Dr. Chris J. Vargo is an Associate Professor at the University of Colorado Boulder, specializing in data analytics and digital advertising. His research integrates computer science techniques to analyze social media data through the lenses of communication, psychology, and political science. With expertise in data mining, machine learning, and predictive analytics, Dr. Vargo employs advanced methodologies such as network analysis and information retrieval to investigate contemporary media landscapes. His goal is to enhance the quantitative analytical skills of students, preparing them for the demands of the industry.In the classroom, Dr. Vargo teaches various courses related to advertising analytics at both undergraduate and graduate levels, including "Introduction to Digital Advertising" and "Programmatic Advertising." He also directs the CMCI/Leeds Marketing and Business Analytics partnership, fostering collaboration between departments. His scholarly contributions have been published in notable journals such as the Journal of Communication and New Media & Society. Additionally, he serves as the Editor of The Agenda Setting Journal, focusing on agenda-setting theory in new media contexts. With a robust academic background that includes a Ph.D. from The University of North Carolina at Chapel Hill and practical experience in public relations and digital marketing, Chris J. Vargo is dedicated to advancing research and education in the rapidly evolving field of digital advertising.