Digital Advertising Operations Microcredential

Our course starts with an introduction to digital advertising fundamentals, covering the basics and providing a strong foundation for advanced learning. We then explore the advertising technology ecosystem giving you the knowledge and skills needed to make informed digital advertising operational decisions.

In Week 2, we explore the process of delivering an online ad that involves ad calls and website structure, which determine where and when an ad is shown. We further explore campaign setup and ad server priorities and how they play a key role in ensuring that the right ad is shown to the right person at the right time. We will consider integration with the publisher ad server critical for successful ad delivery. Finally, we will explore yield management, insertion orders, and forecasting availability - the essential elements of the process that help maximise revenue and ensure that ad space is used effectively.

Week 3, we look at how to work with Supply Side Platforms (SSPs) and Ad Servers to maximise revenue generation and manage campaigns effectively. You will also learn the importance of data analysis and utilisation, giving you a competitive edge in the industry. Additionally, delve into the critical topics of viewability and verification, ensuring your campaigns meet industry standards and provide maximum value to your clients.

In Week 4, we will explore the essential skills required for campaign launch and management, including forecasting, campaign setup, and considerations for different ad formats. You'll also learn about reporting and optimisation, giving you the tools you need to monitor and analyse campaign performance and make data-driven decisions to improve results.

In our final content week, Week 5, we will cover post-campaign and ad tags in detail, giving you a comprehensive understanding of the final considerations for ad operations. We will also delve into analysing campaign performance, generating reports, and making data-driven optimisation decisions. By the end of this week, you'll have the tools and knowledge needed to launch, manage, and optimise successful digital advertising campaigns.

Our comprehensive course concludes with guidance on assessment preparation, giving you the tools and strategies needed to ace your practical assessment and unlock your full potential.
Whether you're a seasoned student or new to the world of academia, our approachable and practical approach to assessment preparation will give you the confidence and skills needed to succeed.

Assessment:
Your assessment task is provided within the course. You will review and update spreadsheets and provide two video presentations as your submission.