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Direct linkLinwan Wu; Allyssa Andrews – Journal of Advertising Education, 2024
Programmatic advertising has come to dominate the landscape of digital media planning. To prepare ad majors for their future careers in the industry, it is essential to teach students programmatic buying and provide them with hands-on experience. In this article, the authors present their approach of integrating teaching programmatic buying into a…
Descriptors: Advertising, Professional Education, Teaching Methods, Purchasing
