About this Course
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Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 9 hours to complete

Suggested: 5 hours/week...

English

Subtitles: English

What you will learn

  • Check

    Execute native advertising campaigns in Taboola

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    How to target native ad campaigns to desired audiences

  • Check

    Use free tools to actively gather news coverage for native advertising

  • Check

    Develop content seeding strategies through incentive programs

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 9 hours to complete

Suggested: 5 hours/week...

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
2 hours to complete

Case Study

7 videos (Total 27 min), 5 readings, 1 quiz
7 videos
Timeliness Impact & Proximity4m
Regulations2m
Travel Pony - The Problem4m
Travel Pony - Implementation1m
Travel Pony - Measurement3m
Travel Pony - Conclusions2m
5 readings
Examples of Native Advertising20m
Case Studies: Plated20m
Case Studies: Click City20m
IMPORTANT: A Note About Assessments10m
Optional Assignment #1: Native Advertising Prospecting10m
1 practice exercise
Module 115m
Week
2
1 hour to complete

Gathering and Targeting

6 videos (Total 20 min), 2 readings, 1 quiz
6 videos
Google Native Clips4m
Site Credibility1m
Google Alerts & Mention1m
Native Targeting with Taboola3m
Being Critical of DMP data3m
2 readings
Native Advertising Playbook10m
Optional Assignment #2: Article Pulling and Targeting10m
1 practice exercise
Module 215m
Week
3
2 hours to complete

Seeding

6 videos (Total 40 min), 3 readings, 1 quiz
6 videos
Native Strategy7m
Working with Bloggers7m
Adoption and Consideration4m
Testing and Evaluation7m
Other Strategies8m
3 readings
Positive Skewed Reviews10m
FTC Settlement: Free Trials and Incentivized Reviews10m
Optional Assignment #3: Create a Seeding Strategy10m
1 practice exercise
Module 315m
Week
4
2 hours to complete

Taboola Campaign and Content Generation

1 video (Total 2 min), 3 readings, 2 quizzes
3 readings
Native Ads10m
Taboola10m
Optional Assignment #4: Native Advertising Creative10m
1 practice exercise
Module 4

Instructors

Image of instructor, Chris J. Vargo

Chris J. Vargo

Assistant Professor
College of Media, Communication and Information
Image of instructor, Harsha Gangadharbatla

Harsha Gangadharbatla

Associate Professor
Advertising, Public Relations and Media Design

About University of Colorado Boulder

CU-Boulder is a dynamic community of scholars and learners on one of the most spectacular college campuses in the country. As one of 34 U.S. public institutions in the prestigious Association of American Universities (AAU), we have a proud tradition of academic excellence, with five Nobel laureates and more than 50 members of prestigious academic academies....

About the Digital Advertising Strategy Specialization

This specialization takes a critical look at digital advertising tactics for small business. Students will learn how to generate and launch ad campaigns on small budgets with limited-to-no design skills. These courses include: 1) search (Google Ads), 2) social media (Facebook, Instagram and Twitter) and 3) native advertising (Taboola). Students who complete our search course will also gain a résumé credential through the official Google Ads Search Certification and a certification through programmatic advertising leader, The Trade Desk....
Digital Advertising Strategy

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.