire website in your pocket.

Rather, the mobile experience needs to address the

context of a mobile user.

- Carin van Vuuren, Usablenet


http://mobithinking.com/best-practices/10-mistakes-mobile-marketing



Value of Ad Platforms and Formats

84

Desktop Mobile Audio Video

Reach

Creative

Immediate

Targeted

Trackable

Location

awareness

Direct

Response

Increased

Intimacy

On-the-go

consumers

Trackable

Location

awareness

Reach

Engagement

Targeted

Trackable

Reach

Creative

Emotional

engagement

Hard-to-

reach demo

Trackable

Platforms Formats



Differentiate Digital Advertising Platforms

1. Usage of this platform has been increasing steadily and is

taking share of traffic from desktop.

2. Which device is most often associated with “multi-

screening” while people watch TV?

3. What is the term used to describe a classification of

connected devices, such as wearables, in-home or in-car

devices?

4. What format is generally thought of as the best for

reaching cord-cutters?



Define Key Digital Advertising Tools and Technologies


• Describe digital advertising tools and technologies for booking

• Describe digital advertising tools and technology for trafficking

• Describe digital advertising tools and technology for implementing

• Illustrate the digital media ad serving process as it goes from the buy-side to the sell-side

A6



Booking, Trafficking & Implementing

Tools & Technologies

Booking Trafficking Implementing

Proposal Management

System

Software to write and track

proposals

CRM

Customer Relationship

Management System

Exchange

For automated booking

Buy-Side Ad Server

Used by agencies and

brands to house and track

ads

Sell-Side Ad Server

Used by inventory vendors

to deliver, track and

optimize

Audience Segmentation

Tools

Targeting

Verification Systems

Ensure ads run in desired

environment

Site Analytics

Tools for audience

measurement

Creative Technology

Rich Media Vendors

Measurement Tools

Advanced reporting on

campaign performance



Some Examples

Booking Trafficking Implementing



Define Key Digital Advertising Tools and Technologies

1. The process of prepping, launching and tracking an ad campaign is

called ____.

2. What is the name of a system that companies use to track and manage

their interactions with existing and potential customers?

3. Is the ad exchange on the buy-side or sell-side?

4. A company that provides confirmation that an advertiser’s ad ran on

approved sites is called what?

5. A system used by a media buyer to place and manage programmatic

buys is called a(n) ____.



Ad Serving: Terms and Technology

90



Ad Tags

Software code that an

advertiser provides to a

publisher or ad network that

calls the advertiser’s ad server

for the purposes of displaying

an advertisement



How Ad Serving Works

Content

Server

Ad Serving is the

delivery of ads by a

server to an end

user’s computer, on

which the ads are

then displayed by a

browser and/or

cached.

Typically, ads on a webpage are served through a

separate process vs. the rest of the content on the page.

Publishers carve out “placeholders” ad spaces which are

filled in “real-time” as visitors request content pages.

Ad Server

AD!

Website



How Ad Serving Works

93

Publisher

Ad Server

1. Ad Request

2. Ad Request

3. Ad Request

4. Display Ad

3. Display Ad

Networks

Exchanges

DSPs

SSP

Yield Mgmt

Advertiser

Ad Server

Rich Media

Ad Server

AD!

Website

Download

a coupon!

5



Functions of an Ad Server

94

Trafficking ads to specified criteria Tracking & reporting ad performance

Performance optimization



Ad Serving Terms

Cookie:

A small text file that lives on a browser

and is used to track users

First or Third party Cookie

Cookie that is either the same (first) or

different (third) domain as a site

Pixel:

A transparent gif (a dot) placed on a

site that tracks user events

Click Throughs:

The number of clicks on an ad resulting

in a site or landing page visit

View Throughs:

Number of visits within a time period

after a campaign not generated from

clicks on an ad

Conversions:

Desired action that takes place after a

click-through or view-through



Click

Ad Serving: Consider this Scenario

[brand has pixel in the ad,

drops cookie on Juliet]

[brand has pixel on site, reads

cookie and recognizes Juliet]

[brand has pixel on conversion

page, reads cookie again,

connects Juliet seeing the ad to

purchasing the product]

Step 1 – Juliet sees an ad

for brand, does not click

Step 2 – Juliet later visits

brand’s website

Step 3 – Juliet buys

brand’s product



Digital Media Targeting Capabilities

Context relevance

• Channel (content category)

