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Course Description

Businesses supported by advertising, such as Google and Facebook, are built on the concept of a two-sided market. In such scenarios, the company delivers a service to consumers for free but also sells the attention of those consumers to advertisers. In this lesson, you will examine how digital advertising has evolved over time to become the predominant advertising medium we know today. You will also explore how the consumer interacts with ads as well as how to compute metrics that illustrate both the effectiveness and efficiency of advertising, enabling you to measure and interpret the performance of digital advertising spending.

Benefits to the Learner

  • Examine how digital advertising has evolved over time 
  • Explore how the consumer interacts with ads and how to compute metrics that illustrate both the effectiveness and efficiency of advertising
  • Study data from a sponsored search advertising campaign to observe the implementation of these metrics in action
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Enroll Now - Select a section to enroll in
Type
self-paced (non-instructor led)
Dates
Dec 01, 2023 to Dec 31, 2030
Total Number of Hours
1.0
Course Fee(s)
Regular Price $0.00
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