The Digital Advertising Landscape - What Works NOW

It is important that organizations fully understand the legal and business implications of 5 new and forthcoming U.S. state privacy laws (in California, Virginia, Colorado, Connecticut and Utah), as well as significant legal developments occurring in the EU pursuant to the General Data Protection Regulation. With so much attention focused on privacy as it relates to the digital advertising industry, those in business strategy, operations, product, and engineering roles, as well as younger lawyers, need to understand core privacy concepts. This course fulfills that necessity by explaining how these privacy laws, with a focus on U.S. state privacy laws, apply to the various players of the digital advertising ecosystem.

What do we know about what proportion of TV ads air to empty rooms and what type of ads retain consumer’s attention the most? This research uses novel measures of viewer in-room presence and attention to identify which TV viewers are actually exposed to ads, and whether these new measures predict important outcomes for advertisers.