Digital Media Planning and Technology

In this advanced course on digital media planning and technology, students will build on their existing knowledge of paid marketing advertising and develop a deeper understanding of the paid digital media landscape. The course will focus on industry tools and technology used in media planning and execution, including ad serving, ad exchanges, and demand-side platforms. Students will learn how to leverage these tools to create effective media plans, develop and execute campaigns, and optimize performance. In addition, students will explore the latest trends and developments in paid media, including programmatic advertising, real-time bidding, and data-driven advertising. They will also learn how to conduct audience research and analysis, develop targeting strategies, and measure the effectiveness of their campaigns using key performance indicators. The course will cover best practices for managing media budgets, negotiating with vendors, and ensuring compliance with industry regulations and standards.