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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/programmatic-advertising
课程评论：没有评论
课程名称：程序化广告 概述：程序化广告是一种利用新闻和娱乐内容的设计与格式的广告形式。与直接推销产品不同，程序化广告更注重为处于购买考虑阶段的消费者提供有价值的内容。通常以新闻故事的形式出现，程序化广告已被证明能够有效地影响消费者决策。由于其经济实惠且不需要复杂的平面设计，因此受到广泛欢迎。 课程大纲： 1. **Google展示广告认证**：本模块专注于理解和掌握通过Google的展示广告认证来进行程序化广告。 2. **讲座：原生广告**：该系列讲座探讨了原生广告的概念、类型、伦理问题及其对新闻业的影响。通过案例研究（例如已经停业的旅行公司Travel Pony），学生将了解原生广告在克服可信度问题和提高销售方面的有效性。同时，还将讨论联邦贸易委员会在原生广告监管中的角色、基于位置、购买意图及上下文相关性的目标策略，以及如何使用独立工具如Google Analytics来衡量原生广告活动的成功。 3. **项目：原生广告**：此项目为学生提供三个作业选项，以应用他们对原生广告、文章筛选和目标定位策略的知识。学生可以分析来自各大新闻网站的原生广告，评估本地企业文章的质量，识别潜在观众，或为小企业创建传播策略。通过完成该项目，学生将深入了解原生广告技术，学习如何批判性地评估文章以支持潜在的原生广告活动，并制定鼓励博客作者撰写正面评价的策略。 4. **讲座：连接电视广告**：该系列讲座探讨了因用户取消有线电视和流媒体服务的兴起而导致广告行业的变革，重点聚焦于连接电视广告的转变。讲座讨论了传统电视广告的下降及其影响因素，数据收集对广告定位的影响、隐私问题，以及效率与成本之间的平衡。同时，讲座分析了连接电视广告、程序化购买的优缺点，以及衡量注意力和归因的挑战。 5. **讲座：目标定位**：该系列讲座深入探讨数字广告的复杂性，集中讨论目标定位、重新目标、潜在客户及相似受众。讲座强调平衡重新目标与潜在客户的必要性，并探讨使用相似受众的益处和潜在陷阱。此外，还研究了构建广告活动的复杂性，考虑各种目标参数及其相互作用的重要性。讲座强调批判广告技术工具和方法的重要性，并解决潜在的伦理和隐私问题。 6. **讲座：Cookies与上下文**：该系列讲座探讨了广告行业的演变，重点关注从展示广告到程序化广告的转变及上下文广告的兴起。讲座深入探讨了关于第三方数据收集的伦理问题、Cookies的消亡及品牌安全的挑战。此外，还分析了各广告科技公司的技术和商业模式、广告科技法规的未来，以及行业透明度的重要性。
Name:Google Display Certification
Description:This week's module focuses on understanding and mastering programmatic advertising through Google's Display Ad Certification.
Name:Video Lectures: Native Advertising
Description:In this series of lectures, students will explore the concept of native advertising, its various types, ethical concerns, and its impact on journalism. Through case studies, such as the defunct travel company Travel Pony, students will learn about the effectiveness of native advertising in overcoming credibility issues and increasing sales. The lectures will also discuss the role of the Federal Trade Commission in regulating native ads, targeting strategies based on location, purchase intent, and contextual relevance, and how to measure the success of native advertising campaigns using independent tools like Google Analytics.
Name:Project: Native Advertising
Description:This project offers three assignment options for students to apply their knowledge of native advertising, article pulling and targeting, and seeding strategies. Students will either analyze native ads from various news sites, assess the quality of articles for a local business and identify potential audiences, or create a seeding strategy for a small business. By completing this project, students will gain a deeper understanding of native advertising techniques, learn how to critically assess articles for potential native ad campaigns, and develop strategies for encouraging positive reviews from bloggers.
Name:Video Lectures: Connected TV Advertising
Description:In this series of lectures, we explore the transformation of the advertising industry due to cord-cutting and the rise of streaming services, focusing on the shift towards connected TV advertising. We delve into the decline of traditional TV advertising and the factors contributing to the disruption of the cable TV industry. Furthermore, we discuss the impact of data collection on ad targeting, privacy concerns, and the balance between efficiency and cost. The lectures also cover the pros and cons of connected TV advertising, programmatic buying, and the challenges of measuring attention and attribution.
Name:Video Lectures: Targeting
Description:In this series of lectures, we delve into the intricacies of digital advertising, focusing on targeting, retargeting, prospecting, and look-alike audiences. We discuss the importance of balancing retargeting with prospecting and explore the benefits and potential pitfalls of using look-alike audiences. Additionally, we examine the complexities of constructing an advertising campaign by considering various targeting parameters and their interactions. The lectures also emphasize the importance of being critical of ad tech tools and methodologies, as well as addressing potential ethical concerns and privacy issues.
Name:Video Lectures: Cookies and Contextual
Description:In this series of lectures, we will explore the evolution of the advertising industry, focusing on the shift from display to programmatic advertising and the rise of contextual advertising. We will delve into the ethical concerns surrounding third-party data collection, the death of cookies, and the challenges of brand safety. Additionally, we will examine the technologies and business models of various ad tech companies, as well as the future of ad tech regulation and the importance of transparency in the industry.
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,
