STRAMGT 518: Advertising and Monetization
The Global advertising market is forecast to top $600 Billion in 2016, with advances in advertising technology, such as online publishing, digital and mobile advertising platforms, as well as new ways of consuming video content, driving a rapid evolution of the market. We analyze this evolution from the perspective of three main constituents: 1) Marketers who rely on advertising to launch and sustain product sales, 2) Publishers and media owners for whom advertising often represents the largest source of monetization, and 3) Advertising agencies who design, plan and buy media for advertising campaigns. From the marketer's perspective, we will look at the metrics and methods that are used in optimizing the use of advertising in an increasingly fragmented, complex marketplace.nnFrom the media side, we will look at different selling and delivery strategies that can help publishers, particularly digital ones, monetize their audience more effectively.
Units: 2 | Grading: GSB Student Option LTR/PF
STRAMGT 518 |
2 units |
Section 01 |
Grading: GSB Student Option LTR/PF |
| Students enrolled: 34
01/30/2017 - 02/03/2017 Mon, Wed, Fri 3:00 PM - 5:50 PM at GSB Class of 1968 106 with Athey, S. (PI); Abraham, M. (SI)
02/13/2017 - 02/17/2017 Mon, Wed, Fri 3:00 PM - 5:50 PM at GSB Class of 1968 106 with Athey, S. (PI); Abraham, M. (SI)
Instructors: Athey, S. (PI); Abraham, M. (SI)
Notes: No Exam. Participation 30% Projects/Papers 70%. 1 Group Project/Paper. Non-GSB students: See gsb.stanford.edu/NonGSBReg. Enrolled + waitlisted must attend or be dropped. Seminar. Open to MBA, MSx, and GSB PhD students. P/F Allowed.