Digital Advertising and Marketing 201: Top Topics & Trends

Digital Advertising and Marketing 201: Top Topics & Trends is designed for marketing professionals, media buyers, and advertising operations specialists who want to move beyond the basics of digital marketing and master complex industry mechanics. Led by industry expert Ben Silverstein, this course bridges the gap between introductory knowledge and advanced programmatic advertising strategies. Students will dive deep into critical concepts that shape the modern ad-tech landscape, including the shift from traditional waterfall structures to high-efficiency header bidding. The curriculum demystifies essential topics such as ad viewability metrics, sophisticated ad verification processes, and programmatic real-time bidding (RTB) ecosystems. Additionally, learners will explore strategies to detect and mitigate ad fraud, leverage big data for precise targeting, and optimize mobile advertising campaigns. By understanding these intermediate and advanced principles, participants will gain the analytical skills needed to make smarter purchasing decisions, maximize return on ad spend (ROAS), and navigate the rapidly evolving digital media environment. Whether you are aiming to advance your career in an agency or refine your brand's in-house ad operations, this course provides the technical foundation and strategic insights required to succeed.