Digital marketing training for universities
Redefine Digital & Stori
Redefine Digital and Stori bring you a digital marketing course in everything you need to know about digital advertising.
From the lay of the land and how the programmatic marketplace works through to future trends and operating in a cookieless world, these four modules are designed to leave you feeling confident in your know-how of digital advertising.
Meet Your Trainers
Dr. Daniel Knapp, Chief Economist, IAB Europe
Dr. Daniel Knapp is Chief Economist at IAB Europe. He is an advertising and media analyst with more than 15 years of international experience.
He has served in leadership roles spanning market analysis, strategic advisory, and business intelligence. Daniel spent 11 years at IHS Markit, latterly as Executive Director for Technology, Media and Telecoms. He was also an associated expert on media and AI at the European Commission.
Daniel received his PhD from the London School of Economics (LSE) on the sociology of algorithms and the datafication of media. In addition to his role at IAB Europe, he is CSO at Twins Digital, a marketing services company, and partner at Ecuiti, a data science firm.
Andrew Hayward-Wright, Programmatic Advisor - IAB Europe & Partnerships Director SeenThis
With 9 years experience in digital advertising across sales, operations and strategy, Andrew is leading the development of partnerships with ad tech and publishers at SeenThis focused on embedding new streaming technology within clients to improve their digital advertising performance.
He also advises IAB Europe on programmatic developments in the market Co-chairing the third party cookie taskforce and maintaining involvement in industry workflows such as Rearc and W3C.
Prior to this, he led The Guardian’s programmatic solutions team. Andrew brings a passion for change and is a staunch advocate for publishers and advertisers taking ownership of their setup and delivery of programmatic executions in the market. He has been responsible for delivering core technical integrations ranging from business intelligence platforms through to user-centric ssp business strategy.
About Redefine Digital
Daniel and Andrew have partnered to create Redefine Digital offering specialist training and advice to industry leaders within the digital advertising and marketing industry.
About Stori
Stori is a content marketing agency for universities created by Trina and James. Between the two of us we’ve worked at The Guardian, TES, The Telegraph, Wonkhe and in leading agencies. We believe universities have incredible stories to tell and that’s why we’re in it. To tell those stories.
Course Structure
Each module is able to be taken as a complete stand alone subject and will take 1.5hrs or two modules can be combined together for a 3 hr session (with 15 min break).
Course Cost
Per person per module - £175 +VAT
(Minimum 5 people from your institution needed to run a course)
Per person for the complete course - £600 + VAT
(Spread over 2 days)
Fixed price for 10 person team complete course - £5,000 +VAT
(Split over 2 days)
Get in touch with trina@stori.works if you’d like to learn more or book a session.
Module - 1 Getting started in digital advertising - the digital landscape (entry level)
This module provides an introduction to the fundamentals of digital advertising. It is focused on helping those interested in becoming sales or operational digital executives and those wanting a refresher on key topics. It provides a comprehensive overview of the market landscape and the digital advertising ecosystem, explains key terms and concepts, and how digital advertising works including targeting, channels and formats, as well as relevant metrics.
Digital advertising market overview
Market landscape key players and their roles
Key terms and concepts
How it works: the mechanics of digital advertising
The value of digital channels in the media mix
Metrics that matter: quantifying the right things
The campaign triangle (delivery / performance / cost)
What’s next in digital advertising: from audio to connected TV
Module 2 - Understanding programmatic advertising
More than 65% of digital advertising spend is transacted programmatically - using technology, algorithms and data. This has given rise to a complex landscape of specialist functions and technology providers, expanded the supply chain and increased the demand for specialist skills. This module provides a no-nonsense explanation to programmatic advertising, demystifies buzzwords, charts the supply chain and explains the role of different technologies, buying and selling strategies as well as uses of data. The module cuts deep into the underbelly of programmatic advertising and highlights key issues and opportunities that define its future.
1. Introduction to programmatic: key terms and concepts
2. Mapping the programmatic ecosystem
3. Roles of market participants & their differentiation
4. Buying and selling models
5. The use of data in programmatic
6. Deep dive: navigating issues and opportunities
7. Programmatic everywhere: applications of programmatic in other media channels
Module 3 - A post 3rd party cookie world
Targeting in a privacy-first world. The issue of privacy and targeting has disrupted the digital advertising world like no other. In a post GDPR, TCF 2.0, cookie deprecated world marketeers and publishers need to find a new way in which to target in a privacy-first world. Join this module to find out how they can do just that.
Module 4 - Anticipating the future: transformational trends you need to know about
The digital advertising industry is always in flux, but the pace of change only accelerates. The next 2 years will be pivotal to the future makeup of the industry. From the end of third-party cookies, the rise of the cloud, the connection between AdTech and MarTech this module gives you a 1000ft view of what transformational trends to keep an eye on. Topics will include:
1. Cookie-less future
2. Anonymous web
3. AI
4. New acronyms
5. From DMP to CDP
6. AdTech & Martech: a perfect marriage?
7. Shift to the cloud
8. People tech
9. In-housing