Audience, Value & digital marketing

Ects : 3

Enseignant responsable :


Volume horaire : 18

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).

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)