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.
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Специализация Digital Advertising StrategyКолорадский университет в БоулдереОб этом курсе
Чему вы научитесь
Identify key digital advertising types in digital advertising
Understand key terms and metrics in digital advertising
Comprehend the advertising lumascape, including: advertising agencies, DSPs, DMPs, and SSPs.
Be critical of pros and cons of various digital platforms, and how to be critical of claims made by demand side platforms
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Колорадский университет в Боулдере
CU-Boulder is a dynamic community of scholars and learners on one of the most spectacular college campuses in the country. As one of 34 U.S. public institutions in the prestigious Association of American Universities (AAU), we have a proud tradition of academic excellence, with five Nobel laureates and more than 50 members of prestigious academic academies.
Программа курса: что вы изучите
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.
Рецензии
Лучшие отзывы о курсе INTRODUCTION TO THE DIGITAL ADVERTISING LANDSCAPE
An excellent overview of all the aspects of digital advertising for people outside the industry and even people IN the industry (ahem), covering display/video, social, mobile and search advertising.
Very insightful and great as a first course of specialization, however the Programmatic part was a bit convoluted and I had trouble understanding half of the material about Programmatic.
I really enjoyed this course. The material was digestible and clear to understand. I only request that there be more information leading up to the trade desk module.
I think being more clear on the fact that the discussions are key to finishing the course would be helpful. I had to go back through and respond to the questions. :)
Специализация Digital Advertising Strategy: общие сведения
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