Programmatic and Digital Media
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
Section I: Administrative Information
  Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Winter 2021
Prerequisites: ADVG18508
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising and Marketing Comm, Advertising/Marketing CommMgmt
Program Coordinator(s): Marc Doucette
Course Leader or Contact: Colin Robey
Version: 20210118_00
Status: Approved (APPR)

Section I Notes: N/A

Section II: Course Details

Detailed Description
Students explore the impact of digital and programmatic technology on the delivery and analysis of advertising campaigns. The role of programmatic ad buying, its targeting capabilities and how it impacts different digital media strategies is investigated. Campaign results will be analyzed against objectives to determine likelihood of success. Students survey the current media landscape including the opportunities and challenges inherent in programmatically delivered digital communications. Through class discussion, lectures, online activities and independent research, students become familiar with the different technologies, terminology and platforms required to execute a programmatically delivered digital advertising campaign.

Program Context

Advertising and Marketing Comm Program Coordinator(s): Marc Doucette
This is a required course in the Advertising and Marketing Communication Management program that provides knowledge to support other courses in the program.

Advertising/Marketing CommMgmt Program Coordinator(s): Marc Doucette
This is a required course in the Advertising and Marketing Communication Management program that provides knowledge to support other courses in the program.

Course Critical Performance and Learning Outcomes

  Critical Performance:
By the end of this course, students will have demonstrated the ability to summarize the different opportunities and processes involved in advertising using digital technology.
Learning Outcomes:

To achieve the critical performance, students will have demonstrated the ability to:

  1. Define common terminology used in digital and programmatic media advertising.
  2. Assess the advantages and challenges of various digital platforms
  3. Summarize the processes required in programmatic advertising.
  4. Identify different advertising deployment opportunities available through programmatic media.
  5. Describe the different strategies in programmatic advertising.
  6. Interpret the reports/results of a programmatic campaign.

Evaluation Plan
Students demonstrate their learning in the following ways:

 Evaluation Plan: IN-CLASS
 Test #1 (Individual)20.0%
 Test #2 (Individual)25.0%
 Assignment #1 (Individual)20.0%
 Assignment #2 (Group)25.0%
 Mini Assignments (10 @ 1%)10.0%

Evaluation Notes and Academic Missed Work Procedure:
All courses within the Advertising and Marketing Communications - Management program use the same late penalty policy. The penalty for a late assignment is 10% of the total value of the assessment for the first 24-hour period after it is due. For every additional 24-hour period, 20% will be deducted. After the third day (72 hours), the grade will be recorded as a zero (0) for that evaluation. There will be no resubmission of work unless, under exceptional circumstances, this has been agreed to or suggested by the instructor. Students in this course must attain a minimum 50% average on their individual and/or non-group work assignments, while achieving a minimum grade of 50% overall to pass this course.

Provincial Context
The course meets the following Ministry of Colleges and Universities requirements:


Essential Employability Skills
Essential Employability Skills emphasized in the course:

  • Communication Skills - Communicate clearly, concisely and correctly in the written, spoken, visual form that fulfills the purpose and meets the needs of the audience.
  • Communication Skills - Respond to written, spoken, or visual messages in a manner that ensures effective communication.
  • Numeracy - Execute mathematical operations accurately.
  • Critical Thinking & Problem Solving Skills - Use a variety of thinking skills to anticipate and solve problems.
  • Critical Thinking & Problem Solving - Apply a systematic approach to solve problems.
  • Information Management Skills - Analyze, evaluate, and apply relevant information from a variety of sources.
  • Information Management - Locate, select, organize and document information using appropriate technology and information systems.
  • Interpersonal Skills - Show respect for the diverse opinions, values, belief systems, and contributions of others.
  • Interpersonal Skills - Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.
  • Personal Skills - Manage the use of time and other resources to complete projects.
  • Personal Skills - Take responsibility for one's own actions, decisions, and consequences.

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) - Office of the Registrar
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):

  • Portfolio
    Notes:  Both portfolio and interview are required.
  • Interview
    Notes:  Both portfolio and interview are required.

Section III: Topical Outline
Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Instruction Mode: In-Class
Professor: Multiple Professors
Resource(s): N/A
Applicable student group(s): N/A
Course Details:

Module 1: Introduction to Digital Media

Common terminology used in digital advertising

Current trends in digital advertising

Role of digital technology in traditionally non-digital media

Advantages and challenges of advertising in digital media


Test 20%

Assignment 01 (Individual) 20%


Module 2: Programmatic Message Delivery

Demand-Side Platforms and Process

Common DSP Terminology

DSP platform input options

Supply-Side Platforms and Process

Common SSP Terminology

SSP Inventory options

Data Management Platforms and Process

First Party Data

Second and Third Party Data


Assignment 02 (Group) 25%


Module 3: Programmatic Deployment and Analysis

Reporting in programmatic advertising

Evaluating different outcomes and optimizing the campaign


Test 25%


Mini Assignments (10 @ 1% each)


Sheridan Policies

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

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