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24 Cards in this Set
- Front
- Back
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Ad Ops |
The team/function that is responsible for trafficking and optimizing digital ad campaigns |
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Ad Server |
An ad server is a web server dedicated to the delivery of advertisement. This specialization enables the tracking and management of advertising related metrics. |
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Apps |
Short for "applications" these are programs on a digital device that provide a specific service or function; usually will connect to the internet and can be ad supported/free or paid |
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Assets |
Logos, artwork, fonts,etc that a brand uses in their advertising creative |
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Attribution |
The process of connecting an ad event to a consumer action; or more broadly, the process of connecting any consumer touchpoint a brand provides to a desired response. |
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Authenticated Viewing |
When cable networks provide services where their customers can access television content online after logging in through a host site. |
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Banner |
A graphic advertising image displayed on a web page. |
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Bounce Rate |
Figured percentage, this compares the number of visitors to a website who arrive and immediately leave vs. those who stay and spend time on the site; can be used to measure the effectiveness of a website, a search campaign or an ad campaign |
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Brand Awareness |
Research studies can associate ad effectiveness to measure the impact of online advertising on key branding metrics |
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Brand Metrics |
Measurable KPIs associated with branding objectives, such as brand lift, affinity or favorability |
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Buffering |
When a streaming media player temporarily stores portions of a streaming media (audio or video) file on a client PC until there is enough information for the stream to begin playing |
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Cache Busting |
The process by which sites or servers serve content HTML in such a manner as to minimize or prevent browsers or proxies from serving content from their cache. This forces the user or proxy to fetch a fresh copy for each request. Among other reasons, cache busting is used to provide a more accurate count of the number of requests from users. |
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Click Fraud |
Click fraud is a type of internet crime that occurs in pay per click online advertising when a person, automated script, or computer program imitates a legitimate user of a web browser clicking on an ad, for the purpose of generating a charge per click without having actual interest in the target of the ad's link |
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Cloud |
A term used by web based companies offering users the ability to access files or services from devices that are connected to the internet (the opposite of storing files or programs on a hard or external drive) |
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Connected TV |
A television set that is connected to the internet and is able to access web based content |
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Content Marketing |
Content Marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain consumers |
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Contextual Targeting |
Targeting content that deals with specific topics as determined by a contextual scanning technology |
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Control Group |
A term used in ad effectiveness measurement, the collection of consumers who were not exposed to an ad (compare their actions to the exposed group) and look at the difference between the two groups to show ad effectiveness |
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Conversion |
A conversion occurs when the user performs the specific action that the advertiser has defined as the campaign goal. "conversions are often tracked by a web beacon called a conversion pixel |
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Conversion Pixel |
A conversion pixel is a specific type of web beacon that is triggered to indicate that a user has successfully completed a specific action such as a purchase or registration. This user action is considered a conversion |
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Cookie |
A cookie is a string of text sent from a web server to a user's browser that the browser is expected to send back to the web server a subsequent interactions |
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Cross Device Targeting |
The ability to serve sequential ad messages to the same consumer from one device to the next (first on a person's desktop then again on his/her smartphone) |
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Data Aggregator |
A data aggregator is an organization that collects and compiles data from various sources, often offering results or access for resale. There are offline aggregator, online data aggregators, and Data Management Platforms (Blue Kai) |
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Data Management Platform |
A Data Management Platform is a system that allows the collection of ad agencies, thereby allowing better ad targeting in subsequent campaigns |
