Iab Certification - Main Definitions

Front 1

Ad Agency:

Back 1

build, execute and manage advertising initiatives for brands

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Media Management System:

Back 2

Tools media buyers use

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In-house Media Planning:

Back 3

brand in-house team instead of using ad agency

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Holding Company:

Back 4

parent company, owns numerous agencies and ad tech companies such as Trading Desks.

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- Content Publishers:

Back 5

professionally produce digital media content (text, images, audio or video).

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- Social Sites:

Back 6

primary focus is communication between groups of individuals who are typically part of an ever-expanding social circle.

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- User Generated Content:

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Any type of content created by non-professionals.

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- Brand Content:

Back 8

Content, rather than advertising, that is created and disseminated by brands.

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- Portals:

Back 9

Destination sites that provide WWW search, email, chat, maps, content (aggregated and/or owned) and other functionality.

Hint 9

google , yahooo

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- Media Publisher:

Back 10

professionally produce digital media content (text, images, audio or video) and is ad suppurted

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- Exchange:

Back 11

- aggregates inventory to all parties

- purchase/sell with Real Time Bidding

A sales channel between publishers, buyers and networks, aggregating inventory via an online interface that facilitates automated auction-based buying/selling via Real Time Bidding (RTB), a.k.a. the Open Exchange.

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- DSP (Demand Side Platform):

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- used by media buyers

- use to place and manage programmatic buys

A programmatic tech platform used by media buyers that provides centralized and aggregated inventory from multiple sources including publishers, ad networks, and exchanges.

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- SSP (Supply Side Platform):

Back 13

- used by publishers

- platform to sell inventory to advertisers

- can optimize

A tech platform used by publishers to programmatically sell inventory and optimize pricing, yield and audience reach for a pool of potential advertisers.

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- ATD (Agency Trading Desk):

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- Centralized management

- programmatic media management

- owned at the holding company level

- used by sister agencies

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- Ad Networks:

Back 15

outsourced sales channel for publishers

AND

aggregated inventory source for buyers;

will often layer in technologies to enhance media buys, such as targeting capabilities, creative generation and optimization.

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- Ad Servers:

Back 16

Technology used by buyers and sellers to run, optimize, track and report on digital ad campaigns.

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- Site Server:

Back 17

Ad serving that is executed by the original inventory source, and usually includes functionality to manage inventory availability.

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- DMP (Data Management Platform):

Back 18

storage and processing of first and third party data for ad process

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- Data Provider:

Back 19

Provide cookie pools and other means to target audiences

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Creative Optimization:

Back 20

Technology that enables marketers and agencies to manage and control creative assets, and integrates with the ad server to automatically serve up the best-performing creative for each impression.

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- Rich Media Vendor:

Back 21

Ad creative and ad serving company that offers advertisers the ability to run creative executions that consumers can interact with; used by brands, agencies, and inventory providers.

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- Verification & Privacy:

Back 22

give buyers the ability to monitor their live campaigns in real time

ensure impressions are appearing against desired content

Verifies that ad ran on approved sites

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- Tag Management:

Back 23

A technology service that interacts with an ad server to help buyers and sellers consolidate tags to ensure faster delivery.

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- Media Attribution:

Back 24

Technology that helps buyers see a holistic picture of all systems involved in influencing a desired outcome by a consumer (e.g. a conversion).

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- Marketing Reporting & Analytics:

Back 25

pull-in and analyze data from multiple sources

to understand advertising spend, engagement performance, and connection to sales.

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- Site Measurement & Analytics:

Back 26

used by publishers to determine how to better develop and optimize content to grow and ensure greater engagement with their audiences.

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- Research Providers:

Back 27

provides consumer behavior info and industry benchmarks.

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- Measurement Providers:

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provide the ability to track ad campaigns and measure success metrics (such as brand lift) and ROI.

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Examples of Holding Companies

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Interpublic Group (IPG)

Omnicom

WPP

Publicis

Hint 29

P O W I

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Examples of Agencies

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Mindshare (WPP)

OMD (Omnicom)

Leo Burnett (Publicis)

Universale Media (IPG)

AKQA (Independent)

Hint 30

L O U M A

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Examples of Trading Desk co's

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Xaxis (WPP)

Vivaki / AoD (Publicis)

Accuen (Omnicon)

Cadrean/Magna (IPG)

Varick (MDC)

Adnetik (Havas)

The Trade Desk (Independent)

Hint 31

T A X V A C V

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Ad Trafficking

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The process of prepping, launching and tracking an ad campaign

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Device ID

Back 33

A distinct number assigned to a smartphone or tablet that can be tracked by mobile IDs

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Statistical ID

Back 34

When a targeting provider makes assumptions* to match a user's smartphone to match their desktop

*probabilistic

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Universal Login

Back 35

Google uses this to target messages to you across devices (e.g. Serve ads based on prior search behavior)

*deterministic

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Geo-Fence

Back 36

Reaching consumers on a mobile device when they're within a specified distance from a store location.