English | Size: 843.05 MB
Genre: eLearning
What you’ll learn
What is a Device Graph and how it works
What is a DMP – Data Management Platform
How companies collect your digital data
GDPR (General Data Protection Regulation)
CCPA (California Consumer Privacy Act)
Apple’s ATT (App Tracking Transparency)
Google and Cookie Deprecation
Data is the new oil. If you’ve heard this phrase, or one like it, then you’re in the right place.
Data is what powers the multi-billion dollar digital marketing industry. Without it, marketers and advertisers wouldn’t be able to target their customers, serve ads and messages, and track their campaign performance. But it’s not as a simple as dropping a cookie on a browser.
In recent years the digital marketing industry has seen regulation from both governments and private companies that is changing the way data is collected, stored, and used. The General Data Protection Regulation (GDPR) in the E.U. was the first major legislation that re-shaped the industry. This was followed by the California Consumer Protection Act (CCPA) in the United States, and both Apple and Google have introduced changes to how they share data in the past couple of years.
In this course we cover exactly how data is collected by marketers and advertisers, the companies and tools used to store it, and how major changes have affected the industry.
Course Curriculum:
Section 1 – Introduction
Welcome to The Course
Digital Marketing Data Agenda
Section 2 – DMPs (Data Management Platforms)
What is a Data Management Platform (DMP)
Types of Data that DMPs Collect
How does a DMP collect user data
Top DMPs
how to select the right one
Section 3 – Walled Gardens
What is a Walled Garden and what data do they have
What is the business case behind a Walled Garden
Section 4 – Device/Identity Graphs
Why is a Device Graph important
Difference between Device Graph and Identity Graph
How do the Graphs work
Section 5 – Laws/Regulations/Personally Identifiable Information (PII)
PII – Personally Identifiable Information and use cases
GDPR – General Data Protection Regulation
CCPA – California Consumer Privacy Act
COPPA – Children’s Online Privacy Protection Act
Apple – App Tracking Transparency
Google – Cookie Deprecation
Unified ID 2.0 and the Post-Cookie world
Section 6 – Recap & What’s Next
How the data landscape is changing
What is the industry doing to get ahead of changes
Why should you as an advertiser care
Recap & Thank You!
Who this course is for:
Digital marketers
Business Owners
Freelancers
Students
Working Professionals
Advertising experts
Those who want to learn more about digital data
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