Platforms & Marketplaces
This automated method uses software and algorithms to buy and sell digital ad inventory in real time.
What is programmatic advertising?
Information that an organization collects and owns about their own customers’ behaviours and actions.
What is first-party data?
A method of comparing two versions of an ad, webpage, or other marketing asset to determine which one performs better based on a specific metric.
What is an A/B test?
This attribution model assigns 100% of credit to the final touchpoint before conversion.
What is last-click attribution?
A real-time automated marketplace where publishers sell ad space to any advertiser, and the highest bid wins instantly.
What is an open auction?
Showing ads based on the content of the page rather than the user’s data.
What is contextual targeting?
This model shares the credit for a conversion across multiple ads or interactions the user had along their journey.
What is multi-touch attribution?
The timeframe before a conversion during which a user’s interactions with ads are eligible for attribution.
What is a lookback window?
This platform is used by advertisers to buy digital ad inventory across exchanges.
What is a DSP?
Targeting users based on their past online behavior and interests.
What is behavioral targeting?
Measures the impact, consumer sentiment, and brand affinity of people who have been exposed to the ads.
What is a Brand Lift Study?
A tiny piece of code placed on a website to track user actions and measure ad performance.
What is a pixel?
This platform is used by publishers to manage and sell their ad inventory.
What is a SSP?
A strategy where an advertiser targets customers who are currently considering or engaging with a competitor's brand.
What is conquesting?
When a user is served an ad for the first time, doesn’t click on the ad, but converts at a later time.
What is a view-through conversion?
This post-iOS 14 Apple framework limits user-level conversion data and caps campaign measurement granularity
What is SKAN Network?
A direct, automated advertising deal where a publisher commits a fixed volume of ad impressions to a specific advertiser at a negotiated, set price.
What is programmatic guaranteed?
A test that measures the true causal impact the ads had that would not have happened otherwise.
What is an incrementality test?
A tool that tracks and measures user activity within mobile apps, helping advertisers understand what ad or campaign users came from and what they do in the app.
What is an MMP?
This modeling approach uses aggregated data and statistical methods to estimate the impact of media channels on sales.
What is media mix modeling?