Introduction to Digital Advertising from Coursera

What's inside

Syllabus

Welcome to the Course!

Just a couple of things to know before you get started.

Video Lectures: What is Digital Advertising?

In this series of lectures, students will explore the evolution of digital advertising, its impact on the marketing industry, and the various payment models used in ad campaigns. The lectures will delve into the role of data and analytics in optimizing ad performance, targeting specific audiences, and maximizing return on investment. Students will also learn about the challenges and limitations of different advertising models, such as cost per impression (CPM), cost per click (CPC), and cost per action (CPA). Additionally, the lectures will demonstrate how to analyze advertising data using Excel and discuss the importance of creative elements in native advertising.

Video Lectures: Intro to Programmatic Advertising

This lecture series provides an in-depth understanding of programmatic advertising, its history, and its impact on the advertising industry. Students will explore the roles of key players in the ad tech ecosystem, such as DSPs, SSPs, ad exchanges, and ad networks, as well as the importance of bidding, pacing, and various ad types. The lectures also delve into the ethical implications of data usage, data privacy laws, and the future of ad targeting. Additionally, students will gain insights into optimizing their advertising campaigns and explore potential job opportunities within the ad tech industry.

Readings: Display Advertising

This series of lectures provides an in-depth understanding of digital advertising, its importance, and how it works. It covers the basics of advertising, the various formats of digital advertising, and the trends in ad spending. The lectures also discuss the unique aspects of digital advertising, such as its trackability, interactivity, personalization, and cost-effectiveness. Furthermore, the lectures delve into the advertising funnel, the FCB Grid, and various advertising metrics, including impressions, gross rating points, cost per thousand (CPM), click-through rates (CTR), cost per action (CPA), and return on ad spending (ROAS).

Readings: Mobile Advertising

This reading series provides an overview of mobile advertising, discussing its history, advantages, and disadvantages. It highlights the various formats of mobile ads, such as SMS, banner ads, and videos, and explains how they can be targeted based on user data. The lectures also emphasize the importance of location-based advertising and the integration of new technologies like AR and VR. However, concerns about privacy and data misuse are also addressed. To make the most of mobile advertising, businesses should establish clear campaign goals, target audiences, and utilize analytics to track performance.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores various forms of digital advertising, emphasizing their strategic value

Features expert insights from The Trade Desk, a respected provider in programmatic advertising

Covers essential concepts like ad formats, data usage, and ethical implications in programmatic advertising

Provides a comprehensive understanding of digital advertising fundamentals, including payment models and ROI optimization

The course mainly focuses on display and programmatic advertising, which may not cover all aspects of digital advertising

Reviews summary

Digital advertising fundamentals

Learners say this course provides a strong introduction to the basics of digital advertising, especially when it comes to programmatic advertising which is taught by The Trade Desk. Learners note that while the course originally seemed very easy, it quickly became quite complex, especially for those new to the field. In fact, a few learners thought the course became too specialized, including an overabundance of industry jargon. A few learners mentioned that more hands-on exercises would have been helpful, but most praise the straightforward videos and useful readings throughout the course.

Straightforward videos and useful readings.

"The lectures are easy to understand, the videos are straight-forward"

"The modules were so useful, the quality of teaching is excellent and the organization of the modules is perfect."

Excellent introduction to programmatic advertising.

"The course was amazing and I learned so much about programmatic advertising."

Lack of hands-on exercises may hinder learning.

"this course is full of text to read which is time consuming for us who are slow readers.if you have challenge with time this course is not a right choice"

"I would have preferred if there was greater information and hands-on activities with regards to programmatic advertising eg learning how to participate in an auction and what system are used."

May start easy but expect it to become difficult quickly.

"The first courses were fairly beginner level, but the final Programmatic course offered by the Trade Desk was very in-depth."

"It's outdated. Most of the course matter is still based in 2019, including many of the linked-out articles. That's an eternity in digital marketing."

