Players of the Game
What is the name of the platform that allows advertisers to purchase ad space in real time?
What is a demand-side platform (DSP)?
When an advertiser pays for every click, this is the billing method.
What is CPC?
What is the automated buying and selling of online advertising?
What is programmatic advertising?
When a big company measures their own results and insists you can only buy directly from them, they have created this industry entity. (because their inventory is SOOOO special)
What is a Walled-Garden?
This technology platform type generally represents publishers in a programmatic auction.
What is SSP?
What is the term for the methodology that assigns credit to multiple touchpoints in the user journey, rather than a single interaction?
What is multi-touch attribution?
DSP responds to an RTB with this, the amount it's willing to pay.
What is a bid?
This is a text file (which usually contains a random number) set by the same domain or site that you're currently on in a browser.
What is a First-Party Cookie?
What is the name of the online marketplace where advertisers can buy and sell ad inventory in real-time?
What is an Ad Exchange?
If an advertiser can convince a publisher to only take payment when the advertiser sells something then they have agreed on this billing method.
What is CPA or cost per action/acquisition?
This is the minimum a publisher is willing to accept in the auction. This is usually set by the SSP on behalf of the publisher.
What is the floor price?
What targeting method involves showing ads based on users’ past browsing behaviors?
What is retargeting or remarketing?
This platform is only function is to manage data and centralize a brand's first-party data.
What is a data management platform (or dmp)?
This metric indicates how often an impression was in the majority in view for at least one second.
What is Viewability?
This was the acronyms stand for in the following abbreviations: PG and PMP
What is programmatic guarantee (PG) and private market place (PMP)?
A visualization for understanding the process of turning leads into customers, as understood from a marketing (and sales) perspective.
What is Purchase Funnel (Marketing Funnel)
This platform is used to provide consent for users and is paid for by the publisher.
What is a CMP or consent management platform?
On average, for banners, 0.1% of ads get clicked on, which means the average click-through rate is 1 click for every X impressions.
What is 1000?
What is the process of determining which ads or channels contributed to a conversion?
What is attribution modeling?
What is the name of the targeting method that uses machine learning algorithms to identify and reach new audiences similar to existing customers?
What is lookalike modeling?