Programmatic Advertising from Coursera

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Syllabus

Trade Desk Certification

This week's module focuses on understanding and mastering programmatic advertising through The Trade Desk's Programmatic Advertising Certification. The Trade Desk is a leading global technology platform for buyers of advertising, empowering them to unlock the full potential of programmatic advertising. With its market-leading position, The Trade Desk offers a comprehensive and sophisticated suite of tools to help advertisers effectively reach their target audience and optimize their ad campaigns.

Video Lectures: Native Advertising

In this series of lectures, students will explore the concept of native advertising, its various types, ethical concerns, and its impact on journalism. Through case studies, such as the defunct travel company Travel Pony, students will learn about the effectiveness of native advertising in overcoming credibility issues and increasing sales. The lectures will also discuss the role of the Federal Trade Commission in regulating native ads, targeting strategies based on location, purchase intent, and contextual relevance, and how to measure the success of native advertising campaigns using independent tools like Google Analytics.

Project: Native Advertising

This project offers three assignment options for students to apply their knowledge of native advertising, article pulling and targeting, and seeding strategies. Students will either analyze native ads from various news sites, assess the quality of articles for a local business and identify potential audiences, or create a seeding strategy for a small business. By completing this project, students will gain a deeper understanding of native advertising techniques, learn how to critically assess articles for potential native ad campaigns, and develop strategies for encouraging positive reviews from bloggers.

Video Lectures: Connected TV Advertising

In this series of lectures, we explore the transformation of the advertising industry due to cord-cutting and the rise of streaming services, focusing on the shift towards connected TV advertising. We delve into the decline of traditional TV advertising and the factors contributing to the disruption of the cable TV industry. Furthermore, we discuss the impact of data collection on ad targeting, privacy concerns, and the balance between efficiency and cost. The lectures also cover the pros and cons of connected TV advertising, programmatic buying, and the challenges of measuring attention and attribution.

Video Lectures: Targeting

In this series of lectures, we delve into the intricacies of digital advertising, focusing on targeting, retargeting, prospecting, and look-alike audiences. We discuss the importance of balancing retargeting with prospecting and explore the benefits and potential pitfalls of using look-alike audiences. Additionally, we examine the complexities of constructing an advertising campaign by considering various targeting parameters and their interactions. The lectures also emphasize the importance of being critical of ad tech tools and methodologies, as well as addressing potential ethical concerns and privacy issues.

Video Lectures: Cookies and Contextual

In this series of lectures, we will explore the evolution of the advertising industry, focusing on the shift from display to programmatic advertising and the rise of contextual advertising. We will delve into the ethical concerns surrounding third-party data collection, the death of cookies, and the challenges of brand safety. Additionally, we will examine the technologies and business models of various ad tech companies, as well as the future of ad tech regulation and the importance of transparency in the industry.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Provides hands-on experience with native advertising, making the course learner-centered

Suitable for small businesses seeking affordable advertising techniques, making this course budget-friendly

Has a strong focus on case studies and ethical considerations in advertising

Instructors Chris J. Vargo and Harsha Gangadharbatla are recognized for their work in digital advertising

Offers multiple project options, providing learners with flexibility in demonstrating their understanding

Teaches effective strategies for overcoming credibility issues in advertising

Reviews summary

Programmatic advertising fundamentals

Learners say this course provides practical knowledge of Programmatic Advertising. The course highly relies on text, so some learners recommend more engaging content. The course is well-received and highly recommended.

Course offers practical programmatic advertising knowledge.

"This taught me something really new."

"I learned about a type of advertising that I have no idea existed and is very useful as well."

"The course has given me new ideas to develop in my work."

Course materials heavily rely on text, lacking visuals.

"Los vídeos son un poco monótonos y no hay esquemas o presentaciones."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Programmatic Advertising with these activities:

Explore ethical considerations in native advertising

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Gain a deeper understanding of ethical implications and regulations in native advertising.

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Research FTC guidelines and industry best practices.
Identify ethical concerns related to transparency, disclosure, and user experience.

Review targeting strategies

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Refine your understanding of targeting strategies to enhance your native advertising campaigns.

Browse courses on Targeting

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Examine various targeting parameters, including demographics, interests, and behaviors.
Analyze the effectiveness of different targeting strategies based on campaign goals.

Analyze native ad case studies

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Enhance your critical thinking skills by analyzing successful native ad campaigns.

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Examine various aspects of case studies, including targeting strategies, content quality, and impact.
Identify best practices and areas for improvement.

Four other activities

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Design a native ad campaign

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Apply your knowledge of native advertising principles by creating a compelling campaign.

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Identify the target audience and their needs.
Develop a persuasive ad concept that aligns with the target audience.
Create visual and written elements that meet native advertising guidelines.

Develop a native advertising strategy document

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Demonstrate your ability to apply native advertising principles by creating a comprehensive strategy.

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Define campaign objectives and target audience.
Develop a content strategy that aligns with native ad guidelines.
Outline targeting and measurement strategies.

Assist in native advertising research

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Contribute to the advancement of knowledge in native advertising through research.

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Collaborate with researchers or industry professionals.
Conduct surveys or experiments to gather data.

Engage in group discussions on advanced native advertising topics

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Expand your knowledge and exchange ideas with peers on cutting-edge native advertising techniques.

