Should IAB Canada launch a new AdOps course?

Your comments to this post are more than welcome, they will help us decide whether to proceed or not with this project.

Over the last little while, we’ve heard requests for advertising operations training from some industry folks and have had some internal discussions as to what such a training could look like from the theoretic to the practical, what’s already out there and what are employer needs really.

The one question that remains unanswered is:

Would you as an employer send staff to this course? If so, how many?

You may think “maybe, all depends on what’s in the course and who will teach it.” The teacher has yet to be determined as we’re still in the very early stages of this project, but a fairly robust course outline has been assemble which you can view below:

Course description:       

This course takes digital ad operations newcomers to an operational level. It covers the breadth of this supply chain from the agency’s and publisher’s standpoints considering all the nuances in between. 

Course description:       

This course takes digital ad operations newcomers to an operational level. It covers the breadth of this supply chain from the agency’s and publisher’s standpoints considering all the nuances in between. 

Curriculum:

  • 1.0 Introduction  
    • 1.1 Introductory course flow
    • 1.2 What are AdOps?
  • 2.0 Where Ad Operations fit
    • 2.1 AdOps in context – by the numbers
    • 2.2 AdOps in the Agency Campaign Workflow
    • 2.3 AdOps in the Publisher Campaign Workflow
    • 2.4 Concerns / roadblocks about AdOps
  • 3.0 Ad Serving
    • 3.1 What is an AdServer?
    • 3.2 Publisher AdServers
    • 3.3 Agency AdServers
    • 3.4 How does it work?
    • 3.5 Inventory structure (network, site, page / zone)
    • 3.6 Identifying ad tags (Img, js, I frame, including limitations, video and mobile)
  • 4.0 Other Ad Tech components
    • 4.1 Supply Side Platforms & Ad Exchanges
    • 4.2 Demand Side Platforms
    • 4.3 Data Management Platforms
    • 4.4 Yield Optimizers
    • 4.5 other tools
  • 5.0 Trafficking creative
    • 5.1 Creative files; Rich Media, Publisher side files, Flash, Clicktags, HTML5…
    • 5.2 Ad Standards & Guidelines
    • 5.3 Terms & Conditions
    • 5.4 Late Creative
    • 5.5 Assets vs tags
    • 5.6 Trafficking creative
    • 5.7 Trafficking ad tags
    • 5.8 Adserver macros (common vs uncommon)
    • 5.9 Click tracking
    • 5.10 Cache busting
  • 6.0 Targeting
    • 6.1 Basic online & mobile ad targeting
    • 6.2 Advanced online & mobile ad targeting
  • 7.0 Trafficking procedure
    • 7.1 Setting up orders
    • 7.2 Setting up line items
    • 7.3 Setting up flights
    • 7.4 Delivery criteria: dates, impression goals, frequency caps, pacing, priority, cost model, price…
    • 7.5 Targeting criteria
    • 7.6 Advanced criteria: title, page location, tandem ads…
    • 7.7 Quality assurance
  • 8.0 How adservers work – Revisited
    • 8.1 Inventory structure & types
    • 8.2 Inventory priorities
    • 8.3 Inventory forecasting
    • 8.4 Inventory reservation
  • 9.0 Troubleshooting
    • 9.1 Why is the ad not serving? (live, geo, day / time, day part, keyword / key value)
    • 9.2 Why is the ad serving too slowly? (sold out)
    • 9.3 Why the numbers don’t match up
    • 9.4 How does the adserver decide which ad to serve?
  • 10.0 Reporting
  • 11.0 Other topics
    • 11.1 Conversion tracking
    • 11.2 Viewability
    • 11.3 Brand safety
    • 11.4 Tear sheets
    • 11.5 Proxies
    • 11.6 Creative testing
    • 11.7 Flash analysis
    • 11.8 Context analysis
  • 12.0 Final Exam

Please let me know what you think either by commenting on this article or by communicating directly with me (email, phone, Twitter, LinkedIn…)

Thank you

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