Adam Higdon Palatine - Digital Advertising Man Adam Higdon of Palatine is a digital media specialist at Adobe Systems, Inc, where he has been employed since 2011. He says that technology is his passion and that working at Adobe is, in many ways, his dream job. “My knowledge of the industry and disparate digital marketing platforms, and my ability to align the right technology to solve a client's problem, or to optimize current marketing initiatives,” are what he cites as being among his greatest strengths. Digital Advertising Optimization is a constantly evolving field that makes use of the digital media assets that Adam Higdon of Palatine has always been passionate about. As the Director of Media Optimization at Adobe he has become familiar with many industryspecific terms that to outsiders may have entirely different meanings. The word “creatives,” for example, refers to the people who create and produce the advertisement. The term references those who create product branding, enticing images, messaging, and a call to action, known by its shorthand CTA. A publisher, says Adam Higdon of Palatine, is a site or app where the ad will appear. In that context, Google is a publisher, as is Goodreads, Facebook, and all other sites that contain advertising on them. Another term unique to digital advertising is Ad Unit. This, says Adam Higdon of Palatine, is any advertising unit that can appear in a defined ad space. A typical mobile at unit is 320 x 50, he says. An ad unit can also refer to a specific ad location on a website. An important term is known as Rich Media. This is a collective term for various online advertising formats that use technology such as streaming video; they are considered advanced technology because they are interactive ads meant to engage users while at the same time inform them. Rich media can do a lot more than standard media can, but it’s also more expensive and involves greater file sizes, complexity, and tracking needs. Finally, one of the most important terms and concepts is what is known as CTR, or Click Through Rate. This is how advertisers measure the success of a digital or mobile ad campaign; it is a measure of the number of users who click on a specific link in a web ad. It is an uncontrollable element, and the sum of all the other parts. Adam Higdon of Palatine received his Bachelor of Arts degree in Psychology from the North Park University and Theological Seminary in Chicago, where he graduated Cum Laude in 1998. In the years since he has continued his education by earning various professional certificates. At present he is working toward his Masters of Liberal Arts in Management from Harvard University.
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