Introduction to Digital Advertising

О курсе

Learn how digital advertising connects business objectives, audiences, creative formats, media buying, and performance measurement across the marketing funnel. You will examine display, search, social, video, native, mobile, and programmatic advertising; distinguish the roles of agencies and advertising-technology partners; and use common campaign metrics and spreadsheet calculations to evaluate results. The course emphasizes practical decision-making: selecting formats and placements, interpreting evidence, weighing privacy and targeting tradeoffs, and identifying opportunities to improve creative, budgets, and measurement. Examples of platforms and industry organizations are presented as dated illustrations of broader capabilities, so the concepts remain useful as tools and policies change. By the end, you will be able to explain how digital campaigns work, connect objectives to key performance indicators, and make more defensible advertising recommendations.

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Chris J. Vargo

Associate Professor