Structure causes confusion.

"The course jumps from highly basic to highly technical in a short period of time."

"multiple people conducting the course, some parts were text, some as video by one set of folks, one by another set of folks with no reference to each other."

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 Introduction to Digital Advertising with these activities:

Review the basics of marketing and consumer behavior

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Strong foundational knowledge of these principles will help you better understand the digital advertising landscape.

Browse courses on Marketing

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Read an introductory textbook on marketing
Summarize the key concepts of consumer behavior

Review 'The Art of Digital Marketing' by Ian Dodson

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Gain a comprehensive overview of the digital marketing landscape, including advertising

View The Art of Digital Marketing: The Definitive... on Amazon

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Read the book
Summarize the main concepts of each chapter
Identify the key principles of digital advertising

Engage in class discussion forums

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Interact with fellow students, share insights, and clarify concepts related to digital advertising, enhancing your understanding through collaborative learning.

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Join the course discussion forums
Read through existing threads and contribute to discussions
Ask questions and share your perspectives

16 other activities

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Form a study group with fellow students

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Enhance understanding through peer discussions and collaborative learning

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Find students in the course and form a study group
Establish a regular meeting schedule
Discuss course materials, share insights, and work on assignments together

Advanced Programmatic Advertising Data Analysis

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Delve deeper into the complex world of programmatic advertising data analysis, sharpening your skills in extracting insights and optimizing campaign performance.

Browse courses on Digital Advertising

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Explore industry blogs and publications for latest trends and case studies.
Join online communities and forums dedicated to programmatic advertising.
Follow key industry experts and thought leaders on social media.

Explore Google Ads Help Center

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Gain valuable insights into Google Ads platform and its features, enabling you to optimize your search engine marketing campaigns.

Browse courses on Google Ads

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Access the Google Ads Help Center
Explore articles and documentation on various topics
Review tutorials on specific features and campaign management

Attend industry conferences and meetups

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Networking with professionals in the field will give you insights into industry trends and best practices.

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Research and identify relevant events
Attend events and meet new people

Practice programmatic bidding concepts

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Enhance your understanding of the core principles behind programmatic bidding and improve your ability to apply them in real-world scenarios.

Browse courses on Programmatic Advertising

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Review the fundamentals of programmatic bidding
Explore different bidding strategies and algorithms
Analyze case studies and industry best practices
Simulate bidding scenarios and practice decision-making

Complete practice exercises on landing page optimization

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Reinforce your understanding of landing page optimization principles by completing practice exercises.

Browse courses on Landing Page Optimization

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Access online resources or textbooks that provide practice exercises on landing page optimization.
Identify a landing page to optimize and analyze its current performance.
Apply the principles of landing page optimization to create a revised version of the page.
Implement the revised landing page and monitor its performance against key metrics.

Create a mock digital advertising campaign

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Creating your own campaign will reinforce your understanding of the strategic and technical aspects of digital advertising.

Browse courses on Campaign Creation

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Choose a target audience and advertising goal
Select the appropriate digital advertising channels
Create compelling ad creative
Track and analyze the results

Explore ad-serving and ad-tech platforms

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Solidify understanding of the technical backbone of digital advertising

Browse courses on Digital Advertising

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Review online tutorials on ad-serving platforms
Explore the features and capabilities of different ad-tech platforms
Create a sample ad campaign using an ad-serving platform

Attend industry webinars and conferences on digital advertising

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Connect with industry professionals and gain insights into current practices

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Identify relevant industry events
Register and attend the events
Engage with speakers and attendees

Develop a digital advertising strategy for a small business

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Apply your knowledge of digital advertising to create a comprehensive strategy that will help a small business achieve its marketing goals.

