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View Through Window

Few topics in online advertising generate more confusion and debate than view-through attribution, and the debate isn't likely to end anytime soon. Marketers today are typically including it as part of the overall measuement of their ad campaigns, but still have questions about how to measure its validity, what percentage impact on consumers it is really having and how it is overlapping with the other marketing channels. In Chango's newest white paper, "View Through Attribution Exposed: What last touch isn't telling you", we've tried to put the confusion to rest. Properly used, we believe view-through is a valid metric that can help brands understand the true value of their display campaigns. Let's start with the basics. Most of us see display ads every day, but few of us click on them. A study by comScore and Starcom MediaVest found that 84% percent of Internet users never click on an ad. But just because you didn't click on an ad, doesn't mean that ad didn't enter your consciousness. Maybe later that day, or the next day, you found yourself visiting the site that was being promoted in the ad. That's a view-through visit, or post-impression visit. If you performed an action while visiting the site, that would be a view-through conversion. If you purchased a product while visiting the site, the revenue would be view-through revenue. How can an advertiser know that a visitor to the site has already seen a display ad? Let's take an example. Say you see an Amazon ad while reading The New York Times online. When the Amazon ad loads, it will drop a cookie on your computer's browser. When you later navigate to Amazon on your own, Amazon can recognize the unique cookie generated by its ad. The above description of the view-through metric probably doesn't sound very controversial. So why all the fuss about view-throughs? The primary complaint is that view-throughs, unlike clicks, don't provide a direct line between an ad impression and a visit to a site. As this line of thinking goes, the Internet was supposed to turn advertising from guesswork into a science. Every marketing dollar would be clearly accounted for because every user action could be tracked via clicks. View-throughs, while providing an indirect line from exposure to an ad to arrival at a site, still leave room for uncertainty. If a user sees an ad, and visits the site in question the next day, there's a good chance the view-through drove the site visit. But, in most cases, it's impossible to be certain that any given impression led to a visit. View-through skeptics can also point to the fact that it wasn't long ago that many media owners were attempting to rig the system by buying millions of cheap impressions across the Web in order to drop as many cookies as possible. Fortunately, this practice, known as "cookie stuffing," has grown increasingly rare as the industry has matured and grown more transparent. And then there's still the question of the view-through window, that is, how much time passes between the moment the ad is generated and the moment the user visits the site. If a user sees an Amazon banner and then goes to Amazon.com three weeks later, should that count as a view-through? Unfortunately, when view-throughs were first adopted, the standard was to set the window to 30 days, a length of time that is far too long for most campaigns. Based on our experience, the 30-day window continues to be used by most marketers today. We suspect that if the more skeptical brands and marketers recognized that the window can be adjusted all the way down to 24 hours, they might change their minds about the usefulness of the view-through metric. Despite the reasonable concerns expressed by the view-through skeptics, most marketers today use view-through measurement as part of their digital marketing programs. This probably doesn't come as a huge surprise. After all, the majority of ad dollars are still spent offline, and offline advertising essentially relies on the view-through model. When advertisers run offline campaigns, whether for TV, radio, print, mail, or outdoors, they rarely have definitive proof that customers are responding to their campaigns. Brands understand that these campaigns — whether for branding or driving a direct action — work because they correlate with increased conversions. It's not a perfect science, but it works — and has worked for a very long time. While there are some ways to verify view-through in the offline world, such as with coupon redemption, unique codes and selective DMA targeting, most offline campaigns lack even these assurances. Online view-through, by contrast, is more direct and accountable than most offline campaigns, because, at the very least, brands can be confident that their ads have been seen. The key is in understanding the right way to measure the efficacy of the view-through campaign. View-through proponents also point out that just because clicks can be counted doesn't mean they should be counted. The vast majority of Internet users never click on an ad, and the number who do is dwindling by the year. Meanwhile, those who do click rarely convert. Clicking is generally random and doesn't correlate to actual on-site conversions. In fact, view-throughs account for over 90 percent of site visitors and will be responsible for over 90% percent of page views when they get there. In other words, view-though turns out to be the more reliable metric in the end. Another good reason to trust in online view-through measurements is that their effectiveness has been studied and is now well documented. By comparing samples of users who were exposed to a displayed ad to those who never saw it, marketers can see the incremental value from the exposure and determine the revenue such exposure accounts for. Search data also offers plenty of evidence of the value of view-throughs. Countless studies have shown that individuals who are exposed to a brand's display ads are much more likely to search for that brand and click on that brand's search ad. Though the effect can't be directly measured, there's good reason to think that display ads can make a big difference in in-store sales as well. According to one comScore study, 82% of online ad campaigns led to an average lift of 22% in CPG brand sales in retail stores. The Verdict Counterintuitive though it might seem, the action of a click is irrelevant in display media. Views-throughs might not provide the perfectly efficient advertising model we all hoped for as the industry developed, but the model has worked well offline since the birth of advertising. And the online one works even better, both because we know the user has been exposed to the ad and because there are a wide-range of studies that demonstrate the correlation between online view-throughs and visits, search traffic, and revenue. As with most things in life, the key to recognizing the value of view-throughs lies in choosing the right tools and using them properly. Fortunately, we now have plenty of tools and the days of arbitrarily assigning 30-day view-through windows will hopefully soon be gone. A midst all the numbers, there's another point worth remembering when you think about view-throughs. Sometimes it's okay to use your gut in addition to your analytical mind. After all, if the view-through model had no value, there wouldn't be an advertising industry today.

Rich Media - Media Enhancements

Ad creative and ad serving company that offers advertisers the ability to run creative executions that consumers can interact with; used by brands, agencies, and inventory providers.

Open Rate % E-Mail Marketing

(Open/(Total Spent-Bounced) x 100

Ad Server

A third-party organization that specializes in managing, maintaining, serving, tracking and analyzing the results of on-line advertising campaigns across Publishers.

Aggregated

Aggregated means a form in which data gathered under an IO is combined with data from numerous campaigns of numerous Advertisers and precludes identification, directly or indirectly, of an Advertiser.

Ad Networks & Exchanges Company Names

Collective, Undertone, Tremor and Conversant

Data Providers

Quantcast, BlueKai, Polk

Consumption Targeting

Targeting users based on media consumption habits.

VIDEO AD COMPLETION

When a video ad starts and plays through its entire duration to completion.

Default ad

When an advertiser is running a rich media, interactive ad creative, is also needed to ensure the advertiser,s ad will still serve on a browser that cannot support the rich media.

Bounce Rate % - E-Mail Marketing

(Bounce /Total Sent) x 100

Vertical Video

"Vertical Video" is displayed in portrait mode but can be shot in portrait/landscape mode - i.e., skinny and tall video (9:16 aspect ratio), rather than the widescreen format (16:9 aspect ratio) normalized by movies and television. These types of video ads are mostly displayed in mobile devices as they have the optimal aspect ratio to fill the whole screen.

360 VIDEO ADS

360-degree videos, also known as immersive videos or spherical videos, are video recordings where a view in every direction is recorded at the same time, shot using an omnidirectional camera or a collection of cameras. During playback the viewer has control of the viewing direction like a panorama. Considered by many to be a form of virtual reality, these types of ads can be served without requiring a VR headset, using keyboard/mouse/touch controls or motion sensors in smartphones/tablets to control the viewing orientation.

According to the IAB benchmark, what percentage of total campaign impression is considered reasonable for viewability?

70%

Cookied Browswer

A browser that has accepted and stored cookie information, which facilitates identification.

Device ID

A distinct #assigned to a smart phone or tablet that can be tracked by mobile apps.

SSP Company Names

AppNexus, AdMeld, Pubmatic, Rubicon

When is auto expansion allowed?

Auto expansion while scrolling: Inline within the page expansion while user scrolls on the page is allowed with the following guidance: 1. The ad must not overlay content and must not disrupt (push down or block) the placement of content while expanding. 2. The ad must have a close button from the start of the advertisement to be able to close the ad. 3. If the ad auto collapse/close, it must not impact or move the content up or down. The alternate option is to not auto collapse. Although auto expansion while scrolling is allowed, it is recommended to use inline ads that appear as a user scrolls down for a better user experience.

Brand affinity

Brand affinity is the most enduring and valuable level of customer relationship and is based on the mutual belief that the customer and the company share common values. It's the highest, most durable kind of customer loyalty, one that breeds unshakable trust in the relationship.

Call to Action - CTA

Call to Action

ATD (Agency Trading Desk) - Media Vendor

Centralized management platform, specializing in programmatic media management, owned at the holding company level, and used by sister agencies to provide some/all of their programmatic media inventory.

Click Through Rate (CTR)

Clicks ÷ Impressions x 100

Cost Per Thousand (CPM)

Cost x 1,000 ÷ impressions

Measurement Companies

Dynamic Logic, Vizu, Moat, Nielsen

Analyze and Optimize Campaign

Experienced digital media buyers and planners understand that it's important to keep tabs on a campaign once it has launched. They'll be available to monitor how a campaign is progressing and make changes on the fly to help refine and optimize it. This is an incredible advantage of digital media campaigns, where digital media buyers and planners have the ability to assess the performance of a campaign using a wealth of tools, and take steps to enhance it for the target audience. This typically includes techniques such as moving budget from poor performing placements / tactics to placements / tactics where performance is strong, and applying blacklists in your DSP to remove sites that are under-performing or violate campaign requirements.

Measurement Specifications

Further information on specific measurement techniques for the primary audience reach metrics is as follows, and these apply primarily to publishers, ad servers, and those who rely on the identification of cookied browsers to measure audiences. Information that is specifically pertinent to panel-based measurement, such as that used by most Syndicated Measurement Organizations, is noted separately below.

Geofencing

Geofencing: The use of GPS or RFID technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area. Typically used for targeting ads on mobile devices.

Click to call

Metric used to track the number of leads via phone an advertiser receives form a campaign

Overlay

Most common example of an instream non-linear ad unit.

Social Media Advertising

Quite simply, a social media ad is any kind of paid content on a social media network. The options run from a one-off promoted Tweet or Facebook post to a full-scale campaign with major budgets attached. Each social network offers different options. Social media advertising also includes aspects such as influencer marketing, which is when marketers identify the individuals such as social media personalities that have influence over potential customers, and plan marketing activities around these influencers.

Rich Media

Rich media is defined as interactive features that engage the user and initiate new content experiences. Interactive features could be animation or elements that trigger ad expansion or video play or other interactive experiences. Rich media experiences that require files or creative assets in addition to initial load and subload limits should be user initiated.

SLA

Service Level Agreement

Demographic Targeting

Targeting based on demographic audience criteria such as age, gender, marital status, household income, parental status, etc.

Bumper Ads

Usually refers to a linear video ad with clickable call-to-action; format is usually shorter than full linear ads (i.e. 3-10 seconds) and call-to-action usually can load another video or can bring up a new site while pausing the content.

Quartile Reporting

Video ad metrics that identify when a linear video ad has played up to first quartile (25%), midpoint (50%), and (75%).

Trading Desk Company Names

Xaxis, Audience on Demand, Accuen

Subject Matter Experts (SMEs)

subject matter experts (SMEs)

Monitoring a Campaign

1) Client-Side Counting -Seller verify delivery with agency 2) Non-Human Traffic (NHT) 3) Cache Busting - reporting ad impressions a consumer may have a web page open throughout the entire day. The web page may automatically reload throughout the day. New content will be uploaded along with a new ad and should be counted as a new impression if the same ad it should be counted as an additional impression 4) In-focus impression - web page has many open tabs. Visible open tab impressions count 5) Obstructed Impression - website has many tabs open if an impressions run on a tab that you cannot see is and obstructed impression 6) Disclosure of material internal traffic publisher has to report internal traffic on their website

Data Accumulation

Appropriately controlled data retention and accumulation methods are critical to Audience Reach Measurements because these measurements are derived using audience activity over the reporting period. Additionally, the foundation for Audience Reach Measurement is the identification and attribution of activity to an unduplicated cookied browser or user, which requires appropriate identification and flagging of unique instances, and differentiation of these from return visits or other audience activity. In some cases these data retention and accumulation methods are applicable across multiple web-sites or properties, so this information should be shared across these entities in a controlled manner with appropriate record-details and time/date information.

MULTI-CHANNEL VIDEO PROGRAMMING DISTRIBUTOR (MVPD)

A service provider that delivers video programming services, usually for a subscription fee (pay television). Usually includes cable, satellite, and telecommunications service providers.

Ad Expansion

Ad expansion is when an ad initiates a new experience and expands to a size bigger than its original size. 1. Ad expansion must be user initiated. 2. On expansion, it is recommended that the ad takes over the full screen and the expanded ad creative is placed in the center of the screen. 3. The action for ad expansion must be a complete discrete user action, e.g. Click and Tap are the most common and recognized user actions. Swipe or, depending on device or app's user experience to navigate from one content item to the next, another discrete, completed touch or gesture may be considered user action. 4. Hover or Rollover must not be used as actions for ad expansion. 5. Expanded ad must have a clear and discrete cancel or close button to allow user to dismiss the ad when desired.

Synchronous Ad Tags

Ad tags do not rely on iFrames and live right on your webpage, loading with the rest of the content and styling on your webpage.

Ad Impression

An ad impression takes place when a user requests ad content from a publisher or ad-server. This request should meet conditions for measurement as specified in the IAB Guidelines for the following: Ad Impression Measurement, Digital (Broadband) Video Commercial Measurement, Rich Media Ad Impression Measurement, or Rich Internet Application Ad Impression Measurement, as applicable.

Auto-Play Definition

An ad is considered to be "auto-playing" if it begins to show video frames or send audio signal without user interaction. User interaction includes clicks or taps or other discrete action by the user to start interacting with the ad as defined in the new ad portfolio guidance.

Create Industry POVs

Another tool that's particularly useful when it comes to educating stakeholders is the industry POV. Point of view (POV) reports are used to help investors understand different marketing options or tools. This is helpful when attempting to explain why a particular marketing strategy would be more useful than others. To create the best industry POV possible, it's important to consider: 1. The Industry in Question 2. Third Party Research 3. The Brand's Expectations 4. The Target Audience

Launching Ad Campaign

1) Receive finalized creative or Tags and vendor qa check For ex. If there is rich media 2) Implement the campaign - 3) Perform prelaunch testing 4) Launch and configure assets 5) Verify successful launch

Verification

A company that provides confirmation that an advertisers ad ran on approved sites.

Verify Campaign Launch

A successful digital media buyer and planner understands that they need to independently verify their campaign has successfully launched. This means understanding how to pull basic delivery reports from the ad server, and following up with media vendors as appropriate to receive screenshots of live ads on published pages functioning properly.

GROSS RATING POINT (GRP)

A term used to measure the size of an audience reached by a specific media vehicle or schedule. It is used to measure the exposure to one or more programs or commercials, without regard to multiple exposures of the same advertising to individuals. For example, an advertisement that is aired/served 5 times reaching 50% of the target audience each time it is aired would have a GRP of 250 (5 × 50%). GRP values are typically used by media buyers to compare the advertising strength of various media vehicles.

AUTOPLAY VIDEO AD

A video ad or an ad linked with video content that initiates ''play'' without user interaction or without an explicit action to start the video (essentially automatically starting without a ''play'' button being clicked by the user).

Needs Assessment - Seller

Needs Assessment Process 1) Access level of digital expertise novice vs veteran 2) Define clients historical buying habits: types of media purchased, business cycle, creative executions 3) Identify objectives what are they trying to achieve with this advertising campaign may get many objectives 4) Prioritize objectives what is most important objective, can we rank the objectives 5) Ask for the business

Collaborate with Creative Agencies

Once the media mix allocation has been defined, it's time for the digital media buyer and planner to begin to collaborate with the creative teams. This will enable them to understand the creative content of the campaign, as well as sequencing, technology requirements, and creating testing scenarios.

Set Up Media Days

One final but important resource to use when educating stakeholders is the use of media days. The successful digital media planner and buyer will use media days to help illustrate a campaign's performance and explain the reasons for its success to the stakeholders in question. The idea is to have the client and vendors meet and learn about their media and technology offerings, and the strategic opportunities they provide.

Digital Media Types

Owned Media -website,CRM data; Paid Media-paid advertising display ads, search; Earned Media-when customers become the channel ie viral, buzz, listen and respond

SHORT-FORM VIDEO

Video content that has a duration of less than 10 minutes.

File Requests - IAB NEW STANDARD AD UNIT

The maximum number of Initial Load file requests allowed is 10. HTML5 ads are like mini web pages and the number of requests made to fetch files has a big impact on load performance of the ad as well as on the page. This file request limit only applies to the initial load. No file request limit has been placed on subsequent file loads.

WATERFALL

The order of priority in which advertisers have the opportunity to buy inventory. Demand sources could include direct sales, networks, or exchanges.

Non-Human Traffic

The process of creating fake page views.

