Media Buyer Course

Lesson 1 • Ad Inventory and Supply Chain

Explains how ad inventory is created, packaged, and sold across channels. Connects supply-side and demand-side roles.

Lesson 2 • The Media Buying Ecosystem

Defines media buying and its role within the broader marketing funnel. Establishes vocabulary used throughout the course.

Lesson 3 • Media Channels Overview

Surveys digital and traditional media channels available to buyers. Provides context for channel selection decisions covered later.

Lesson 1 • Retargeting and Audience Suppression

Teaches how to re-engage past visitors and exclude irrelevant users. Improves efficiency by reducing wasted impressions.

Lesson 2 • Targeting Techniques and Options

Explores contextual, keyword, geographic, and device targeting methods. Connects each technique to specific campaign use cases.

Lesson 3 • First-, Second-, and Third-Party Data

Distinguishes data sources by origin and reliability. Students learn to prioritise data types for targeting accuracy.

Lesson 1 • Setting Campaign Objectives and KPIs

Aligns media goals with business outcomes using the awareness-consideration-conversion framework. Establishes measurable success criteria.

Lesson 2 • Creative Requirements and Ad Specs

Defines how creative assets must be prepared for each channel. Prevents campaign delays caused by spec errors.

Lesson 3 • Campaign Brief and Stakeholder Alignment

Teaches how to document and communicate the campaign plan to internal and external teams. Ensures shared understanding before launch.

Lesson 4 • Budget Planning and Allocation

Covers how to size a media budget and distribute spend across channels. Students can justify allocation decisions with data.

Lesson 1 • Ad Verification and Brand Safety

Introduces tools and standards for ensuring ads appear in safe, viewable, and fraud-free environments. Protects advertiser reputation and budget.

Lesson 2 • Deal Types and Private Marketplaces

Distinguishes open auction, preferred deals, private marketplaces, and programmatic guaranteed. Guides deal selection by campaign need.

Lesson 3 • Demand-Side Platform Operations

Covers DSP interface navigation, campaign setup, and targeting configuration. Students can build a live campaign inside a DSP.

Lesson 1 • Social Audience Targeting Options

Covers interest, behavioural, custom, and lookalike audience tools available on social platforms. Connects targeting choices to funnel stage.

Lesson 2 • Ad Formats and Creative Strategy

Reviews image, video, carousel, and story formats with platform-specific best practices. Aligns creative format to campaign objective.

Lesson 3 • Bidding and Budget Management

Explains automated and manual bidding strategies on social platforms. Students can set bids that balance delivery and cost efficiency.

Lesson 4 • Paid Social Platform Architecture

Maps the campaign hierarchy and account structure common to major social ad platforms. Prevents structural errors that limit performance.

Lesson 1 • Display Campaign Setup and Targeting

Explains display network targeting options including placements, topics, and audiences. Students configure display campaigns for reach and relevance.

Lesson 2 • Paid Search Fundamentals

Covers search auction mechanics, Quality Score, and ad rank factors. Establishes the logic behind search campaign performance.

Lesson 3 • Search Ad Copywriting

Covers responsive search ad structure, headline and description best practices, and ad extensions. Improves click-through rate and Quality Score.

Lesson 4 • Keyword Research and Strategy

Teaches keyword discovery, grouping, and negative keyword management. Students build keyword lists that maximise relevance and minimise waste.

Lesson 1 • Reading and Interpreting Campaign Data

Teaches how to read platform dashboards and identify meaningful performance signals. Students distinguish noise from actionable trends.

Lesson 2 • Bid and Budget Optimisation

Covers systematic approaches to adjusting bids, reallocating budget, and improving efficiency. Connects optimisation actions to KPI impact.

Lesson 3 • Reporting and Performance Communication

Guides students in building clear performance reports for clients and stakeholders. Translates data into business-relevant insights.

Lesson 4 • A/B Testing and Creative Iteration

Introduces controlled testing methodology for ads, audiences, and landing pages. Students design valid tests and interpret results correctly.

Lesson 1 • Media Mix Modelling and Budget Decisions

Introduces media mix modelling concepts and how to use them for budget allocation. Students can defend spend decisions with analytical evidence.

Lesson 2 • Advanced Audience Strategy

Covers predictive audiences, data clean rooms, and identity resolution techniques. Prepares students for a cookieless targeting environment.

Lesson 3 • Competitive Intelligence and Market Analysis

Teaches how to monitor competitor media activity and use insights to sharpen strategy. Builds a habit of ongoing market awareness.

Lesson 4 • Full-Funnel Media Strategy

Maps media tactics to each funnel stage from awareness to retention. Students build integrated plans that move audiences through the funnel.