Introduction to the Digital Advertising Landscape

Start Date: 07/05/2020

Course Type: Common Course

Course Link:

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About Course

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.

Course Syllabus

Introduction: Display Advertising
Search Advertising
Banner and Video Advertising
Social Media Advertising
Mobile Advertising
Programmatic Advertising

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Course Introduction

Introduction to the Digital Advertising Landscape This course is designed to introduce the student to the landscape of digital advertising. The focus is primarily on the new media landscape in the US, but we will also look at the European Union and the digital advertising market. This course is designed for anyone interested in digital advertising strategy, for those wanting to gain a competitive advantage, and for those that want to invest in a digital ad strategy. This course will cover the basics of digital advertising from a marketing perspective, with a focus on how digital advertising works in the European Union. We will analyse the European Commission's proposal for a European Digital Advertising Policy, and also take a brief historical look at how things work. We will also take a look at the US and Canada's approach to digital advertising, and examine the future of digital advertising in the US and Canada. We will also take a look at the US bid process and the issues that were raised. Each module is broken down into four sections. The first section contains modules on how digital advertising works in the European Union, and the second section focuses on the main issues related to digital advertising and digital advertising market in the US and Canada. The third section focuses on the US bid process and the issues that were raised. The course consists of a series of short lectures and assignments, followed by a series of problems to put together and a series of assignments to improve your learning skills related to digital advertising. The course is designed to help you gain a competitive

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