Use of Collected Data - Agency Rights

Unless otherwise authorized by Agency or Advertiser, Media Company will not: (A) use or disclose IO Details of Advertiser, Performance Data, or a user's recorded view or click of an Ad, each of the foregoing on a non-Aggregated basis, for Repurposing or any purpose other than performing under the IO, compensating data providers in a way that precludes identification of the Advertiser, or internal reporting or internal analysis; or (B) use or disclose any User Volunteered Data in any manner other than in performing under the IO. Similarly, Media Company can use data other than IO Details for any purpose (e.g., inventory forecasting, optimization, etc.). Media Company cannot create profiles, products such as placement packages, etc, based on Advertiser or Advertiser's brands without permission of Advertiser. For example, a Media Company can create a sales product for targeted to auto advertisers based on successful results from a number of auto advertisers, but it cannot create a sales product based on a single auto advertiser. This does not limit a Media Company's ability to gain insight into its users' needs and practices. However, the analysis and any development of services must be done with inputs that fully obscure, even indirectly, an Advertiser, Ad or such Advertiser's brand. For example, a product cannot be created and named in such a way that enables anyone to infer a brand (e.g., users who have clicked on ads for mobile phones that use Apple operating systems). Additionally, if, for example, it is known that a Media Company has only one auto brand advertising on its site and it develops a behavioral targeting segment called "auto enthusiasts" based solely or substantially on user interactions with ads from that one auto brand, it would be a breach of contract. In addition Media Company cannot share Performance Data associated with IO Details with other parties except as may be necessary to perform the services in the IO for and on behalf of the Advertiser. Media Company may compare the performance of several different Ads on its Site for internal use, but may not share this data with third parties except in the aggregate. The language in Section XII(d)(i) and (d)(ii) is necessary to protect both sides' brand value. The two paragraphs' goals, as with the entire document, are not to disrupt the status quo today but to effectively reach a more comfortable, trusting balance between parties, enabling deeper insight and protecting sensitive and valuable data.

Third Party Ad Server Fixed

Upon notification that the Third Party Ad Server is functioning, Media Company will have 72 hours to resume delivery. Any delay in the resumption of delivery beyond this period, without reasonable explanation, will result in Media Company owing a makegood to Agency.

IO Details

IO Details" are details set forth on the IO but only when expressly associated with the applicable Discloser, including, but not limited to, Ad pricing information, Ad description, Ad placement information, and Ad targeting information. IO Details are all information specifically written in an IO and are "Confidential Information" under Section XII(a). For example, Advertiser (and Agency) cannot release Media Company's pricing information. Similarly, Media Company cannot tell a competitor of Advertiser about that Advertiser's placement details.

Performance Data

Is data regarding a campaign gathered during delivery of an Ad pursuant to the IO (e.g., number of impressions, interactions, and header information), but excluding Site Data or IO Details. Performance Data refers to all data that comes from analysis and performance metrics, including the number of clicks and interactions. It is important to note the Site Data and IO Details exclusion. Simply put, it means that this bucket includes clicks and impressions that have been stripped of all information that can identify the Media Company. Read more about the details of this definition and the implication of this exclusion in the notes on Section X(c)(iv) below.

Manage Trafficking and Tagging Process

Not understanding how to manage trafficking and tagging can render all of the efforts of even the best digital media buyer and planner useless. You must ensure that the brand in question has sufficient hardware and experience to handle increased traffic load. In fact, plan for the best/worst case scenario and ensure that the website can handle even the most viral of campaigns. All conversion tags should be implemented and tested on the brand site well before the campaign launch date, as well as any retargeting tags needed to create audience targeting populations. You should also understand how to efficiently use media tracking tags in the campaign as well as when and where to place them.

Video Ads

Offering three ready-to-serve video files at varying bitrates for linear ads gives the player some flexibility for serving the best ad for the viewer's environment. Appropriate bitrates depend on the resolution where the video ad plays. In general, the higher the resolution, the higher the bitrate should be for quality playback. When you submit a video ad for linear placement, you should provide three ready-to-serve versions at quality levels for high, medium, and low.

Publishers

On the sell-side, publishers (media owners) seek to create, package, and/or distribute content that ultimately reaches a desired consumer. This process begins with the creation of digital content most commonly meant for distribution, publication or promotional efforts. Next comes content packaging, which is the means by which content is defined as readable by a variety of software. Content distribution is the delivery of media via the internet, to consumer interfaces websites) where the consumer is exposed to the media.

III) DEVELOPING DIGITAL MEDIA PLANS

Once the digital media buyer and planner have taken the time to create media strategies and discuss them with the brand, it's time to start developing digital media plans. There are four different stages to this phase. 1. Manage RFP Process 2. Evaluate and Negotiate Media Proposals 3. Forecast Media Returns 4. Finalize Media Plan

IAB Standard Terms and Conditions

Seller 1) Adhere to placement restrictions 2) Provide specs within two days of signed IO 3) Send invoice upon completion/or within with 30days of campaign completion 4) confirm campaign launch within two business days of IO start date 5) Deliver reports at least weekly unless otherwise stated in the Terms and conditions 6) Notify client of under delivery within 14 days of end date to give make goods Buyer 1) Payment is due within 30 days after receiving invoice 2) Buyers have to give 14 days' notice for cancelation 3) Controlling party must provide as server counts for invoicing Buyer & Seller Reconciliation process must be carried out if discrepancies exceed 10%

DMP (Data Management Platform) - Media Enhancements

Technology platform and digital warehouse designed for the storage and processing of first and third party data for the purpose of integrating and implementing the data throughout the ad campaign buying and executing process and related research.

Ad Servers - Execution Technologies

Technology used by buyers and sellers to run, optimize, track and report on digital ad campaigns.

Creative seperation

Term used to describe the process of ensuring that similar advertisers do not appear on the same page

Social Extension

Term used to describe the process when publishers run a clients ad and then retarget their viewers with that same client's ad in a social environment such as Facebook.

Content

Text or image information supplied to users via the Internet, including data transmitted via a web application upon user request. Content may contain advertisements or other forms of advertising messages.

ADDRESSABILITY

The ability to target a message to a device, browser, segment, and/or individual. Those segments could be matched or modeled by behavioral, demographic, and geographic factors from 1st, 2nd, or 3rd party data sets.

Ad Tag

The term ad tag is thrown around quite a bit, and can usually refer to any link involved in the ad serving process, on the publisher, or marketer side. Strictly speaking, Ad Tags are the HTML, code a browser uses to fetch an advertisement from an Ad Server - it is a redirect to content rather than content itself.

Media Buying Agencies

These agencies are responsible for the media buys placed for advertising campaigns. This can include all types of media, from scheduling TV spots to planning digital placements, to radio buys and more. They will supervise and confirm whether ads have been displayed or broadcast in the proper place and time, and collect reports to analyze the success of media purchases. This is the type of agency that media sellers will contact and work with most frequently.

Unique Browser; Cookie; Device; Useri

A Browser or User should only be counted once (unduplicated) for Unique Cookie or Unique User measurement, despite the fact that a Cookied Browser or User can have multiple visits during a reporting period. Furthermore, in all instances related to the reporting of Audience Reach Measurements, the use of the qualifier word "Unique," whether used in regard to "Unique Cookies," "Unique Browsers," "Unique Users," or in any other ways, should be limited only to references to records that have been de-duplicated within the entire reporting period, using all reasonable means at the disposal of the measurer. As a rule, the word "Unique" should not be used in reference to any measures that include duplication within the measurement reporting period (for example, to refer to a weekly average of daily unduplicated users, or any other such metric, as a unique user count for a week is not permitted).

NATIVE VIDEO AD

A promoted video within one of the six IAB native core ads: 1) in-feed unit 2) paid search unit 3) recommendation widget 4) promoted listing 5) in-ad (IAB standard) with native elements 6) custom/can't be contained The video includes a headline, description and context for the ad

Tag Management - Media Enhancements

A technology service that interacts with an ad server to help buyers and sellers consolidate tags to ensure faster delivery.

ADAPTIVE BITRATE STREAMING

Adaptive streaming is a technical process that adjusts the quality of a video delivered to the client/video player of a connected device based on changing network conditions, video buffer status, and CPU utilization to ensure the best possible viewer experience. The video quality is determined and set by real time detections of a user's available bandwidth (throughput), video buffer capacity and CPU utilization. Based on these conditions the bitrate is adjusted in real time to ensure the best possible quality.

Incentivized Ads

Ads are opt-in where users are invited to watch a video and earn a reward. The reward is a digital currency or feature that adds value to the user experience.

Payment Date

Agency will make payment 30 days from its receipt of invoice, or as otherwise stated in a payment schedule set forth on the IO. Media Company may notify Agency that it has not received payment in such 30-day period and whether it intends to seek payment directly from Advertiser pursuant to Section III(c), below, and Media Company may do so five (5) business days after providing such notice. The 30-day requirement here was debated by the Version 3.0 Taskforce. It was agreed that keeping the payment requirement to 30 days should continue to be encouraged. If an Advertiser or Agency wish to pursue other payment terms, they should do so in the IO, not in the Standard Ts&Cs. An important goal of both the AAAA and the IAB is to improve efficiency in the marketplace and encouraging quick payment plays an integral part. All parties are encouraged to develop operational practices that allow for 30 day payment periods.

Audience Segment

An audience segment is a group of persons (site visitors, app users, etc.) who have been identified (anonymously) as sharing a range of attributes (demographic, technological, behavioral and more). The audience segments that a DMP creates allows media-buyers (advertisers) and media-sellers (publishers) to purchase, target and sell media more effectively.

Internal Users

An identified browser attributable to or belonging to an employee of the measurement organization (a party in the Audience Reach Measurement transaction stream). Generally, significant activity from internal users for purposes other than legitimate content or advertising viewing or search transactions, for example in testing software or validating creative, is excluded from counts.

Syndicated Measurement Organization

Any 3rd Party organization that measures and reports audience activity on the Internet across entities in a consistent manner. Traditionally, these organizations have primarily used a sample or panel of users (or households) who are recruited and tracked using software meters or other automated techniques. Due to the use of meters, web-site or property user-identification techniques such as cookies are not necessary. Some syndicated measurement organizations may also use a hybrid approach (for instance, measurements that result from linking census-based data with data from a sampling approach that supplies demography), while others may in the future utilize other combination approaches or new measurement techniques.

Contesting

Common tactic that advertisers use to get users to engage with their brand on social media.

Internal Traffic - Audience Reach Measurement

Company-internal traffic should be disclosed on a disaggregated basis. If company-internal traffic is material to reported Audience Reach Measurements and does not represent exposure to content or advertising that is qualitatively similar to non-internal users, it should be removed from reported counts. Additionally, all robotic or non-human audience activity that arises from internal sources (for example, IT personnel performing testing of content) should be removed.

Video Advertising

Digital video advertising has increasingly expanded beyond the classic pre-roll in-stream ad unit that displayed before video content a few years ago. Cross-platform video advertising is emerging as the new norm as buyers distribute ads across a growing range of devices and content platforms. This means that the lines between the online digital video realm and the traditional TV realm have blurred, as new formats and devices such as OTT, Connected TV, Vertical Video and 360 Video have emerged.

ENCODING/ TRANSCODING/ RENDITIONS

Encoding when referencing video or audio involves the change from one physical format to another, i.e., the change from film to digital format, or change from analog to video. Transcoding refers to the creation of a file from one of a similar format, i.e., compressing a video file (e.g., mp4) at different bitrates from a source file (e.g., MOV). The source file, known as the mezzanine, and the resulting compressed versions of the same creative, known as renditions, are all digital in format, although they may be different dimensions and bitrates from one another. Please note: Encoding of video should not be confused with encoding of reserved/special characters in http links to pixels, clickthroughs, calls to VAST, or other http assets. More information on what constitutes a character that has a special purpose in http and how they must be percent encoded to prevent failure is detailed here.

Third-Party Independent Auditing

Encouraged for all Audience Reach Measurement applications used in the buying and selling process. This auditing is recommended to include both counting methods and processing/controls as follows: Counting Methods - Independent verification of activity for a defined period. Counting method procedures generally include a basic process review and risk analysis to understand the measurement methods, analytical review, validation of invalid audience activity detection and exclusion procedures, validation of general filtration procedures and measurement recalculations. Organizations are encouraged to perform testing to determine the accuracy of measurement, registration, user polling, counting, and modeling methods used in their Audience Reach Measurement processes. Processes/Controls - Examination of the internal controls surrounding the content access, ad delivery, information processing and other processes relevant to Audience Reach Measurement. All Filtration Procedures - must be subject to audit for reasonableness and completeness as part of measurement certification.

INSERTION ORDERS IO DETAILS

From time to time, Media Company and Agency may execute IOs that will be accepted as set forth in Section I(b). As applicable, each IO will specify: (i) the type(s) and amount(s) of Deliverables, (ii) the price(s) for such Deliverables, (iii) the maximum amount of money to be spent pursuant to the IO, (iv) the start and end dates of the campaign, (v) the identity of and contact information for any Third Party Ad Server. Other items that may be included are, but are not limited to, reporting requirements, any special Ad delivery scheduling and/or Ad placement requirements, and specifications concerning ownership of data collected.

Yield Management

Yield management is a slippery topic to explain, and even more complicated in practice. Rather than explain how it works, it's probably more helpful to explain what it does. Well... what it's supposed to do, in theory. First, the problem that yield management aims to solve for publishers: The total amount of inventory on a site is more or less consistent over time, but the demand for it fluctuates. Your goal is to sell out all your inventory all the time, at the highest prices possible. Yield management strategists have to figure out which buyers will have access to how much inventory, at which time, through which buying channels, at which CPMs. Basically, in order to keep both fill rates and CPMs as high as possible, the same inventory is sold to different buyers at different prices.

Collected Data

v. "Collected Data" consists of IO Details, Performance Data, and Site Data. We are calling Section XII(c)(ii), (c)(ii), and (c)(iv) combined Collected Data.

Manage IO Process

While some might argue that the insertion order (IO) digital media purchasing process is on its way out, the savvy digital media buyer and planner will understand how to execute an insertion order that corresponds to specific line items or placements on a media plan. One notable best practice involves the use of consistent naming conventions across all insertion orders which will then match to placement names on the media plan.

Seller Pricing Model

1) CPM 2) Fixed or flat Rate - set rate over a set time period ie front page 100k over 3 days 3) Performance based - CPC, CPA 4)Auction-Based programmatic

Playlist

A list of discrete videos (sometimes referred to as "segments" or "clips") presented alongside a video player that affords easy navigation from clip to clip (clicking on a thumbnail in the playlist will start the playback of the respective clip). The playlist can be programmed as a "loop-list" where clips play in sequential order, often with linear ads between the clips.

Channels

A mechanism of distribution that refers to live or on-demand online content stream(s) featuring user or publisher content with similar content/interests grouped and curated together. Or example MLB, NFL, NHL, NBA

Adverisment

A paid message or search transaction, as for example used with goods for sale or calling attention of the public to a marketing or branding message for the promotion of a product or service.

COST PER POINT (CPP)

A pricing model based on the cost of a campaign divided by each full percentage rating point of a targeted demographic that the campaign successfully reaches.

Second Party Data

A second party is a first party that sells or shares data to a non-affiliated website or service (a 3rd party). An example of a 2nd party use of data would be if a credit card company shared de-identified customer data with an airline company looking to market to affluent travelers. From the perspective of the airline, this data is "second party" because they are not affiliated with the credit card company (they paid for the use of the data), but there is a direct relationship to the 1st party data owner. If a web publisher were to share online user data with an advertiser for a fee, this would be another example of 2nd party data use.

CONTENT DISTRIBUTION NETWORK (CDN)

A service that hosts online assets and provides content management via servers located around the globe to reduce the latency of downloads to users.

Client Side Counting

According to T&C impressions verified for billing purposes.

Develop Strategic Recommendations for the Brand

After all of this research and planning, it's finally time to develop and deliver digital media strategy recommendations for the brand in question. This includes the following steps: 1. Develop tactics to achieve strategy. 2. Determine use of first, second, and third party data for each channel. Determine targeting tactics for each channel. 3. Develop partner consideration list. 4. Obtain brand approval on recommendation.

US Certification - Audience Reach Measurement

All Audience Reach Measurement applications used in the buying and selling process are recommended to be certified as compliant with these guidelines. This recommendation is strongly supported by the American Association of Advertising Agencies (AAAA), and other members of the buying community, for consideration of measurements as "currency." Syndicated measurement organizations should seek Accreditation from the Media Rating Council, following the process established by the U.S. Congress for other media types.

Consumer Decision Journey

Awareness/Consideration/Preference/Purchase/Loyalty/Advocacy

BT (Behavioral Targeting)

Behavioral targeting comprises a range of technologies and techniques used by online website publishers and advertisers aimed at increasing the effectiveness of advertising using user web-browsing behavior information.

