Iab Adops Certification Vocabulary

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A/B testing

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the comparison of performance between two different creative to determine which is more effective

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Ad Networks

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Provide an outsourced sales capability for publishers and a means to aggregate inventory and audiences from numerous sources in a single buying opportunity for media buyers; includes technologies to enhance buys including unique targeting capabilities, creative generation, and optimization.

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Ad rotation

Back 3

the assignment of multiple ads to one placement along with settings that determine which ad will display when called

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Ad tag

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a section of code place on a website used to serve ads and collect data

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Asset

Back 5

the file that contains the creative message for an ad

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Available

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inventory that is not reserved, booked, or overlapped

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Buy

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the site or network where ads will be placed

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Cachebusting

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the use of a random number or other means to force the browser or proxy to fetch a fresh copy of the ad for each page load

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Call to action

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(CTA) an invitation in the marketing to engage and complete an action such as “click here” or “buy now”

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CDN

Back 10

content distribution network; a network of servers optimized for content storage and delivery

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Clickthrough

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an ad click that redirects the site visitor to the advertiser’s site

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Conversion

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the click or view of an ad, seen by a cookied user, followed by a specified action by the same user within an allotted time window

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Conversion window

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the specified amount of time between an ad view or click and a consumer transaction within which a conversion is counted

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CPA

Back 14

cost per acquisition; cost for conversions in which a specific action is completed

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CPC

Back 15

cost per click

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CPF

Back 16

cost per follower (social media)

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CPI

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pay per install (mobile – cost per app install)

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CPM

Back 18

cost per 1,000 impressions

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CPV

Back 19

cost per view (video)

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Daisy‐chain

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a series of redirects from one system to another until an ad is found for the original ad request

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Data Leakage

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the collection and/or use of 1st party (publisher) data without the publisher’s knowledge and/or permission

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Data Providers

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Companies that provide cookie pools, audience profiles and other technology to target desired audiences.

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Deal ID

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a unique string of characters passed in bid request/response that buyers and sellers predefine for information that might include details such as floor price, priority, data, or any other useful information

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Delivered

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inventory that has already been served

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Demographic Targeting

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advertising to an audience segmented by qualities such as age, gender, education, location, etc.

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DSP

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Demand side platform – an application that enables marketers (the buyer) to access remnant inventory programmatically

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eCPM

Back 27

effective CPM; the average CPM of a campaign [total cost ÷ total impressions × 1,000]

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Exchanges

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A sales channel between pubs and networks, aggregating inventory via a platform that facilitates automated auction‐based pricing and Real Time Bidding (RTB = the open exchange).

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Frequency

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the number of times a particular ad is shown to an individual

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Landing page

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the brand’s web page that displays when an ad is clicked

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Measurement

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Companies that provide the ability to track ad campaigns and measure success metrics (such as brand lift) and ROI.

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Overlap

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different inventory is shown to the same person (person in‐market for tools may also be in‐market for cars)

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Placement

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the publisher‐designated ad space that defines the specs for ads accepted in that ad space

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PPC

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pay per click; advertiser pays only when the ad is clicked such as in a search campaign

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Price floor

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the lowest price at which a publisher is willing to sell inventory in a digital ad auction

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Prospecting

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the systematic approach to collecting new qualified sales leads

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Reach

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the extent of unique site visitors to be shown an ad

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Redirect

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a URL that instructs the client to request content from another web domain

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Remnant inventory

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left‐over ad space that can’t be sold after forecasted package inventory is sold

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Research

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Companies that provide consumer behavior information and industry benchmarks.

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Reserved

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set aside but not yet scheduled for delivery

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Retargeting

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the display of ads to consumers who previously interacted with the advertiser’s creative or site; sometimes with product details in which the consumer has shown interest

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Rich Media

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Ad creative and ad serving providers offering advertisers the ability to run creative that viewers can interact with.

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SSP

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Supply side platform – an application that enables publishers (the seller) to manage remnant inventory programmatically

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Targeting

Back 45

limiting ad display to select audience based on demographics, purchasing behavior, or interest in product or media

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Tracking Pixel

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a transparent 1x1 pixel image that when called from a server tracks an assigned action

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Trading Desk

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An agency platform that is part DSP, part data management platform (DMP), allowing them to access remnant inventory programmatically

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Trafficking

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the distribution and implementation of tags that control the flow of content (ads) and data (tracking) over a network

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Trend

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changes in the pattern of inventory over time

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Verification

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Companies that can track an ad campaign and then verify the ad ran in the correct environment and/or measure the amount of viewable impressions.

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Prepay

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flat rate payment in advance for impressions served, such as for an email campaign

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CPE

Back 52

cost per engagement; the measure of ad interaction

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Booked

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scheduled for delivery

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Billed

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invoice sent

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Programmatic

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the automated buying and selling of ad inventory using various criteria to be executed in real‐time

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RTB

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real‐time bidding; the auction‐based selling of inventory either privately for select buyers or publicly for all buyers

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Prioritization

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the order in which automated inventory is offered to buyers

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Conversion

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an ad view or click that leads to a subsequent action

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Attribution

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the practice of assigning credit to each of the publishers who played a role leading up to the conversion of a consumer

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Impression

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an ad display counted as close as possible to the opportunity to be seen