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Executive Program

Focused on key topics that are shaping digital advertising today.

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Welcome to Edge Executive Program!

In this Executive program, you will gain a high-level understanding of the digital advertising ecosystem as well as learn what trends are shaping the future of digital advertising and how you can embrace them to benefit your business and digital advertising strategy. This program consists of video presentations and quizzes. A complete list of the presentation topics for each section is available below in the learning modules section. In order to receive your certificate of completion, you must complete all modules and each of the quizzes. 

This program will help you understand: 

  • Why the evolution of identity is shaping the future of marketing 
  • How it will impact the fast-growing streaming TV landscape
  • Innovative ways to put your data to work to make smarter marketing decisions 

Duration: 2.5 hours 

Course Overview:

Section 1: The Open Internet 

In the first section, you’ll learn about the differences between Walled Gardens and the Open Internet and how the Open Internet movement is advancing a better internet for consumers. 

Section 2: Programmatic

In the second section, industry experts will simplify concepts that are often made to feel complicated but do not need to be. Hear from The Trade Desk and agency executives about how data enhances media buying, why first-party data is such an under-utilized resource for marketers, and what the future of data-driven advertising looks like.  

Section 3: CTV  

Connected TV (CTV) is the fastest-growing channel in programmatic advertising and for good reason – it's where the consumers are watching television.  In this section we’ll get an inside look at the boom happening inside television from executives at Paramount, Tubi (FOX), and The Trade Desk who all agree: the future of TV is programmatic.  

Section 4: Identity  

Identity, or the ability to understand a user across channels and devices, is undergoing revolutionary changes that will make the internet a better place for consumers and advertisers alike. This section will unpack what is happening with Identity, how an identifier Unified ID 2.0 works, and the projected impact of Identity on other channels like Traditional and Connected Television. 

Section 5: Agency Perspective 

The complicated, fast-paced world of programmatic has placed even greater importance on agencies in helping their clients. In this section, Jeff Green talks to Steve Katelman, a long-time agency veteran, to get his perspective on the challenges they face, how agencies adapt and evolve, and how to think about the move towards data-driven marketing.  

 

 

Curriculum

  • Section 1: The Open Internet

    In the first section, you’ll learn about the differences between Walled Gardens and the Open Internet and how the Open Internet movement is advancing better internet for consumers.  

  • Who Owns the Internet - No One and Everyone
  • Section 2: Programmatic
  • Programmatic 101
  • The Value of Data
  • Optimizing the Supply Chain with Data
  • Section 3: Connected TV (CTV)
  • Champion the Channel: CTV
  • Navigating the Streaming Revolution
  • Media Buying: GRPs, Reach, and Frequency
  • CTV Measurement & the Supply Chain
  • Outsmart not Outspend
  • Quiz
  • Section 4: Identity
  • How Changes in Identity is Changing the Internet
  • Digital Identity: Interoperable and Secure
  • Mechanics of Unified ID 2.0 (UID2)
  • CTV & Open Internet Can Thrive In New World Of Identity
  • Section 5: Agency Perspective
  • Agency Strategies for the Future
  • Final Exam
  • Quiz
  • Executive Program Survey
  • Programmatic Principles Guide
  • Digital Badging

Welcome to Edge Executive Program!

In this Executive program, you will gain a high-level understanding of the digital advertising ecosystem as well as learn what trends are shaping the future of digital advertising and how you can embrace them to benefit your business and digital advertising strategy. This program consists of video presentations and quizzes. A complete list of the presentation topics for each section is available below in the learning modules section. In order to receive your certificate of completion, you must complete all modules and each of the quizzes. 

This program will help you understand: 

  • Why the evolution of identity is shaping the future of marketing 
  • How it will impact the fast-growing streaming TV landscape
  • Innovative ways to put your data to work to make smarter marketing decisions 

Duration: 2.5 hours 

Course Overview:

Section 1: The Open Internet 

In the first section, you’ll learn about the differences between Walled Gardens and the Open Internet and how the Open Internet movement is advancing a better internet for consumers. 

Section 2: Programmatic

In the second section, industry experts will simplify concepts that are often made to feel complicated but do not need to be. Hear from The Trade Desk and agency executives about how data enhances media buying, why first-party data is such an under-utilized resource for marketers, and what the future of data-driven advertising looks like.  

Section 3: CTV  

Connected TV (CTV) is the fastest-growing channel in programmatic advertising and for good reason – it's where the consumers are watching television.  In this section we’ll get an inside look at the boom happening inside television from executives at Paramount, Tubi (FOX), and The Trade Desk who all agree: the future of TV is programmatic.  

Section 4: Identity  

Identity, or the ability to understand a user across channels and devices, is undergoing revolutionary changes that will make the internet a better place for consumers and advertisers alike. This section will unpack what is happening with Identity, how an identifier Unified ID 2.0 works, and the projected impact of Identity on other channels like Traditional and Connected Television. 

Section 5: Agency Perspective 

The complicated, fast-paced world of programmatic has placed even greater importance on agencies in helping their clients. In this section, Jeff Green talks to Steve Katelman, a long-time agency veteran, to get his perspective on the challenges they face, how agencies adapt and evolve, and how to think about the move towards data-driven marketing.  

 

 

Curriculum

  • Section 1: The Open Internet

    In the first section, you’ll learn about the differences between Walled Gardens and the Open Internet and how the Open Internet movement is advancing better internet for consumers.  

  • Who Owns the Internet - No One and Everyone
  • Section 2: Programmatic
  • Programmatic 101
  • The Value of Data
  • Optimizing the Supply Chain with Data
  • Section 3: Connected TV (CTV)
  • Champion the Channel: CTV
  • Navigating the Streaming Revolution
  • Media Buying: GRPs, Reach, and Frequency
  • CTV Measurement & the Supply Chain
  • Outsmart not Outspend
  • Quiz
  • Section 4: Identity
  • How Changes in Identity is Changing the Internet
  • Digital Identity: Interoperable and Secure
  • Mechanics of Unified ID 2.0 (UID2)
  • CTV & Open Internet Can Thrive In New World Of Identity
  • Section 5: Agency Perspective
  • Agency Strategies for the Future
  • Final Exam
  • Quiz
  • Executive Program Survey
  • Programmatic Principles Guide
  • Digital Badging