Conduct Campaign Research Activities

Because the success of a campaign largely depends upon the targeted audience, region, and professional landscape of the brand in question, strategy developed for one brand might differ greatly from that developed from another brand. This holds true even if the two brands in question are very similar. Successful digital media buyers and planners will conduct the following kinds of campaign research before they continue to the next phase of the digital strategy creation process

Stakeholder Timelines

Campaign stakeholders include the creative agency, the ad tech vendors you're working with, other teams within your agency or even other members of your team, and of course, your advertiser / client. It's important to be aware of stakeholder expectations when mapping out campaign timelines, and provide key stakeholders with updates if timelines change.

Close Buttons

Close buttons must be present for all ad experiences or ad units that interrupt or partially obstruct the publisher content experience, e.g. ad expansions, interstitials, anchored banner, or adhesion banner. The close button needs to be clear, discrete, and available from the start. 1. The close or cancel button must be on the top right corner of the ad. 2. The cancel or close button must include an "X" image of minimum size 50x50 dp. Additional language to indicate user destination on close, e.g. "Cancel" or "Close" or "Skip to Site" or "Go to Content" may be included in addition to the close button. 3. The close button must be available from the start of the ad experience.

Measurement Providers - Business Intelligence

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

Construct Planning Timeline/Campaign Briefs

Constructing a planning timeline is probably one of the most important parts of the entire campaign brief creation process. At this stage, a smart digital media buyer and planner will take the time to do the following: 1. Determine the delivery date for client strategy presentation. 2. Determine internal check points (progress reports). 3. Align stakeholder schedules and duties. 4. Determine dates for brand approvals. 5. Determine RFP process timeline. 6. Confirm launch date. 7. Confirm tech implementation timeline. 8. Develop budgets

Conversion Rate % - E-Mail

Conversion/Total Opens x 100

Cost Per Click (CPC)

Cost ÷ Clicks

Exchange Names

Double Click, Right Media, OpenX

Publisher - Media Vendor

Entities that professionally produce digital media content (text, images, audio or video); in this category, this includes any site (professional or non-professional) that is ad-supported.

Managing Digital Media Finances

Finally, digital media buyers and planners must have a good understanding about how to manage finances. A brand's budget is important, and underutilizing it can be just as detrimental as spending too much. With this in mind, the successful digital media buyer and planner will carefully assess areas like brand billing terms, buying models, and media math in order to ensure that the budget is used to the fullest while staying within its limits.

ALIGN DIGITAL ADVERTISING SOLUTIONS WITH CLIENT NEEDS

From there, digital media salespeople look to determine digital advertising product recommendations connected with clients' objectives, assets, and expectations for the campaign. They will also select targeting solutions, identify applicable digital media technology partners, and confirm technical capabilities among systems. To accomplish this effectively, successful digital media salespeople need a strong knowledge of: • Platforms, formats, creative capabilities, targeting capabilities • Digital advertising pricing options • Marketing principles • Client's existing vendor relationships • Approved third-party tools and technologies

Agency Digital Buying & Planning Cycle

I) COLLABORATING ON CAMPAIGN BRIEFS II) CREATING MEDIA STRATEGIES III) DEVELOPING DIGITAL MEDIA PLANS IV) EXECUTING CAMPAIGNS V) MANAGING CAMPAGINS VI) EDUCATING STAKEHOLDERSo

Asynchronous vs. Synchronous Ad Tags in Action

If you have a 728×90 leaderboard ad tag at the top of your website, it would be one of the first things to load. If you are using synchronous ad tags, that ad tag will load as the page loads, from top to bottom. If you were using an asynchronous ad tag, that ad tag would actually "live" in an iFrame separate from your webpage, allowing it to load independently of your page. We recommend asynchronous ad tags because they allow the publisher's page to load faster and give your readers a better experience with your webpage.

The Mezzanine File

In a maturing digital video marketplace, broadcast television has moved online. These publishers and the vendors and partners that work with them need to present high quality video ads to meet the same quality standards as their content. The mezzanine file is a raw source file that publishers can use to encode the ad at the required quality level for the content stream. This original file is too big to serve, but contains the quality necessary to encode the appropriate version for a viewer's environment. The mezzanine file is vital to ad-stitching services commonly used with online television networks. Ad-serving vendors (3rd party) can also use the mezzanine file to transcode all the necessary files to meet varying publisher requirements.

Data Supplier - Media Enhancements

Independent (and therefore referred to as "third party") companies that provide cookie pools, audience profiles and other technology to allow brands to target desired audiences; used by brands, agencies, and inventory providers.

Full service Agencies

Large size agencies that deal with all types of advertising. Full service agencies employ different experts in different departments, so that they can handle work at all stages of an advertising campaign from gathering marketing data, to analyzing campaigns, to handling payments to media partners.

Linear Video Ads

Linear video ads are the ads, typically in video format, that interrupt streaming video content much like a TV commercial. They can play before (pre-roll), during (mid-roll), or after (post-roll) the streaming content. Linear ad formats can be accompanied by a companion ad, or they can include an interactive component.

Master Service Agreement - MSA

Master Service agreement must be signed when using self serve platforms.

Evaluate and Negotiate Media Proposals

Once the proposals start rolling in, successful digital media buyers and planners will be careful to closely evaluate them. They will do this with their brand's needs and goals in mind, and be sure to negotiate the best terms possible for their brand. This includes checking for things like execution feasibility, vendor availability and flexibility, as well as support or use of specific ad technology. Experienced digital media buyers and planners will also understand the importance of staying within their client's budget, and will do everything in their power to research current pricing benchmarks and secure the best price available.

PII (Personally Identifiable Information)

Personally Identifiable Information that could be used to potentially identify a specific individual such as name, physical address, or date of birth is considered sensitive information and prohibited from use; but 1st parties can collect this data and transform it into non-PII data for targeting marketing campaigns. Personal information that is "de-identified" is not considered sensitive.

Five Primary categories of 3rd Party Research and Measurement

Planning Tools Pre-Campaign 1) Market Research - syndicated research, research based consulting, events 2) Audience Reach Measurement - universe, reach, grps/trps 3) Audience Composition - consumption habits, demographics, psychographics, cross visitation, segmentation Planning Tools Post Campaign - Measurement Services 4) Ad Effectiveness - brand impact, cross media 5) Retail Tracking Data - shopper purchase data, predictive analysis

IN-STREAM VIDEO AD

Played before, during or after the streaming video content that the consumer has requested (Pre-roll, Mid-roll, Post-roll). These ads cannot typically be stopped from being played (particularly with pre-roll). This format is frequently used to monetize the video content that the publisher is delivering. In-Stream Video Ads can be played inside short or long-form video and rely on video content for their delivery. There are four different types of video content where in-stream may play: 1) UGC (User Generated Content/Video) 2) Syndicated 3) Sourced 4) Journalistic In-Stream Video Ads are displayed within the context of streaming video content.

Rich Media Companies

PointRoll, Medialets, Spongecell, Celtra

After Campaign is Over

Prepare Alternative Approach - use this method when reporting to client if the results were not good and market research emarketer, comScore.

Site Indexing Formula

Site Index = Site comp%/Audience comp% x 100 Percentage of Overall Desired Audience that a website reaches divided by base audience of the general population

ISP Targeting (Internet Service Provider)

Targeting based on Internet Service Provider. Can be used as an alternative form of geo-targeting.

COST PER COMPLETED VIEW (CPCV)

The price an advertiser pays every time a video ad runs through to completion. Rather than paying for all impressions, some of which may have been stopped before completion, an advertiser only pays for ads that finished (CPCV = Cost ÷ Completed Views).

Second Price Auction

The winner of the bid pays the price of he 2nd highest bidder + 1 cent: For example Person bid $2 next person bids $1. The winner pays $1.01 cent.

Third Party Data

Third party collects information from or about users from a non-affiliate website or service. Third party data is any information collected by an entity that does not have a direct relationship with the user the data is being collected on. Often times, third party data is generated on a variety of websites and platforms and is then aggregated together by a third-party data provider such as a DMP (Data Management Platform.)

Use of Collected Data - Media Company Rights

Unless otherwise authorized by Media Company, Advertiser will not: (A) use Collected Data for Repurposing; provided, however, that Performance Data may be used for Repurposing so long as it is not joined with any IO Details or Site Data; (B) disclose IO Details of Media Company or Site Data to any Affiliate or Third Party except as set forth in Section XII(d)(iii). It is the Media Companies' firm belief that Repurposing based on any Media Company- related data, including context, should by default not be allowed. This is based on the belief that advertising-based media outlets rely on the ability to successfully attract and monetize valuable audiences for advertisers. The practice of Repurposing users based on Media Company-related data, including context, fundamentally compromises a Media Company's ability to do so no matter how few or many users are "harvested" in this way. A Media Company cannot continue to create and support content in a profitable fashion if their most valuable assets are regularly harvested, and therefore cannot continue to attract the users so valuable to advertisers. This can create a reinforcing negative trend that seriously threatens a Media Company and the availability of free content on the Internet. This is not an outcome that aids any party in the digital marketing ecosystem. If user harvesting and profiling based on Media Company-related information is intended by an Agency, then the relationship becomes one between a data provider and a data licenser or buyer which must be governed by a compensation model not currently reflected in media inventory valuations. This data provider-buyer relationship is not meant to be dealt with as a default in these Ts&Cs, as the document is clearly meant to govern Media Company-Advertiser media buys. Thus, by including the phrase, "Unless otherwise authorized by Media Company" any Agency/Advertiser can negotiate as a data buyer instead of a media buyer through whichever means suits them, but as a default an Agency/Advertiser may not use Media Company-related information for Repurposing. Advertiser can use data which is not included in the definition of Collected Data for any legally allowed purpose (e.g., user IP address, frequency capping, etc.). Advertiser can also use Collected Data except as specifically restricted in Section XII(d)(i) above. For example, an Agency or Advertiser cannot buy a behavioral targeting segment and use the cookies collected from that IO to retarget those users based on that segment, whether or not the segment was bought from one Media Company or many and then aggregated. However, an Advertiser can retarget a user who has seen one version of an Ad and serve them a different version of that Ad under a particular campaign or IO when they see that user later, as long as the decision is not based on Media Company-related data. In addition, Advertiser cannot share much of the data with other parties without separate agreements. The value of performance metrics and the data they produce is extremely important, except where information such as brand name, behavioral targeting buckets, and media plan strategies will be used in a way that may compromise either the Advertiser or the Media Company. As a result, internal use is permitted, but these metrics cannot be shared with third parties except and only to the extent the third party is performing services only for the Advertiser under the IO. For example, an Advertiser may compare the performance of an Ad campaign across several Media Company sites for internal use.

Proposal Management System

Used to manage the responses to client RFP.

DYNAMIC CREATIVE

Video ad creative customized in advance and/or able to transform itself upon delivery to target relevant audience segments. Customization may include delivering a specific combination of ad content such as the copy, the background images, and the size and color of the call-to-action button.

Registration-Based Identification

Web-sites or properties can employ user registration techniques for the purpose of identifying the user, setting custom user content parameters and/or granting access to controlled content. Registration techniques, if properly controlled and executed, can be a reasonable way of identifying unique users to a web-site or property or supplementing other Audience Reach Measurements employed.

Creative Rotation

When a publisher sets a schedule for running an advertisers multiple versions of an ad, but the same format size and placement

Invoice Payment Date - Agency/Advertiser

Troubleshoot Campaign

Sometimes, despite the best efforts of everyone involved, digital media campaigns just don't work out the way they were supposed to. The numbers in different systems just aren't adding up, or the brand isn't seeing the kind of return they anticipated. When this happens, it's up to the digital media buyer and planner to take the time to troubleshoot the campaign. Particularly when the issue is related to measurement of campaign ad impressions, clicks, or conversions, it is important to troubleshoot live issues before they become escalated discrepancies. Over the years, the IAB has developed guidelines for ad campaign measurement that address auditing and the handling of discrepancies. An experienced digital media buyer and planner will understand how to work with their ad operations and vendor technical support teams calmly and effectively to investigate and resolve issues, and they should also understand what represents a serious problem that should be escalated - and what kinds of issues are minor and can be resolved within standard timelines.

Document Object Model (DOM)

The Document Object Model (DOM) is a programming Application Program Interface (API) for HTML and XML documents. It defines the logical structure of documents and the way a document is accessed and manipulated.

E-Mail Bounce Rate

Three types of bounce rate: 1) In Web analytics, including Google Analytics, bounce rate is the measurement in percentage of how many Web site visitors view only one page within your Web site - this is the one page they entered the site on (called the entrance page or landing page). These visitors view only that single page and exit the site on that same page. A high bounce rate typically indicates that the landing page isn't relevant to your visitor or you are not offering any incentive for the visitor to explore other areas and pages of your website. 2) Soft bounce is used to describe an e-mail that has bounced back to the sender undelivered after it has already been accepted by the recipient's mail server. 3) Hard bounce is used to describe an e-mail that has bounced back to the sender undelivered without having been accepted by the recipient's mail server.

Optimization - Responsibility of Sales Rep to collaborate with agency

1) Ad Placement - what sites, sections or devices 2) Ad Formats - different banner sizes, rich media, video 3) Creative versions - multiple formats and versions ie different colors,different offers 4) Targeting - CCD TIG

Insertion Orders IO

1) Confirm pricing, budget, and available inventory 2) define terms and conditions of agreement 3) Reconfirm success metrics - they could of changed since the start of the negotiation 4) Sign and secure IO

Native Ads Six Types

1) In-Feed Units - In-feed ads have perhaps the largest variation in execution. Here are three common examples and how they fit into the IAB Native Framework. A) An endemic in-feed ad that is in a publisher's normal content well, is in story form where the content has been written by or in partnership with the publisher's team to match the surrounding stories, links to a page within the site like any editorial story, has been sold with a X guaranteed placement so the buyer knows exactly what context will surround it, and is measured on brand metrics such as interaction and brand lift will fit into this framework as follows: B) A linked in-feed ad that is in a publisher's normal content well; is a promotional ad; links off of the site to content, editorial content, or brand's landing page; has been sold with a guaranteed placement; and is measured by CTR and conversions maps out in this way: C) An in-feed ad that is in a publisher's normal content well; is in story form to match the surrounding stories and allows for an individual to play, read, view, or watch without leaving to a separate page; has been sold in a broad section (e.g., sports) and not a guaranteed placement (e.g. NFL Highlights page); and is measured on brand metrics such as interaction and brand lift will fit into this framework. 2) SEARCH ADS - While the content and format of organic search engine results varies depending on the search engine and the platform through which the service is being accessed (desktop, mobile, tablet, etc.), there is one definitive principle that defines an ad as native: native ads in search must present their content in a format and layout that is readily available to organic search engine results. One common type of paid search ad will be found above the organic search results, look exactly like the surrounding results (with the exception of disclosure aspects), link to a page like the organic results, has been sold with a guaranteed placement so the agency knows exactly what context will surround it, and is measured on conversion metrics such as a purchase. 3) RECOMMENDATION WIDGETS - Recommendation widgets are a form of native advertising where an ad or paid content link is delivered via a "widget." A common recommendation widget unit is integrated into the main well of the page, does not mimic the appearance of the editorial content feed, links to a page off the site, has not been sold with a guaranteed placement, and is measured on brand metrics such as interaction and brand lift, and will fit into this framework "You might also like" or "You might like", "Elsewhere from around the web" or "From around the web", "You may have missed", "Recommended for you" example Outbrain 4) PROMOTED LISTINGS - While these units are found on sites that typically do not have a traditional editorial content well, they are designed to fit seamlessly into the browsing experience, are presented to look identical to the products or services offered on a given site, link to a special brand/product page, are typically bought on auction directly via the publisher, are hyper-contextually targeted, and are measured on direct response metrics. This typical execution would fit into the IAB Native Framework as follows: Commonly used disclosure language for Promoted Listings includes: "Ads" with icon (Google); "Yelp Ad"; "Sponsored Products"- Amazon; and "Product Ads from External Websites"/Sponsored Content/"What's this?" link - Amazon. 5) IN-AD (IAB STANDARD) - An ad in a standard IAB container that is placed outside of the editorial well, contains contextually relevant content within the ad, links to an offsite page, has been sold with a guaranteed placement so the agency knows exactly what content will surround it, and is measured on brand metrics such as interaction and brand lift would fit into the IAB Native Framework as follows: IAB Standard Ads with native elements follow the same specific labeling requirements as all IAB Standard Ads: ad unit content must be clearly distinguishable from normal webpage content (i.e., ad unit must have clearly defined borders and not be confused with normal page content). 6) CUSTOM / CAN'T BE CONTAINED - In the world of native advertising execution, there is no limit to the possibilities when an advertiser and publisher work together on custom units. This group includes examples that don't neatly fit into one of the above groups, or, as in the case of custom playlists, are too platform-specific to warrant their own category but need to be on a marketer's radar as native advertising options.

