Ben Silverstein – Digital Advertising and Marketing 101: The Complete Guide (Download)
Digital advertising is a $330+ billion industry that powers every app, website, and social platform you use daily. Yet most businesses struggle to understand where their ad dollars go and how to maximize returns. Beyond Google and Facebook lies a complex ecosystem of ad exchanges, targeting technologies, and buying platforms that determine which ads you see and when. This course demystifies digital marketing, giving you the strategic knowledge to plan effective campaigns or launch your career in this high-demand field.
Course Overview
Digital Advertising and Marketing 101: The Complete Guide is taught by Ben Silverstein, who brings over 10 years of experience working with major national and international brands across entertainment, fashion, and government sectors. With a background spanning small businesses to NYC ad agencies and Silicon Valley tech companies, Ben provides real-world insights into how digital advertising actually works. Over 60,000 students across 150+ countries have already benefited from this constantly updated course.
What You’ll Master
Understanding the Digital Ecosystem
Learn how the digital advertising world operates beyond the familiar names. Explore publishers, ad exchanges, networks, demand-side platforms (DSPs), and supply-side platforms (SSPs), understanding how these entities collaborate to deliver ads to specific audiences.
Digital Ad Formats and Buying Methods
Discover various ad types including display banners, video pre-roll, social media ads, audio advertising, and rich media takeovers. Understand procurement processes, pricing models (CPM, CPC, GRPs), and cost structures for each format, enabling you to choose the right channels for your objectives.
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Targeting and Data Strategy
Master contextual, behavioral, demographic, and geographic targeting methods. Learn how cookie data, IP addresses, and data management platforms (DMPs) identify the right audiences. Stay current with privacy regulations including Apple’s App Tracking Transparency and Google’s cookie deprecation plans.
Campaign Execution and Measurement
Understand ad serving technology like DoubleClick and third-party ad servers. Learn to set meaningful KPIs, analyze reports tracking impressions, clicks, click-through rates (CTR), and cost-per-click (CPC), plus troubleshoot common reporting issues.
Strategic Insights from Major Brands
Examine case studies showing how Nike, Coca-Cola, Ford, and other industry leaders plan and execute digital strategies, helping you think strategically about ad placement for maximum impact.
Who Should Enroll
This course benefits business owners advertising online, students pursuing marketing careers, traditional media professionals transitioning to digital, agency account managers needing media literacy, and anyone seeking to understand the mechanics behind everyday online advertising.
