The Fundamentals of Digital Advertising is an informative introduction to advertising today. It explains the modernization of the advertising industry by examining the wide array of forms that digital advertising now takes, as well as looking at the trends and technologies which are likely to be used in the future. Focusing on real-life examples, it looks at how advertising creatives have responded to the different demands of digital campaigns, giving a crucial insight into this dynamic industry.

The text guides students through the exciting world of online and interactive...