Six Ways-to-Use-Social-Media-Ads-to-Grow-Your-Business

1. Use free social media to beta-test your paid social ads You're likely already posting content on Twitter, Facebook, and Instagram every day—and maybe LinkedIn and SnapChat, too. Some of these posts will resonate with followers; others won't. Track which ones are being clicked, liked, shared, and commented on. These high-performing messages make the best candidates for social ads. 2. Take advantage of targeting features Traditional ads are inefficient. One of many social media advertising benefits is that social platforms offer very effective targeting capabilities to address that problem. From targeting social media managers on LinkedIn to Stranger Things fans on Facebook, take advantage of this very useful targeting for more efficiency in advertising. 3. Rotate ads frequently Though it's annoying to see the same TV ad in every commercial break, repetition is an effective way of hammering home the message using one-way communication. But on advertising channels where engagement is key, and ads appear directly in users' feeds, fresh content is the name of the game. Overly repetitive messaging may end up losing you more business than you gain. Hootsuite has found the best practice is to rotate ads every three to five days. 4. Use small samples to test the text and images used in your ads One of the great virtues of social ads is instant feedback. You can gauge the effectiveness of a sponsored post in minutes and follow up with advanced analytics reports. The best practice is to test several ads with small audiences to determine what works best, then use the winning ad in the primary campaign. 5. Understand how ads are sold on different networks You'll learn the details below, but keep in mind that keeping your social media advertising budget under control means thinking about whether you're designing an ad campaign based on impressions or engagements. If you're paying every time someone sees your ad (impressions), your message can cast a wide net. But if you're paying for engagement, you only want people who are really interested in doing business with you to engage. The wording of your ad should help people self-qualify. 6. Design ads with mobile in mind More than 80 percent of social network users are accessing social media on a mobile device in 2016. This means most social media ads are being viewed on mobile devices as well. Your mobile ads should be specifically designed for the small screen, incorporating images that are easy to view on a pocket-sized device. You can also take advantage of "geofencing" to target mobile users when they are in a specific zip code, so they only see your ads when they are close enough to walk in your front door.

OVER THE TOP DEVICE (OTT)

A device that can connect to a TV (or functionality within the TV itself) to facilitate the delivery of Internet-based video content (i.e., streaming boxes, media streaming devices, Smart TV's and gaming consoles).

A small piece of information (i.e., program code) that is stored on a browser for the purpose of identifying that browser during audience activity and between visits or sessions. Cookies are typically set to expire. Some cookies are intended to remain on the browser temporarily (for example, during a session) and some are persistent in that they are intended to be retained for longer periods.

MULTI-CHANNEL NETWORK (MCN)

A standalone entity that leverages digital video platforms to enable content producers to program, promote, monetize, and distribute their content as well as offer technical assistance in exchange for a percentage of the ad revenue earned.

Sell Through Rate

Ad pages sold. In electronic commerce, the number of pageviews that an internet advertising firm sells to advertisers. The percentage of total available pageviews that are actually sold is called the sell through rate.

Animation

Animation is moving images or other rich experience, usually without the use of video files like mp4. They may use small video files to enhance the animation effects as long as the total file weights are within the allowed limits of initial load and sub load. 1. Length of animation must not exceed 15 seconds. No looping beyond 15 seconds. 2. Animation is recommended to be part of subload. 3. JavaScript used for animation must be executed as asynchronous load and CSS used must be inline. 4. Animation may be host initiated, i.e. user action is not required to play animation. 5. Animation is recommended to start when the ad is within view. 6. Flashing, high contrast, fast moving and bright color animation are not recommended.ww

INSERTION ORDERS AND INVENTORY AVAILABILITY

Caching - Audience Reach Measurement

Can happen at many places, including proxies (i.e. the user's ISP) and the user's local machine. The objective is to make efficient use of resources and speed the delivery of content to the end user. While caching can have a positive impact on the user's experience, it can have a negative impact for site publishers, resulting in undercounts of page views and ad impressions. In response to this problem, sites have implemented various cache-busting techniques to better ensure that all performance statistics are accurately measured. Cache busting techniques are required for all Publishers and ad-serving organizations. Publishers and Ad-Servers should fully disclose their cache busting techniques to users of Audience Reach Measurements.

Content Ads

Content Ads are collections of brand assets that often have no fixed rules about compilation and rendering. They usually have the mid-funnel goal of enhancing consumer understanding of a brand or product and accomplish this by providing high-quality content with which the viewer can engage (for example, by reading or viewing, sharing, or commenting). Content ads frequently are delivered as a stream of assets in a vertical ad format (e.g., IAB Filmstrip, Portrait, or Half Page) or in a stream of content (e.g., Facebook or Twitter in-feed ads). What is currently being called native advertising is the dominant form of content advertising. To enable the efficient scaling of content advertising, IAB will create Dynamic Content Ad Standards, its first not defined by pixel height and width. While no "native" standards will be developed, these will power native and all forms of content advertising.

Daisy Chaining

Daisy chain is a chaining of ad-networks used to optimize ad revenues. In daisy chaining, a floor CPM or flat fixed CPM is assigned for each ad network. The ad network with the higher agreed CPM is number one in the daisy chain flow. If the number one ad network can't deliver an ad creative above or equal to the floor price, it operates a passback and the ad request is redirected to the number two, and so on. Daisy chains are used for renmant inventory or small website inventory. The trend is to replace daisy chains by programmatic buying and ad exchange for RTB.

Kick-Off Campaign

Finally, it's time to kick off the campaign. It is vital that when planning a campaign kick-off call, the digital media buyer and planner pay attention to the defined goals and timelines specific to their campaign. Whether you're hosting one kick-off call that brings all key campaign stakeholders, tech vendors, and teams together - or you're scheduling multiple kick-off calls to address different elements of the campaign - you should plan to: • Allow time for team and client introductions • Highlight the goals of the campaign as they are relevant to the call • Address any workflow processes between stakeholders that have not been previously defined, and how all parties will best work together (email, phone, etc.) • Identify any approvals are still needed (Ad QA, client approvals, etc.) • Share how often campaign check-ins or regularly scheduled meetings will take place • Clarify what turn-around times or vendor SLAs will be in effect • Confirm campaign launch dates and other timeline milestones • Express how you will determine if this campaign is a success i.e. what KPIs you'll be monitoring In addition, you should share any other information relevant to the stakeholders gathered for the call. This is your opportunity to get everyone on the same page prior to the campaign launch, and identify and correct any potential issues before they arise.

Discrepancy Measurement

If the difference between the Controlling Measurement and the other measurement exceeds 10% over the invoice period and the Controlling Measurement is lower, the parties will facilitate a reconciliation effort between Media Company and Third Party Ad Server measurements. If the discrepancy cannot be resolved and a good faith effort to facilitate the reconciliation has been made, Agency reserves the right to either: 1) Consider the discrepancy an under-delivery of the Deliverables as described in Section VI(b), whereupon the parties will act in accordance with that Section, including the requirement that Agency and Media Company make an effort to agree upon the conditions of a makegood flight and delivery of any makegood will be measured by the Third Party Ad Server, or 2) Pay invoice based on Controlling Measurement-reported data, plus a 10% upward adjustment to delivery. There are several small changes in the discrepancy resolution language here. Most changes have been for consistency with "Controlling Measurement" language used in XIII(b) and (c). However, Version 2.0 only required reconciliation when the media company numbers were higher by 10% or more. The language now allows for reconciliation regardless of which party's numbers are higher. This is seen as a more balanced position.

Lean Ad Sizes

Lean guidelines are transitioning over to aspect ratio (width:height) vs fixed sizes. For example current 300x 250 vs 1:1 or 120x60 vs 2:1 Horizontal ad types are ads with landscape i.e larger width and smaller height aspects. They are expected to fit edge to edge of screen width or margin to margin of content layout width. Typical placements are top or bottom of the screen and sometimes in middle of page sections. Vertical ad types are ads with portrait layout i.e. larger height and smaller width aspects. They are expected to fit edge to edge from top to bottom or margin to margin vertically between page layout elements. Typical placements are on the right or left edges of the screen or page layout. Smart Phone Banner 300x50; 320x50 Billboard 970x250 Super Leader Board/Pushdown 970x90 Leaderboard 728x90 Portrait 300x1050 Medium Rectangle 300x250 Large Rectangle 300x600 Skyscraper 160x600 Vertical Financial 120x60

Nonlinear Video Ads

Nonlinear video ads are typically served as images that "overlay" the video content. The ad runs concurrently with the streaming content so the user sees the ad while also viewing the content without interruption. Ideally, the nonlinear video ad is small enough to allow a relatively unobstructed view of the content. Nonlinear video ads can be delivered as text, static images, interactive rich media, or as video overlays. Typically, a nonlinear video ad developer can take advantage of the medium and use the small overlay as an invitation for consumers to further engage with a more robust set of interactions. As with Linear ads, nonlinear ads can be served with companion ads.

ESTABLISH CLIENT KPIS

Once receiving a potential client's RFP, digital media sales professionals should be able to identify clients' digital media marketing objectives for upcoming campaigns, and how best to achieve them. It is important for digital media salespeople to be able to explain the measurability of digital advertising on various media formats. Historically, marketers used basic metrics to measure the performance of their digital ad campaigns, such as impressions, clicks, and conversions. As rich media technologies and larger ad units emerged, marketers also included measures of interactivity, such as how deeply users interact with their ads and how much time they spend doing so. With the popularity of digital video advertising and a desire for integrated, omnichannel marketing campaigns, media buyers increasingly demand digital performance metrics they can connect across all channels, such as gross rating points and target rating points.

Audience Reach Measurement

Organization bears the responsibility to research and support the accuracy of methods used. Cookie deletion rates, calibration methods and sources or estimation methods used to account for first-use, deletion, and non-accepting cookie groups should be disclosed by the audience measurement organization. The audience measurement organization should disclose census-based unique cookie counts and the estimated unique activity from first-use, deletion and non-accepting cookie groups separately and in aggregate. If the measurement organization relies on a unified model that makes reporting among these separate groups impossible, it may report these counts in aggregate only, but should be prepared to demonstrate in an audit the ability of its unified model to address each type of cookie completely.

Filtration of General Audience Activity

Publisher/Ad Server Measurement: In addition to validity assessments described above, filtration of audience activity to remove non-human activity is highly critical to more accurate and consistent counting. These filtration guidelines consist of two approaches: 1) Filtration based on specific identification of suspected non-human activity, and 2) Activity- based filtration (sometimes referred to as "pattern analysis"). Publishers and Ad- servers where applicable, should employ both techniques in combination. Further, all parties are encouraged to adopt the strongest filtration techniques available.

In-house Media Planning - Media Planning & Buying

Same functions as an ad agency, but instead of outsourcing this work, a brand will directly employ a team of people to do this work.

Site Data

Site Data is any data that is (A) preexisting Media Company data used by Media Company pursuant to the IO; (B) gathered pursuant to the IO during delivery of an Ad that identifies or allows identification of Media Company, Media Company's Site, brand, content, context, or users as such; or (C) entered by users on any Media Company Site other than User Volunteered Data. Site Data is data provided or "employed" by Media Company including those targeting parameters specified in the IO such as behavioral targeting (or other) segments, user registration information or Site brand info. To the extent that the referrer URL or other portions of the header information exposes Media Company's Site, brand, users, or services/content/context it is not usable by Advertiser. It is important to note here that (B) covers the data that most concerns media comapnies when considering the ability to harvest users and their data for retargeting or other purposes. (A) covers data collected prior to the campaign. (C) covers user inputted information for both the Media Company and the user themselves, especially if the information is considered PII. The language in (B), however, provides the broadest definition of what Site Data includes, and clearly states that ANY data gathered pursuant to the IO that can be linked to a Media Company is part of Site Data, whether it is clicks, impressions, etc. The linking is critical to understanding the scope of this data bucket. Only when an impression or some other piece of data is linked to Media Company name, brand, content, context, etc, does it fall within Site Data. Looking at the usage restrictions set forth in Section XII(d)(i)., If a user views or clicks or otherwise interacts with an ad and that interaction (even if it is a impression) is linked to Media Company related information and then used for retargeting or profile building, it would be a breach of contract. However, if an Advertiser/Agency needs a report on clicks, impressions, interactions, etc, there is no restriction on that, nor is there a restriction on any usage of data when it is unlinked from Media Company-related data. Paragraph (d)(i) restricts the Repurposing of Site Data and how it must be disclosed but goes no further, allowing analysis, reporting, and any other internal Advertiser activities. Paragraph (h) also clearly states that Agencies can carry on normal media planning operations as long as those do not entail Repurposing.

Time Spent

The amount of elapsed time from the initiation of a visit to the last audience activity associated with that visit. Time spent can be reported on the basis of cookied browsers, registration or panel participation, but in concept should represent the activity of a single cookied browser or user for a single access session to the web-site or property.

Programmatic Transaction Types

The evolution of technology has caused shifts in the industry, resulting in the increased importance of programmatic advertising. Programmatic buying and selling of digital advertising inventory, including real-time bidding (RTB), has been growing over the past couple of years and has transformed how ad inventory is bought and sold. While RTB has historically been associated with remnant inventory, this technology is now increasingly being applied to a wider range of inventory. The RTB pipes are now being used to conduct different types of transactions. In 2013, the IAB identified four discrete types of programmatic transactions Type of Pricing Participation Other Terms Other Consideration Inventory Used in Market Automated Guaranteed Reserved Fixed One to One Guaranteed Prioritization in ad Premium Server Direct Reserved Unreserved Fixed Rate Unreserved Fixed One to One Preferred Deals Deal ID Private Access First right of refusal Invitation-Only Auctions Unreserved Auction One-Few Private market- Data usage place. Transparency to Private auction buyer Closed auction Private access Open Auctions Unreserved Auction One-All RTB Open exchange Open marketplace Program price floors

ON TARGET PERCENTAGE (OTP)

The percentage of the total campaign delivery that is within the advertiser's campaign-defined goals.

VIDEO PLAYER-AD INTERFACE DEFINITION (VPAID)

The protocol between the ad and the video player required to enable ad interactivity and other advanced video advertising functionality. VPAID offers bilateral (two-way) communication between the ad and the video player, and meets the needs of emerging in-stream formats such as nonlinear video ads and interactive linear video ads. VPAID enables transparent interaction between the ad and the player. VPAID also enables more robust tracking of ad performance, such as performance and viewability. For more dynamic ad portability, verify whether the publishers you work with accept VAST and that your ad server can serve your ads using VAST. When using VPAID for interactive ads, verify which publishers can accept VPAID. In addition to verifying VAST and VPAID support, request publisher requirements that are as specific as possible.

Ad Fraud

Click fraud and bot traffic are some of the most-cited concerns among US media agencies and brand marketers today. Internet fraudsters use tricks to inflate advertising counts. Tricks like "pixel stuffing," where an ad designed to appear at 1,024 by 480 pixels is crammed into a one-by-one pixel square, but still counted as an impression. There's also "ad stacking," where multiple ads are programmed for a single slot. But the biggest fraud of all is the use of "bots", software programs designed to mimic the activities of human browsers. Such programs can drive huge amounts of traffic to websites, and can even scroll through a site and click on links, just as a human browser would. The elimination of this non-human traffic is a great concern for both buyers and sellers alike. Digital Media Sellers must be ready to speak to buyers about their publisher's philosophy around viewability, fraud, and brand safety and should be able to explain how they are working internally and with technologies to combat and measure these issues. Additionally, buyers are heavily incentivized to have ad fraud tracking, reporting, and optimization strategies to minimize the impact that fraudulent impression might have on campaign effectiveness.

I) COLLABORATING ON CAMPAIGN BRIEFS

Collaborating on Campaign Briefs is the activity of responding to the marketing needs outlined in a client briefing or the 'brand brief'. Without a brief from the client, there is no proposal, period. All of your agency's work on a campaign begins and ends with the stated objectives on the client - or brand - brief. The brand brief is the statement of the challenge/opportunity for a brand. It is a succinct summation of the brand's current position, its marketing strategy and what it wants to accomplish through advertising, written by the client. Digital media planners and buyers must be able to determine the over-arching client goal, interpret that picture for themselves and their team members, and establish a digital media strategy around it. This is done via the construction of campaign briefs - documents that contain the guidelines and parameters governing the campaign "project." Campaign briefs outline and define campaign objectives and goals, and help everyone involved in planning the campaign stay on the same page and work effectively together.

