Digital Advertising Fundamentals

You'll build a solid foundation in the modern marketing landscape by comparing digital and traditional channels, mapping the ecosystem's key players, mastering core pricing metrics, and adapting campaigns for specific devices. By the end, you'll be able to explain how digital ads reach consumers and interpret basic campaign scenarios with confidence.

You'll navigate the major advertising platforms and formats—search, social, display, video, native, shopping, and programmatic—and learn to match each to the right objective and audience. By the end, you'll be able to select the right platform and buying approach for any campaign goal.

You'll master audience targeting and campaign planning—selecting targeting methods, aligning objectives with budgets, crafting performing creative, and adapting to a privacy-first landscape. By the end, you'll be able to turn a business goal into a coherent, compliant campaign plan.