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University of Colorado Boulder

Introduction to the Digital Advertising Landscape

University of Colorado Boulder via Coursera

Overview

The digital advertising landscape is complex. There are many different types of ads, including: display, video, audio, sponsored, native, social media and search. Consumer data and the ad tech that action on that data are both ubiquitous and complicated. As a result the sheer number of options available to digital marketers is hard to comprehend and manage. This course covers the major forms of digital advertising, from basic display ads to search to cutting-edge programmatic advertising concepts. The Trade Desk, the leading programmatic advertising provider, joins us as our programmatic experts and offers an actionable roadmap on how small businesses can leverage state of the art advertising technologies to accomplish business objectives. In all, this course leaves students with an understanding of digital advertising in its various forms, and how to strategically identify digital advertising opportunities.

Syllabus

  • Introduction: Display Advertising
    • Display advertising, the seminal form of digital advertising, is still prominent today. The following module helps students understand the related history, current trends, concepts, terminology, metrics and benchmarks.
  • Search Advertising
    • The majority of digital advertising ad spend in the U.S. is associated with search advertising. Search ads are easy to create. They also reach consumers who often have real purchase intent. The following module helps students understand the related current trends, concepts, terminology, metrics and benchmarks.
  • Banner and Video Advertising
    • Video advertising is now ubiquitous and growing, with pre-rolls are taking the industry by storm. The following module helps students understand the related history, current trends, concepts, terminology, metrics and benchmarks.
  • Social Media Advertising
    • Social media platforms, and their gigantic revenues, are all driven by digital advertising. At the same time, social media advertising is affordable and leverages advanced data, but comes with limitations and pitfalls. The following module helps students understand the related history, current trends, concepts, terminology, metrics and benchmarks.
  • Mobile Advertising
    • Mobile advertising is fragmented by device (iOS and Android), making it complicated to advertise on. However, the concept of location-based, contextually aware advertising provides ample opportunity. The following module helps students understand the related history, current trends, concepts, terminology, metrics and benchmarks associated with mobile.
  • Programmatic Advertising
    • Programmatic advertising is the culmination of all advertising platforms, and the smartest advertising technologies. It is no surprise that programmatic advertising is also the most complicated and sophisticated in which digital advertising campaigns can be executed.

Taught by

Chris J. Vargo

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