Pureplay Stream

Digital audio content that is personalized and on-demand, listened to via an internet connection, and users can create playlists based on their preferences. Pandora , Spotify

Digital Audio Advertising

Digital audio ads appear in content for partially or entirely ad-support online radio stations, online versions of terrestrial radio stations, on-demand streaming services (pureplay stream) and music or spoken-word audio content delivered within a site or app. Five Digital Audio Ad Types include: 1) Recorded Spots — Typically available in standard lengths such as :15, :30, and :60, these spots can run independently or within a commercial stop-set with other units. They are pre-recorded and sometimes include a clickable on-screen element. They can be dynamically inserted into music streams and podcasts. Positioning can include pre-roll, mid-roll, and post-roll. 2) Native Ads — These spots are often read by a podcast host, and can include an endorsement. Length of these spots tends to be irregular. Native ads are more often associated with podcasts. These units can be permanently integrated into the program or dynamically inserted. Positioning can include pre-roll, mid-roll, and post-roll. 3) Branded Channels/Playlists — Streaming platforms offer customized channels and playlists that can be branded for an advertiser, including audio elements as well as on screen and marketing elements. 4) Branded Podcasts — Podcast platforms offer branded partnerships where the content can be sponsored. The presence of the brand in the programming can vary from brand mentions to editorial integration to sponsor participation in the development of the content. Website and marketing elements can be included. 5) Voice Activation Ads — Some platforms offer integration with a technology that enables listeners to respond to an ad in hands-free mode by simply speaking. Specific calls-to-action might be to have information emailed or texted to the user, enabling a connection between the advertiser and the consumer.

Header Bidding

Header bidding, also known as advance bidding or pre-bidding, is an advanced programmatic technique wherein publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers (mostly DoubleClick for Publishers). The idea is that by letting multiple demand sources bid on the same inventory at the same time, publishers increase their yield and make more money. "Header bidding is a much cleaner and better tech integration between revenue partners, ad tech companies and publishers compared to what's going on currently,"

BITRATE OR BIT RATE

I) Encoded bit rate: The number of bits (or amount of data) per second that has been used to store a media signal. In audio, this usually is presented in kilobits per second (or kb/s or kbps), while for high-quality video, this might be presented in megabits per second (or Mbps, or Mb/s). For example, the music you buy on iTunes is 256 kilobits per second, meaning there are 256 kilobits of data stored in every second of a song, and an HD video file might be encoded at 2.0 megabits per second, meaning there are two megabits of data. The encoded bit rate is the one used for business requirements as it represents a strong signal of fidelity. II) Available bit rate: The instantaneous delivery rate of data in bits per second (bps), kilobits per second (kbps), megabits per second (mbps), etc. from the source server to destination device through one or many digital networks. The slowest portion of the network path determines the end-to-end maximum bitrate of the delivered stream. Some media content such as audio streams may use less than the maximum available bandwidth. HTTS Live Streaming (HLS) is a variable bitrate protocol for delivering video content. HLS starts the stream at a low bitrate which provides low video resolution and increases the bitrate and video resolution as the network conditions permit. The available bit rate is used for technical purposes as it represents how much data can be passed from the ad server to the client for an ad to deliver without jitter.

Identifying and Prospecting for New Clients

Identifying and prospecting for new clients is an important undertaking for digital media sales professionals. They should know how to select prospecting tools in order to identify potential prospects. This typically requires salespeople to research prospects' businesses and research prospects' industries, through the use of the following tools: • Competitive reporting • Trade publications • Search engines • Company financial documents • News alerts • Company or industry website • Advertising lists/databases Armed with competitive information, financial data, and industry news about potential clients, digital media sales professionals then need to effectively contact prospects and schedule meetings with prospects.

Ad Request

Industry term for when a web browser sends a message to an ad server in order to get an ad to display on the page.

Attitudinal Data

Information collected by a company that measures the importance a consumer places on particular attributes of products or services. Attitudinal data is often collected through surveys, and is designed to measure how a consumer "feels" about something.

Keyword Targeting

Targeting ad delivery based on site keywords. Advertising systems scan the text of websites and return advertisements for appropriate advertisers or products based on those keywords. These systems also allow advertisers to target ad delivery to sites with keywords matching their product or target audience interests.

Media Rating Council (MRC)

A United States-based nonprofit organization that manages accreditation for media research and rating purposes. It performs accreditations for rating and research companies like Nielsen, comScore, and Arbitron. It is funded by member dues, which run in the thousands of dollars. The MRC does not conduct the audit of the companies being accredited itself. The audits are done by accounting firms such as Ernst &Young.

Ad Agency - Media Planning & Buying

A company that brands hire to build, execute and manage advertising initiatives for them, providing services such as creative generation, advertising strategy development, research, and media buying.

Ad Networks - Media Vendors

A company that provides both an outsourced sales channel for publishers and an aggregated inventory source for buyers; will often layer in technologies to enhance media buys, such as targeting capabilities, creative generation and optimization.

VIEWABLE VIDEO IMPRESSION

A desktop video ad or mobile video ad that meets the criteria of: I) Desktop: 50% of the ad's pixels on an in-focus browser tab in the viewable space of the browser page that has met the time criterion that two continuous seconds of the video advertisement is played. II) Mobile: 50% of the ad's pixels on an in-focus browser or a fully downloaded, opened, initialized application, on the viewable space of the device that has met the time criterion that two continuous seconds of the video advertisement is played. III) For both desktop video and mobile video, the required time is not necessarily the first two seconds of the video ad; any unduplicated content of the ad comprising two continuous seconds qualifies in this regard.

Manage RFP Process

A digital media buyer and planner must manage the Request for Proposal (RFP) process in order to complete the process of building a media plan. This process includes the following steps: The first step is to send out the RFP, which should include a non-disclosure agreement to protect sensitive brand information, and provide media vendors with a proposal deadline. Then, when collecting vendor proposals, a detailed review of both the vendor's technical capabilities and media offering - the sites, placements, custom creative options, rates and pricing, cost models and added value impressions included - is needed. If the RFP process includes self-service buying platforms, key stakeholders may need to help assess whether the platform meets the technical requirements of this and future campaigns. Once proposals have been evaluated, the digital media buyer or planner will provide a written response to each vendor, and re-negotiate any items they'd like to see altered. While finalizing negotiations with each vendor, they'll begin to create a consolidated media plan. Once terms have been agreed to, a final contract - either an insertion order (IO) for a specific media buy or an MSA (a master services agreement) for a self-service platform - will be signed. The experienced digital media buyer should be comfortable managing each stage of this process. The nuances of evaluating and reviewing proposals, forecasting media returns, and negotiating the contracts themselves are of particular importance.

Design Data Strategy and Measurement Plan

A digital media strategy must have measurable elements that can be assessed to gain an understanding regarding the overall campaign performance. It is important that during the media strategy creation process, digital media buyers and planners set measurable key performance indicators (KPIs) based on a clear data strategy and measurement plan. Having these KPIs clearly defined, and the technical means by which this data will be captured in place, is absolutely essential to proving campaign success at a later date. In this phase, the digital media buyer and planner does the following: A. Define campaign KPIs. B. Define channel KPIs. C. Define creative KPIs. D. Define vendor KPIs. E. Create tagging strategy. F. Determine measurement tools and partners used to measure KPIs. G. Consult with strategy and analytics teams. H. Align on conversion windows with brand. I. Establish benchmarks for all KPIs. J. Establish reporting cadence. K. Create data measurement plan. L. Identify data management work flows / timelines.

E-Mail Hashed

A few times a decade, a trend emerges that changes the face of marketing. Over the last couple of years, we've heard a lot about industry buzz topics like personalization, attribution and multi-channel engagement. As these concepts continue to evolve, and mobile usage increases, marketers thirst for more and more customer data. Like crazed information junkies, we guzzle data by the gigabyte and still want more. Cue the next big trend in email marketing: behold the hashed email. Depending on your background, you may already have experience with hashed emails. They're not a new trend, per se, but the concept is relatively new to the world of marketing. Technically speaking, a hashed email is a cryptographic function. Hashing is a way of encrypting a piece of data, like an email address, into a hexadecimal string. Each email has it's own unique hexadecimal string that remains consistent no matter where the email is used to log in on the web. For marketers, this means the email is the holy grail of consumer data. Since an email is essentially the passport to the internet, the hashed email can trace every logged-in action a customer takes. From your social media accounts and online shopping sprees to your favorite guilty pleasure game app, almost everything you do online requires a login. And, what piece of information do you use to log in? An email address, of course! As a marketer, hashed emails allow you access to valuable data on the ways in which your subscribers conduct themselves online. You can determine which social media networks your audience is most likely to use, where they go for news, entertainment preferences and even buying habits. I know what you're thinking. "Phil, we already use cookies to track our consumers. What can email do for us that a cookie can't?" Great question. Up until now, marketers have received most information from cookies. There's just one problem: cookies don't work across multiple devices. Plus, cookies can be blocked, and don't make a connection with mobile activity. Instead, emails are quickly becoming the most reliable method of cross-device identification. This means you can take an email address already in your database and use this information to target the subscriber in other spaces they've logged in with that address, such as Twitter and Facebook, through hashed email retargeting. As this technology grows and becomes more prevalent, it could become a complement—or even alternative—to cookie tracking. For more than 20 years, email has remained a primary form of communication. While some experts have predicted the decline and demise of email, each new year brings a steady increase. In fact, the number of email accounts are expected to grow 20% by 2018, according to Radicati Group. The hashed email serves to position email even higher in the digital food chain. In other words, you're email database is about to become even more valuable.

First Party Data

A first party collects information from or about users and is the owner or controller of the website or service with which the user interacts directly. An example of 1st party data collection would be a credit card that collects and then anonymizes data from their own customers about purchase trends and personal preferences. Sources of 1st party data can include: Website analytics data, CRM (Customer Relationship Management) data, email data, previous campaign data, inbound or onsite search data, brand surveys, user interest data, and brand app data.

SSP (Supply Side Platform) - Media Vendor

A tech platform used by publishers to programmatically sell inventory and optimize pricing, yield and audience reach for a pool of potential advertisers.

Auto Refresh Activity - Audience Reach Measurement

Activity that results from auto refresh mechanisms is not activity that contributes to the determination of Time Spent or other measurements covered in these guidelines.

Ad Server Reporting Access

Ad Server Reporting Access. As available, the party responsible for the Controlling Measurement will provide the other party with online or automated access to relevant and non-proprietary statistics from the ad server within one (1) day after campaign launch. The other party will notify the party with Controlling Measurement if such party has not received such access. If such online or automated reporting is not available, the party responsible for the Controlling Measurement will provide placement-level activity reports to the other party in a timely manner, as mutually agreed to by the parties or as specified in Section IV(b), above, in the case of Ads being served by Media Company. If both parties have tracked the campaign from the beginning and the party responsible for the Controlling Measurement fails to provide such access or reports as described herein, then the other party may use or provide its ad server statistics as the basis of calculating campaign delivery for invoicing. Notification may be given that access, such as login credentials or automated reporting functionality integration, applies to all current and future IOs for one or more Advertisers, in which case new access for each IO is not necessary. The party with Controlling Measurement as set out in Section XIII(b) above must give reporting access to the other party, whether that is through an online manual tool or an automated system. The other party must be able to compare the Controlling Measurement numbers with their own in order to decrease inventory risk and campaign errors through detection of discrepancies. If access is not granted by the day after campaign launch, notification must be sent in a timely fashion. If access is not granted, even after notification, the other party may use its own numbers on the invoice. This does not preclude invoice and impression reconciliation but instead allows for the operational procedures of billing to continue unhindered by lack of access. It is important not to confuse XIII(c) with the decision logic laid out in Section XIII(b)(i-iii). Once the Controlling Measurement party has been decided through Section XIII(b), whether that includes an automated delivery solution or not, access must be granted by such party.

THIRD PARTY AD SERVING AND TRACKING (Applicable if Third Party Ad Server used)

Ad Serving and Tracking. Media Company will track delivery through its ad server and, provided that Media Company has approved in writing a Third Party Ad Server to run on its properties, Agency will track delivery through such Third Party Ad Server. Agency may not substitute the specified Third Party Ad Server without Media Company's prior written consent. The Agency must specify on the IO what 3rd party ad server they are going to use and that ad server must be pre-approved by the Media Company. The Agency can not change the 3rd party ad server without written consent from the Media Company. This paragraph has nothing to do with the next paragraph on Controlling Measurement.

Site Server - Execution Technologies

Ad serving that is executed by the original inventory source, and usually includes functionality to manage inventory availability.

AdChoices

AdChoices is a self-regulatory program for online interest-based advertising that exists in the United States, Canada and across Europe. The program calls for advertising companies to establish and enforce responsible privacy practices for interest-based advertising, aimed to give consumers enhanced transparency and control. Companies adhere to a set of principles that are enforced by accountability programs. "Interest-based advertising" (also known as "online behavioural advertising" or "behavioral targeting") selectively displays ads based on browsing history, primarily using cookies, to users most likely to identify with and respond to the ad's specific content. The AdChoices icon is shown automatically by companies part of the self-regulatory program, and is meant to indicate to consumers when interest-based advertising data is being collected or used. By clicking on the icon (which is usually found in the top right corner of an online advertisement), a consumer can learn more about the ad or a website's collection practices, and be provided with the ability to opt-out of such targeting. Although it is possible to opt out of interest-based advertising through the AdChoices program(s),[7][8][9][10] opting out does not block advertisements nor prevent tracking of web browsing history by use of other ways (e.g. Flash cookies). The US and Canadian AdChoices programs require that participating companies not use Flash cookies or similar locally shared objects for online interest-based advertising purposes.

Holding Company - Media Planning & Buying

A parent company that owns numerous agencies (creative and/or planning and buying; traditional and/or digital), as well as ad tech companies such as Trading Desks.

Research clients/agency buying process

1) Agency Reviews Proposals 2) Agency selects Vendor 3) Agency makes vendor recommendation to the brand/advertiser 4) Brand says yes or no to each vendor 5) Agency conducts buy

The IAB and MRC define viewable, desktop display and video ads

1) Desktop Display: At least 50% of the pixels are in view for 1 continuous second 2) Desktop Video: At least 50% of the pixels are in view for 2 continuous seconds

Digital Content Distribution Models

1) Distributors: Distributors are what we typically think of when we think of a publisher. They organize and disseminate content. They usually have a team that creates the content, and then they release it to the public through their owned and operated properties, such as their website. An example of this would be the NY Times. 2) Syndicators: Syndicators "push out" (syndicate) content. They have a team that creates content but they do not own the sites that release the content. Instead, syndicators will sell the content to websites. An example of this is the Associated Press 3) Aggregators: Aggregators "pull in" (aggregate) content. Aggregators do not create the content that they display on their website. Instead, they use technology to pull in content. Or, they may buy the content and display it on their site. An example of this might be Google News. It's important to note that one website can be all three of these. A single property does not need to be either a distributor, a syndicator or an aggregator. One example of this is USA Today. USA Today creates its own content, and distributes that to its readers, therefore they are a distributor. They also sell their content to other entities, so there may other publishers that are also running USA Today content, therefore they are also a syndicator. Lastly, they do buy content from other sources, such as the AP, so they are pulling in content from other sources, making them also an aggregator. In this example, they are all three.

Request For Proposal (RFP)

1) Evaluate Proposal - understand clients objectives, clarify with client if multiple objectives 2) Obtain Pricing- rate card, media kit 3) Obtain Budget Levels - usually include in RFP, if not talk to client 4) Determine Available Inventory - determine the amount of avails 5) Generate proposal and emphasize value of your offer

Content Creators

1) Publishers - Entities that professionally produce digital media content (text, images, audio or video). 2) Social Sites - Sites whose primary focus is communication between groups of approved individuals who are typically part of an ever-expanding social circle. 3) User Generated Content - Any type of content (text, images, audio or video) that is created by non- professionals. 4) Brand Content: Content, rather than advertising, that is created and disseminated by brands. 5) Portals - Destination sites that provide WWW search, email, chat, maps, content (aggregated and/or owned) and other functionality

STREAMING

1) Technology that permits continuous audio and video delivered to a device from a remote website. 2) An Internet data transfer technique that allows the user to see and hear audio and video files. The host or source compresses, then "streams" small packets of information over the Internet to the user, who can access the content as it is received.

latency stage

1) The time it takes for a data packet to move across a network connection. 2) The delay between request and display of content and an ad. Latency sometimes leads to the user leaving the site prior to the opportunity to see. In streaming media, latency can create stream degradation if it causes the packets, which must be received and played in order, to arrive out of order.

Digital Audio Should Be Part of Every Marketer's Media Mix. Here are 5 Reasons Why.

