Digital advertising and marketing is an essential part of any business. In this free online course, you will be introduced to the basics of digital advertising and marketing. Major companies around the world use advertising to sell their products to users. This course explains in detail the strategy and techniques used in bringing your business to life through marketing and advertising. Do you know that there are certain things to put in place when advertising a business using global principles? This course explains the basic principles as well as the other core areas relevant in the ever-changing world of digital advertisement. Have you ever tried getting a job in media and advertisement? This course discusses extensively how to create a digital portfolio and get a job online. A very interesting aspect of digital marketing and advertising is its application. Skills learned in this area can be applied to any aspect of the business to compete globally.

Next, the material introduces you to the practices and standards of the Interactive Advertising Bureau (IAB) in the United States. Did you know that there are different types of adverts that can be used in business? This course explains various types of ads such as banner ads, video ads, and rich media. It goes into great detail about digital ads such as ‘takeovers’ and ‘skins’. You will learn about the various forms of online advertising such as publisher direct and be familiarized with key advertising exchanges, advertising networks and trade desks. Did you know that publisher direct is good for endemic content, sponsorships of events and homepages? The course describes some of the methods used in ensuring the success of premium content. You will learn about advertising exchanges that are good for high reach and efficient buys across multiple websites. You will also study the industry standards used in developing premium content for advertisement and marketing. The course also describes the concept of real-time bidding (RTB) and how ads are used with target customers. Key examples of RTB covered in this course include OpenX and AppNexus.

Finally, you look into the buying models and general price ranges of various types of ads. You will be taken through a detailed explanation on how to write request for proposal (RFP) processes and issue insertion orders. Study how to use targeted ads through your marketing and advertising channels. You will learn how to target a user based on a predetermined set of behaviours. You will also cover contextual, demographic and geographic targeting of people using market analytics. The material does a thorough job of explaining the basics of ad servers and their architecture. It also explains how metrics are tracked and the standard benchmarks used for evaluating the success of online advertisements. This course will be valuable for business owners who want to promote their services or products online. The course will also be very useful for website owners who want to improve traffic to their sites. Start this free course today and add digital marketing and online advertising skills to your resume.