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Identify the target audience and business objectives
Research and analyze the competitive landscape
Develop a multi-channel digital advertising campaign
Establish key performance indicators (KPIs) and track results

Analyze real-world ad campaigns

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Develop critical thinking and analytical skills in evaluating digital advertising campaigns

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Select a variety of ad campaigns across different industries
Analyze the target audience, messaging, and overall effectiveness of each campaign
Identify areas for improvement and provide constructive feedback

Create a blog post or article on the latest trends in programmatic advertising

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Stay updated on industry developments and enhance writing and research skills

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Research current trends in programmatic advertising
Develop an outline and write the blog post or article
Proofread and edit the content
Publish the blog post or article on a relevant platform

Write a blog post on emerging trends in programmatic advertising

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Showcase your knowledge and understanding of programmatic advertising by creating a blog post that explores the latest trends and advancements in the field.

Browse courses on Programmatic Advertising

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Research and gather information on emerging trends
Develop an outline and structure for your blog post
Craft engaging and informative content
Proofread and publish your blog post

Write a blog post or article on a topic in digital advertising

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Writing about digital advertising will require you to research, synthesize, and explain the material, which will strengthen your knowledge.

Browse courses on Digital Advertising

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Identify a topic that interests you
Research and gather information
Write a clear and well-organized blog post or article

Use a digital advertising simulation platform

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Simulations provide a safe and realistic environment to experiment with different digital advertising strategies.

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Choose a simulation platform
Run simulations and experiment with different strategies
Track and analyze the results

Develop a digital advertising plan for a specific business

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Apply the principles of digital advertising to a real-world scenario

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Define the business objectives and target audience
Research industry best practices and competitor strategies
Develop a comprehensive advertising plan including budget, channels, and metrics
Present the plan to the business and seek feedback

Career center

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

Data Analyst

Data Analysts collect, analyze, and interpret data to help businesses make informed decisions. They use statistical techniques to identify trends and patterns in data. This course may be helpful for those who wish to enter this career field as it provides a foundation in data analysis, including the use of Excel and various advertising metrics. It also covers the importance of data and analytics in optimizing ad performance and targeting specific audiences.

See salaries and explore the career path for Data Analyst

Programmatic Advertising Specialist

Programmatic Advertising Specialists use technology to automate the buying and selling of digital advertising. They use data analysis to identify the most effective targets for advertising campaigns. This course may be helpful for those who wish to enter this career field as it provides a foundation in programmatic advertising, including the history, impact, and key players in the ad tech ecosystem. It also covers the roles of DSPs, SSPs, ad exchanges, and ad networks, as well as the importance of bidding and pacing.

See salaries and explore the career path for Programmatic Advertising Specialist

Digital Marketing Specialist

Digital Marketing Specialists develop and implement digital marketing campaigns. They use a variety of online marketing channels, such as social media, email, and search engines. This course may be helpful for those who wish to enter this career field as it provides a foundation in digital advertising, including the various types of ads, data analysis, and targeting. It also covers some of the ethical implications of data usage and data privacy laws.

See salaries and explore the career path for Digital Marketing Specialist

Display Advertising Specialist

Display Advertising Specialists create and manage display advertising campaigns. They work with clients to develop creative content and to target the most effective audience for their campaigns. This course may be helpful for those who wish to enter this career field as it provides a foundation in display advertising, including the various formats of digital advertising, the trends in ad spending, and the unique aspects of digital advertising. It also covers the advertising funnel, the FCB Grid, and various advertising metrics, such as impressions, CPM, CTR, CPA, and ROAS.

See salaries and explore the career path for Display Advertising Specialist

Digital Advertising Manager

Digital Advertising Managers plan, implement, and manage digital advertising campaigns. They oversee the budget, develop creative content, and track results. This course may be useful for those who wish to enter this career field as it provides a comprehensive overview of digital advertising, including the various types of ads, data analysis, and targeting. It also covers some of the ethical implications of data usage and data privacy laws, which are important considerations for Digital Advertising Managers.