1. Digital Audio is exclusive. The digital audio market represents an environment with generally fewer advertising interruptions, while providing similar deep targeting capabilities as other digital ad units. Exclusively available within an audio content experience, digital audio ads are often native and "above the fold", and given their nature, often have a very high share of voice. "Marketers are rapidly discovering the premium and exclusive nature of digital audio advertising. Appreciation is growing for many of digital audio's unique and exclusive attributes such as its limited ad quantity, ads targeted one to one and delivered one at a time and ads delivered within an experience that is audio centric. As the migration toward digital continues, marketers will increasingly rely on this channel to reach young, affluent, and on the go consumers." 2. Digital Audio is becoming a "mobile-first" experience for many. The speed with which connected mobile devices have proliferated over the last few years is having a profound impact on consumer consumption of audio content. In fact, streaming radio comes out as a top activity for smartphones users, according to 2014 research by comScore and Millennial Media. Digital audio's mobile ascendency began by adding new listening contexts. Enabled by "earbuds", consumers were freed to listen during an array of activities traditionally void of audio companionship. The growth trajectory has increased as historical audio contexts like in-office and at-home have been disrupted by simple-to-use and more personalized experiences delivered through a broad variety of devices. Most recently, digital audio has gained traction as an in-vehicle choice, and as consumers turn to newer models at all pricing tiers they are finding connected technology a key differentiator in the car-purchase process. Simply put, in-car access leads to significant behavior change. "Car makers everywhere recognize that drivers and passengers want to move their smartphone listening experience into the car. Today, nearly 40% of all 25-54 year-olds have enjoyed that experience. With the latest innovations in dashboard connectivity, that number will only trend higher." Doug Sterne, VP of Audio Development at Pandora and Co-chair of IAB Digital Audio Committee. 3. Digital Audio is cool, because the consumer is now in control. Just about everyone seems to have chatted about Serial around the water cooler these past few months. Even well known musician and Oscar-winning actor Jared Leto told IAB's 2014 MIXX audience all about what the power of sound has meant to him as an individual, and as a musician. As a consumer, audio has always provided a broad range of content offerings that cater to whatever mood you might be in. Today's digital audio offerings build on that value proposition by offering listeners the freedom to select what to hear and when they want to listen, to match their moods. Maybe you're into the latest podcasts on relationships, your favorite baseball team, or the latest episodic craze. Maybe you're jammin' to that fresh new indie-pop station you found over the weekend, or you're feeling introspective listening to the remastered Dark Side of The Moon in its entirety. With mobile poised to become the device-of-choice for accessing audio content, such content becomes an extension of your mood and builds a background to your day. Underwriting such essential components to consumers' lives can create impressive lifts in awareness, sales, and changes to long-held preferences. 4. Digital Audio is growing like crazy. As audio consumption shifts from AM/FM radios to smartphones and connected devices, the demand for digital audio is growing rapidly. Edison Research and Triton Digital's Infinite Dial 2015 study showed that 143 Million Americans listened to online radio and streamed audio content in the past month, including 61% of all 25-54 year-olds. Digital audio has not only arrived; it has become a mainstream media. 5. Digital Audio compliments any media plan. For marketers, digital audio provides a necessary, unique, highly measurable and highly accountable component of the media mix. Mobile audio also has a distinct advantage over other media because it can easily be consumed while on the go. "Ultramobile" activities such as driving, walking, exercising and working don't allow for visual advertising engagement. In fact, Nielsen estimates that 79% of audio consumption takes place while people are engaged in activities where visual media cannot reach them. Such opportunities now create scale with millennials on their own, or in combination with legacy audio choices for broader demographics.

OUT-STREAM VIDEO AD

A form of video advertising that takes place outside of In-Stream Video content. The key difference between in-stream and out-stream video ads is that out-stream video ads leverage the existence of standard display ad units to deliver a video experience as opposed to another static or rich media format. For example, a site visitor may view an article on a news website and a muted, auto-play video ad may load in a standard display ad unit and then be followed by some video footage. Out-stream video ads are not the primary focus of the page and typically not rendered in a prominent video player, and the visitor did not visit the page with the intent to view the unit nor did they actively initiate the experience. The out-stream definition includes: 1) In-Banner Video 2) In-Article Video 3) Native Video 4) In-Feed Video 5) Interstitial Video

VIDEO AD SERVING TEMPLATE (VAST)

A framework for serving ads to a video player. The specification also describes expected player behavior for executing ads that are supplied using VAST. The interaction between the ad and the player is unidirectional, meaning that once the player receives the VAST tag no other interactions are possible except for the activation of select tracking beacons at appropriate times during ad playback. VAST provides details about the ad to the video player in a way that enables ad portability and consistent tracking from system to system. In version 4.0, a single VAST tag identifies all four file versions outlined in this document necessary for smooth ad playback experience. It also enables the delivery of other ad components such as companion ads, ad pods, back-up images, and any interactive elements, including tracking elements that help measure impressions.

Data Onboarding Match Rates

A match rate refers to the percent of users from a file that an onboarder is able to find and anonymously tag with data. As data onboarding becomes a core part of every marketer's toolbox, knowing the match rate for your user set is critical for understanding the size of your online audience.Let's say your CRM has 3 million email addresses. If the match rate is 40%, you can expect your online audience, the number of users you can target with online display, to be around 1.2 million users.

Manage Flowchart Process

A media plan flowchart is often the primary document used in gaining client media plan approval and monitoring progress and milestones throughout the campaign timeline. The media plan flowchart provides concise visualization of what media is being purchased, how much is being spent per placement, how budget is allocated by channel, when each creative will run, and how much is being spent monthly quarterly and overall. As with most campaign management tools, a media plan flowchart must be maintained throughout the campaign, remaining an evergreen reflection of campaign spend allocation. This can mean making a lot of updates to the original document / in the system where the flowchart is created. A responsible digital media buyer and planner will stay on top of flowchart updates, making changes to reflect campaign optimization decisions.

IN-FEED VIDEO

A native video ad found in content, social or product feeds, often paired with a headline, description, and logo.

COST PER VIEW (CPV)

A pricing model where the advertiser only pays for a video start. Typically sold at 1000 impressions.

COST PER VIEWABLE IMPRESSION (CPVI or VCPM/VCPV)

A pricing model where the advertiser only pays for video ad impressions that are considered viewable based upon MRC and IAB viewability guidelines. Typically sold at 1000 impressions.

DSP (Demand Side Platform) - Media Vendor

A programmatic tech platform used by media buyers that provides centralized and aggregated inventory from multiple sources including publishers, ad networks, and exchanges.

DMA (Designated Market Area)

A region where the population can receive the same (or similar) television and radio station offerings, most commonly referring to Nielsen DMAs, which are geographic regions standardized and measured by Nielsen (a measurement provider.)

Exchange - Media Vendor

A sales channel between pubs, buyers and networks, aggregating inventory via an online interface that facilitates automated auction-based buying/selling via Real Time Bidding (RTB), a.k.a. the Open Exchange.

Target Audience

A select group of potential or current consumers, which a business decides to aim its marketing and advertising strategies at in order to sell a product or service. A target audience profile is a description of a customer that includes demographic, geographic, and psychographic characteristics, as well as buying patterns and purchase history.

IAB Ad Portfolio

A set of recommendations for ad units, formats and ad functionality created by the IAB industry working group on ad formats. The new ad portfolio in 2017 marks a major change in ad unit specifications. The ad unit specifications changed from fixed pixel sizes to aspect ratio based flexible ads and LEAN guidance, for an improved end-user ad experience. Aspect ratio is the ratio of width to height of the ad creative. E.g. 1:1 aspect ratio means that the ad unit always has equal height and width. Publishers, Ad Tech Companies, Creative Shops and Media Agencies should all adopt these and other flexible ad sizes specified in the New Ad Portfolio by 2018. The New Ad Portfolio also requires advertisers to follow L.E.A.N. guidance when building advertisements. LEAN stands for Light, Encrypted, Ad choice supported, Non-invasive ads. For Ads to meet these guidelines, they must be: L: Light. Limited file size with strict data call guidelines. E: Encrypted. Assure user security with https/SSL compliant ads. A: Ad Choices Support. All ads should support DAA's consumer privacy programs. N: Non-invasive/Non-disruptive. Ads that supplement the user experience and don't disrupt it. This includes covering content and sound enabled by default. Even if an ad is Interactive i.e. contains animation, video, more than one click-through etc. it should still be LEAN!

Visit

A site Visit (or "session") begins with a user-initiated "event," or a request for content that originates from the user's browser. This event also "starts the clock" on the Time Spent measure. Each event within the session extends the Visit, and adds to the Time Spent by the user. However, when browser cookies serve as the method by which activity is tracked, as is the case with census measurements by publishers and ad servers, there needs to be at least one additional event subsequent to the initial event associated with the visit for Time Spent to be calculated; otherwise, while the first event serves as a marker by which to designate the start of a visit, there is no second event to serve as a marker by which the duration of the visit may be measured. Accounting for these one-event, "single page visits," is important to the overall calculation of an average Time Spent measure for a site. To ignore these visits in the calculations likely could result in a misstatement of average Time Spent per visit. In the absence of definitive information on the duration of single page visits, publishers and ad servers have the option of estimating the duration of such visits, and factoring this estimate into their calculations of average Time Spent measurements. Such estimates should be derived from empirical data specific to the site for which these estimates are to be used. The method by which such estimates are calculated, as well as the impact these derived estimates have on average Time Spent measures, should be disclosed to users. Likewise, "exit page" visits—those visits to the final page requested in a session—also present similar challenges to the calculation of Time Spent for the session as a whole, because they, too, leave no marker by which to determine the precise end point of the session. Methods by which publishers and ad servers estimate the duration of these exit page visits should be disclosed to users, and the contribution these make to the calculation of Time Spent for the sessions, if material to the overall value of Time Spent, also should be disclosed to users. Syndicated Audience Measurement Organizations that rely on panel-based approaches to measurement are able to track user activity through a "meter," or similar software-based approach that utilizes a program that is loaded on the panelists' computers, and thereby generally are able to track time spent at a site by a user regardless of whether or not there is a second event associated with the visit.

FIRST LOOK

A situation in which the media seller gives certain buyers first priority in access to ad inventory. For example, a publisher is selling its remnant inventory through two ad networks and a DSP. In a First Look situation, the publisher gives the first ad network a chance to buy the inventory first. If that first network does not want it, the publisher will pass it to the second network and so on.

CONNECTED TV (CTV)

A television set that is connected to the Internet via OTT devices, Blu-ray players and gaming consoles or has built-in Internet capabilities (i.e., a Smart Television) and is able to access a variety of long-form and short-form web-based content.

INTERACTIVE VIDEO

A type of digital video creative that can take user input to perform some enhanced actions through elements integrated above and beyond the standard video playback controls (i.e., play, pause, rewind, and mute). These interactions can include varied calls-to-actions, forms, polls/surveys, links, chapter menus and hot-spots that may affect story progression of the video content and/or drill down on specific parts of the content itself. The goal of the creative is to give the user various options to engage with the message beyond viewing the video.

IN-ARTICLE VIDEO

A video ad that loads and plays dynamically between paragraphs of editorial content, existing as a standalone branded message.

ADVERTAINMENT

A video ad that uses storytelling to communicate a brand message. Generally refers to video creative that prioritizes entertainment over advertising and typically has a duration greater than 60 seconds.

IN-BANNER VIDEO

A video clip that exists within a web banner that leverages the banner space to deliver a video experience as opposed to another static or rich media format. The format relies on the existence of display ad inventory on the page for its delivery.

Advertising Cost of Sales (ACOS)

ACOS=100*(Total Ads Spend/Total Sales)

Rich Media Ads

Advertisements with which viewers can interact (as opposed to solely animation) in a web-page format. They may appear in ad formats such as banners and buttons, as well as transitionals (interstitials) and various over-the-page units such as floating ads, page take-overs, and tear-backs. Video that plays as part of a banner or in display ad space is considered rich media. A nonlinear video ad may also include interactive rich media components upon user interaction.

Retargeting

Advertising technique in which online advertising is targeted to consumers based on their previous Internet actions.

Agency Use of Collected Data

Agency will not: (i) use Collected Data unless Advertiser is permitted to use such Collected Data, nor (ii) use Collected Data in ways that Advertiser is not allowed to use such Collected Data. Notwithstanding the foregoing or anything to the contrary herein, the restrictions on Advertiser in Section XII(d)(i) shall not prohibit Agency from (A) using Collected Data on an Aggregated basis for internal media planning purposes only (but not for Repurposing), or (B) disclosing qualitative evaluations of Aggregated Collected Data to its clients and potential clients, and Media Companies on behalf of such clients or potential clients, for the purpose of media planning. Language above is meant to allow an Agency to perform all duties with regard to its Advertiser, including media planning, analysis, insight creation, etc, based on (i) and (ii) above. Outside of its direct obligations to a single Advertiser, (A) and (B) above explicitly allow the sharing of knowledge across Advertisers for the purpose of improving an Agency's offerings (including media planning), employee knowledge, etc.

Audio

All video ads have accompanying audio. In addition, animation and other content can be enhanced with sounds. Yet ads that play audio automatically can be very disruptive to end users under most experiences. Hence it is recommended that sound in the ads must be muted at the start. However, sound in ad may be played at the start of an ad when the following conditions are met: 1. User has sound on their device turned on. 2. Ad placement has 100% share of screen. The above two conditions are possible only on mobile devices for full page ads, i.e. mobile interstitials or on mobile devices when user is consuming audio only content. In all other cases ads must start in muted state. This includes: 1. Ads placed in desktop browsers. 2. Ads placed in mobile browsers or mobile device apps when other content is also present on screen, e.g. in between paragraphs or in between lists of content. If the ad or the publisher environment does not have the capability to measure the sound volume then it must start the video play in muted state.

Lookalike Targeting

An advertising technique which consists of reaching out an audience similar to an advertiser's customers. The original profile of audience is determined via CRM data or website behaviors and is then matched against anonymous user pools by a dedicated marketing vendor, allowing advertisers to address prospects which are predicted to be similar to their existing customer base.

Unique Users and Unique Visitors

An identified and unduplicated individual Internet user who accesses Internet content or advertising during a measurement period. If content is pushed to users, this content must have been accessed for this activity to count in the Unique Users reported. Unique Users are filtered to exclude robotic activity to attempt to represent unduplicated individual people interacting with web-sites or properties on the Internet. If the measurements include both pulled content and accessed pushed content, they should be referred to as Unique Users; if no pushed content is included, these can be referred to as Unique Visitors. Herein, we will generally refer to these measurements as Unique Users.

AD POD

An individual ad pod is a group of ads expected to play back-to-back in one commercial ad break similar to how consumers experience commercial ad breaks in broadcast television. An ad pod can be of varying lengths and can be inserted at any point in a stream of content (pre, mid, or post).

TV EVERYWHERE

An online business model in which television broadcasters, particularly cable networks, allow their customers to access live and/or on-demand video content from their networks through Internet-based services. The fee for such access is covered as part of their subscription to the service, via an MVPD. The viewers use credentials from their MVPD for authentication and access to the content.

Publisher

An organization, entity or individual that supplies web content or search content and places advertising for consumption/viewing by users.

Unique Device

An unduplicated computing device that is used to access Internet content or advertising during a measurement period. A count of unduplicated devices necessarily accounts for multiple browser usage on an individual computer or other computing device. It may also contribute to an understanding of the number of Unique Users if it informs the number of multiple users who access internet content that are attributable to a single computer or computing device.

ADVANCED TV

Any television content that has evolved beyond traditional, linear television delivery models. This umbrella term is inclusive of the following: Interactive TV (iTV): The catch-all term for adding a viewer engagement piece to television. This can include both interactive content and advertising, and can be delivered in a variety of ways, including through the first- and second-screen. Connected TV (CTV): A television set that is connected to the Internet via OTT devices, Blu-ray players, streaming box or stick, and gaming consoles, or has built-in internet capabilities (i.e., a Smart TV) and is able to access a variety of long-form and short-form web-based content. Smart TV: A subset of Connected TV. Linear Addressable: The addressable ad inserted into live programming. For example, DirecTV, Dish, and Cablevision's inventory is all linear addressable. VOD Addressable: The addressable ad is inserted into cable programs within the VOD content accessible through a cable provider set top box. For example, Comcast's addressable inventory is VOD addressable.

Transaction Records

Appropriate transaction records should be maintained for Audience Reach Measurements. Insofar as commercially reasonable, these transaction records should include activity facilitated by transaction partners or facilitators downstream from the content provider (such as third-party or fourth-party servers). These records are an important part of enabling the measurement and filtration procedures described in these Guidelines and should be retained in a manner that can be accessed by the measurement organization to validate/filter audience activity. Transaction records should include identifying information for the cookied browser (e.g., HTTP header information, cookie identifier(s), IP address, user agent, date, time, etc.) or user (if registration or through syndicated measurement), including historical records sufficient to determine unduplicated occurrences for these metrics across the applicable measurement period. Retention of time and date information for significant audience activity is necessary if time spent is measured, and this information is critical to enable appropriate processing of new measurement periods and cut-off of reporting periods. In addition, appropriate transaction records should be retained for a commercially reasonable amount of time (ideally, for at least 12 measurement periods, or to the extent allowable by law), to allow for auditing and investigation of errors or customer questions.

