Training – 204: Targeting & Tagging

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Course Description

The industry has constantly been trying to accurately forecast inventory and maximize revenue.
How you target your site determines how successfully you will be able to accomplish these.
Having to retag a site and reconfigure the targeting costs time and money.
A fuller understanding of sales goals, company goals, and site setup is necessary in order to determine how to set up your
ad infrastructure in the most efficient manner.

Sales teams drive the revenue for online. In order to maximize what they can do, you must
create the products they need to succeed. How you set up your online ad infrastructure will
determine what your sales staff can sell, how accurate your inventory avails are, and, ultimately,
will determine how much money you can make.

In this course, you will learn how to interpret the needs of your sales staff to create online products
and maximize your online revenue. Examples will be used from the three larger ad servers, DFP, OAS, and Atlas (formerly Accipiter)
but all companies using any ad server will benefit from the ability to correctly target your site.

Who should attend?:
This course is geared towards publisher operations managers and online tech personnel
who will be setting up the online advertising infrastructure for their site(s).

This course will be beneficial for mid- to senior-level operation staffs that make or help make
executive decisions in online planning and executions.

Benefits of Attending:

Determining your online advertising infrastructure is the hardest and most important decision an online team can make. If you make mistakes, it can be very difficult and expensive to fix and will cause setbacks in both your technology and operations departments. Most operation managers and tech personnel are moving to a new ad server or simply do not have a lot of experience setting up targeting on a site. This course will provide you with the best opportunity to learn how to set up your site in order to maximize your online revenue.

Many companies pay expensive ?set-up? fees to either the ad server or a third party vendor without learning anything in the process.
If something does change in your network or the set-up doesn?t work the way you intended, it can be very expensive to have to
repeat the process again.

By taking this course, you will be able to work with your ops and tech teams to determine the best
set-up for your network and maintain your network without having to look outside the company, thereby saving time and money.

About the Instructor:
Seth Whitaker, a full-time AdMonsters employee, began his career in online advertising with AOL Search, where he used keyword targeting to match their custom search experience to millions of programmed terms. He then moved to NPR to help better monetize their inventory by migrating ad servers and retagging all of their content.

This is Seth’s fifth year working in online adverting.
He holds a BS in computer science from Georgetown University and currently resides in Washington, DC.