In this course, learners will be able to identify the role of the Ad Tech 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.
Objectives
- Identify the role of the Ad Tech Pillar within the Marketing Technology Stack
- Compare the two general approaches to Digital Ad Buying: Direct and Exchange Based
- Describe the process for purchasing ads in these formats against target audiences
- Describe the general concept of the Consumer Journey as referenced through these modules.
- Demonstrate how the marketing stack components align with stages of the Consumer Journey.
- Define and differentiate between advertising networks and exchanges.
- Demonstrate paid search buying through search engines.
- Recognize the strategic and tactical value of integrating ad buying processes through a common interface.
- Demonstrate how Application Programming Interfaces (APIs) allow that integration.
About this Class
34:19
Minutes of education
5
Video Lessons
Instructor
Scot Wheeler
Scot Wheeler is the Director of Marketing Analytics and Consumer Insights at the online grocer Peapod. Scot is also an adjunct lecturer in Integrated Marketing Communications at Northwestern University, where he teaches Digital Analytics. He is a leader in digital analytics delivery, with over a decade of exper more.
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