See salaries and explore the career path for Digital Advertising Manager

Marketing Manager

Marketing Managers plan, implement, and manage marketing campaigns. They oversee the budget, develop creative content, and track results. This course may be helpful for those who wish to enter this career field as it provides a foundation in digital advertising, which is an important part of marketing today. It also covers the various types of ads, data analysis, and targeting, as well as some of the ethical implications of data usage and data privacy laws.

See salaries and explore the career path for Marketing Manager

Social Media Manager

Social Media Managers develop and implement social media marketing campaigns. They use social media platforms, such as Facebook, Twitter, and Instagram, to connect with customers and to promote products or services. This course may be helpful for those who wish to enter this career field as it provides a foundation in digital advertising, including the various types of ads, data analysis, and targeting. It also covers some of the ethical implications of data usage and data privacy laws.

See salaries and explore the career path for Social Media Manager

Media Buyer

Media Buyers purchase advertising space for their clients. They work with media outlets to negotiate rates and to place ads. This course may be helpful for those who wish to enter this career field as it provides a foundation in digital advertising, including the various types of ads, data analysis, and targeting. It also covers some of the ethical implications of data usage and data privacy laws.

See salaries and explore the career path for Media Buyer

Digital Advertising Analyst

Digital Advertising Analysts research, develop, and execute digital advertising campaigns. They use data analysis to measure the effectiveness of marketing campaigns and to make recommendations for improvement. This course may be helpful for those who wish to enter this career field as it provides a foundation in digital advertising, including the various types of ads, data analysis, and targeting. It also covers some of the ethical implications of data usage and data privacy laws, which are important considerations for Digital Advertising Analysts.

See salaries and explore the career path for Digital Advertising Analyst

Sales Manager

Sales Managers lead and motivate sales teams. They develop sales strategies and oversee the sales process. This course may be helpful for those who wish to enter this career field as it provides a foundation in digital advertising, which can be used to generate leads and close deals. It also covers the various types of ads, data analysis, and targeting, as well as some of the ethical implications of data usage and data privacy laws.

See salaries and explore the career path for Sales Manager

Product Manager

Product Managers develop and manage products. They work with engineers, designers, and marketers to bring products to market. This course may be helpful for those who wish to enter this career field as it provides a foundation in digital advertising, which can be used to promote products. It also covers the various types of ads, data analysis, and targeting, as well as some of the ethical implications of data usage and data privacy laws.

See salaries and explore the career path for Product Manager

Mobile Advertising Specialist

Mobile Advertising Specialists create and manage mobile advertising campaigns. They work with clients to develop creative content and to target the most effective audience for their campaigns. This course may be helpful for those who wish to enter this career field as it provides a foundation in mobile advertising, including the history, advantages, and disadvantages of mobile advertising. It also covers the various formats of mobile ads, such as SMS, banner ads, and videos, and explains how they can be targeted based on user data.

See salaries and explore the career path for Mobile Advertising Specialist

Web Developer

Web Developers design and develop websites. They use programming languages, such as HTML, CSS, and JavaScript, to create websites that are both functional and visually appealing. This course may be helpful for those who wish to enter this career field as it provides a foundation in digital advertising, which can be used to promote websites. It also covers the various types of ads, data analysis, and targeting, as well as some of the ethical implications of data usage and data privacy laws.

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Account Manager

Account Managers manage relationships with clients. They provide support and ensure that clients are satisfied with their products or services. This course may be helpful for those who wish to enter this career field as it provides a foundation in digital advertising, which can be used to build relationships with clients. It also covers the various types of ads, data analysis, and targeting, as well as some of the ethical implications of data usage and data privacy laws.

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Creative Director

Creative Directors oversee the creative aspects of advertising campaigns. They work with copywriters, designers, and photographers to develop creative content. This course may be helpful for those who wish to enter this career field as it provides a foundation in digital advertising, including the various types of ads, data analysis, and targeting. It also covers some of the ethical implications of data usage and data privacy laws.

See salaries and explore the career path for Creative Director