Ad Tech Fundamentals for New Product Managers at Online Publishers
Unlock the complexities of the ad tech ecosystem, master programmatic strategies, and navigate the evolving landscape of digital advertising to drive publisher revenue.
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Foundations of Online Advertising for Publishers
Unit 1: The Publisher's World
Unit 2: Ad Sales Models
The Core Ad Tech Ecosystem Explained
Unit 1: Laying the Groundwork
Unit 2: Core Ad Tech Components
Unit 3: Connecting the Dots
Publisher Ad Servers in Detail
Unit 1: Ad Server Fundamentals
Unit 2: Core Ad Server Functions
Unit 3: Ad Server Logic & Prioritization
Unit 4: Ad Server Reporting & Optimization
Introduction to Programmatic Advertising
Unit 1: Understanding Programmatic
Unit 2: Publisher Benefits of Programmatic
Real-Time Bidding (RTB) Mechanics
Unit 1: RTB Fundamentals
Unit 2: The RTB Auction Process
Unit 3: Key RTB Concepts
Advanced Programmatic Strategies: Header Bidding
Unit 1: Understanding Header Bidding Fundamentals
Unit 2: Header Bidding Implementations
Unit 3: Managing Header Bidding
Ad Formats and User Experience
Unit 1: Understanding Digital Ad Formats
Unit 2: Ad Performance and User Experience
Data Management for Publishers (DMPs & CDPs)
Unit 1: Understanding Data in Ad Tech
Unit 2: Data Management Platforms (DMPs)
Unit 3: Customer Data Platforms (CDPs)
Unit 4: Data Strategy and Future
Key Ad Tech Metrics and Performance Analysis
Unit 1: Understanding Core Ad Performance Metrics
Unit 2: Revenue and Inventory Metrics
Unit 3: Optimizing Performance with Metrics
Unit 4: Strategic Application of Metrics
Data Privacy Regulations and Publisher Impact
Unit 1: Understanding the Privacy Landscape
Unit 2: Major Global Privacy Regulations
Unit 3: Publisher Responsibilities and Compliance
Unit 4: Impact on Ad Monetization
The Cookieless Future and Identity Solutions
Unit 1: Understanding the Cookie Challenge
Unit 2: Exploring Cookieless Solutions
Emerging Trends and Future of Publisher Monetization
