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Chris J. Vargo
and
Harsha Gangadharbatla
Native advertising is a niche form of advertising that leverages the design and format of news and entertainment content. Native advertising is less about selling products and more about producing useful content for consumers who are in the ‘consideration’ phase of the advertising purchase funnel. Often in the form of news-like stories, native advertising has been shown to persuade consumers. Native advertising is affordable, and doesn’t require graphic design to get started. For these reasons, it’s a compelling advertising technique for small businesses. This course outlines a case study where a small travel startup used native advertising to drive hotel sales. Execution strategies for a successful, no-creative native campaign are laid out, including: gathering existing news coverage, ethical content seeding, and content generation.
Register for this course and see more details by visiting:
OpenCourser.com/course/d5xckb/native
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What's inside
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.
Read more
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.
Read more
Traffic lights
Traffic lights
Read about what's good
what should give you pause 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
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Reviews summary
Comprehensive programmatic advertising overview
According to learners, this course provides a broad overview of programmatic advertising concepts, covering various areas like native advertising, Connected TV, and a notable introduction to The Trade Desk platform. Many found it to be a good foundation for understanding the landscape, particularly valuing the practical insights offered in specific modules. However, some students noted that while it covers many topics, the course can lack depth in certain areas, feeling more like an introduction than an advanced study. There are also mentions that some content may feel slightly outdated given the fast-evolving nature of the industry.
Practical introduction to The Trade Desk.
"The Trade Desk section was the most valuable part for me, offering practical skills."
"even a great intro to Trade Desk. The instructor is clear. It's a solid foundation for anyone new to the field."
"I particularly valued the practical insights offered in the Trade Desk module."
"The section on The Trade Desk was very helpful for understanding a key platform."
Covers native, CTV, Trade Desk, targeting.
"This course provides a really comprehensive overview of programmatic advertising, covering native ads, CTV, and even a great intro to Trade Desk."
"The course covers many topics, which is good... it feels more like an introduction to concepts rather than a deep dive."
"I appreciated the breadth of topics covered, from native ads to the complexities of targeting and CTV."
"It covers a lot of ground, maybe a bit too quickly in some areas."
Project simple or disconnected for some.
"The project was okay, but simple."
"The project felt disconnected from the main lectures."
"I wish there were more hands-on examples beyond the Trade Desk section."
Some topics rapidly evolving, may feel dated.
"Some sections seemed a bit outdated, particularly the discussion around cookies which is a rapidly changing area."
"Given how fast this industry moves, some parts felt like they could use an update."
"While the fundamentals are there, I felt some of the technology discussions were slightly behind current trends."
Good intro, may lack advanced detail.
"it feels more like an introduction to concepts rather than a deep dive."
"This course provides a really comprehensive overview of programmatic advertising... It's a solid foundation..."
"Good high-level course... Useful for beginners."
"Very basic. If you have any prior experience, skip this. It just scratches the surface on complex topics."
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
Show steps
Gain a deeper understanding of ethical implications and regulations in native advertising.
Show steps
-
Research FTC guidelines and industry best practices.
-
Identify ethical concerns related to transparency, disclosure, and user experience.
Review targeting strategies
Show steps
Refine your understanding of targeting strategies to enhance your native advertising campaigns.
Browse courses on
Targeting
Show steps
-
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
Show steps
Enhance your critical thinking skills by analyzing successful native ad campaigns.
Show steps
-
Examine various aspects of case studies, including targeting strategies, content quality, and impact.
-
Identify best practices and areas for improvement.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Design a native ad campaign
Show steps
Apply your knowledge of native advertising principles by creating a compelling campaign.
Show steps
-
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
Show steps
Demonstrate your ability to apply native advertising principles by creating a comprehensive strategy.
Show steps
-
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
Show steps
Contribute to the advancement of knowledge in native advertising through research.
Show steps
-
Collaborate with researchers or industry professionals.
-
Conduct surveys or experiments to gather data.
Engage in group discussions on advanced native advertising topics
Show steps
Expand your knowledge and exchange ideas with peers on cutting-edge native advertising techniques.
Show steps
-
Join or start discussion groups focused on native advertising.
-
Contribute to discussions, share insights, and engage in critical analysis.
Explore ethical considerations in native advertising
Show steps
Gain a deeper understanding of ethical implications and regulations in native advertising.
Show steps
Show steps
Show steps
- Research FTC guidelines and industry best practices.
- Identify ethical concerns related to transparency, disclosure, and user experience.
Review targeting strategies
Show steps
Refine your understanding of targeting strategies to enhance your native advertising campaigns.
Browse courses on
Targeting
Show steps
Show steps
Show steps
- 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
Show steps
Enhance your critical thinking skills by analyzing successful native ad campaigns.
Show steps
Show steps
Show steps
- Examine various aspects of case studies, including targeting strategies, content quality, and impact.
- Identify best practices and areas for improvement.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Design a native ad campaign
Show steps
Apply your knowledge of native advertising principles by creating a compelling campaign.
Show steps
Show steps
Show steps
- 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
Show steps
Demonstrate your ability to apply native advertising principles by creating a comprehensive strategy.
Show steps
Show steps
Show steps
- 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
Show steps
Contribute to the advancement of knowledge in native advertising through research.
Show steps
Show steps
Show steps
- Collaborate with researchers or industry professionals.
- Conduct surveys or experiments to gather data.
Engage in group discussions on advanced native advertising topics
Show steps
Expand your knowledge and exchange ideas with peers on cutting-edge native advertising techniques.
Show steps
Show steps
Show steps
- 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
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.
Ad Operations Analyst
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.
Digital Marketing Manager
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.
Marketing Consultant
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.
Media Planner
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.
Performance Marketing Manager
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.
Copywriter
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.
Graphic Designer
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.
Product 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.
Search Engine Marketing 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.
Social Media Manager
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.
Video Production Manager
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.
Creative Strategist
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.
Data Analyst
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.
Web Developer
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.
For more career information including salaries, visit:
OpenCourser.com/course/d5xckb/native
Reading list
We've selected eight books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Programmatic Advertising.
Provides a comprehensive overview of content marketing, from its benefits and challenges to its strategic implementation. It offers practical advice on creating content that captivates audiences, drives engagement, and ultimately leads to sales.
This textbook provides a comprehensive overview of the fundamentals of digital advertising. It covers everything from the basics of digital marketing to the latest trends and innovations. It is an excellent resource for students and professionals looking to gain a solid understanding of digital advertising.
Provides a more personal and anecdotal take on digital marketing. It valuable resource for anyone who wants to learn more about the creative side of marketing.
Provides a thought-provoking look at the attention economy. It valuable resource for anyone who wants to learn more about the challenges and opportunities of marketing in a world where attention is scarce.
Save
This is the classic textbook on marketing management. It provides a comprehensive overview of the field, including advertising.
Provides a comprehensive overview of the power of context in advertising. It valuable resource for anyone who wants to learn more about how to create more effective and relevant advertising campaigns.
Provides a critical look at the role of surveillance in the advertising industry. It valuable resource for anyone who wants to learn more about the ethical implications of digital marketing.
Provides a comprehensive overview of digital marketing. It includes a section on advertising.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/d5xckb/native
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Level
Introductory
Via
Coursera
Institution
University of Colorado Boulder
Instructors
Chris J. Vargo
Harsha Gangadharbatla
Language
English
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This course belongs to a
collection
called
Concepts, Strategies, and Analytics in Performance Marketing and Digital Advertising. It's comprised of four courses:
- Social Media Advertising
- Search and Display Advertising
- Programmatic Advertising (viewing)
- Introduction to Digital Advertising
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