Advertising Technology: Search Engines and Display Exchanges

  with Scot Wheeler

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Class Overview:

In this course, learners will be able to identify the role of the AdTech Pillar within the Marketing Technology Stack. In addition this course provides a comparison of the two general approaches to Digital Ad Buying: Direct and Exchange Based. Learners will also be able to demonstrate how the marketing stack components align with stages of the Consumer Journey, define and differentiate between advertising networks and exchanges and recognize the strategic and tactical value of integrating ad buying processes through a common interface.

What You'll Learn:

  • Define and differentiate between advertising networks and exchanges.
  • Identify the basic considerations for publishing ads through networks and exchanges.
  • Demonstrate paid search buying through search engines.
  • Recognize paid advertising’s and search marketing’s places within the consumer journey.