Digital Display

This course is designed as an introduction to digital display advertising and the online advertising ecosystem. It will first provide information on the unique terminology of digital display, as well as different types of online display advertising and how to use them. Next, it will cover how to develop a display strategy and take advantage of tactics, such as targeting to enhance campaigns. The course’s third section focuses on getting things right and on what marketers need to consider in terms of metrics and measurement. Included is information on privacy concerns and how they can impact strategy.

Learning Experience

This is a narrated PowerPoint slide presentation format course and is partially interactive. It provides real-world practitioner-led learning. Active course participation is limited and includes assessments, minimal or no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in digital marketing.

Course Outline

Lesson 1: Introduction to Digital Display Advertising

    • Online Advertising Defined
    • Overview of Online Advertising
    • Display and Your Business

Lesson 2: Developing a Display Strategy

    • Targeting Opportunities
    • Options for Getting Your Ad Online

Lesson 3: Getting It Right

    • Measuring Success
    • Measuring Online Performance
    • Attribution
    • Pricing Models & Revenue Metrics (Advantages, Examples and Calculations)
    • Privacy Pressures
    • Review: What You Have Learned

Estimated Length of Completion:

Approximately 105 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $149 Nonmember $149



Gina Scala

Director of Marketing, Global Education at Stratasys

Gina Scala is Stratasys’ director of marketing for worldwide education where she works to listen to the voice of the education customer and translate that into meaningful marketing messages and product solutions that meet teaching and learning needs for schools. Prior to this role she served as Vice President of education & professional development at the Data & Marketing Association. Gina has a strong background in both marketing and education. Prior to DMA, she served as Director of Marketing for a global professional development company, Editure, where she was responsible for the marketing strategy and development for six subsidiary companies. She also worked for education publishers: Sadlier, delivering in-service training, and Pearson Education as an educational product manager. Scala holds a bachelor’s degree in communications from the Pennsylvania State University, a MA in special education from The College of New Jersey and she is a credentialed teacher in the state of NJ. She is most proud however of her two amazing children who inspire her each day as they learn about the world around them.