IAB Education

Taught by experts from Nielsen

This seminar will teach the basics of online metrics and measurement, and how this environment differs from traditional broadcast or print media in terms of media planning and buying. It will provide an overview of the common metrics used online, including uniques, impressions, and clicks, with the uses for each.

Panel-based and server based methodologies will be contrasted, and pros, cons, and issues for each reviewed.

Led by The Nielsen Company, this class can help address the following questions:

• What are the fundamental terms for online media planning, buying and execution? Get a rich understanding of Internet terms ranging from uniques and reach to impressions and cookies. Compare and contrast to traditional media terms and create an understanding of reach and frequency online.
• Why is it important to understand the distinctions between panel information, web analytics data and third party ad server information? How do these distinctions impact estimates in the online marketplace?
• How can publishers and agencies leverage these metrics to help convey a strong value proposition to clients?

Targeted to mid-level and junior ad sales staff and media planners; particularly those transitioning from traditional media to digital landscapes.