• Understand the roles and responsibilities of key stakeholders in the ad supply chain, including advertisers, ad platforms, and publishers.
• Identify the primary objectives and goals of ad campaigns, such as brand awareness, lead generation, and sales conversions.
• Distinguish between different pricing models used in ad campaigns, such as Cost-per-Click (CPC), Cost-per-Thousand Impressions (CPM), and Cost-per-Acquisition (CPA).
• Recognize the essential elements of an ad campaign, including scheduling, budgeting, line items, targeting strategies, and creative development.
• Comprehend the various targeting approaches employed in ad campaigns, such as geographic targeting, audience targeting, contextual targeting, and retargeting.
• Differentiate between different ad creative types, including display banners, video ads, native ads, and shopping ads, and understand their respective technical specifications.
• Explain the role of Ad Operations (AdOps) teams in campaign execution, monitoring, and optimization across various ad platforms like Google Ads, Facebook Ads Manager, and LinkedIn Ads.
• Analyze and interpret key performance indicators (KPIs) and metrics used for campaign monitoring, such as impressions, clicks, conversions, cost-per-click (CPC), and cost-per-acquisition (CPA).
• Develop a comprehensive understanding of the end-to-end campaign management process, from setup and execution to ongoing monitoring and data-driven optimization.

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This course is intended for anyone interested in gaining a comprehensive understanding of the terminology, concepts, and ecosystem surrounding advertising technology (AdTech) and programmatic advertising.