AdTech (Advertising Technology) course

## Course Title: Advertising Technology (AdTech) Fundamentals

### Course Description:

This course provides an in-depth exploration of the advertising technology ecosystem. Students will gain a comprehensive understanding of the technologies, strategies, and tools used in digital advertising. Topics covered include programmatic advertising, ad targeting, data analytics, and emerging trends in the AdTech industry.

### Course Duration: 10 weeks (or as per your preference)

### Course Format: Lectures, hands-on exercises, case studies, group projects, and guest speaker sessions.

### Week 1: Introduction to AdTech

- Module 1.1: What is AdTech?

  1. Definition and scope of advertising technology
  2. Historical overview and evolution of AdTech

- Module 1.2: Importance of AdTech

  1. Role in digital marketing
  2. Industry growth and trends

### Week 2: Digital Advertising Landscape

- Module 2.1: Types of Digital Advertising

  1. Display advertising, video advertising, mobile advertising
  2. Social media advertising and native advertising

- Module 2.2: Ad Formats and Channels

  1. Banner ads, video ads, interstitials, etc.
  2. Display networks, social platforms, and search engines

### Week 3: Programmatic Advertising

- Module 3.1: Introduction to Programmatic

  1. Programmatic vs. traditional advertising
  2. Key concepts: RTB, SSPs, DSPs

- Module 3.2: Programmatic Ecosystem

  1. Players in the programmatic ecosystem
  2. Programmatic ad buying and selling processes

### Week 4: Ad Targeting and Personalization

- Module 4.1: Ad Targeting Strategies

  1. Behavioral targeting, contextual targeting, and demographic targeting
  2. Dynamic creative optimization (DCO)

- Module 4.2: Personalization in Advertising

  1. User data and its role in personalization
  2. Privacy considerations and regulations

### Week 5: Ad Measurement and Analytics

- Module 5.1: Ad Metrics and Key Performance Indicators (KPIs)

  1. Click-through rate (CTR), conversion rate, viewability, etc.
  2. Measuring ad effectiveness

- Module 5.2: Ad Analytics Tools

  1. Google Analytics, Adobe Analytics, and other ad tracking platforms
  2. Data visualization and reporting

### Week 6: AdTech Platforms and Tools

- Module 6.1: Ad Management Platforms

  1. Google Ads, Facebook Ads Manager, and others
  2. Campaign setup and optimization

- Module 6.2: AdTech Tools and Software

  1. Ad servers, ad exchanges, and demand-side platforms
  2. Creative management platforms (CMPs)

### Week 7: Ad Fraud and Brand Safety

- Module 7.1: Understanding Ad Fraud

  1. Types of ad fraud (e.g., click fraud, impression fraud)
  2. Detection and prevention methods

- Module 7.2: Brand Safety

  1. Protecting brand reputation in digital advertising
  2. Tools and strategies for brand safety

### Week 8: Emerging Trends in AdTech

- Module 8.1: AI and Machine Learning in AdTech

  1. Predictive analytics, chatbots, and recommendation engines
  2. Programmatic creative optimization with AI

- Module 8.2: AdTech in Mobile and OTT

  1. Mobile advertising trends
  2. Over-the-Top (OTT) advertising and connected TV (CTV)

### Week 9: AdTech Regulations and Ethics

- Module 9.1: GDPR and Privacy Compliance

  1. Impact of data privacy regulations on AdTech
  2. Consent management in advertising

- Module 9.2: Ethical Considerations

  1. Ethical advertising practices
  2. Case studies on ethical dilemmas in advertising

### Week 10: Final Projects and Industry Insights

- Module 10.1: Final Group Projects

  1. Students work on practical AdTech projects, applying knowledge and skills gained during the course.

- Module 10.2: Guest Speaker Sessions

  1. Industry professionals share insights and trends in the AdTech field.

### Assessment Methods:

- Quizzes and exams to evaluate knowledge. - Hands-on exercises and case studies. - Group projects and presentations. - Final exam or project presentation.

### Course Materials:

- Textbooks on digital advertising and AdTech. - Access to AdTech platforms and tools for hands-on exercises. - Industry reports and whitepapers on AdTech trends.

This AdTech course outline covers a wide range of topics within the advertising technology field, from foundational concepts to emerging trends and ethical considerations.