Programmatic
A means by which advertising inventory is bought and sold on a per-impression basis, via programmatic instantaneous auction, similar to financial markets. The auction takes place in the time it takes for a web page to load
RTB (real-time-bidding)
Advertisers working directly with a publisher to purchase advertisingspace on a website or in a traditional publication
Direct Buy
A script or image pixel placed on a website that can be used for pooling users for retargeting, campaign learnings, or performance tracking
Tracking Pixel
Our owners
GTCR
This type of business (and one of our preferred client types) includes famous chains like Chipotle, Five Guys, Canes, and more
QSR
Software platform that allows publishers connect their inventory with ad exchanges, networks, and DSPs at the same time to sell impressions at their highest value in real time.
Supply Side Platfom
System generated number that is assigned to a Preferred Deal or Private Auction upon creation, and used to identify the deal between the buyer and the publisher
Deal ID
What our system looks inside to find assets when compiling an HTML5 ad
An integrated ad-technology platform owned by Google that enables agencies and advertisers to create, manage and grow digital marketing campaigns
DCM (DoubleClick for Campaign Manager)
Single niche/industry
Vertical
DMP
Data Management Platform -- bonus points if you can name one.
A regulation in EU law on data protection and privacy for all individuals citizens of the European Union and the European Economic Area. It also addresses the export of personal data outside the EU and EEA areas.
GDPR
an HTML document embedded inside another HTML document on a website. The _____ HTML element is often used to insert content from another source, such as an advertisement, into a Web page.
iFrame
Selected by Google as a trusted measurement partner for Brand Safety and Viewability, a company that authenticates the quality of digital media for the world's largest brands ensuring viewable, fraud-free, brand-safe ads.
DoubleVerify
Amount of time you have to cancel an IO
Out-Clause
Targeting based on behaviors exhibited online instead of demographic or audience data
Behavioral Targeting
A temporary device identifier used by the Apple set of handheld devices. It provides device identification while giving end users the ability to limit the device/consumer information accessed by advertisers or apps.
IFA/IDFA
An American privately owned technology company that analyzes the value of digital advertising placements. _________ is known for addressing issues around fraud, viewability, brand risk and TRAQ, a proprietary media quality score
IAS (Integral Ad Science)
Marketing Funnel
Awareness --> Opinion --> Consideration --> Preference --> Purchase
Publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers
Header Bidding
Full-screen ads that cover the interface of their host app. They're typically displayed at natural transition points in the flow of an app, such as between activities or during the pause between levels in a game
Interstitial Ads
Tags will make the ad call and serve a blank ad if something isn’t approved. Typically blocking for geo, content, site domain, invalid traffic, bots etc.
Blocking Tag
An analytics and measurement company that offers viewability, attention, and brand safety solutions across display, video, mobile, and more.
MOAT
Name 3 Most Common Attribution Models
First Touch, Last Touch, Multi-Touch