Digital Advertising (Cross-listed as MKT 431)

Catalog description

Three hours seminar per week Prerequisite(s): Junior or Senior Standing Presents and analyzes contemporary digital advertising with a strong emphasis on programmatic advertising, which is the automated buying and selling of digital advertising spots. Topics include the history of digital advertising, how the programmatic advertising industry works, the roles it plays in society, privacy concerns that arise with it, why it is disruptive to current advertising practices, the economic principles driving its success, the technology that makes it possible, and the basics of managing a programmatic advertising campaign.