Universidad Austral
Compra programática de medios: Publicidad online en tiempo real
Universidad Austral

Compra programática de medios: Publicidad online en tiempo real

This course is part of Marketing Digital Specialization

Andrés Mociulsky

Instructor: Andrés Mociulsky

9,003 already enrolled

Included withCoursera Plus

Course

Gain insight into a topic and learn the fundamentals

4.7

(180 reviews)

|

97%

Beginner level
No prior experience required
11 hours (approximately)
Flexible schedule
Learn at your own pace

Details to know

Earn a career certificate

Add to your LinkedIn profile

Assessments

8 quizzes

Taught in Spanish

Course

Gain insight into a topic and learn the fundamentals

4.7

(180 reviews)

|

97%

Beginner level
No prior experience required
11 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

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Build your subject-matter expertise

This course is part of the Marketing Digital Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate
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There are 4 modules in this course

¡Bienvenido al primer módulo del curso! Al finalizar la semana podrás entender a qué nos referimos cuando hablamos de Compra Programática. Sabrás cómo surgió y podrás reconocer cómo es el ecosistema dentro de este entorno, entendiendo el rol que cumple cada jugador en el mapa. Además, te ayudaremos a identificar las principales ventajas de esta modalidad de compra tanto para los anunciantes como para los medios.

What's included

6 videos3 readings2 quizzes1 peer review3 discussion prompts

Al finalizar este segundo módulo, serás capaz de identificar las posibilidades que te ofrecen los 3 tipos de data que existen en el mercado. Entenderás cómo aplicar cada una de ellas y las ventajas estratégicas que aportan dentro de tus estrategias. Finalmente, comprenderás cómo los proveedores de data se incorporan al ecosistema de Compra Programática. Al terminar la semana, podrás armar una estrategia de comunicación orientada a resultados basada en los 3 tipos de audiencia.

What's included

6 videos1 reading2 quizzes1 peer review2 discussion prompts

Ya estás acercándote a la última semana del curso. Al finalizar esta semana tendrás las herramientas para definir correctamente las métricas que definirán el éxito de tus campañas digitales. Entenderás por qué el tipo de compra correcta es por CPM y a qué nos referimos cuando hablamos de DCO. Al concluir la semana, podrás planificar una campaña con objetivos de negocio tangibles aplicando los conocimientos que venimos trabajando en la totalidad del curso.

What's included

6 videos1 reading2 quizzes1 peer review2 discussion prompts

¡Felicitaciones por haber llegado hasta acá! En este módulo viajaremos al futuro para ver hacia dónde se dirige la industria. Veremos cómo funcionará la Compra Programática en TV, vía pública, radio y prensa. Además, repasaremos tópicos que son tendencia en el mercado global como AdBlocking, Fraude y Viewability para entender cómo afectan a esta modalidad de compra. Al terminar la semana, sabrás cómo desarrollar estrategias de largo plazo para tu organización pensando en el alcance que tendrá Programmatic en el futuro. Además, resolverás problemas contemporáneos que sufre la industria digital

What's included

6 videos1 reading2 quizzes1 peer review3 discussion prompts

Instructor

Instructor ratings
4.9 (27 ratings)
Andrés Mociulsky
Universidad Austral
1 Course9,003 learners

Offered by

Recommended if you're interested in Marketing

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4.7

180 reviews

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JV
4

Reviewed on Aug 12, 2020

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5

Reviewed on Jan 31, 2021

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5

Reviewed on Feb 21, 2023

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