- Beginner
- Certification Course
- Free
Data Essentials
by Basis Technologies
A free one-hour course on first-, second- and third-party data, identifiers, audience activation and campaign measurement.
- Time to Complete
- 60 min
- Level
- Beginner
- Certificate
- Yes
Overview
Data Essentials gives DOOH buyers the broader data literacy needed to evaluate audience-targeted and measurement-led campaign proposals. The course covers the state of advertising data, major advertiser identifiers, the differences between first-, second- and third-party data, audience activation and the role data plays in targeting and performance measurement. Those concepts are increasingly important in pDOOH, where planners often buy audiences rather than simply geographic locations.
What You'll Learn
- Differentiate first-, second- and third-party data
- Understand common advertising identifiers at a high level
- Recognize how data becomes an audience segment
- Connect data to targeting decisions
- Understand how campaign data supports measurement
- Ask better questions of DOOH data providers
Highlights
- Free one-hour course
- Includes a test and badge
- Directly useful for audience-based DOOH
- Builds transferable data literacy
Who It's For
Best For
- OOH planners adopting audience buying
- Brand analytics teams
- Programmatic traders
- Marketing teams evaluating data partners
Prerequisites
- No technical data-science background required
Topics Covered
- Data
- Audiences
- Targeting
- Measurement
How to Use This Resource
Data Essentials is best used as a certification course rather than as a live rate card. Treat the examples and frameworks as a way to ask better questions before a proposal, then verify inventory, pricing, dates and specifications with the seller or platform.
The strongest planning value is in Data, Audiences, Targeting, and Measurement. Those topics connect directly to how outdoor media is bought: the screen or panel still has to match the audience journey, the creative has to be readable in context, and any measurement claim should be tied to a stated methodology.
Because this resource is provided by Basis Technologies, read it with the provider context in mind. Vendor education can be useful, but it should be balanced against independent market checks and competing quote paths.
Apply It to a Billboard Plan
- Write down the campaign decision this resource should support before opening it.
- Capture the terms, metrics or workflow steps that affect a live OOH brief.
- Translate the lesson into one buying question for a media owner, agency or platform.
- Use a calculator, size guide or market guide to test the idea against real campaign constraints.
At a Glance
- Topic
- Data
- Level
- Beginner
- Format
- Certification Course
- Cost
- Free
- Duration
- 60 min
- Provider
- Basis Technologies
- Hands-on
- Yes — structured lessons/exercises
- Certificate
- Yes
- Added
- 2026-08-04
- Updated
- 2026-08-04
Frequently Asked
- What is Data Essentials?
- Data Essentials is a certification course from Basis Technologies focused on data, audiences, targeting. A free one-hour course on first-, second- and third-party data, identifiers, audience activation and campaign measurement.
- Is Data Essentials free?
- Yes. It is listed here as free.
- What level is Data Essentials for?
- It is best treated as a beginner resource. The prerequisites above describe the background that will make it easiest to use.
- How long does Data Essentials take?
- Plan for 60 min. For reference resources, use it as needed rather than reading everything in one sitting.
- What will I learn from Data Essentials?
- The main outcomes are the practical skills and concepts listed in the What You’ll Learn section above.
Sources & Methodology
- Data EssentialsCredly / Basis Technologies - vendor certification
Pricing figures on this site are illustrative planning estimates, not quotes: rates vary by operator, market, availability, timing, and campaign requirements, so confirm current terms directly with the media owner before committing budget. This page was last reviewed on Aug 4, 2026. Report a correction.