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Join or start discussion groups focused on native advertising.
Contribute to discussions, share insights, and engage in critical analysis.

Career center

Learners who complete Programmatic Advertising will develop knowledge and skills that may be useful to these careers:

Programmatic Media Buyer

A Programmatic Media Buyer uses technology to purchase and manage digital advertising campaigns. This typically includes setting campaign budgets, negotiating rates, and optimizing campaigns for performance. This course would be helpful for someone interested in this career because it provides a comprehensive overview of programmatic advertising, including how to use The Trade Desk's platform.

See salaries and explore the career path for Programmatic Media Buyer

Ad Operations Analyst

An Ad Operations Analyst is responsible for the day-to-day operations of digital advertising campaigns. This typically includes trafficking ads, monitoring campaign performance, and resolving any issues that arise. This course may be useful for someone interested in this career because it provides an overview of programmatic advertising, which is a key component of ad operations.

See salaries and explore the career path for Ad Operations Analyst

Media Planner

A Media Planner develops and executes media plans. This typically includes selecting the right media channels, negotiating rates, and placing ads. This course may be useful for someone interested in this career because it provides an overview of programmatic advertising, which is a key component of media planning.

See salaries and explore the career path for Media Planner

Digital Marketing Manager

A Digital Marketing Manager oversees the development, implementation, and analysis of digital marketing campaigns. This typically includes setting marketing goals, identifying target audiences, researching and selecting the right channels, creating marketing content, and tracking and analyzing results. This course may be useful for someone interested in this career because it provides an overview of programmatic advertising, which is a key component of digital marketing.

See salaries and explore the career path for Digital Marketing Manager

Marketing Consultant

A Marketing Consultant provides marketing advice and services to businesses. This typically includes developing marketing plans, conducting market research, and implementing marketing campaigns. This course may be useful for someone interested in this career because it provides an overview of programmatic advertising, which is a key component of modern marketing.

See salaries and explore the career path for Marketing Consultant

Performance Marketing Manager

A Performance Marketing Manager is responsible for driving performance from marketing campaigns. This typically includes setting campaign goals, tracking performance, and optimizing campaigns for results. This course may be useful for someone interested in this career because it provides an overview of programmatic advertising, which is a key component of performance marketing.

See salaries and explore the career path for Performance Marketing Manager

Product Marketing Manager

A Product Marketing Manager is responsible for developing and executing marketing strategies for products and services. This typically includes defining target markets, developing messaging, and launching marketing campaigns. This course may be useful for someone interested in this career because it provides an overview of programmatic advertising, which can be used to distribute product marketing campaigns.

See salaries and explore the career path for Product Marketing Manager

Web Developer

A Web Developer designs and develops websites. This typically includes writing code, creating graphics, and maintaining websites. This course may be useful for someone interested in this career because it provides an overview of programmatic advertising, which can be used to deliver ads on websites.

See salaries and explore the career path for Web Developer

Copywriter

A Copywriter writes marketing and advertising copy. This typically includes writing website content, ad copy, and social media posts. This course may be useful for someone interested in this career because it provides an overview of programmatic advertising, which can be used to distribute written content.

See salaries and explore the career path for Copywriter

Creative Strategist

A Creative Strategist develops and executes creative marketing campaigns. This typically includes developing creative concepts, writing copy, and designing visuals. This course may be useful for someone interested in this career because it provides an overview of programmatic advertising, which can be used to distribute creative campaigns.

See salaries and explore the career path for Creative Strategist

Video Production Manager

A Video Production Manager is responsible for overseeing the production of video content. This typically includes developing video concepts, writing scripts, and managing production crews. This course may be useful for someone interested in this career because it provides an overview of programmatic advertising, which can be used to distribute video content.

See salaries and explore the career path for Video Production Manager

Graphic designer

A Graphic Designer creates visual concepts for marketing and advertising campaigns. This typically includes designing logos, brochures, and websites. This course may be useful for someone interested in this career because it provides an overview of programmatic advertising, which can be used to distribute visual content.

See salaries and explore the career path for Graphic designer

Social Media Manager

A Social Media Manager is responsible for developing and executing social media strategies for businesses. This typically includes creating and managing social media content, engaging with followers, and tracking campaign performance. This course may be useful for someone interested in this career because it provides an overview of programmatic advertising, which can be used to distribute social media campaigns.

See salaries and explore the career path for Social Media Manager

Search Engine Marketing Manager

A Search Engine Marketing Manager is responsible for driving traffic to a website through search engine optimization (SEO) and search engine marketing (SEM). This typically includes optimizing websites for search engines, creating and managing paid search campaigns, and tracking campaign performance. This course may be useful for someone interested in this career because it provides an overview of programmatic advertising, which can be used to complement SEM campaigns.

See salaries and explore the career path for Search Engine Marketing Manager

Data Analyst

A Data Analyst collects, analyzes, and interprets data to help businesses make informed decisions. This typically includes gathering data from a variety of sources, cleaning and processing data, and developing visualizations to present data insights. This course may be useful for someone interested in this career because it provides an overview of programmatic advertising, which generates large amounts of data that can be analyzed to improve campaign performance.

See salaries and explore the career path for Data Analyst

Programmatic Advertising

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Programmatic advertising fundamentals

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