Cookied-Browser Identification and Other Methods of Identification

As previously discussed, Publishers and Ad-servers that conduct Audience Reach Measurements generally rely on "cookies" to link audience activity to a specific browser. This linkage is critical to a census-based measurer's ability to track and attribute content access or other forms of advertising activity to a single browser, both during a visit or across multiple visits during a reporting period. Cookies come in multiple forms and can be applied at different times during a visit; additionally, some cookies are enabled for a visit or session and some are stored on the browser and remain persistent until deleted as a result of browser settings, pre-established cookie expiration timing or deliberate user removal.

INVENTORY AVAILABILITY

Availability; Acceptance. Media Company will make commercially reasonable efforts to notify Agency within two (2) business days of receipt of an IO signed by Agency if the specified inventory is not available. Acceptance of the IO and these Terms will be deemed the earlier of (i) written (which, unless otherwise specified, for purposes of these Terms, will include paper, fax, or e-mail communication) approval of the IO by Media Company and Agency, or (ii) the display of the first Ad impression by Media Company, unless otherwise agreed on the IO. Notwithstanding the foregoing, modifications to the originally submitted IO will not be binding unless approved in writing by both Media Company and Agency. Consult with legal counsel for definitions of terms such as "commercially reasonable efforts," "in good faith" and the like. These terms have specific legal meaning. Note also that "written" is defined here as paper, fax, or e-mail, and when "written" appears anywhere in this document it means any of these methods, unless otherwise specified. The contract is binding when it is either signed by the receiving party, or delivering of impressions begins. If the media company intends to begin delivering impressions "in good faith" but does not agree to the terms of the IO, a modified IO should be submitted to the agency with a specific note that starting delivery does not constitute acceptance. IO revisions may be accepted in writing instead of with a signature. This reflects a common operating practice for many types of IO revisions. However, it is industry best practice and strongly encouraged that both parties require signatures, electronic or otherwise, as their "in writing" obligation on as many changes as operationally practical, especially revisions concerning require dollar amounts.

Confirm Available Assets

Before the digital media strategy creation process can truly begin, it's important to verifying what kind of current and potential creative assets will be used for this campaign, as well as the creative delivery timeline. The digital media buyer and planner should be introduced to the brand's current creative team and determine, based on the planned scope of work whether they will be able to make creative recommendations, as well as what creative requirements potential media partners must be able to support.

Commerce Ads

Commerce ads dominate display today, especially the ubiquitous retargeting types that persistently follow consumers across the web. Typically rendered in a previous-generation ad standard, these ads tend to have a single, bottom-funnel goal and their design reflects this focus. While they are not typically visually or experientially rich, the rendering and serving logic can be sophisticated to ensure that the right offer is served to each viewer. Dynamic creative will continue to increase in importance as marketers' ability to create more distinct commercial options and creative assets catches up with ad tech's ability to target, render, and serve them. We have too many last-generation IAB standards, which have swelled the IAB Standard Ad Unit Portfolio to 33, and this will be culled.

Companion Ads

Companion ads are ads that are served along with linear or nonlinear ads in the form of text, static image display ads, rich media, or skins that wrap around the video experience. These ads come in a number of sizes and shapes and typically run alongside, or surrounding, the video player. The primary purpose of the companion ad is to offer sustained visibility of the sponsor throughout the streaming video experience. Digital video companion ads are always served with a master ad, which is either the linear or nonlinear ad.

Concept Ads

Concept ads sit at the top of the funnel. They are fully produced, carefully crafted and finished products that aspire to match the memorability and impact of the very best advertising and have upper-funnel goals like generating brand awareness and intent to purchase. The use of these ads continues to grow, driven by marketers' needs to create new desire and demand. Digital video ads and IAB Rising Stars such as the Full-Page Flex and Billboard are often used for concepts ads. So too are television commercials and full-page magazine spreads. We now live in a world where content is fluid across screens, and so too must be digital advertising. For this reason, the IAB is creating Flex Ad Standards, to enable creators to deliver responsive brand concept ads and buyers and sellers to transact on a single cross-screen ad equivalent. The IAB Full-Page Flex is one early example of a Flex standard.

Native Advertising

Concept encompassing both an aspiration as well as a suite of ad products. It is clear that most advertisers and publishers aspire to deliver paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong. To achieve this, advertisers deploy tactical ad products, and the IAB has identified the six categories of ad unit types most commonly used to this end: In-Feed Units: Text and/or graphical "headlines" sold within content of other sites. Common within social media sites and news sites. Paid Search Units: Text advertising deeply integrated into search results pages. Recommendation Widgets: A suggestion list of (paid) headlines well integrated into pages and helpful to targeted users. Promoted Listings: A suggestion list of (paid) products or services, integrated into recommendation engines to be helpful to targeted users. In-Ad with Native Elements: Native-like elements within IAB standard ad display ad units. Custom Units: Other paid ads intended to integrate into the content of web pages, but do not fall into other native ad categories.

Sponsored Content

Content Marketing is the use of storytelling to build relationships with consumers by providing them with something useful or entertaining. Sponsored content is material in an online publication which resembles the publication's editorial content but is paid for by an advertiser and intended to promote the advertiser's product. If native advertising is an umbrella term for ads that mirror the environment they appear in, sponsored content are brand sponsored articles and videos that appear on sites and social platforms. The American Press Institute (API) prefaces its definition of sponsored content with the following: Sponsored content/native advertising appears in many ways. There is no single form, but rather a continuum from banner ads to social media content to large microsites with articles and videos. It is better to define sponsored content by what it does than by what it looks like. API offers two major points regarding sponsored content -- 1) a general understanding that sponsored content takes on the same form and qualities of a publisher's original content and 2) sponsored content usually serves useful or entertaining information as a way of favorably influencing the perception of the sponsoring brand. Additionally, API distinguishes between brand advertising versus direct-response sales mentioning that sponsored content skewers towards branding -- "it's higher up the marketing funnel - establishing relationships and awareness." API does differentiate sponsored content from advertorials, content marketing, press releases.

Controlling Measurement

Controlling Measurement. If both parties are tracking delivery, the measurement used for invoicing advertising fees under an IO ("Controlling Measurement") will be determined as follows: Except as specified in Section XIII(b)(iii), the Controlling Measurement will be taken from an ad server that is certified as compliant with the IAB/AAAA Ad Measurement Guidelines (the "IAB/AAAA Guidelines"). If either the Media Company or the Agency are using an ad server that has been audited and certified as compliant to the various industry Measurement Guidelines (a list can be found here: http://www.iab.net/iab_products_and_industry_services/508676/guidelines) that ad server must be used to produce the revenue-event (e.g., impressions) numbers on an invoice. If both ad servers are compliant with the IAB/AAAA Guidelines, the Controlling Measurement will be the Third Party Ad Server if such Third Party Ad Server provides an automated, daily reporting interface which allows for automated delivery of relevant and non-proprietary statistics to Media Company in an electronic form that is approved by Media Company; provided, however, that Media Company must receive access to such interface in the timeframe set forth in Section XIII(c), below. In the case where both the Media Company and the Agency are using compliant ad servers, the Agency ad server will be the default for controlling measurement if and only if the Agency server can provide an automated reporting interface to the Media Company. The language here, "automated, daily reporting interface which allows for delivery of relevant and non-proprietary statistics," is meant to describe the IAB's standardized, automated reporting system outlined in the Impression Exchange Solution document found here: http://www.iab.net/iab_products_and_industry_services/508676/508858/ies. These Terms, however, may outlast this single standard, and not specifically naming the current industry solution allows for other systems or improvements to be developed. The automated delivery of standardized 3rd party reports is essential to the ability of Media Companies to detect discrepancies on a daily basis across all active campaigns and input those numbers into billing systems in a timely fashion. It is important to understand that giving a Media Company access to the Web-based reporting system, as is the typical current procedure, does not satisfy the requirement of "automated delivery... in an electronic form" because it requires manual login and a manual report delivery request. The automated reporting interface must also be approved by the Media Company, protecting against the creation of a tool that does not, for instance, satisfy functional requirements such as those set out in the IAB Impression Exchange Solution. If neither party's ad server is compliant with the IAB/AAAA Guidelines or the requirements in subparagraph (ii), above, cannot be met, the Controlling Measurement will be based on Media Company's ad server, unless otherwise agreed by Agency and Media Company in writing.

COST PER ACQUISITION (CPA) (OR ACTION)

Cost of advertising based on a visitor taking some specifically defined action in response to an ad. Examples of "Actions" related to video include such things as engaging with the overlay unit, clicking onto the client site after completion, or completing a purchase. CPA=Total Costs/Total New Customers or CPA=Cost to an Advertiser/# of IMPxCTRxCR

Cost Per Sale (CPS)

Cost ÷ Sales

DMP (Data Management Platform)

DMPs are centralized computing systems for collecting, integrating and managing large sets of audience data from many different sources. They provide marketers with a unified resource for audience and performance data across thousands of sites, apps and ad campaigns; and most importantly they provide a means for grouping audiences into targetable segments.

Data Onboarding

Data onboarding is the process of transferring offline data to an online environment for marketing needs. Data onboarding is mainly used to connect offline customer records with online users by matching identifying information gathered from offline datasets to retrieve the same customers in an online audience. The onboarding process involves ingesting, anonymizing, matching and distributing a customer's data. Offline data used in onboarding efforts include information such as customer names, email addresses, physical addresses and phone numbers as well as CRM and sales transaction data. Part of the data onboarding process is anonymizing personally identifiable information to protect consumer privacy. Another key step involves matching offline data to online devices, such as a desktop browser cookie or mobile device ID. Offline data like a customer's email address or postal address can also be used as an identifier to match to digital ID's, such as a Facebook or Twitter account.[citation needed] Matched data is finally delivered to a technology platform for use in programmatic marketing. Data onboarding is primarily used to reach a company's customers with more relevant marketing messages. Companies can also use onboarded data to assess the effectiveness of a marketing campaign or the purchasing trends of their customers. Overall, the process allows data-driven marketers to optimize the impact of online campaigns. The data onboarding industry consists of marketing technology companies like LiveRamp, Datalogix (now part of Oracle Data Cloud[6]), Throtle, Neustar, El Toro, Circulate, and, Twine, which develop onboarding services for marketers. Businesses use data onboarding companies to determine whether their ads were seen on digital platforms and if they were effective in driving sales.[2] In 2013, Auren Hoffman, the founder of LiveRamp, estimated that one-third of Fortune 2000 marketers were onboarding data, with most of their clients being from the retail, travel, auto, telecommunications, financial services and publishing industries.

Metadata

Data that is associated with the asset; used to facilitate the understanding, use and management of the asset. Metadata may include standards for business-critical data such as advertiser name, eCPM goal, format, and version information. VAST 4.0 strongly emphasizes the use of unique identifiers encoded in the creative to provide a holistic reporting of that creative distributed across various media and will bring consistency and alignment to TV and Online TV workflows. A common registry for asset IDs in the US is Ad- ID.org, but there are several standardized systems globally.

Cross Device Tracking Deterministic vs Probabilistic

Deterministic Device ID Tracking Deterministic tracking involves recognizing personally identifiable information (PII), like an email address, when it is used across multiple devices to log into apps and websites. The deterministic method of device ID tracking is typically seen as more accurate than the probabilistic method. When a user logs into Facebook on their desktop, and the Facebook mobile app on their cell phone, deterministic tracking will understand this user as one person. As long as the user stays logged in, advertisers will be able to target him with custom content where he will consume media. With the use of PII, precision is almost perfect. This is because deterministic tracking relies on known data. Whether it's an email address, home address, phone number, or credit card number, there is no guessing involved. It sounds so simple, right? You're probably thinking, "why isn't everyone using deterministic device ID tracking?" Well, deterministic ID tracking requires the kind of scale that only the big wigs, like Google, Apple, Facebook, and Twitter have. You need a lot of data, and these companies all require users to submit login information to access their accounts. It's more difficult for smaller companies to implement this process. Probabilistic As an alternative to deterministic device ID tracking, probabilistic cross-device tracking relies on algorithms.... a lot of them. The probabilistic method tracks billions of anonymous data points from a bunch of different elements tied to digital use. Elements include, but are not limited to: Screen resolution Device type Operating system Location Wifi network Behavioral/browsing data Remember - these are anonymous data points. In other words, probabilistic tracking differs from deterministic tracking because the data points do not contain personally identifiable information. All the data points are fed into an algorithm that spits out a probable unique user across each device. If that's still confusing, let's break it down. Say you're connected to your wi-fi at home with your desktop computer. A few hours later, you're connected to that same wi-fi from your mobile device. It can be deemed probable, in conjunction with a ton of other data points, that the devices belong to someone in that household. Thus, probabilistic device ID tracking is less accurate than deterministic tracking. It is better at tying a device to a unique household than to a unique individual. This doesn't seem like such a big deal, right? Wrong. Let's say, for instance, your boyfriend is researching engagement rings on the desktop computer in your shared apartment. If probabilistic device ID tracking goes wrong, you could be served an ad for a big diamond ring on your mobile device in that same household a few days later. This situation is less than ideal. The probabilistic method is more scalable for smaller companies, but less accurate than deterministic data. The Power of Cross-Device ID Tracking is Clear Both types of cross-device tracking carry their own set of strengths and weaknesses. However, it's clear that as the industry becomes more and more mobile dominated, advertisers are coining new ways to keep up. Now, it's easy to understand how desktop online shopping Friday afternoon led to an immediate mobile ad from your favorite store that holiday weekend, right?

DETERMINE CLIENT NEEDS

Digital media salespeople typically undergo a needs assessment process for prospective clients in order to prepare relevant media recommendations to meet an advertiser's objectives. Research tools, conversations with clients, and knowledge of client history are used to help salespeople define the client's historical buying habits, research the client's buying process, identify the client's objectives, and prioritize the client's objectives. Some examples of common advertiser objectives you may encounter are: • Increase targeted traffic to a brand site • Increase sales (online or offline) • Increase brand perception • Drive loyalty • Social activation • Promote a new product or service • Steal market share from a competitor However, campaign goals vary, and objectives can be very specific. Brands' needs and tactics will change depending on what they are planning for - for example "always on" branding vs. back-to- school sales - and so understanding the brand's business cycles is crucial. Also, keep in mind the consumer decision journey (see previous chapter), when discussing the client's objectives. After completing the needs assessment, digital media salespeople should have gathered all necessary information and feel well-positioned to secure a Request for Proposal (RFP) from the client, detailing the specific objectives, parameters, and budget associated with a prospect's next campaign.

Display Advertising

Display banners are graphical advertising messages, generally set in a box at the top, bottom or side of page content. Display banners tend to be colloquially divided into two categories: "Standard banners" which are banners with a simple image or animation, and a single click-through action; and "Rich media" which are interactive, complex banner ads that can include advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content such as games, picture galleries, expandable panels, and so on. While standard banners typically have only a backup gif and a "polite load" asset (a simple graphic file with a light file weight that displays in the ad slot), a rich media ad can contain many assets beyond the initial polite load. One important aspect of display banners these days is the concept of building ads that have a responsive design. Responsive web design enables a web page to respond to the user's digital environment based on screen size, platform and device orientation (vertical or horizontal.) Responsive design is a web design technology based in HTML5 coding (unlike Flash, which uses HTML, and cannot function on many mobile devices.) Just as coding web pages in HTML5 makes them function seamlessly across different devices, building ad creative in HTML5 will help ensure that the ad will display on any device. This eliminates the need to build specific ads for mobile placements vs. desktop placements. With a single ad placement, the ad should display correctly to users on many different devices. The New Ad Portfolio also requires advertisers to follow L.E.A.N. guidance when building advertisements. LEAN stands for Light, Encrypted, Ad choice supported, Non-invasive ads. For Ads to meet these guidelines, they must be: L: Light. Limited file size with strict data call guidelines. E: Encrypted. Assure user security with https/SSL compliant ads. A: Ad Choices Support. All ads should support DAA's consumer privacy programs. N: Non-invasive/Non-disruptive. Ads that supplement the user experience and don't disrupt it. This includes covering content and sound enabled by default. Even if an ad is Interactive i.e. contains animation, video, more than one click-through etc. it should still be LEAN!

Email Marketing

Email marketing is a form of direct marketing that uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. Emails can also contain other types of advertising within them, such as display banner ads or video ads. Did you know that there are 3x more email accounts than Facebook & Twitter accounts combined? Or that you are 6x more likely to get a click-through from email than Twitter? As a savvy marketer, you've probably seen the reports that show email has the highest ROI of any marketing channel available and you're probably keen to start using it to drive sales and revenue for your business.

