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.
This course is part of the Digital Advertising Strategy Specialization
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Digital Advertising Strategy SpecializationUniversity of Colorado BoulderAbout this Course
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Try Coursera for BusinessWhat you will learn
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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Try Coursera for Business
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Syllabus - What you will learn from this course
Introduction: Display Advertising
Search Advertising
Banner and Video Advertising
Social Media Advertising
Reviews
- 5 stars67.46%
- 4 stars23.79%
- 3 stars4.51%
- 2 stars1.50%
- 1 star2.71%
TOP REVIEWS FROM INTRODUCTION TO THE DIGITAL ADVERTISING LANDSCAPE
The course content is good but it should have included more video content. It was almost all reading assignments
It was a great course to start learning the foundational structure of digital advertising.
In some cases I wish there was more content. Overall, I learned a lot as someone who has no solid base in advertising.
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.
About the Digital Advertising Strategy Specialization
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