This note explores the importance of teaching critical data literacy in advertising education. It argues that while industry-standard tools provide valuable real-world experience, their uncritical adoption risks producing graduates who lack essential data skepticism. The paper highlights the hidden constraints of these tools, such as opaque methodologies and algorithmic deference, and emphasizes the need for educators to foster a culture of critical analysis. By demystifying methodologies, comparing competing measurements, and promoting skeptical interpretation, educators can better prepare students for the complexities of the digital advertising ecosystem.
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