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TMA-PA-301300 level
Advanced Paid Media: Portfolio Budgeting, Programmatic and Retail Media
The cheapest channel in the account, and why it should get less money. 10 modules and a practical lab, about 30 guided hours.
₦30,000
Plus 7.5% VAT at checkout. Pay once. Full access for 12 months. The certificate is yours permanently.
Best taken after TMA-PA-201. That’s guidance, not a gate — you can take this course whenever you like.
What you’ll be able to do
- Distinguish average return from marginal return and say which one an allocation needs.
- Fit a saturation curve to a channel from its own weekly spend variation.
- Compute a marginal cost per acquisition and rank channels by it.
- Reallocate a fixed budget to equalise marginal cost and quantify what it buys.
- Measure brand search incrementality from a paused period against organic.
- Audit a programmatic supply path and compute what share of spend reaches a publisher.
- Identify made-for-advertising inventory and explain why its viewability is high.
- Restate a display channel's performance without view-through attribution.
- Measure retail media against a matched SKU holdout and report incremental cost.
- Write a reallocation plan and a media brief that survive a finance review.
What’s inside
10 modules + lab · around 30 hours
1
Average return and marginal return are different numbers
1 lesson1Read this module180 minreading
2
Fitting a saturation curve from the variation you already have
1 lesson1Read this module180 minreading
3
Marginal cost per acquisition, and the channel that should get less
1 lesson1Read this module180 minreading
4
Reallocating a fixed budget
1 lesson1Read this module180 minreading
5
Brand search, and paying for clicks you already had
1 lesson1Read this module180 minreading
6
The programmatic supply path
1 lesson1Read this module180 minreading
7
Made-for-advertising inventory, and the viewability that means nothing
1 lesson1Read this module180 minreading
8
View-through attribution, and the account without it
1 lesson1Read this module180 minreading
9
Retail media, and the holdout by SKU
1 lesson1Read this module180 minreading
10
The reallocation plan and the media brief
1 lesson1Read this module180 minreading
11
Practical Lab — The cheapest channel in the account, and the eight hundred million naira it is costing
1 lesson1Work the lab90 minreading