Introduction to Digital Advertising
Master digital advertising fundamentals, from display to programmatic, with hands-on analytics and strategic insights. Perfect for marketing beginners.
Master digital advertising fundamentals, from display to programmatic, with hands-on analytics and strategic insights. Perfect for marketing beginners.
This course cannot be purchased separately - to access the complete learning experience, graded assignments, and earn certificates, you'll need to enroll in the full Concepts, Strategies, and Analytics in Performance Marketing and Digital Advertising Specialization program. You can audit this specific course for free to explore the content, which includes access to course materials and lectures. This allows you to learn at your own pace without any financial commitment.
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English
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What you'll learn
Identify and understand key digital advertising types and formats
Master essential advertising metrics and terminology
Comprehend the advertising lumascape including agencies, DSPs, DMPs, and SSPs
Evaluate different digital platforms and their effectiveness
Develop critical analysis skills for demand-side platform claims
Skills you'll gain
This course includes:
5.6 Hours PreRecorded video
9 assignments
Access on Mobile, Tablet, Desktop
FullTime access
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There are 5 modules in this course
This comprehensive course explores the complex landscape of digital advertising, covering various ad types including display, video, audio, sponsored, native, social media, and search. Students learn about consumer data utilization, ad tech fundamentals, and programmatic advertising concepts. The course features expert insights from The Trade Desk and provides practical knowledge about leveraging modern advertising technologies for business objectives.
Welcome to the Course
Module 1 · 11 Minutes to complete
Video Lectures: What is Digital Advertising?
Module 2 · 2 Hours to complete
Video Lectures: Intro to Programmatic Advertising
Module 3 · 3 Hours to complete
Readings: Display Advertising
Module 4 · 50 Minutes to complete
Readings: Mobile Advertising
Module 5 · 45 Minutes to complete
Fee Structure
Instructors
Pioneer in Data Analytics and Digital Advertising
analytics, digital advertising, and advanced research methodologies. With expertise in data mining, machine learning, network analysis, and predictive analytics, he employs computer science methods to investigate social media data through the lens of communication, psychology, and political science theories. He teaches undergraduate and graduate courses, including Advertising Analytics and Marketing Analytics, while directing the CMCI/Leeds Marketing and Business Analytics partnership to enhance students' quantitative analytical skills and industry readiness.Dr. Vargo's research focuses on agenda-setting theory in new media landscapes and electronic word-of-mouth (eWOM) on social media. He has published in leading journals like the Journal of Communication and New Media & Society and currently serves as Editor of The Agenda Setting Journal. Holding advanced degrees in Advertising and Public Relations, his industry experience spans public relations and digital marketing roles at Sony BMG Music, Porter Novelli, and Fox/DreamWorks, alongside IT expertise. His contributions bridge academia and industry, equipping students with critical, in-demand skill sets.
Innovator in Advertising and Communication
Harsha Gangadharbatla is an Associate Professor of Advertising at the University of Colorado Boulder and the founding chairperson of the Department of Advertising, Public Relations, and Media Design. With over five years of leadership experience, Harsha's research lies at the nexus of technology, business, and communication. He has authored or co-authored more than 40 publications, including notable conference proceedings, advancing the understanding of advertising's evolving landscape.Holding a BE in Electrical Engineering from Motilal Nehru National Institute of Technology (India), an MA in Advertising from Michigan State University, and a PhD in Advertising from the University of Texas at Austin, Harsha combines technical expertise with creative acumen. His work bridges academic theory with industry practices, preparing students to excel in the dynamic fields of digital advertising and communication.
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4.5 course rating
361 ratings
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