• Site

• Site section

• Site page

• Keyword / Contextual

Interest-Based

• Behavioral targeting

• Re-targeting

• Social Activity

• Lifestyle (audience)

• Purchase-based

• Registered account info

• Lookalike Targeting

Demographics

• Gender

• Age

• Education

• Household Income

Geography

• Nation

• State

• DMA

• Zip Code

• Location (mobile)

Technical Criteria

• Technographic

• Bandwidth

• Browser

• Browser language

• Operating System/ Device/

ISP

• User domain / subdomain

Campaign Criteria

• Start & end date

• Frequency capping

• Time capping

• Day of week

• Time of day



Mobile Targeting

DMA / City / Zip

Audience

Retargeting

Lat/Long

Geo-aware

Geo-fenced

98

http://www.businessinsider.com/top-local-mobile-marketing-strategies-2013-10#ixzz3E4uiXtzE

Image c

redit: w

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.chie

fmark

ete

r.com




Mobile Tracking

Client/Device-Generated ID

HTML5 Cookie Tracking

Universal Login Tracking (Deterministic)

Statistical ID (Probabilistic)

99

Image c

redit: w

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.moonflo

wery

oga.c

om



Attribution

The process of identifying a set of user events that contribute to a desired outcome.



Attribution Information

Sources

Clicks

Engagements

Ad Impressions

Viewable Ad

Impressions

Direct Navigation

Factors

Recency

Frequency

Sequence Position

Path to Purchase

Engagement Depth

Engagement

Duration

Helpful Link:

http://www.iab.com/guidelines/iab-attribution-primer/

http://www.iab.com/guidelines/iab-attribution-primer/



Attribution Models

Last TouchLast ad seen gets credit

SimpleClicks and viewable impressions are

assigned point values

ComplexMultiple factors are assigned fixed

point values

AlgorithmicValue of events is determined by

relationship to other events

First TouchFirst ad seen gets credit

LinearEvery ad in the sequence of events

leading to purchase gets equal weight

Time DecayAds seen closest to purchase event

get most weight and decline moving

backward

Position-basedSpecific positions in purchase path

(e.g. first & last) get the points

Helpful Link:

https://youtu.be/NrB68xEc2qQ

https://youtu.be/NrB68xEc2qQ



Review: Targeting Terms

A distinct number assigned to a

smartphone or tablet that can be

tracked by mobile apps

Serve ads only to viewers

who are female, age 18-35

Serve ads to people who

previously read recipes online

Serve ads on pages with

travel-related content

When a targeting provider makes

assumptions to match a user’s

smartphone to their desktop

Google uses this to target messages

to you across devices, e.g. serve

ads based on prior search behavior

1

2

3

4

5

6

Using IP data to serve to

viewers in a specific DMA

Reaching consumers on a mobile

device when they’re within a

specified distance from a store

location

7

8



Review: Ad Serving Terms

The process of connecting a consumer

seeing an ad to later purchasing that

product

A small text file that lives on a browser

and is used to track user behavior and

info

An attribution model that gives credit to

the ad placement that appeared closest in

time to the purchase

When a consumer completes a brand’s

desired action, such as a purchase or a

download

A code that allows ad servers to

communicate with each other in order to

serve an ad creative

This piece of technology is used to drop

and read cookies on a consumer’s

browser

1

2

3

4

5

6



Calculate Media Mathematics


• Calculate pricing math

• Calculate performance math

A7




Media calculations used in digital sales:

• Click Through Rate (CTR)

• Cost per Thousand (CPM)

• Cost per Action (CPA)

• Cost per Click (CPC)

• Cost per Sale (CPS)

• Effective Cost per Thousand (eCPM)




107

Media Mathematics Activity:

Variables of the calculations-

CTR = Clicks/Impressions *100

CPM = Media Cost/ Ad Impressions * 1000

eCPM = Media Cost/ Delivered Impressions *1000

CPA = Media Cost/ Actions

CPC = Media Cost/ Click

CPS = Media Cost/ Sale



Media Math Practice Questions1. You are running an email campaign for DogWalkers.com. Their campaign delivered 12 million emails

sent to A 18-54. The open rate is 22% and CTR is 19%. How many people visited DogWalkers.com?

