ADV 461

spring 2026

All Classes

Computational Advertising

Credit: 3 hours.

Explores the emerging landscape of computational advertising and provides students with a thorough understanding of digital advertising mechanisms, including topics like programmatic advertising, auctions, (behavioral) targeting, and attribution. Students also discuss the role of the digital traces left by consumers and how they can be used to generate insights to improve communication efforts. An emphasis is placed on privacy and ethical issues. Legal issues entrenched in digital advertising are also discussed.

3 undergraduate hours. No graduate credit. Prerequisite: ADV 284. Restricted to Juniors or Seniors.

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