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Course 2 - Advertising on the Open Web

Module 1: Connected TV (CTV)

Module 2: Display Advertising

Module 3: Digital Audio

Module 4: Native Advertising

Module 5: Digital Billboards (DOOH)

Module 6: First-Party Data Made Simple

Module 7: Building Your First Audience

Quizzes

Quiz 1: Connected TV Concepts

Quiz 2: Display Advertising Basics

Quiz 3: Digital Audio Formats

Quiz 4: Native Advertising Applications

Quiz 5: Digital Billboards (DOOH)

Quiz 6: Understanding First-Party Data

Quiz 7: Audience Building Steps

Quiz 8: Cross-Channel Strategy

Quiz 9: Aligning Goals with Channels

Quiz 10: Open Web Terminology

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Welcome to "Open Web Advertising: Channels, Data, and Campaign Strategies," your comprehensive guide to mastering the digital advertising ecosystem beyond the walled gardens. In today's fragmented digital landscape, relying solely on social media and search engines is no longer enough.

$ (USD)

Welcome to "Open Web Advertising: Channels, Data, and Campaign Strategies," your comprehensive guide to mastering the digital advertising ecosystem beyond the walled gardens. In today's fragmented digital landscape, relying solely on social media and search engines is no longer enough. The open web offers a massive, untapped opportunity to reach your target audience across premium publishers, streaming platforms, and digital out-of-home placements. This course is meticulously designed to demystify the open web and equip you with the actionable strategies needed to launch, manage, and optimize high-performing campaigns. Throughout this immersive learning experience, you will explore the core channels that make up the open web, including Connected TV (CTV), Display Advertising, Digital Audio, Native Advertising, and Digital Out-Of-Home (DOOH) billboards. Beyond just the channels, you will dive deep into the lifeblood of modern advertising: data. We will break down the complexities of first-party data, showing you how to collect, manage, and leverage it to build your very first highly targeted audience segments. By combining channel expertise with data-driven audience building, you will learn how to craft cohesive cross-channel strategies that align perfectly with your overarching business goals. Whether you are a seasoned marketer looking to diversify your media mix or a beginner eager to understand the broader digital advertising ecosystem, this course provides the foundational knowledge and practical skills you need to succeed. Get ready to unlock the full potential of the open web and take your advertising campaigns to the next level.

Open Web Advertising: Channels, Data, and Campaign Strategies

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            <p>Navigating the digital advertising landscape can be a complex endeavor for small business owners seeking to maximize their marketing investments. "Open Web Advertising: Channels, Data, and Campaign Strategies" provides a comprehensive exploration of the diverse advertising avenues available beyond the traditional walled gardens of social media and search engines. By understanding the full spectrum of the open web, business owners can strategically position their brands across multiple touchpoints, ensuring their message reaches the right consumers at the most opportune moments. This course is designed to demystify these channels, offering a clear, actionable framework for expanding a company's digital footprint and driving measurable business growth.</p>

<p>Throughout this curriculum, participants will systematically examine each critical component of open web advertising to build a robust, multi-channel strategy. The modules cover a wide array of high-impact channels, including Connected TV (CTV), Display Advertising, Digital Audio, Native Advertising, and Digital Out-of-Home (DOOH) billboards. Furthermore, the coursework transitions from channel exploration to strategic execution by simplifying the complexities of first-party data and guiding you through the precise steps of building your first targeted audience. To reinforce these foundational concepts, a comprehensive series of quizzes will assess your understanding of cross-channel strategies, goal alignment, and essential industry terminology, ultimately equipping you with the expertise required to execute sophisticated campaigns with confidence.</p>
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