2. Your client just called and wants to know their current Cost per Click for their campaign. They

purchased 1 million impressions at a $10.00 CPM and have 1,100 clicks. What is their Cost per Click?

3. A client paid $100k for a campaign which includes $60k in Billboard impressions at a $15 CPM, $40k

video impressions at an $8 CPM, and 500k banner bonus impressions. What is the eCPM of the deal?

4. A client is measuring the performance of their media campaign by their Cost per Action, with an

“action” being form fills. They will consider the campaign a success if they achieve a $100/ form fill

goal. Their campaign cost was $5,000 and they had 100 form fills. Did they achieve their goal?

5. Your client is evaluating the Cost per Sale of the campaign you sold them as a metric. They have told

you that they tracked 20 sales for their campaign. If their campaign was $1,500 what was their Cost

per Sale?



Worksheet

QUESTION 1:

QUESTION 2:

QUESTION 3:

QUESTION 4: QUESTION 5:

12,000,000 x .22 = 2,640,000

(emails opened)

2,640,000 x .19 = 501,600

(1,000,000 1,000 = 1,000)…

$10 x 1,000 = $10,000

$10,000 1,100 = $9.09

Billboard: ($60k $15) x 1000 = 4m imps

Video: ($40k $8) x 1000 = 5m imps;

4m + 5m + 500,000 (bonus) = 9.5m imps total;

(100k 9.5m) x 1000 = $10.53

$5,000 100 = $50

Goal is maximum of $100

per form fill, and

$50 < $100, so the

answer is Yes

$1,500 20 = $75



Adhere to Compliance Standards/ Policies


• Recognize digital media advertising privacy standards / policies

• Recognize digital media advertising regulatory compliance standards / policies (e.g., Pharma, alcohol, children)

• Recognize digital media advertising non-regulatory compliance standards / policies (e.g., IAB)

A8



Regulation

Self Regulation

VS



Key points (US):

1. Advertising must tell the

truth and not mislead

consumers. In addition,

claims must be

substantiated.

2. While sellers are

responsible, third-parties

are too if they are involved

in the preparation of the ad

or know about false claims.

Children

AlcoholPharma

RegulationNot on the

Exam!



IAB Privacy Standards

113

1. Consumers should be provided meaningful notice

about the information collected and used for

interactive advertising.

2. Consumers should be informed of their choices

regarding interactive advertising and empowered

to exercise those choices.

3. Businesses should implement appropriate

information security practices and procedures.

4. Businesses should be responsive and accountable

to consumers.

5. Companies should educate consumers about the

benefits of interactive advertising.



Digital Media Non-Regulatory Compliance Standards/Policies

114

https://www.youtube.com/watch?v=tjXBQjqNmo8

Marketers and

publishers who utilize

behavioral advertising

are asked to provide

transparency and

choice.

https://www.youtube.com/watch?v=tjXBQjqNmo8



Video Ad Serving Standards

AD

V Suite



Many Disparate, Proprietary

Video Players

No Common Technical Protocol

No Scalable

Distribution System for

Ads

VAST Digital Video Ad Serving Template

A common protocol that enables ad servers to

use a single ad request standard across multiple video players.

Before 2008…

Solution…

116

Digital Media Non-Regulatory Compliance Standards / Policies

http://www.iab.com/news/whats-vast-understanding-iab-digital-video-suite/

http://www.iab.com/news/whats-vast-understanding-iab-digital-video-suite/



Rich Video Ad

Experience

Advanced Tracking & Reporting

VPAID

Digital Video Player

Ad Interface

Definition

A common interface

between video

players and ad units

Layers on top of

VAST to offer an

enhanced solution.

Then in 2009…

117

Digital Media Non-Regulatory Compliance Standards / Policies

http://www.iab.com/guidelines/digital-video-player-ad-interface-definition-vpaid-2-0/

http://www.iab.com/guidelines/digital-video-player-ad-interface-definition-vpaid-2-0/



Standards

118

MRAID

http://www.iab.com/guidelines/mobile-rich-media-ad-interface-definitions-mraid/

Then in 2011 (and 2012)…

MRAID

Interactive Creative

Capabilities

Mobile Devices

Mobile Rich Media Ad Interface Definitions

http://www.iab.com/guidelines/mobile-rich-media-ad-interface-definitions-mraid/



Viewability

Image c

redit: w

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.ele

phantr

oom

.com



Measurability of Digital Advertising

120

www.measurementnow.net

#1 Initiative:

Shift from a “served” impression to a

“viewable” impression

http://www.measurementnow.net/



Viewability:

Whether the ad

was contained in

the viewable

space of the

browser window

based on pre-

established

criteria such as

the percent of ad

pixels within the

viewable space

and the length of

time the ad was

in the viewable

space of the

browser.

