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74 Cards in this Set
- Front
- Back
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Ad ops
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The team/function that is responsible for trafficking and optimizing digital ad campaigns.
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Ad ops
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The team/function that is responsible for trafficking and optimizing digital ad campaigns.
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Ad server
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An ad server is a web server dedicated to the delivery of advertisement. This specialization enables the tracking and management of advertising related metrics.
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Apps
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Short for “applications”, these are programs on a digital device (most commonly smartphones and tablets) that provide a specific service or function; usually will connect to the internet and can be ad-supported/free or paid.
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Assets
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Logos, artwork, fonts, etc. that a brand uses in their advertising creative.
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Attribution
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The process of connecting an ad event to a consumer action; or, more broadly, the process of connecting any consumer touchpoint a brand provides to a desired response.
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Authenticated viewing
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When cable networks provide services where their customers can access television content online after logging in through a host site.
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Banner
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A graphic advertising image displayed on a Web page.
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Bounce rate
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Figured as a percentage, this compares the number of visitors to a website who arrive and immediately leave vs. those who stay and spend time on the site; can be used to measure the effectiveness of a website, a search campaign or an ad campaign.
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Brand awareness
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Research studies can associate ad effectiveness to measure the impact of online advertising on key branding metrics.
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Brand metrics
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Measurable KPIs associated with branding objectives, such as brand lift, affinity, or favorability
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Buffering
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When a streaming media player temporarily stores portions of a streaming media (e.g., audio or video) file on a client PC until there is enough information for the stream to begin playing.
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Cache busting
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The process by which sites or servers serve content or HTML in such a manner as to minimize or prevent browsers or proxies from serving content from their cache. This forces the user or proxy to fetch a fresh copy for each request. Among other reasons, cache busting is used to provide a more accurate count of the number of requests from users.
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Click fraud
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Click fraud is a type of internet crime that occurs in pay per click online advertising when a person, automated script, or computer program imitates a legitimate user of a web browser clicking on an ad, for the purpose of generating a charge per click without having actual interest in the target of the ad's link.
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Cloud
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A term used by web-based companies offering users the ability to access files or services from devices that are connected to the internet (the opposite of storing files or programs on a hard or external drive).
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Connected TV
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A television set that is connected to the internet and is able to access Web-based content.
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Content marketing
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Any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.
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Contextual targeting
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Targeting content that deals with specific topics, as determined by a contextual scanning technology.
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Control group
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A term used in ad effectiveness measurement; the collection of consumers who were not exposed to an ad (their actions are then compared to the “exposed group” – the group that did see the ad – and the difference between the two groups should show the effectiveness of the ad campaign).
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Conversion
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A conversion occurs when the user performs the specific action that the advertiser has defined as the campaign goal. Conversions are often tracked by a web beacon, called a conversion pixel.
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Conversion pixel
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A conversion pixel is a specific type of web beacon that is triggered to indicate that a user has successfully completed a specific action such as a purchase or registration. This user action is considered a conversion.
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Cookie
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A cookie, also known as an HTTP cookie, web cookie, or browser cookie, is a string of text sent from a web server to a user's browser that the browser is expected to send back to the web server in subsequent interactions.
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Cross-device targeting
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The ability to serve sequential ad messages to the same consumer from one device to the next (e.g. first on a person’s desktop then again on his/her smartphone).
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Data aggregator
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A data aggregator is an organization that collects and compiles data from various sources, often offering results or access for resale. There are three primary types of data aggregators: Offline, Online and Personal Data Aggregators
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Data management platform
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A Data Management Platform (DMP) is a system that allows the collection of audience intelligence by advertisers and ad agencies, thereby allowing better ad targeting in subsequent campaigns.
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Deal ID
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A number that is assigned to a programmatic ad transaction used by both the buyer and seller to transact on prearranged parameters; in invitation-only auctions (aka private marketplaces).
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Engagement
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A general term used to classify interaction a consumer has with brand content, whether it be in an ad, on a brand’s site, or via a brand’s social media profile page.
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Expandable banner
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Expandable banners are Rich Media Ads that expand in size when a user rolls over or clicks on them. They reveal more advertising information and are designed to grab the attention of the user.
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Exposed group
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A term used in ad effectiveness measurement; the collection of consumers who were exposed to an ad (their actions are then compared to the “control group” – the group that did not see the ad – and the difference between the two groups should show the effectiveness of the ad campaign).
