Digital advertising operations involve the use of cutting-edge digital technologies and advertising products to monetise online content and audiences. It is an evolving ecosystem of new technologies, changing consumer media habits, and increasing use of automation via programmatic advertising, artificial intelligence (AI), and machine learning. In addition, mobile advertising is gaining in importance as more and more internet usage shifts to mobile devices.
On this microcredential, you’ll explore the essentials of digital advertising operational requirements and skills from a seller’s perspective – that is, the publishers, media owners, and ad networks. You’ll discover how to maximise revenue and value generated from your content, audiences, and resulting advertising opportunities.
Learn about various ad technology platforms, crucial metrics, and insights to succeed as a seller
You’ll be guided through digital advertising technologies and strategies to attract new audiences – user acquisition methods. You will also discover how to personalise recommendations for a variety of audiences and use core measurement metrics to judge your success as a publisher – such as impressions, clicks, and conversions.
Uncover key processes for digital advertising from a publisher’s perspective
You’ll develop expertise in the basics of publisher ad-serving and campaign management, as well as an understanding of the different options available for publishers and media owners.
You’ll enhance your skills by learning how to work with SSPs and ad exchanges, different data integrations, validation technologies, and how to manage quality assurance. You will be guided through the various programmatic deal types, and learn how to work with varying types of data from a variety of sources.
Dive into campaign launch, management, and post-campaign best practices
As part of campaign and post-campaign management, you will delve into inventory forecasting, IO approvals, campaign set-up, and targeting. You will consider different ad products and environments and learn how to make recommendations for campaign optimisation.
Lastly, you will gain knowledge and skills in post-campaign reporting and ongoing product improvement processes.
How will digital advertising operations improve my career opportunities?
Job vacancy rates for digital advertising and ad tech industry roles have more than doubled in the last twelve months.
Equipped with the skills gained in this microcredential, you’ll be able to showcase your knowledge of digital advertising operations and in-demand, industry-specific tools and platforms when applying for jobs in this sector.
If you already work within advertising, the knowledge you’ll gain on this microcredential will help you strategise and deliver a competitive advantage, employing your practical knowledge of digital advertising operations.
How will I be assessed?
The assessment task requires you to critically evaluate the available options for publishers to competently monetise their audiences through digital advertising in two parts:
Part A: analyse example campaigns in a Microsoft Excel workbook (provided).
Part B: produce two self-recorded videos, presenting an outline of the monetisation options for sellers, discussing direct and programmatic mid- and post-campaign reports, reflecting on decisions made, and providing recommendations.