Viewability = the Potential to be Seen

121



Viewability Standards

122

Display

At least 50% of

pixels in view

for at least 1 second

Video

At least 50% of pixels

in view for at least 2

continuous seconds



Viewability: A Recent Update

70% benchmark is industry standard

Not all impressions are measurable

Unmeasurable does not = fraud

High Impact / Large Format

Vendors: Agree in advance; use MRC

Benefits: helps balance disproportionate dollars (especially from TV)

123

http://marketingland.com/7-principles-making-viewable-impression-work-111492

http://marketingland.com/7-principles-making-viewable-impression-work-111492



Adhere to Compliance Standards / Policies

1. According to IAB privacy standards, who should be informed of

their choices and empowered to exercise those choices in regards

to internet advertising?

2. The logo that appears on ads that are behaviorally targeted is

called ____.

3. What does VPAID ad serving protocol enable?

4. What does MRAID stand for?

5. How much of a display ad needs to be in view according to the

viewability standard?



Identify Standard Available Digital Media Ad Types


• Differentiate digital ad unit types

• Identify digital ad units by ad platform

• Adhere to IAB standards

B1



Adhere to IAB Standards

VAST

VPAID

MRAID



Prospect for New Clients


• Select prospecting tools

• Identify potential targets

• Research prospects’ industry

• Research prospects’ business

• Contact and schedule meeting with prospects

B2



Prospecting Tools



Prospecting for New Clients

130

Prospecting

• Identify potential targets

• Research prospect’s industry

• Research prospect’s business

Then, contact and schedule a

meeting.



Conduct Needs Assessment


• Assess audience’s level of digital expertise

• Define client’s historical buying habits

• Research client’s buying process

• Identify client’s objectives

• Prioritize client’s objectives

• Secure Request for Proposal (RFP)

B3



Needs Assessment Process

1) Assess level of digital expertise

• NoviceFamiliar Veteran

• How would you assess this? What questions would you ask?

2) Define historical buying habits

• Refer to your research

• Traditional vs. Digital

• Time of year

• Types of creative executions

3) Identify Objectives

• Sales goals

• Marketing objectives

• Products & services

• Audience

4) Prioritize Objectives

• Rank

5) Secure the RFP

• Ask for the opportunity



Research Client’s Buying Process

133

Send out RFPs & Collect

Proposals

Review Proposals

Recommen-dation by

Buyer

Final approval from Sr. Buyer

Purchase

Review Proposals

Present to Marketing Director

Present to Board

Approval from

BoardPurchase

Example One:

Example Two:



Conduct Needs Assessment

1. In your research, you determine that a prospect’s experience is

mostly buying traditional media. What types of words or phrases

should you avoid when speaking to them?

2. The stage in the media buying process when an agency presents a

plan to its client in order to obtain approval before moving forward

is called ____.

3. A client’s RFP lists objectives as: awareness, CTR, and demo

targeting. When you speak with the client, what is the BEST course

of action?



