Brad Best

Brad Best is an Associate Professor of Strategic Communication at the Missouri School of Journalism, University of Missouri. With over 20 years of advertising industry experience, he specializes in media buying, planning, and digital analytics. He previously led the Adobe Digital Analytics Competition and established the Journalytics Summit at the Reynolds Journalism Institute (RJI). He also serves as Technology Director for MOJO Ad, a student-run advertising agency focused on the Youth and Young Adult (YAYA) market. Best holds a business administration degree in marketing from Southern Illinois University Edwardsville.

Education:

• Bachelor’s in Business Administration (Marketing), Southern Illinois University Edwardsville

Research Interests: Digital advertising strategies, media analytics for news publishers, engagement and revenue optimization in digital products, and leveraging data-driven approaches in strategic communication. His work bridges academic research with industry practices through initiatives like the News Publisher Digital Analytics Initiative.

Advising & Grants: Oversees MOJO Ad operations and teaches courses in digital advertising and media sales. His professional experience includes roles at Fox Television Sales, MindShare, Carat, and online media agencies, managing campaigns for brands like Ford, Sony, and As Seen on TV products.

Labs/Teams: Leads the MOJO Ad agency and coordinates the Journalytics Summit, fostering collaboration between academia and industry leaders in analytics.