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Introduction to the Digital Advertising Landscape

عن

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.

الوحدات

Welcome Video

    • 1 Videos
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1 Videos

  • 0.0 - Welcome to the Course

Beware: Excel Lies Herein!

    • 1 Readings
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1 Readings

  • Using Excel in This Course

What is Digital Advertising?

    • 6 Videos
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6 Videos

  • 1.1 From Analog to Digital Ads
  • 1.2 - What Makes Digital Ads So Special?
  • 1.3 - Advertising Analytics
  • 1.4 - Impressions, Reach & CPM
  • 1.6 - Cost Per Actions
  • 1.7 - Cost Per Action Analytics

Quiz

    • 1 Assignment
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1 Assignment

  • What is Digital Advertising?

Data

    • 2 Readings
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2 Readings

  • Travel Pony Facebook.csv
  • Travel Pony Native.xlsx

Untitled Lesson

    • 5 Videos
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5 Videos

  • 2.1 - Programmatic Advertising
  • 2.2 - Bidding and Pacing
  • 2.3 - Different Types of Programmatic
  • 2.4 - Ad Tech Players
  • 2.5 - The Advertising Data Problem

Quiz

    • 3 Assignment
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3 Assignment

  • Intro to Programmatic
  • Programmatic Principals
  • Advanced Programmatic

Readings

    • 4 Readings
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4 Readings

  • 1) Digital Advertising Basics
  • 2) How Advertising Works
  • 3) Advertising Metrics
  • 4) Key Terms

Assessment

    • 2 Assignment
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2 Assignment

  • 1.1
  • 1.2

Chapters

    • 3 Readings
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3 Readings

  • Mobile Advertising Basics
  • History of Mobile Advertising
  • Advantages and Disadvantages of Mobile Advertising

Assessments

    • 3 Assignment
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3 Assignment

  • 2.1
  • 2.2
  • 2.3

Auto Summary

"Introduction to the Digital Advertising Landscape" is a foundational course in Sales & Marketing offered by Coursera. Taught by experts from The Trade Desk, it covers various forms of digital advertising including display, video, audio, social media, and search. Over 420 minutes, students will learn to navigate the complex ad tech landscape, leveraging state-of-the-art technologies for business objectives. Ideal for beginners, the course offers actionable insights and is available with a Starter subscription.