Align Products with Client Objectives


• Identify client’s digital marketing objectives

• Identify client’s creative assets

• Identify digital media strategies preferred for campaign

• Determine digital advertising product recommendations

• Select targeting method solutions

• Identify applicable digital media technology partners

B4



Align Solutions with Objectives

Identify Objectives

Determine appropriate formats

Determine appropriate targeting Determine

appropriate cost structure

Measurement requirements

&

Technical requirements



Align Digital Products with Client Objectives

1. Raise awareness with as many people as possible within a specific DMA

on a limited budget

2. Make a big splash for a new product launch for a cosmetics line

3. Get consumers who have previously browsed a brand’s site to return to

the site and complete a purchase

4. Encourage consumers to engage with a brand on Facebook

5. Serve ads to consumers who are in-market for a Caribbean vacation



Comprehend Internal and Third-Party Research


• Understand types of third-party research

• Understand raw data points from independent and internal research sources

• Relate research back to client’s needs

B5



Types of Third-Party Research

139

Market Research

Syndicated research

Research-based consulting

Events

Forrester Research

eMarketer

Gartner

Audience Reach

Measurement

Universe

Reach

GRPs / TRPs

comScore

Nielsen/ NetRatings

HitWise

Audience Composition

Consumption Habits

Demographics

Psychographics

Cross-Visitation

Segmentation

comScoreMediaMetrix

Nielsen @Plan

Nielsen Segmentation

Ad Effectiveness

Brand impact

Cross-Media Research

IPSOS

Millward Brown (Kantar)

Nielsen Campaign

Ratings

Retail Tracking

Data

Shopper purchase data

Predictive analysis

IRI

Catalina

Nielsen



Understand Raw Data Points

140

Trends Data Syndicated

DataHistorical Data

Exte

rnal S

ou

rces In

tern

al S

ou

rce

s



Site Indexing

Formula:

(site % ÷ universe %) x 100

Index =

the percentage above/below

the average (average = 100)



1. If 72% of a site’s audience consists of viewers who are parents, while 49%

of the entire internet consists of the same criteria, what is the composition

index of the site?

2. If a site indexes at 143 for people who earn $100k+, what does that mean?

Answer: 147

Formula: [(site % / universe %) x 100] … so:

Math: .72 / .49 = 1.47 x 100 = 147

Answer:

The site is 43% above the average

Exercise: Site Indexing



Generate Proposal


• Evaluate the

• Request for Proposal (RFP)

• Obtain pricing

• Evaluate digital media pricing models

• Obtain budget levels

• Determine available inventory

• Input proposal data and other requested documentation

• Emphasize the value of your offering

B6



Proposal Process

1) Evaluate RFP

• Reflect needs assessment

• Look for requests for traffic stats, demographic info, etc.

2) Obtain Pricing

• Rate card

• Media kit

• Internal pricing resource (bidding system or person)

3) Obtain Budget Levels

• Levels listed in RFP

4) Determine Available Inventory

• Via inventory management system, CRM, or appropriate person

5) Input Proposal Data & Requests

• Via proposal management system, CRM, or appropriate person

6) Emphasize the Value of your offer

• Why should they care?



Evaluate Digital Media Pricing Models

145

Real- Time

Bidding

Flat

Rate

Performance

based

Pre-

emptible/

non-

reserved

Guaranteed/

Reserved

Definition: Based on

supply/

demand

and rates

fluctuate

based on

real-time.

Similar to

an auction-

based

system

One, flat

rate

regard-

less of

amount

delivered

Advertisers

pay based on

a set of

agreed upon

performance

criteria, such

as percent of

online

revenues or

delivery of

new sales

leads

Often

discounted

rate that can

be “bumped”

if another

advertiser is

willing to pay

more.

A secured or

fixed,

guaranteed

rate.



Negotiate Insertion Order


• Confirm pricing, budget and inventory availability

• Define terms and conditions of agreement

• Confirm success metrics

• Sign and secure IO

B7



Negotiation Process

147

For IAB Standard T&Cs: http://www.iab.com/guidelines/standard-terms-conditions-internet-advertising-media-buys-one-year-less/

1) Confirm Pricing, Budget & Available Inventory

• Achieve target eCPM by providing value instead of lowering price

2) Define Terms & Conditions of Agreement

• Familiarize yourself with IAB Standard T&Cs

3) Confirm Success Metrics

• Opportunity to provide research

• Ex: Awareness, recall, favorability, intent

4) Sign & Secure IO

http://www.iab.com/guidelines/standard-terms-conditions-internet-advertising-media-buys-one-year-less/



Standard Terms & Conditions

148

Seller- Adhere to placement restrictions

- Specs within 2 days of signed IO

- Invoice sent upon completion of first month’s delivery or within 30 days of campaign completion

- Confirm launch of campaign within 2 business days of IO start date

- Reporting will be delivered at least weekly, unless otherwise stated

- Under-delivery notification within 14 days of end date, make goods provided

- Buyer’s ad server counts are used for invoicing

Buyer- Payment is due within 30 days of receipt of invoice

- 14 days notice for cancellation

- Controlling party must provide ad server counts for invoicing

- Reconciliation process must be carried out if discrepancies exceed 10%





Proposal & Negotiation

1. What are possible sources where you can obtain product rates?

2. What is the term used to name the amount of inventory that a seller is

able to offer a buyer for purchase?

