This course will explore the digital advertising “ecosystem,” identify key players and trends, and review programmatic media buying. COMM (IST) 450B Digital Advertising (3) Beyond keyword advertising, digital has transformed many industry activities related to buying and delivering advertising. Information technology and big data have revolutionized the way media and content providers interact and negotiate with advertisers, agencies and third parties. This course will explore the digital advertising and media “ecosystem,” identify key players and trends, lay out the basics of digital advertising campaign management, and review performance analysis and evaluation. Students passing this class will be able to take the Interactive Advertising Bureau Digital Media Sales certification exam. Students can opt to take the exam any point in time,while it’s not required.