Name: March_Digital Media Essentials
Start: 2019-03-14T09:30:00-04:00
End: 2019-03-14T14:30:00-04:00
Location: Centro

About

What to Expect

Host

Accommodations

Things to Do

Thursday, March 14 //

Chicago

Digital Media Essentials

Come to learn, stay for the tech

The Digital Media Essentials Centro Certified program is based in our Chicago headquarters, and perfect for anyone looking to gain a fundamental understanding of the digital advertising landscape.

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About the Event

This program takes attendees on a digital media deep-dive. Learn how to plan, buy, and execute digital media, and leave this educational event with a solid understanding of digital media fundamentals.

When: Thursday, March 14

9:30 am - 2:30 pm

Breakfast will be served starting at 9:00 am. And lunch will be served around noon.

Where: Centro, 11 E. Madison Street, 6th Floor, Chicago, IL 60602

Please plan on staying until 2:30 pm and ensure travel arrangements accommodate this time frame. Our content is developed in such a way that attendees leaving early will impact group work for the rest of the class.

What to Expect

Web Exploration

What makes up a website? We’ll walk-through one as a group, and discuss what we see (ads, content, visuals, etc.) from publisher, buyer, advertiser, and end-user perspectives.

The Digital Landscape—Now and Then

In order to understand today’s digital media landscape, we’ll take a look at how it was born. It has evolved over the years—as user-behaviors and technologies have shifted, so did the way ads were bought and sold.

Payment Models

Understand the different payment models advertisers can use when buying and selling digital ads.

Define Success

There are many key performance indicators (KPIs) to work with based on set goals and objectives. Learn which ones are the most powerful and why.

Digital Channels

Learn about all the different ways ads can show up on the internet and discuss why you would choose one format over the other in media planning.

Inventory Types

Discover how inventory is bought and sold from publisher and ad-buyer perspectives. Consider the impact of costs and examine which type of inventory is best for your campaigns.

Programmatic Advertising

We’re going back-to-basics! Leave this session equipped with a better understanding of the complex world of programmatic and learned best practices—ready…set…get started today!

Data Types

Recognize the most important differences between first-party, second-party, and third-party data.

Media Planning

Talk through the media planning process and learn how to work with the tools that you have at your disposal.

Day 2

Campaign Planning & Conversion Tracking

Analyze the parameters of campaign planning and conversion tracking, and learn how to effectively use these tools to tell a powerful story about your campaign. Discuss what they are and when to recommend them, best practices for implementations, and how to test pixel strategies.

PMPs

Understand the history of private marketplaces and why they’re important to the digital landscape. Also, learn how to use, plan, and leverage them most effectively.

Data

Recognize the most important differences between first-party, second-party, and third-party data. Also, discuss data partners and best practices for using data.

Custom Segments

Our experts provide an overview of custom segments—including, when, where, and how to use them, as well as how to select the right partner to meet client goals and business objectives.

Optimizations

Smart optimizations fuel campaign success. Master specific strategies for the use of Machine Learning, Algorithmic, and Manual optimizations.

Host

Christine Kim

Director, Client Learning