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Flighting
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A term borrowed from television advertising that means the timing around when a commercial will air, this can be used to talk about laying out the parameters of a digital ad campaign.
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Frequency cap
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The limit of how many times a given ad will be shown to a unique cookie during a session or within a specified time period.
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Geo-targeting
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Displaying (or preventing the display of) content based on automated or assumed knowledge of an end user’s position in the real world. Relevant to both PC and mobile data services.
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iFrame
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Short for “inline frame,” this is the area on a website designated for an ad to appear.
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Impression
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(Also called a View) A single display of online content to a user’s web-enabled device. Many websites sell advertising space by the number of impressions displayed to users. An online advertisement impression is a single appearance of an advertisement on a web page. Each time an advertisement loads onto a users screen, the ad server may count that loading as one impression. However, the ad server may be programmed to exclude from the count certain non-qualifying activity such as a reload, internal user actions, and other events that the advertiser and ad serving company agreed to not count.
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Instream
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When a video ad “streams” (plays) alongside (before/mid/after) video content.
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Interstitial
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Ads that appear between two content pages. Also known as transition ads, intermercial ads and splash pages.
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Lat-long
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Short for “latitude and longitude,” this generally refers to coordinates used to pinpoint an exact location on the globe; used in advertising for targeting consumers on mobile devices according to their detectable latitude and longitude, as opposed to a DMA, zip code or other means that are more commonly used in geo-targeting in digital advertising.
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Longtail
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Longtail – coined by Chris Anderson in an article in Wired Magazine, and in a book and his book The Long Tail; used to describe a portion of a statistical graph depicting the far end of a demand curve; applied in the digital media industry in different ways, but most commonly refers to a class of websites that each individually garner very little traffic (yet, when aggregated via networks and exchanges, offers tremendous scale)
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Makegoods
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Additional ad impressions which are negotiated in order to make up for the shortfall of ads delivered versus the commitments outlined in the approved insertion order.
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Media mix
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Media mix – the combination of media channels an advertiser uses to disseminate its marketing message to consumers
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Mid-roll
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A linear video spot that appears in the middle of the video content
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Mobile / location-based targeting
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Mobile/location-based targeting refers to a way to target advertisements on mobile devices such as smartphones or feature phones, GPS receivers, tablets (such as iPads) and soon on many mobile laptops. On phones and tablets, such advertisements can appear in a mobile Web browser or within an app. Geographic targeting information can come in the form of either a confirmed location or a derived location.
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Native advertising
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There is no standard definition of native as of this writing, and native is defined differently by various sectors of our industry, however it can be generally described as paid brand placements that look and feel more like the surrounding content environment rather than a space that is separated out specifically for an ad (in spite of this definition, however, a reasonable consumer should always be able to distinguish between what is a paid native ad vs. what is publisher editorial content)
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Offline Data Aggregators
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Generally establishing an interest in managing data from sources prior to the proliferation of the internet, companies like Acxiom and ChoicePoint have offered data acquired through both public record and private sources (like customer loyalty cards) for sale. This data is primarily sold to advertisers at the ZIP or ZIP+4 level, in order to maintain anonymity. Increasingly, the offline data is migrated for use in online campaign targeting.
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Online Data Aggregators
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Most often called Data Management Platforms (DMPs), companies like Lotame and BlueKai establish relationships with a large number of websites in order to gain a big-picture view of cookied users that would be inaccessible to individual sites.
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Open auction
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A programmatic marketplace where Real Time Bidding (RTB) occurs, and any advertiser or publisher can participate
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Opt-out
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When a company states that it plans to market its products and services to an individual unless the individual asks to be removed from the company's mailing list.
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Overlay
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An overlay is a media element that 'floats' above other content. This could be text floating over video, or an expanding banner ad expanding over page content.
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Pace/Pacing
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the rate at which a digital ad campaign uses up its pre-set number of impressions (for a fixed/reserved campaign) or budget (for an auction-based/unreserved campaign); campaigns can pace evenly or unevenly
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Page views
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When the page is actually seen by the user. Some platforms, like Facebook cache preview images for applications, which can mean that page views are not counted until a user clicks through to an application canvas page.
