Audience, Value & digital marketing

Ects : 3
Volume horaire : 18
Coefficient : 1
Compétence à acquérir :
- Analyze the current media value chain transformation.
- Being ready to work in the digital ad industry.
- Recommend how to leverage data value for publishers.
- Understand data compliant practices in the digital ad industry.
Mode de contrôle des connaissances :
A group work consisting in Analyzing one issue from the course and one personal work (blog post on the course Blog)

Description du contenu de l'enseignement :
- Digital transformation of the media industries.
- Digital Ad Ecosystem: from inventory to audience buying.
- Issues in digital ad: visibility, metrics, fraud, customer behaviors.
- Data in the digital Ad industry: practices and regulations.
- Toward a convergence of TV and digital? Future of digital advertising.

- Understand media’s challenges in the digital transformation.
- Master the digital ad value chain/Capture the importance of data in the value chain/Be prepared for the convergence of methodologies (TV and Digital).

Enseignant responsable :