University of Colorado Boulder

Introduction to Digital Advertising

This course is part of Concepts, Strategies, and Analytics in Performance Marketing and Digital Advertising Specialization

Taught in English

Some content may not be translated

Chris J. Vargo
Harsha Gangadharbatla

Instructors: Chris J. Vargo

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Course

Gain insight into a topic and learn the fundamentals

4.5

(348 reviews)

|

94%

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

What you'll 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

Details to know

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Assessments

9 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.5

(348 reviews)

|

94%

Beginner level
No prior experience required
7 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 Concepts, Strategies, and Analytics in Performance Marketing and Digital Advertising 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 5 modules in this course

Just a couple of things to know before you get started.

What's included

1 video1 reading

In this series of lectures, students will explore the evolution of digital advertising, its impact on the marketing industry, and the various payment models used in ad campaigns. The lectures will delve into the role of data and analytics in optimizing ad performance, targeting specific audiences, and maximizing return on investment. Students will also learn about the challenges and limitations of different advertising models, such as cost per impression (CPM), cost per click (CPC), and cost per action (CPA). Additionally, the lectures will demonstrate how to analyze advertising data using Excel and discuss the importance of creative elements in native advertising.

What's included

6 videos2 readings1 quiz

This lecture series provides an in-depth understanding of programmatic advertising, its history, and its impact on the advertising industry. Students will explore the roles of key players in the ad tech ecosystem, such as DSPs, SSPs, ad exchanges, and ad networks, as well as the importance of bidding, pacing, and various ad types. The lectures also delve into the ethical implications of data usage, data privacy laws, and the future of ad targeting. Additionally, students will gain insights into optimizing their advertising campaigns and explore potential job opportunities within the ad tech industry.

What's included

5 videos3 quizzes

This series of lectures provides an in-depth understanding of digital advertising, its importance, and how it works. It covers the basics of advertising, the various formats of digital advertising, and the trends in ad spending. The lectures also discuss the unique aspects of digital advertising, such as its trackability, interactivity, personalization, and cost-effectiveness. Furthermore, the lectures delve into the advertising funnel, the FCB Grid, and various advertising metrics, including impressions, gross rating points, cost per thousand (CPM), click-through rates (CTR), cost per action (CPA), and return on ad spending (ROAS).

What's included

4 readings2 quizzes

This reading series provides an overview of mobile advertising, discussing its history, advantages, and disadvantages. It highlights the various formats of mobile ads, such as SMS, banner ads, and videos, and explains how they can be targeted based on user data. The lectures also emphasize the importance of location-based advertising and the integration of new technologies like AR and VR. However, concerns about privacy and data misuse are also addressed. To make the most of mobile advertising, businesses should establish clear campaign goals, target audiences, and utilize analytics to track performance.

What's included

3 readings3 quizzes

Instructors

Instructor ratings
4.3 (87 ratings)
Chris J. Vargo
University of Colorado Boulder
7 Courses65,001 learners
Harsha Gangadharbatla
University of Colorado Boulder
3 Courses40,664 learners

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