What this lesson covers
How do Google and Meta find the right person, and what do they need from me?
- Search intent vs. social interest
- Audiences: core, custom, lookalike and broad
- Retargeting and the pixel
- Privacy, consent and first-party data
- Why segmentation still decides who sees the ad
Why this matters now
Placeholder for the lesson's opening story: a vivid, real moment where a marketer or small-business owner meets this exact problem.
Client Track
Placeholder for the optional Client Track sidebar: how to apply this lesson to a real business, client, campus organization or cause.
Key terms
Placeholder for the lesson's key vocabulary.