Thyagarajan Subramanian, who prefers to be called Raja, is an Assistant Professor of Marketing at the College of Business Administration, University of Central Florida. He obtained his Ph.D. in Marketing from the University of Texas at Dallas. Raja’s research mainly focuses on advertising in the context of e-commerce, the on-demand economy, and traditional retailing. He has over fifteen years of experience in advertising, media planning, marketing analytics, and consulting across various international markets and diverse business categories. Currently, at UCF, he teaches Digital Media Marketing.