Data is the new oil. If you’ve heard this phrase, or one like it, then you’re in the right place.
Data is what powers the multi-billion dollar digital marketing industry. Without it, marketers and advertisers wouldn’t be able to target their customers, serve ads and messages, and track their campaign performance. But it’s not as a simple as dropping a cookie on a browser.
In recent years the digital marketing industry has seen regulation from both governments and private companies that is changing the way data is collected, stored, and used. The General Data Protection Regulation (GDPR) in the E.U. was the first major legislation that re-shaped the industry. This was followed by the California Consumer Protection Act (CCPA) in the United States, and both Apple and Google have introduced changes to how they share data in the past couple of years.
In this course we cover exactly how data is collected by marketers and advertisers, the companies and tools used to store it, and how major changes have affected the industry.
Section 1 - Introduction
Welcome to The Course
Digital Marketing Data Agenda
Section 2 - DMPs (Data Management Platforms)
What is a Data Management Platform (DMP)
Types of Data that DMPs Collect
How does a DMP collect user data
how to select the right one
Section 3 - Walled Gardens
What is a Walled Garden and what data do they have
What is the business case behind a Walled Garden
Section 4 - Device/Identity Graphs
Why is a Device Graph important
Difference between Device Graph and Identity Graph
How do the Graphs work
Section 5 - Laws/Regulations/Personally Identifiable Information (PII)
PII - Personally Identifiable Information and use cases
GDPR - General Data Protection Regulation
CCPA - California Consumer Privacy Act
COPPA - Children's Online Privacy Protection Act
Apple - App Tracking Transparency
Google - Cookie Deprecation
Unified ID 2.0 and the Post-Cookie world
Section 6 - Recap & What’s Next
How the data landscape is changing
What is the industry doing to get ahead of changes
Why should you as an advertiser care
Recap & Thank You!
Meet Your Instructor:
Ben Silverstein is a New York City based, award winning digital media professional with over a 15 years of experience working in the digital space. He's managed hundreds of millions of dollars for local, national, and international brands including Six Flags Amusement Parks, Giorgio Armani, Cafe de Columbia, William Grant & Sons, and the FDA Real Cost which won a 2015 gold Effie in the Disease Awareness and Education category.
Real Student Reviews from other digital marketing courses:
5-Stars "Being an advertising agency media planner and buyer, having this hands on information helps when we face a decision to go into the digital advertising space. Your 101 and 201 was extremely informative and truly like your overviews in a very simplistic explanation. Thank you and look forward to your future courses." - Diane Tody
5-Stars “The real-world examples almost makes it self-explanatory. Professionally done and author speaks with authority - i.e. he knows what he's talking about and it shows." - AJ Du Toit
5-Stars “I'm in advertising sales and have been looking for a clean easy way to explain and also test my root knowledge of the programmatic ad space. It was very helpful and simple to understand which is hard to do with this topic.” - Raul Bonilla