Learn how modern ad platforms utilize an advertiser's adjusted bid price in an auction to determine which ads get shown

Learn how modern ad platforms like Facebook and Google pair ad creative with dynamically-built audience targets, and how these automated, algorithmically-driven systems impact advertising performance.

Sub modules:

• Creative strategy
• Experimentation cadence
• Building a creative iteration process
• Audience testing and exploration in beta

Learn how to measure Return on Ad Spend (ROAS) and to build models around cashflow that allow advertising campaigns to be scaled without concern over cash delivery.

Sub Modules:

• LTV vs. ROAS
• Cash flow and budget management
• Cash flow break-even
• Budget Optimization and Workflow

Learn how to build meaningful, actionable reports for tracking spend and making quick optimization decisions for campaign management.

Sub Modules:

• Last-click vs. blended attribution
• Incrementality
• Organic allocation
• Attribution strategy
• Reporting design

A comprehensive overview of Facebook's app advertising tool suite, with specific strategies for exploiting each of Facebook's many advertising features

Sub Modules:

• Overview
• Lookalike audiences
• Audience overlap
• MAI strategy
• AEO strategy
• VO strategy
• Campaign Budget Optimization strategy

A comprehensive overview of Universal App Campaigns, Google's app advertising tool suite

Sub Modules:

• Overview
• Bidding strategy
• Creative strategy

This new module provides context on  the privacy changes being introduced to iOS14, including IDFA deprecation, as well as an overview of Apple's SKAdNetwork measurement framework and strategy guidelines for operating mobile advertising campaigns at scale without the IDFA (or other device identifiers)