Digital Media Sales 2-Day Course

Table of Contents

Course Description

The IAB Canada Digital Media Sales 2 day course was specially designed for media sales people to better understand the media they are responsible to generate revenues for. We will cover everything from the technical aspect of digital marketing (advertising formats, technologies, media math, policy and standards) to the human elements of selling such as how to conduct needs assessments, creating a proposal, analyzing performance + much more!

The course will focus on the four key areas of understanding you need to have know in order to be a successful and knowledgeable digital media salesperson:

1) Comprehending the Digital Advertising Ecosystem
2) Selling Digital Media
3) Managing Digital Advertising Campaigns
4) Analyzing Campaign Performance

Through a combination of instructor lead analysis of these topics, mini-exercises and quizzes, attendees will come away with an elevated knowledge of digital media, sales and have a higher chance of success when they sit for the certification exam. The course will highlight which topics will be covered in the exam as well as tips on how to be successful.

Learn more about the Digital Media Sales Certification.

What You'll Learn

  • Explore the online advertising ecosystem
  • Understand where digital media fits relative to legacy media
  • Get comfortable with the jargon (CPAs, CPMs, RTB, etc)
  • Learn how to prepare and present digital media solutions to clients
  • Learn about overcoming any objections clients may have
  • Understand how to create value for your clients
  • Explore new trends and technologies
  • How to Successfully pass your Digital Media Sales Certification Exam


Day 1 – Eleanor Bothwell, ‎Client Business Lead at Maxus

Day 2 – Cassandra Orford, Director of Marketing and Sponsorship at IAB with over 7 years digital sales experience.

Who Should Attend?

Sales teams at publishing organizations (digital or traditional). Perfect if you’re part of a publisher or network sales team and want to effectively sell online advertising and the benefits of digital.

Great for those preparing to sit for the Digital Media Sales Certification exam.


  • Excellent course and instructors. Time and money well spent. Thank you – October 2016 Attendee
  • I just wanted to say thank you for a great class. I learned lots. I hope to take another IAB course in the near future. – Douglas Thomson
  • I thought it was excellent, a great way to stay on top of industry trends and learning. The instructors were so knowledgeable and current, because they work in the industry. They didn’t rush and were so open to answering questions. – October 2016 Attendee
  • Thank you for the insightful Digital Media experience! I learned quite a bit, and have my trusty book to review – Kelly Selleck, Ricardo Media
  • Thanks for a great course!  Wow — a lot to take in! – Angela Jones

Dates & Locations

City Language Date Venue
Toronto English June 7th & 8th, 2017  IAB Canada Office, 2 St. Clair Ave West, Suite 602
Toronto English October 11th & 12th, 2017 IAB Canada office, 2 St. Clair Ave. West, Suite 602


  • This is a two day course which runs from 10am – 5pm and includes breaks and lunch.


Day 1 Agenda – The Digital Advertising Ecosystem

1.0 Digital Marketing Today

1.1 Digital Media’s Canadian Footprint
1.2 The Consumer Buying Funnel
1.3 Traditional Marketing Concepts in Digital
1.4 Paid, Earned and Owned
1.5 Exercise

2.0 Benefits of Digital vs Traditional Media

2.1 Strengths and Weaknesses of Each Medium
2.2 TV Fast Facts
2.3 Traditional + Digital Together
2.4 Exercise

3.0 The Media Value Chain

3.1 The Digital Media Ecosystem
3.2 Buy Side Landscape
3.3 Sell Side Landscape
3.4 Content Distribution
3.5 Programmatic Landscape
3.6 Programmatic Constructs

4.0 Digital Ad Format Basics

4.1 Display Ads
4.2 Mobile Ads
4.3 Search Ads
4.4 Video Ads
4.5 Social Ads
4.6 Native Ads
4.7 Audio Ads
4.8 Digital Ad Measurement
4.9 Mini-Quiz

