MKTG 4810 - Programmatic Media

INTRODUCTION TO PROGRAMMATIC MEDIA BUYING (3)This course provides an introduction to one of the fastest growing sectors of the advertising industry - digital media buying. This includes programmatic, paid search, and paid social media. We will discuss the technology used by buyers and sellers to streamline the buying process, the data available for audience targeting, and the types of inventory available in the programmatic marketplace. In addition, the course provides a detailed understanding of the processes required to bring a programmatic, paid social media, or paid search advertising campaign to life, from the initial media brief to campaign setup to data analysis and optimization.Prerequisite(s): Senior Standing or Consent of the department chair.

Credit Hours 3

Contact Hours 3