Advertising Analytics and Real-Time Technology

This course provides a detailed overview of today's digital advertising technology industry. Students learn the ecosystem, common goals, success metrics, and key national and local competitors that define the industry. Key terms, such as real-time bidding and walled gardens, are introduced. Topics include the use of data science, machine learning, and artificial intelligence as advertising technology optimization tools, and the challenges that recent legislation protecting consumer data present to advertising technology firms. Students may not take both CSCI E-112 and ISMT E-111 (offered previously) for degree or certificate credit.