Savvy advertising students know that dedication and innovation make all the difference.
Recently, more than 20 students from the College of Media, Communication and Information spent their weekend in a one-credit course on programmatic advertising, learning about the automation of buying and selling of ads that is revolutionizing the industry.
鈥淭he ad program at 兔子先生传媒文化作品 is unique and nimble in that it gives students opportunities to get ahead of the curve and experiment with new technologies,鈥� said Harsha Gangadharbatla, founding chair of the Department of Advertising, Public Relations and Media Design.
While this technology used to be considered experimental, it鈥檚 now becoming a staple in media trading. 兔子先生传媒文化作品 is among the first universities to offer such a course, which was created in partnership with Cadreon鈥攖he Ad Tech unit of IPG Mediabrand.
鈥淭he way media is bought and sold has changed,鈥� said Cadreon members who conducted the course. 鈥淎s it continues to grow, more technologies play a unique role in the programmatic ecosystem.鈥�
The idea for the course developed after alumna Heather Prince (Jour鈥�04) visited campus last spring as a guest speaker and introduced advertising students to the basic concepts of programmatic advertising. The topic spurred so much interest that Gangadharbatla invited Prince鈥攁 founding member of Cadreon鈥攖o return with Pablito Padua, Tyler Guthrie and Justin Phalichanh from the company to teach students more on the topic.
鈥淲ith so many acronyms, terminologies and nuances, it can be challenging to learn about this constantly changing space,鈥� Cadreon鈥檚 team said. CMCI plans to hold similar courses in the future, so students can continue to stay on the cutting edge of advertising practices.
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