Paid advertising in 2026 is different from paid advertising in 2020. Attribution is noisy. Platforms are restrictive. Creative is the dominant lever. This section is 50 pages on what actually works now, platform by platform, plus the measurement and creative disciplines that make all of it compound.
How auctions work, unit economics, channel-market fit.
Facebook + Instagram: the workhorse of DTC and consumer.
Search, Shopping, Performance Max: still the intent leader.
Creative-first platform. Different rules.
B2B workhorse, expensive per click, high intent.
Video at scale. Skippable, long-form, demand-gen.
Hooks, UGC, ad copy, creative fatigue.
Attribution post-iOS 14, MER, incrementality, MMM.