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60 Cards in this Set

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  • Back
A/B testing
the comparison of performance between two different creative to determine which is more effective
Ad Networks
Provide an outsourced sales capability for publishers and a means to aggregate inventory and audiences from numerous sources in a single buying opportunity for media buyers; includes technologies to enhance buys including unique targeting capabilities, creative generation, and optimization.
Ad rotation
the assignment of multiple ads to one placement along with settings that determine which ad will display when called
Ad tag
a section of code place on a website used to serve ads and collect data
Asset
the file that contains the creative message for an ad
Available
inventory that is not reserved, booked, or overlapped
Buy
the site or network where ads will be placed
Cachebusting
the use of a random number or other means to force the browser or proxy to fetch a fresh copy of the ad for each page load
Call to action
(CTA) an invitation in the marketing to engage and complete an action such as “click here” or “buy now”
CDN
content distribution network; a network of servers optimized for content storage and delivery
Clickthrough
an ad click that redirects the site visitor to the advertiser’s site
Conversion
the click or view of an ad, seen by a cookied user, followed by a specified action by the same user within an allotted time window
Conversion window
the specified amount of time between an ad view or click and a consumer transaction within which a conversion is counted
CPA
cost per acquisition; cost for conversions in which a specific action is completed
CPC
cost per click
CPF
cost per follower (social media)
CPI
pay per install (mobile – cost per app install)
CPM
cost per 1,000 impressions
CPV
cost per view (video)
Daisy‐chain
a series of redirects from one system to another until an ad is found for the original ad request
Data Leakage
the collection and/or use of 1st party (publisher) data without the publisher’s knowledge and/or permission
Data Providers
Companies that provide cookie pools, audience profiles and other technology to target desired audiences.
Deal ID
a unique string of characters passed in bid request/response that buyers and sellers predefine for information that might include details such as floor price, priority, data, or any other useful information
Delivered
inventory that has already been served
Demographic Targeting
advertising to an audience segmented by qualities such as age, gender, education, location, etc.
DSP
Demand side platform – an application that enables marketers (the buyer) to access remnant inventory programmatically
eCPM
effective CPM; the average CPM of a campaign [total cost ÷ total impressions × 1,000]
Exchanges
A sales channel between pubs and networks, aggregating inventory via a platform that facilitates automated auction‐based pricing and Real Time Bidding (RTB = the open exchange).
Frequency
the number of times a particular ad is shown to an individual
Landing page
the brand’s web page that displays when an ad is clicked
Measurement
Companies that provide the ability to track ad campaigns and measure success metrics (such as brand lift) and ROI.
Overlap
different inventory is shown to the same person (person in‐market for tools may also be in‐market for cars)
Placement
the publisher‐designated ad space that defines the specs for ads accepted in that ad space
PPC
pay per click; advertiser pays only when the ad is clicked such as in a search campaign
Price floor
the lowest price at which a publisher is willing to sell inventory in a digital ad auction
Prospecting
the systematic approach to collecting new qualified sales leads
Reach
the extent of unique site visitors to be shown an ad
Redirect
a URL that instructs the client to request content from another web domain
Remnant inventory
left‐over ad space that can’t be sold after forecasted package inventory is sold
Research
Companies that provide consumer behavior information and industry benchmarks.
Reserved
set aside but not yet scheduled for delivery
Retargeting
the display of ads to consumers who previously interacted with the advertiser’s creative or site; sometimes with product details in which the consumer has shown interest
Rich Media
Ad creative and ad serving providers offering advertisers the ability to run creative that viewers can interact with.
SSP
Supply side platform – an application that enables publishers (the seller) to manage remnant inventory programmatically
Targeting
limiting ad display to select audience based on demographics, purchasing behavior, or interest in product or media
Tracking Pixel
a transparent 1x1 pixel image that when called from a server tracks an assigned action
Trading Desk
An agency platform that is part DSP, part data management platform (DMP), allowing them to access remnant inventory programmatically
Trafficking
the distribution and implementation of tags that control the flow of content (ads) and data (tracking) over a network
Trend
changes in the pattern of inventory over time
Verification
Companies that can track an ad campaign and then verify the ad ran in the correct environment and/or measure the amount of viewable impressions.
Prepay
flat rate payment in advance for impressions served, such as for an email campaign
CPE
cost per engagement; the measure of ad interaction
Booked
scheduled for delivery
Billed
invoice sent
Programmatic
the automated buying and selling of ad inventory using various criteria to be executed in real‐time
RTB
real‐time bidding; the auction‐based selling of inventory either privately for select buyers or publicly for all buyers
Prioritization
the order in which automated inventory is offered to buyers
Conversion
an ad view or click that leads to a subsequent action
Attribution
the practice of assigning credit to each of the publishers who played a role leading up to the conversion of a consumer
Impression
an ad display counted as close as possible to the opportunity to be seen