Workshop Description

The world is connected through stories — and marketers and publishers are using these skills to educate and acquire new customers and audiences. Whether you’re looking to build up your skills or ready to take the next leap in your career, the lessons offered through this IAB course will help you succeed in the fast-growing field of content marketing.

What You’ll Learn

This course will focus on the role data plays in all aspects of the digital marketing campaign.

  • Defining the different data types
  • How data is collected and managed
  • Data’s role in the digital campaign
  • Data Policies

Attendees will come away with an elevated knowledge of the data used in digital marketing and will have the chance to participate in lively discussions with our instructors as well as fellow students.


Laura Ferron, Senior Director, Councils & Committees at IAB Canada

Who Should Attend?

The course is for any marketing and/or media professionals who understand the basics of digital media marketing but are looking for a better understanding of data’s role in digital marketing and how it can be leveraged to achieve outstanding results.

  • It is recommended that you have a fairly good understanding of digital marketing before attending this course.


  • I valued the training and it offered me exactly the information I hoped to gain by attending.  It was well presented and very interactive.  We had a mix of attendees including Agency, Publisher and Outdoor.  Everyone participated.  I am already using knowledge I gained from the workshop.  I highly recommend the Data Fundamentals Workshop. – Deborah Frye, VP National Advertising Sales, Glacier Media Inc.

Dates and Locations

TorontoMar 19, 201910:00 am – 3:00 pmEnglishIAB Canada Office111 Peter Street, Suite 406B
TorontoSep 24, 201910:00 am – 3:00 pmEnglishIAB Canada Office111 Peter Street, Suite 406B
TorontoNov 21, 201910:00 am – 3:00 pmEnglishIAB Canada Office111 Peter Street, Suite 406B

If you wish to take this course remotely, please contact us at

***DISCLAIMER: Please note, course END TIMES may vary***


  • Course includes a break for the provided lunch.


1.0 - Data Types

  1. 1.1: First Party Data
  2. 1.2: Understanding CRMs
  3. 1.3: Second Party Data
  4. 1.4: Third Party Data

2.0 - Data Collection Methods

  1. 2.1: User ID Attributes
  2. 2.2: Pixels
  3. 2.3: Cookies
  4. 2.4: Mobile Data Tracking
  5. 2.5: Panels/Surveys
  6. 2.6: How to Evaluate a Data Provider

3.0 - Data in the Digital Campaign Process

  1. 3.1: Data For Planning
  2. 3.2: Campaign Success Metrics
  3. 3.3: Site Selection
  4. 3.4: What Viewability is and How it Works
  5. 3.5: How Media is Transacted
  6. 3.6: Programmatic’s Role in Digital
  7. 3.7: Tracking and Tagging
  8. 3.8: How Digital Ads are Served
  9. 3.9: Audience Extension Methods
  10. 3.10: Site Analytics

4.0 - Attribution Modeling

  1. 4.1: What is Attribution Modeling
  2. 4.2: How does Attribution Modeling Work?
  3. 4.3: Offline Activity Tracking
  4. 4.4: The Future of Cross-Device Measurement

5.0 - Data Policies

  1. 5.1: Self-Regulation vs Regulation
  2. 5.2: CASL
  3. 5.3: PIPEDA
  4. 5.4: GDRP
  5. 5.5: Data Ownership

6.0 - Review and Q&A

  1. 6.1: Review of what was discussed
  2. 6.2: Attendee discussion and Q&A

Educational Approach

This course is presented in-person by the instructor with several activities and discussions incorporated throughout.

Course Policies


If an attendee cancels his or her registration more than 14 days before the date of the course, 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 course(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.


Please provide 48 hours notice before the course if you wish to transfer to the next session or transfer to a different course.  Requests made less than 48 hours notice will not be accommodated.


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


All printed materials provided by IAB Canada are 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 session(s).