The Introduction to Digital Advertising course offered by the University of Colorado Boulder provides a comprehensive understanding of the digital advertising landscape. Students will explore the complexities of digital advertising, from various types of ads to the key terms and metrics used in this field. The course delves into the advertising lumascape, including advertising agencies, DSPs, DMPs, and SSPs, providing insights into the pros and cons of different digital platforms and how to critically evaluate claims made by demand side platforms.
With a focus on programmatic advertising, the course brings in experts from The Trade Desk to offer actionable insights on leveraging state-of-the-art advertising technologies for small businesses to achieve their business objectives. By the end of the course, students will be equipped with the knowledge and skills to identify digital advertising opportunities strategically, making informed decisions in this dynamic industry.
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This course comprises modules covering various aspects of digital advertising, from understanding key terms and metrics to exploring programmatic advertising concepts, with a focus on the forms of digital advertising and how to identify opportunities strategically.
The first module, "Welcome to the Course," provides an introduction to the course and covers the use of Excel in the course.
The second module, "Video Lectures: What is Digital Advertising?" delves into the transition from analog to digital ads, the special attributes of digital ads, advertising analytics, impressions, reach, CPM, and cost per actions, offering insights into the different types of digital advertising.
The third module, "Video Lectures: Intro to Programmatic Advertising," focuses on programmatic advertising, covering bidding, pacing, different types of programmatic, ad tech players, and the advertising data problem, providing a comprehensive understanding of programmatic advertising concepts.
The fourth module, "Readings: Display Advertising," offers in-depth readings on display advertising, providing valuable insights into this aspect of digital advertising.
The fifth module, "Readings: Mobile Advertising," provides comprehensive readings on mobile advertising, covering key aspects of advertising on mobile platforms.
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