Programmatic Advertising

О курсе

Understand and evaluate programmatic advertising across the full digital advertising supply chain. You will examine how advertisers, agencies, publishers, demand-side and supply-side platforms, exchanges, data, auctions, and measurement systems work together across display, native, connected television, and other inventory. The course develops practical skills in targeting, prospecting, contextual strategy, cookies, privacy, brand safety, seeding, placement selection, and campaign evaluation. Named companies, platforms, and logos are presented as dated examples of broader capabilities and do not imply affiliation or endorsement. Applied assessments ask you to document objectives, audiences, evidence, assumptions, and tradeoffs, then turn them into defensible recommendations. By the end, you will be able to explain the programmatic supply chain, compare targeting and placement approaches, interpret privacy and brand-safety constraints, and build a reasoned programmatic advertising plan.

Навыки, которые вы освоите

Учитесь у экспертов

Chris J. Vargo

Associate Professor