3. What is the easiest way to lower the eCPM of a proposal without

lowering your rates?

4. Your client wants to measure the impact of a campaign on their brand’s

favorability. What is the best study to measure this?

5. How much time is allowed in a standard out clause?



Launch Campaigns


• Confirm requirements for launch of the campaign

• Ensure timely launch of the campaign

C1



Timeline for Launch

Receive

Finalized

Creative or

Tags

Implement the

Campaign

Verify

Successful

Launch

Perform Pre-

Launch testing

Launch and

Configure

Assets

• Verify creative

meets specs

• Perform vendor

QA check (if

working with 3rd

party vendors,

such as rich

media

• Pull reports on

impressions, clicks,

and load times

• Pull screen shots to

verify to the client

that the ad looks

correct and is in the

correct placement

• Prepare tracking or

conversion tags

• Set creative

separation

• Set campaign

criteria such as

geo, day-parting,

frequency caps,

targeting

• Prepare default ads

• Create live test page

• Make sure ad

displays when called

• Make sure ad routes

to the correct place

• Test rich media

interaction

• Test in different

browsers

• Test with Flash and

Javascript turned off

• Check to see both

servers are recording

impression

• Ensure that all

tracking or

conversion tags are

working

• Set creative

rotation



Confirm Requirements for Launch

153

Tags Pixels Assets Common File

Types

Definition: Software

code that

advertiser

provides to

publisher or

network that

calls the

advertiser’s

ad server.

HTML object or code.

Transmits info to 3rd

party server where

user is 1st party and

site they interact with

is 2nd party.

Text or media

file provided.

Can be text,

image or

multi-media

files.

Flash: Adobe’s

vector- based rich

media file format.

.mov: video file

Purpose: Used for

displaying an

ad.

Track online user

activity like viewing a

specific web page or

completing

conversion process.

Obtained for

displaying or

creating ad

creative, text

ads, etc..

Flash- used for

animation in

display; .mov-

used for

displaying video

ad



Monitor Campaigns


• Monitor pacing

• Troubleshoot digital advertising campaign issues

• Evaluate if the campaign is meeting client’s success metrics

• Provide recommendations to client for campaign issues / opportunities

C2



Pacing & Optimization

Ad

Placements

Ad

Formats

Creative

Versions

Targeting

Profiles



Optimization

1. Raise awareness with as many people as possible within a

specific DMA on a limited budget.

Over-delivering due to increase in site traffic.

2. Make a big splash for a new product launch for a cosmetics line.

Under-delivering due to drop in Homepage traffic.

3. Get consumers who have previously browsed a brand’s site to

return to the site and complete a purchase.

CTR is lower than expected.

4. Encourage consumers to engage with a brand on Facebook.

Running as expected.



Monitor Pacing

157

Ad verification critical concepts:

• Client-side counting

• Filtration of non-human activity and invalid activity

• Cache busting

• Differentiate significant auto-refresh versus human-initiated activity

• In-focus versus obstructed attributes

• Disclosing material internal traffic

http://www.iab.com/guidelines/iab-measurement-guidelines/

http://www.iab.com/guidelines/iab-measurement-guidelines/



Launching the Campaign

1. On desktop, what file type is most commonly used for ads that

consumers can interact with?

2. What ad serving technology is needed in order to run a site-retargeting

campaign for a brand?

3. What metric is used to track the number of leads via phone an

advertiser receives from a campaign?

4. According to standard Ts & Cs, how are impressions verified for billing

purposes?

5. What is the ops process used to ensure that ad impressions are

counted when a page auto-refreshes?



Analyze Campaign Data


• Collect data reports

• Evaluate data reports against confirmed success metrics and objectives

• Identify successful areas of the campaign

• Generate campaign wrap-up report

D1



Collect Data Reports



Final Stages of the Campaign

Identify and communicate successful areas of the campaign

162

Generate a campaign wrap-up report

Your total

impression reach

is exceeding

expectations!