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Performance pricing
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An advertising model in which advertisers pay based on a set of agreed upon performance criteria, such as a percentage of online revenues or delivery of new sales leads. See CPA, CPC, CPL, CPO, CPS, CPT.
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Personal Data Aggregators
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Used primarily for either investigation of an individual or reputation management, companies like Spokeo and Chi.mp allow information for an individual to be collected in one place. This has little use for digital advertising.
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Pixel
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A web beacon, also known as a web bug, 1 by 1 GIF, invisible GIF, and tracking pixel, is a tiny image referenced by a line of HTML or a block of JavaScript code embedded into a web site or third party ad server to track activity.
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Polite load
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????
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Post-roll
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A linear video spot that appears after the video content completes.
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Pre-roll
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A preroll video ad is an In-Stream Video Ads that occurs before the video content the user has requested
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Price floors
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Price floors – the minimum bid required for an ad impression in an auction-based media market
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Private marketplace
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(PMP) a programmatic marketplace where Real Time Bidding (RTB) occurs, yet only select advertisers are allowed to bid on a vendor’s inventory (see also: open marketplace)
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Programmatic
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Programmatic – automated buying and selling of digital media
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Responsive design
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A web design method that enables content (including advertising) to resize, reformat, reorganize and/or reposition itself in real-time so that it looks good and functions appropriately no matter what screen it’s been viewed on
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Retargeting
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The use of a pixel tag or other code to enable a third-party to recognize particular users outside of the domain from which the activity was collected
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Safe frame
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A managed API-enabled iframe that opens a line of communication between the publisher page content and the iframe-contained external content, such as ads, and so content served into a SafeFrame is afforded data collection and rich interaction, such as ad expansion, that is unavailable in a standard iframe
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Site index
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The percentage of an overall desired audience that a website reaches; calculated by % of composition of a site divided by the % composition of the base audience, then multiplied by 100, so: (site comp ÷ audience comp) x 100 = site index; a site index of 100 is average, so for example, if a site indexes at 120, then they are 20% above the average
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Statistical ID
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A Statistical ID is a probabilistic method of identifying a device based on a set of its attributes that have a reasonable likelihood of being unique in aggregate. For example, using a hash of the IP address, user-agent string, and screen resolution would provide a higher probability of uniquely identifying a device than using any of those attributes independently.
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Tags
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Software code that an advertiser provides to a publisher or ad network that calls the advertiser’s ad server for the purposes of displaying an advertisement.
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Uniques
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Unique individual or browser which has accessed a site or application and has been served unique content and/or ads such as e-mail, newsletters, interstitials or pop-under ads. Unique visitors can be identified by user registration, cookies, or third-party measurement like ComScore or Nielsen. Reported unique visitors should filter out bots. See iab.net for the audience reach measurement guidelines.
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Verification services
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Independent companies that offer advertisers the ability to ensure that their ads are appearing in the correct environment; commonly used to protect advertisers from their ads appearing in content environments that are undesirable for brands (so, avoiding salacious/adult content)
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Video completion
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When a video ad runs all the way through to the end
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Viewability
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A term used to describe whether or not a digital media ever appeared in the space within a webpage that was in view to the viewer – for example, when a viewer opens his browser and goes to a website, most often the webpage is longer than the browser window, so the viewer must scroll to continue reading down the page; if an ad never scrolls into that viewable space it is not considered viewable; the standard threshold for viewability is 50% of the pixels in view for 1 second for display, and 50% of the pixels in view for 2 seconds for video
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View-through
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When a consumer sees a brand’s ad, does not click on it, and then later visits that brand’s website
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Viral
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1) any advertising that propagates itself; 2) advertising and/or marketing techniques that "spread" like a virus by getting passed on from consumer to consumer and market to market.
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Web crawler
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A web crawler (also known as an automatic indexer, bot, Web spider, Web robot) is a software program which visits Web pages in a methodical, automated manner.
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Widget
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A small application designed to reside on a PC desktop (Mac OS X or Windows Vista) or within a Web-based portal or social network site (e.g., MySpace or Facebook) offering useful or entertaining functionality to the end user.
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Yield management
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Yield and Revenue Management is the process of understanding, anticipating and influencing advertiser and consumer behavior in order to maximize profits through better selling, pricing, packaging and inventory management, while delivering value to advertisers and site users.
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