Using advertising technology to drive net NEW visitors to your site.
What is Prospecting/User Acquisition/Demand Generation.
100
The information that you already have on your business, i.e. people who have visited your website already or are signed up to your email list.
What is first party data.
100
Any website that is supporting itself (completely or partially) by selling ad impressions.
What is a Publisher.
100
What type of data would an email list fall under?
What is CRM data.
100
What is viewability?
Viewability is a measurement of how much (if any) of your ad can be seen by a site visitor.
200
This is a platform that allows advertisers to store and take control of their own first-party data and campaign data to make smarter media buying and campaign planning decisions.
What is a DMP (Data Management Platform).
200
This type of information is not owned by you. Rather, you can purchase or access it for a fee from another company or service.
What is third party data.
200
This is an aggregator of publishers.
What is an exchange or network.
200
Liveramp allows websites like Nike to pass their ______ to their _____.
What is: Liveramp allows websites like Nike to pass their [first party] data to their digital marketing platform (or DSP).
200
What is attribution?
Attribution is the credit brands or agencies give a particular vendor for a conversion.
300
Engaging users through display ads who have already been to your site.
What is Retargeting.
300
Name at least 1 type of demand generation advertising.
What is behavioral, site, contextual or category targeting.
300
Is Refinery 29 a publisher or network/exchange?
What is a Publisher.
300
Through what method does a website track your on-site and off-site behavior?
Using Cookies!
300
What is the difference between a CTC (click through conversion) and a VTC (view through conversion)
A click through conversion only includes conversions that results after a user clicks on an ad. A view through conversion counts conversions that result after an ad was viewed but not clicked by a user.
400
Rocketfuel and Mediamath are examples. These are vendors that allows buyers of digital advertising to manage multiple ad exchange and data exchange accounts through one interface.
What is a DSP (Demand Side Platform)
400
Does retargeting use first or third party data?
What is 1st party data.
400
Is AppNexus a publisher or exchange? Bonus point: can you name some of the networks AppNexus has access to?
What is an exchange.
400
Buying impressions in a matter of milliseconds on behalf of advertisers.
What is Real Time Bidding.
400
What is an MMP? (What does it stand for and what do they do?)
MMP stands for Mobile Measurement Platform. They measure performance (analytics) specifically for mobile. An example of something they measure would be app downloads.
500
What is A/B Testing?
A/B testing (sometimes called split testing) is comparing two versions of a web page or ad creative to see which one performs better.
500
What is native advertising? Can you give TWO examples of native advertising platforms?
It is is a form of online advertising that matches the form and function of the platform on which it appears.
Examples: Facebook, Pinterest, Twitter.
500
What are dynamic ads?
Dynamic ads are when you show people specific products that they viewed, top products, or recommended products.
500
What is deep linking?
Deeplinking is when you click on a link or an ad and you are taken directly to that specific page within an app, not just the homepage.