Digital Advertising

Catalog description

Digital advertising has transformed many industry activities related to buying and delivering advertising. Information technology and big data have revolutionized the way media and content providers interact and negotiate with advertisers, agencies and third parties. This course will explore the digital advertising and media ¿ecosystem,¿ identify key players and trends, and review performance analysis and evaluation. Particular attention will be paid to sources, management, storage, analysis and visualization of data. Trends in industry regulation and ethics will be explored. This includes ad industry selfregulation and data privacy regulations. The implications of big data and artificial intelligence on industry ethics is discussed.