5.0 Digital Media Platforms

5.1 Device Usage
5.2 Mobile
5.3 Digital Media Environments

6.0 Key Digital Ad Tools and Tech

6.1 Research Tools
6.2 How Ad Serving Works
6.3 Ad Serving Tech
6.4 Media Measurement
6.5 Targeting Options
6.6 Attribution Information
6.7 Review and Mini-Quiz

7.0 Media Math

7.1 Pricing Math
7.2 Excercise

8.0 Advertising Laws, Policies and Standards

8.1 Advertising Laws
8.2 Privacy Laws
8.3 Anti-Spam Laws
8.4 Behavioural Advertising Laws
8.5 Viewability
8.6 Video Ad Serving Standards
8.7 Display Ad Standards
8.8 Mini-Quiz

9.0 Bonus - Industry Hot Topics

9.1 Ad Blocking
9.2 Digital Fraud

Day 2 Agenda – Selling Digital Media

10.0 Prospecting for New Clients

10.1 Prospect Tools
10.2 Identifying Prospects
10.3 Researching Prospects
10.4 Preparing for Contact
10.5 Contacting and Scheduling

11.0 Conducting a Needs Assessment

11.1 The Needs Assessment Process
11.2 Define Historical Buying Process
11.3 Prioritize Objectives
11.4 Secure the RFP
11.5 Evaluate the RFP
11.6 Mini-Quiz

12.0 Align Solutions with Objectives

12.1 Align Digital Ad Products with Needs
12.2 Exercise

13.0 Research

13.1 Types of Research
13.2 Site Indexing
13.3 Exercise

14.0 Generating a Proposal

14.1 The Proposal Process
14.2 Digital Media Pricing Models

15.0 Negotiating the Digital Media IO

15.1 Negotiating Campaign Parameters
15.2 Standard Terms and Conditions
15.3 Mini-Quiz

16.0 Launch Campaign

16.1 Campaign Launch Checklist
16.2 Mini-Quiz

17.0 Monitoring the Campaign

17.1 Delivery Pace
17.2 Excercise
17.3 Troubleshooting

18.0 Analyse Campaign Data

18.1 Data Reports
18.2 Renewing and Upselling
18.3 Post Campaign Reports
18.4 Mini-Quiz

19.0 What Makes a Good Sales Rep?

19.1 An Agency Perspective
19.2 Ethics in Sales

20.0 The Digital Media Sales Exam

20.1 What it is, why take it
20.2 How to apply
20.3 Re-certification

21.0 Appendix - Acronyms and Terms

Educational Approach

This course is presented in-person by the instructor. Incorporated throughout the presentation there will be videos, mini-exercises and quizzes.

About Certification

To learn more about the Digital Media Sales Certification visit the IAB US website. When you are ready to register click here to get exclusive IAB Canada Member rates.

Course Policies


If an attendee cancels his or her registration more than 14 days before the date of the seminar, the amount paid for the cancelled registration will be refunded in full. Registrations cancelled within 14 days of the seminar date will NOT be refunded.

NOTE: Only 2 cancellations or registrant substitutions are allowed per company, per course. A charge of $100 will apply to each additional cancellation or registrant substitution.

In the event that IAB Canada needs to cancel any seminar(s), a full refund or an opportunity to attend an equivalent future seminar(s), at the option of the attendee, will be provided by IAB Canada. However, IAB Canada shall not be responsible for, or offer any monetary compensation for, any expenses incurred by the registrant or attendee (including, but not limited to, non-refundable airline tickets, hotel fees or change fees) due to such a cancellation.


Your email confirmation represents receipt of payment and confirmation for your seat(s) for the seminar(s). You are not confirmed until payment in full is received by IAB Canada, and a confirmation email is sent to you.


Each binder of printed materials provided by IAB Canada is meant for the exclusive use of the individual attendee, and no portion of any of the printed materials provided by IAB Canada may be scanned, copied, reproduced or in any other way distributed or made available for use by anyone but the original individual registrant or attendee at the seminar(s).