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 and the sales process.

What You’ll Learn

  • Explore the online advertising ecosystem
  • Understand where digital media fits relative to legacy media
  • Get comfortable with the jargon (CPAs, BTF, RTB, NHT etc)
  • How to prospect new clients
  • How to prepare and present digital media solutions to clients
  • Tactics for overcoming any objections clients may have
  • How to create value for your clients
  • What trends and technologies are effecting the industry today


Eleanor Bothwell, Director, Digital Media Systems at Media Experts
Rose Anne Bonanno 

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.

Also a good prep course for those who are preparing to take the Digital Media Sales Certification exam.


  • Very information. ]Couldn’t be more pleased with the success of this course & knowledge I have obtained. – October 2018 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 and Locations

TorontoMar 28 & 29, 201910:00 am – 5:00 pmEnglishIAB Canada Office111 Peter Street, Suite 406B
TorontoOct 9 & 10, 201910:00 am – 5:00 pmEnglishIAB Canada Office111 Peter Street, Suite 406B

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



  • This two day course includes breaks and lunch.


Day 1 Agenda – The Digital Advertising Ecosystem

1.0 Explaining Marketing Models

  1. 1.1: Digital Media’s Canadian Footprint
  2. 1.2: The Consumer Buying Funnel
  3. 1.3: Traditional Marketing Concepts in Digital
  4. 1.4: Paid, Earned and Owned
  5. 1.5: Exercise

2.0 The Digital Landscape

  1. 2.1: The Digital Media Ecosystem
  2. 2.2: Buy Side Landscape
  3. 2.3: Sell Side Landscape
  4. 2.4: Content Distribution
  5. 2.5: Programmatic Landscape
  6. 2.6: Programmatic Constructs

3.0 Digital Ad Formats and Platforms

  1. 3.1: Search Engine Marketing
  2. 3.2: Display Advertising
  3. 3.3: Mobile Ad Formats
  4. 3.4: Social Media Ad Formats
  5. 3.5: Video Ad Formats
  6. 3.6: Native Ad Formats
  7. 3.7: Audio Ad Formats
  8. 3.8: Mobile Apps
  9. 3.9: Cross-Device Usage
  10. 3.10: Mini-Quiz

4.0 Digital Ad Measurement

  1. 4.1: Defining Success Metrics
  2. 4.2: Digital Campaign Types
  3. 4.3: Data Sources
  4. 4.4: Media Math
  5. 4.5: Mini-Quiz

5.0 Key Digital Ad Tools and Tech

  1. 5.1: Research Tools
  2. 5.2: How Ad Serving Works
  3. 5.3: Ad Serving Tech
  4. 5.4: Media Measurement
  5. 5.5: Targeting Options
  6. 5.6: Attribution Information
  7. 5.7: Review and Mini-Quiz

6.0 Adhering to Compliance Policies / Standards

  1. 6.1: Advertising Laws
  2. 6.2: Privacy Laws
  3. 6.3: Anti-Spam Laws
  4. 6.4: Behavioural Advertising Laws
  5. 6.5: Viewability
  6. 6.6: Video Ad Serving Standards
  7. 6.7: Display Ad Standards
  8. 6.8: Mini-Quiz

7.0 Bonus - Industry Hot Topics

  1. 7.1: Ad Blocking
  2. 7.2: Digital Fraud

Day 2 Agenda – Selling Digital Media

8.0 Identifying Clients

  1. 8.1: Prospect Tools
  2. 8.2: Researching Prospects
  3. 8.3: Preparing for Contact
  4. 8.4: Contacting and Scheduling

9.0 Determining Client Needs

  1. 9.1: The Needs Assessment Process
  2. 9.2: Define Historical Buying Process
  3. 9.3: Prioritize Objectives
  4. 9.4: Secure the RFP
  5. 9.5: Evaluate the RFP
  6. 9.6: Mini-Quiz

10.0 Align Solutions with Objectives

  1. 10.1: Align Digital Ad Products with Needs
  2. 10.2: Strategic Recommendations
  3. 10.3: Technology Partner Recommendations
  4. 10.4: Exercise

11.0 Establish KPIs

  1. 11.1: Defining Success Metrics
  2. 11.2: Site Indexing and Benchmarketing
  3. 11.3: Exercise

12.0 Design and Present Client Proposal

  1. 12.1: The Proposal Process
  2. 12.2: Digital Media Pricing Models

13.0 Negotiating the Digital Media IO

  1. 13.1: Negotiating Campaign Parameters
  2. 13.2: Standard Terms and Conditions
  3. 13.3: Mini-Quiz

14.0 Launching a Digital Campaign

  1. 14.1: Timeline for Launch
  2. 14.2: Campaign Launch Checklist
  3. 14.3: Mini-Quiz

15.0 Monitoring the Campaign

  1. 15.1: Pacing and Optimization
  2. 15.2: Exercise

16.0 Optimizing Digital Campaigns

  1. 16.1: What to Evaluate
  2. 16.2: Common Problems / Troubleshooting
  3. 16.3: Mini-Quiz

17.0 Analyze Campaign Delivery

  1. 17.1: Data Reports
  2. 17.2: Campaign Reporting
  3. 17.3: Opportunities for Upselling
  4. 17.4: Post Reports

18.0 The Digital Media Sales Exam

  1. 18.1: What it is, why take it
  2. 18.2: How to apply
  3. 18.3: Re-certification

19.0 Appendix - Acronyms and Terms

Certification & Evaluation Processes

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

Educational Approach

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

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.


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 seminar(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).