Review Opportunities to Renew or Upsell Campaigns


• Leverage wrap-up findings to identify new business opportunities

• Identify strengths of the current campaign

• Evaluate digital advertising offerings

• Consider other offerings the client may not have used

• Recognize new opportunities to upsell the client

D2



Preparation for Upselling

164

1. Leverage wrap-up findings for new business• Highlight successes

• Offer alternative approach

2. Include Other Insights• Look for industry research (for example, from

eMarketer) to find data that further backs up why the campaign is successful

3. Identify new opportunities for Upselling

Some examples…



Campaign Reporting

Month Line item Creative Impressions Clicks CTR

April MLI_Health_and_Wellness.42 300 x 250 27971 56 0.20%




May MLI_Heart_Healthy.512 300 x 250 15006 19 0.13%








May MLI_Heart_Healthy.532 300x600 15407 58 0.38%

May MLI_Heart_Healthy.532 Billboard 20031 192 0.96%

Total 156283 374 0.16%



Present Results and New Opportunities


• Determine best method to report campaign findings to client

• Contact the client and secure a meeting

• Conducting the campaign wrap-up meeting

D3



Process for Upselling

1. Prepare for wrap up & upsell• Find campaign successes

• Prepare an alternative approach

• Schedule a meeting

2. Conduct the meeting• Provide benchmarks

• Highlight campaign successes

3. Upsell• Present new opportunities

• Ask for the business



Campaign Analysis & Upselling

1. What metric is used to track the number of site visits that originated from a

display campaign?

2. What technical process needs to take place in order to track the total

number conversions from an ad campaign?

3. What is the period of time that a view-through can be tracked called?

4. Upsells usually occur from identifying what for the customer?

5. When reporting on the results of a campaign to a customer, what should

always be kept in mind?



Let’s review… Teach

Learn

Review





Value Chain

170

Helpful Link:

http://discover.uplette.com/abcs-mobile-ad-tech-rtb-dsp-ssp-dmp-ad-exchanges/

DSP

Tech interface that provides centralized and aggregated

media buying from multiple sources including ad

exchanges, ad networks and sell side platforms

Trading Desk

Centralized management platform, specializing in

programmatic audience buying; used by holding

company-owned agencies

SSP

Tech used by publishers to sell inventory, optimize

pricing/yield and audience for a pool of potential

advertisers

Data Provider

Companies that provide cookie pools and other

means to target desired audiences

Exchange

An online marketplace platform that facilitates

automated auction-based pricing and RTB

Portal

A company that provides a combination of content

(aggregated and/or distributed), search functionality,

email and chat, plus other specialized capabilities

Rich Media Vendor

Ad creative and ad serving provider offering

advertisers the ability to run ads that viewers

can interact with

Ad Network

A sales channel for pubs and aggregated inventory

for buyers; plus targeting capabilities, creative

generation, and optimization

1

2

3

4

5

6

7

8

___________

___________

___________

___________

___________

___________

___________

___________




Targeting

171

Helpful Link:


Geo Targeting

Targeting viewers based on their IP address.

Lookalike Targeting

Using data from a smaller pool of consumers to create a

profile of a target audience which is then used to target a

larger pool of consumers who exhibit similar behaviors.

Re-targeting

Cookie-based targeting, that involves tracking viewers who

have visited a brand’s website, then showing them an ad

on a different website.

Geo-Fencing

Using GPS data and WiFi data to target consumers on

their mobile device when they are within a determined

radius.

Contextual Targeting

Using web crawler technology to find content articles that

are relevant to a topic, regardless of the overall content of

the site or section.

Purchase Based Targeting

Using data that was gathered from online or offline sources

to target people based on products they bought.

Channel Targeting

Running on a select group of publisher sites that all have a

similar content theme.

Technographic Targeting

Targeting viewers with a specific device, browser, telecom

provider or operating system.

