Prerequisite(s): MKTG 561 and MKTG 562. Restriction(s): MBA degree students, MS Digital Marketing Analytics students, or graduate Digital Marketing Certificate students only. Consumers crave uninterrupted connectivity and accessibility across devices and mediums. It offers marketers a unique opportunity to utilize the synergistic capabilities of devices to target audiences across media and provide rich and unified experiences of connectivity and accessibility to meet advertiser integrated marketing communication goals. This course is designed to provide fundamental knowledge, tools, and entities underlying the mechanics of digital advertising including optimizing on demand ad formats – display, video, text across digital devices, digital ad placement, programmatic buying systems (DSP, DRM) and tools and strategies for ad retargeting. It provides an introduction to the various tools, technology, and entities in digital advertising.