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Digital Advertising Fundamentals

Overview

Master the digital advertising lifecycle. Learn to navigate major platforms, select precise targeting, and craft high-performing creative. You’ll gain the skills to analyze campaign metrics, optimize for ROI, and communicate data-driven insights to stakeholders with confidence.

What you'll learn

  • Compare traditional and digital advertising, and explain how the digital ecosystem and pricing models work
  • Match advertising platforms, formats, and buying approaches to campaign objectives
  • Develop audience targeting strategies for a privacy-focused advertising landscape
  • Align campaign objectives, budgets, creative, and device considerations
  • Evaluate performance using meaningful KPIs, ROI, and attribution models
  • Conduct A/B tests and optimize campaigns based on results
  • Communicate data-driven campaign insights to stakeholders

Skills you'll practise

Digital Advertising

Advantages and disadvantages

Advantages

  • University courses you can audit for free, with lectures, readings and practice quizzes.
  • A verified certificate from the university if you pay for it.
  • Self-paced: start any time.

Disadvantages

  • Graded assignments and the certificate need the paid track.
  • Audit access can expire a few weeks after the course ends.
  • Learning is free, but the certificate costs money.
  • Some parts (graded work, certificate) are paid.

Some points apply to every course of this kind; see how we rank.

Free to audit

  • Free: Choose "Audit this course" when you enrol: lectures, readings and practice are free.
  • Paid: Graded assignments and the verified certificate (Certificate $30). Audit access may end after the course closes.

Before you start

Beginner: Analytical Thinking Beginner: Tailoring for the Audience

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