1

2

3

4

5

6

7

8

___________

___________

___________

___________

___________

___________

___________

___________




Media Math Formulas

172

= Clicks ÷ Impressions x 100

= Cost ÷ Impressions x 1000

= Cost ÷ Actions

= Cost ÷ Clicks

= Cost ÷ Sales

= Total Cost ÷ Total Imps x 1000

CTR

CPM

CPA

CPC

CPS

eCPM

___________________________________

___________________________________

___________________________________

___________________________________

___________________________________

___________________________________



Standard Ad Serving Protocols

173

MRAIDVPAIDVAST

For in-stream

video

For in-stream

video with

engagement

functionality

For mobile with

engagement

functionality



Helpful Links

Exam Logistics:http://www.iab.com/iab-digital-media-sales-certification-overview/http://www.pearsonvue.com/iab/http://www.iab.com/iab-digital-media-sales-certification-study-resources/

Ecosystem:http://www.clickz.com/clickz/column/1721924/a-brief-history-digital-ad-buying-selling



http://www.r3ww.com/r3/images/articleupdate/R3Publications/2014/2014%20Global%20Family%20Tree-Top10-20140327.pdfhttp://www.economist.com/news/special-report/21615872-rise-electronic-marketplace-online-ads-reshaping-media-business-buyhttp://www.gartner.com/technology/research/digital-marketing/transit-map.jsp?prm=gml-tm-ahttp://marketingland.com/digital-simplified-new-advertising-supply-chain-104734http://marketingland.com/advertising-engagement-past-present-future-101087

Standards:http://measurementnow.net/http://www.iab.com/guidelines/standard-terms-conditions-internet-advertising-media-buys-one-year-less/

http://www.iab.com/guidelines/an-update-on-viewability-and-beyond/

http://blogs.wsj.com/cmo/2014/09/30/outside-voices-online-ad-viewability-not-ready-for-prime-time/

http://www.iab.com/iab-digital-media-sales-certification-overview/






http://www.r3ww.com/r3/images/articleupdate/R3Publications/2014/2014 Global Family Tree-Top10-20140327.pdf

http://www.economist.com/news/special-report/21615872-rise-electronic-marketplace-online-ads-reshaping-media-business-buy

http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp?prm=gml-tm-a

http://marketingland.com/digital-simplified-new-advertising-supply-chain-104734

http://marketingland.com/advertising-engagement-past-present-future-101087

http://measurementnow.net/

http://www.iab.net/iablog/2014/03/viewability-has-arrived-what-you-need-to-know-to-see-through-this-sea-change.html

http://www.iab.com/guidelines/an-update-on-viewability-and-beyond/

http://blogs.wsj.com/cmo/2014/09/30/outside-voices-online-ad-viewability-not-ready-for-prime-time/



Formats and Creative Capabilities:http://searchengineland.com/paid-search-spend-rose-21-percent-yoy-q2-mobile-98-percent-196715http://www.google.com/insidesearch/howsearchworks/thestory/http://www.iab.com/guidelines/https://www.youtube.com/watch?v=m4O3f5oMa0whttp://www.admonsters.com/topic/rich-mediahttps://www.youtube.com/watch?v=8vIiUQyfZEkhttp://www.iab.com/wp-content/uploads/2015/06/IAB-Native-Advertising-Playbook2.pdfhttp://www.copyblogger.com/examples-of-native-ads/

Targeting, Ad Serving, Ad Tech:http://www.businessinsider.com/top-local-mobile-marketing-strategies-2013-10#ixzz3E4uiXtzEhttp://discover.uplette.com/abcs-mobile-ad-tech-rtb-dsp-ssp-dmp-ad-exchanges/http://www.imediaconnection.com/content/34666.asp

http://digiday.com/platforms/what-is-programmatic-advertising/

http://www.exchangewire.com/wp-content/uploads/2013/11/Life-of-an-Ad_A4-1.jpghttp://marketingland.com/the-mechanics-of-real-time-bidding-31622http://www.zedo.com/what-is-ad-server/

IAB Digital Simplified (multiple helpful videos and PDFs):http://www.iab.com/digital-simplified/

Helpful Links



http://www.admonsters.com/topic/rich-media

https://www.youtube.com/watch?v=8vIiUQyfZEk




http://digiday.com/platforms/what-is-programmatic-advertising/

http://www.exchangewire.com/wp-content/uploads/2013/11/Life-of-an-Ad_A4-1.jpg

http://marketingland.com/the-mechanics-of-real-time-bidding-31622

http://www.zedo.com/what-is-ad-server/

http://www.iab.com/digital-simplified/

DMSC Exam Prep Training - Amazon S3...Copyright © 2016 by Interactive Advertising Bureau (IAB) All...

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