CANCELLATION AND TERMINATION

For Cause. Either Media Company or Agency may terminate an IO at any time if the other party is in material breach of its obligations hereunder, which breach is not cured within 10 days after receipt of written notice thereof from the non-breaching party, except as otherwise stated in these Terms with regard to specific breaches. Additionally, if Agency or Advertiser breaches its obligations by violating the same Policy three times (and such Policy was provided to Agency or Advertiser) and receives timely notice of each such breach, even if Agency or Advertiser cures such breaches, then Media Company may terminate the IO or placements associated with such breach upon written notice. If Agency or Advertiser does not cure a violation of a Policy within the applicable 10-day cure period after written notice, where such Policy had been provided by Media Company to Agency, then Media Company may terminate the IO and/or placements associated with such breach upon written notice. This allows either party to terminate the IO if the other breaches the Agreement and does not cure the breach within 10 days. There is also a "three strikes" clause. This is intended to allow the Media Company to terminate the IO when the Agency or Advertiser simply refuses to cooperate. This is the only provision that allows you to terminate the contract in the normal course of business.

Late Creative

If Advertising Materials are not received by the IO start date, Media Company will begin to charge the Advertiser on the IO start date on a pro rata basis based on the full IO, excluding portions consisting of performance-based, non-guaranteed inventory, for each full day the Advertising Materials are not received. If Advertising Materials are late based on the Policies, Media Company is not required to guarantee full delivery of the IO. Media Company and Agency will negotiate a resolution if Media Company has received all required Advertising Materials in accordance with Section IX(a) but fails to commence a campaign on the IO start date. Late Creative policy is handled here. The first sentence explains the policy. If the advertising materials are not received by the start date (not the date required by the Media Company for QA, etc) the Advertiser will be charged each day an amount equal to a day's worth of the guaranteed portion of the total IO. For example, if an IO is all guaranteed inventory, is worth $10, and the IO length is 10 days, then each day's late charge would be $1. Performance portions of the IO are excluded because they are not guaranteed. The Taskforce chose to begin the late charges on the start date of the IO instead of on the Media Company's required creative delivery date. Because media companies have different creative delivery deadlines, beginning charges on the start date creates a clear, objective timeline for late creative across an entire campaign. However, the second sentence states that if materials are late per each individual Media Company's creative delivery policies, the Media Company is no longer required to fulfill the full IO. The intent of this sentence is to clearly acknowledge the possibility that late creative may materially affect the inventory availability for the campaign. The first and second sentences set up the possibility of a scenario where the creative is delivered before the start date (thus voiding the ability of the Media Company to charge a late fee) but after the required creative delivery deadline. For example, a Media Company's policy may require materials to be delivered five days before the start date for QA and trafficking, but the Advertiser delivers the creative three days before the start date. The Media Company cannot get the campaign live until two days after the start date and because of a tight inventory situation or a sell-out, the two lost days cannot be made up before the end of the IO period. The media companies on the Taskforce agreed that the intent would be to make best efforts to fulfill the IO in order to fully bill for the IO, but there would be situations that the Advertiser and Agency should be aware of that might preclude that from occurring. The final sentence handles the scenario when all materials, built to Media Company specifications, are received on time and the campaign still launches late. In this case, the Taskforce agreed that each instance would need to be handled on a case-by-case basis and would not benefit from a formal standard process. Taken in full, the primary intent of this paragraph is to create a balanced policy that is acceptable to both media companies and agencies and, most importantly, encourages on-time delivery of ad materials. Late creative is one of the leading causes of operational inefficiencies in interactive advertising and strong efforts by both sides must be made if the situation is to be improved.

Makegoods for Reporting Failure

If Media Company fails to deliver an accurate and complete report by the time specified, Agency may initiate makegood discussions pursuant to Section VI, below. If Agency informs Media Company that Media Company has delivered an incomplete or inaccurate report, or no report at all, Media Company will cure such failure within five (5) business days of receipt of such notice. Failure to cure may result in nonpayment for all activity for which data is incomplete or missing until Media Company delivers reasonable evidence of performance; such report will be delivered within 30 days of Media Company's knowledge of such failure or, absent such knowledge, within 180 days of delivery of all Deliverables.

Media Company Reporting

If Media Company is serving the campaign, Media Company will make reporting available at least as often as weekly, either electronically or in writing, unless otherwise specified on the IO. Reports will be broken out by day and summarized by creative execution, content area (Ad placement), impressions, clicks, spend/cost, and other variables as may be defined on the IO (e.g., keywords). Media companies are no longer required to provide reporting at least as often as weekly if a campaign is completely 3rd party served. It was agreed that this was an unnecessary burden because agencies rely on 3rd party campaign reporting in these situations. When a Media Company is serving the campaign, reporting must still be provided - even if an Agency is using a 3rd party to track the campaign. Generally in this situation, the Agency only has access to an impression count and needs the additional metrics normally available if the campaign were 3rd party served, including metrics like clicks, interactions, complete video views, etc. Minimum reporting requirements such as which fields need to be included are also laid out in this paragraph. Any additional reporting requirements must be included by the agency in the IO. Once Media Company has provided the online or electronic report, it agrees that Agency and Advertiser are entitled to reasonably rely on it, subject to provision of Media Company's invoice for such period.

Payment

In order to expedite payment, invoices need to be sent on time and include important information such as the IO number. Late invoices, exclusion of important identifying information, and sending the invoice to an address other than the one specified on the IO will likely result in confusion and delayed payment. Once a campaign is complete, all invoices must be sent by the media company within 90 days. Version 3.0 removes the Media Company's waiver of payment language in Version 2.0 and moves the 90 day requirement down from 180 days. It is strongly encouraged, however, that all invoices are sent within 30 days or less upon completion of an IO in order to ensure timely payment. After 90 days, it generally becomes a much more difficult process to receive payment because of advertisers' billing requirements. Upon request from the Agency, Media Company should provide proof of performance for the invoiced period, which may include access to online or electronic reporting, as addressed in these Terms, subject to the notice and cure provisions of Section IV. Media Company should invoice Agency for the services provided on a calendar-month basis with the net cost (i.e., the cost after subtracting Agency commission, if any) based on actual delivery, flat-fee, or based on prorated distribution of delivery over the term of the IO, as specified on the applicable IO. Version 2.0 required proof of performance to be included with invoices. Not only was this a significant operational challenge for media companies because proof of performance reports were run on different systems than invoices, but the delivery of proof is not as prevalent as it was a few years ago. Proof of performance is now required only upon request by the agency. The broad use of 3rd-party reporting systems enables agencies to track campaigns in real-time. Furthermore, systems integration projects like the IAB E-business standards will enable automated digital delivery of reports between parties. One situation where this request would likely be made is if an invoice is delivered that differs from the IO agreement or 3rd-party ad serving counts.

In-market audiences/consumers

In-market audiences/consumers is a way to connect with consumers who are actively researching or comparing products and services to buy something.

Interstitials

Interstitials are defined as ads that are before, in between, or after the primary content experience 1. Ads that overlay or cover the content after a user has started viewing content are not interstitials. They are considered Pop Up Ads. 2. For serving interstitial ads there should be a break in content experience - User navigating to and/or away from content. 3. All interstitial ads must have a close button as defined by this guidance. 4. Ads must not present a forced countdown before allowing user to dismiss an interstitial ad.

Asynchronous Loading Ad Tag

Is a third party tag which is loaded by the browser independent to the rest of the content page, resulting in faster page load time in case the tag call is blocked or dropped.

User Volunteered Data

Is personally identifiable information collected from individual users by Media Company during delivery of an Ad pursuant to the IO, but only where it is expressly disclosed to such individual users that such collection is solely on behalf of Advertiser. The group debated how to define User Volunteered Data and decided to restrict the definition to personally identifiable information for a few reasons. Mainly, the intent of the definition and its usage later in the document was to cover users filling out information forms hosted by the Media Company. Information entered into forms through Ads would generally not be controlled or monitored by Media Company unless hosted by Media Company (which is becoming very rare in most display campaigns.)

Mobile Rich Media Ad Interface Definitions (MRAID)

Is the common API (Application Programming Interface) for mobile rich media ads hat will run in mobile apps. This is a standardized set of commands, designed to work with HTML5 and JavaScript, that developers creating rich media ads use to communicate what those ads do (expand, resize, get access to device functionalities such as the accelerometer, etc.). With the ads into which they are served. Without MRAID different apps (incorporating different rich media vendors' SDKs). Have disparate requirements in terms of the APIs that creative developers must use to communicate with he app. Therefore, the same creative must use to communicate with the app. Therefore, the same creative must be rewritten in order to run across different apps. MRAID offers a single API that diverse SDK vendors will support, which means that MRAID-compliant rich media ads will run within applications using any MRAID compliant SDK. MRAID therefore enables creative agencies and richer media shops to more quickly and easily build rich creative that will run in different publishers mobile apps. MRAID 3,0 has important new features to improve the users ad experience. The new MRAID enables the ad to measure viewability and audibility, detect MRAID environment, get location data to present users with the best possible experience. In addition, there is guidance on pre-loading Ads and understanding ad readiness to display and ad to a user. The Video Player Ad Interface Definition (VPAID). addendum to MRAID is now fully included in the MRAID specification.

Native Advertising Government Guidelines

Marketers and publishers are using innovative methods to create, format, and deliver digital advertising. One form is "native advertising," content that bears a similarity to the news, feature articles, product reviews, entertainment, and other material that surrounds it online. But as native advertising evolves, are consumers able to differentiate advertising from other content? The Federal Trade Commission Act prohibits deceptive or unfair practices. It's the FTC's job to ensure that long-standing consumer protection principles apply in the digital marketplace, including to native advertising. The FTC has issued an Enforcement Policy Statement on Deceptively Formatted Advertisements that explains how the agency applies established truth-in-advertising standards in this context. This Guide for Businesses supplements the Enforcement Policy Statement by offering informal guidance from FTC staff to help companies apply the Policy Statement in day-to-day contexts in digital media.

Unique Cookies

Measurement of web content accesses or ad impressions entails counting responses from a web-content or ad delivery system to a request from a user's browser, which is filtered from robotic activity and recorded at a point as late as possible in the process of delivery to the browser - therefore increasing the likelihood that a user viewed the content or ad. Previously issued IAB Ad Impression-related Guidelines require measurement using a client-initiated approach (in this case the "client" refers to an Internet user's browser), and generally required more than one browser/ad server round-trip before measurement of the ad impression. Content delivery should be similar in concept in that a consistent goal of assuring measurement as close as possible to the opportunity to see is desirable. Upon initiation of content and/or ad impression delivery, the web-site or property may elect to store a cookie on the browser. This cookie should carry identifying information to enable unduplicated counting of browsers that accept cookies. In some cases it is difficult to determine whether the cookie was successfully stored on the browser until further audience activity is observed from that browser. Because of this and other complexities, special rules should be developed for first-use cookies to reflect this uncertainty.

Editorial Adjacency

Media Company acknowledges that certain Advertisers may not want their Ads placed adjacent to content that promotes pornography, violence, or the use of firearms, contains obscene language, or falls within another category stated on the IO ("Editorial Adjacency Guidelines"). Media Company will use commercially reasonable efforts to comply with the Editorial Adjacency Guidelines with respect to Ads that appear on Media Company Properties, although Media Company will at all times retain editorial control over the Media Company Properties. For Ads shown on Network Properties, Media Company and Agency agree that Media Company's sole responsibilities with respect to compliance with these Editorial Adjacency Guidelines will be to obtain contractual representations from its participating network publishers that such publishers will comply with Editorial Adjacency Guidelines on all Network Properties and to provide the remedy specified below to Agency with respect to violations of Editorial Adjacency Guidelines on Network Properties. Should Ads appear in violation of the Editorial Adjacency Guidelines, Advertiser's sole and exclusive remedy is to request in writing that Media Company remove the Ads and provide makegoods or, if no makegood can be agreed upon, issue a credit to Advertiser equal to the value of such Ads, or not bill Agency for such Ads. In cases where a makegood and a credit can be shown to be commercially infeasible for the Advertiser, Agency and Media Company will negotiate an alternate solution. After Agency notifies Media Company that specific Ads are in violation of the Editorial Adjacency Guidelines, Media Company will make commercially reasonable efforts to correct such violation within 24 hours. If such correction materially and adversely impacts such IO, Agency and Media Company will negotiate in good faith mutually agreed changes to such IO to address such impacts. Notwithstanding the foregoing, Agency and Advertiser each acknowledge and agree that no Advertiser will be entitled to any remedy for any violation of the Editorial Adjacency Guidelines resulting from: (i) Ads placed at locations other than the Sites, or (ii) Ads displayed on properties that Agency or Advertiser is aware, or should be aware, may contain content in potential violation of the Editorial Adjacency Guidelines.

Compliance

Media Company reserves the right within its discretion to reject or remove from its Site any Ads for which the Advertising Materials, software code associated with the Advertising Materials (e.g. pixels, tags, JavaScript), or the website to which the Ad is linked do not comply with its Policies, or that in Media Company's sole reasonable judgment, do not comply with any applicable law, regulation, or other judicial or administrative order. In addition, Media Company reserves the right within its discretion to reject or remove from its Site any Ads for which the Advertising Materials or the website to which the Ad is linked are, or may tend to bring, disparagement, ridicule, or scorn upon Media Company or any of its Affiliates (as defined below), provided that if Media Company has reviewed and approved such Ads prior to their use on the Site, Media Company will not immediately remove such Ads before making commercially reasonable efforts to acquire mutually acceptable alternative Advertising Materials from Agency. The first sentence ensures that the Media Company has the right to reject or take down any ads that violate its Policies. A concern of the Media Companies was that, with the proliferation of additional third-party tracking, data collecting, and targeting software, additional "piggybacked" pixels or code in an Ad could be violating its privacy, creative, or other policies. There are also contractual requirements in XII(d)(iii) stating that Advertisers must hold all Third-Parties or Affiliates it uses in the delivery of an IO to the same usage restrictions as set forth in Section XII. It should also be made clear that the remedy of the issue in the first sentence is separated from the remedy of the issue in the second (beginning with "In addition..." The second sentence deals with the specific remedy situation if any Ads bring "disparagement, ridicule, or scorn" upon the Media Company. The remedy for this is removal only after making best efforts to find acceptable alternative creative. This delayed removal requirement does not apply to the rights laid out in the first sentence. If an Ad is found to violate a Policy, law, etc, then the Media Company may reject or remove it immediately and at any time.

Ad Placement - Changes to Site - Publisher

Media Company will use commercially reasonable efforts to provide Agency at least 10 business days prior notification of any material changes to the Site that would materially change the target audience or materially affect the size or placement of the Ad specified on the applicable IO. Should such a modification occur with or without notice, as Agency's and Advertiser's sole remedy for such change, Agency may cancel the remainder of the affected placement without penalty within the 10-day notice period. If Media Company has failed to provide such notification, Agency may cancel the remainder of the affected placement within 30 days of such modification and, in such case, will not be charged for any affected Ads delivered after such modification.

Changes to Site

Define Media Mix Allocation

Media mix is a phrase that refers to the wide variety of advertising channels a company can utilize when communicating with its audience in the process of completing a campaign according to its media plan. A media mix tends to include television, radio, online, and print advertising efforts, and contains the total amount budgeted for digital advertising within a particular media plan or advertising campaign.

Media Timelines

Media timelines refers to the amount of time needed by media outlets / publishers once ad tags or campaign creatives are received. These timelines include publisher "SLAs" or 'service level agreement' commitments to complete ad quality assurance within a certain timeframe, implement ad tags / creatives in ad servers / on websites, "launching" ad units / placements within a certain number of days / by a certain date, as well as timelines for receiving / access to delivery and performance reports.

Forecast Media Returns

No marketing budget is infinite. It's important, therefore, that digital media buyers and planners take the time to evaluate their media plan and attempt to accurately predict the return on their client's investment. This involves going over the potential returns of the digital media campaign and looking at things like: 1. Market Trends 2. Brand's Historical Trends 3. Consumer Behavior Trends 4. Diminishing Returns 5. Media Math

Nonlinear Ad Format and Submission Guidelines

Nonlinear ads are also known as overlays and are images or rich media that covers a small portion of the content video while the video is playing. A key characteristic of the nonlinear ad is that the ad is watched at the same time that the content plays. If a viewer decides to engage, the ad may pause the video content and play an extended portion of the ad in linear or rich media format. An expanded ad may offer an animated sequence or further engagement opportunities like a mini game, subscription invitation, an interactive map or other application, or social sharing. The viewer may engage with the expanded portion of a nonlinear ad indefinitely until the user activates a close or collapse control. If the viewer does not engage, the ad may disappear, collapse to a minimized reminder button or a "leave-behind" companion ad, or it may be persistent for entire content play. Some nonlinear ads can be served over linear video ads as well, depending on publisher specifications.

Makegood Procedure

Notification of Under-delivery. Media Company will monitor delivery of the Ads, and will notify Agency either electronically or in writing as soon as possible (and no later than 14 days before the applicable IO end date unless the length of the campaign is less than 14 days) if Media Company believes that an under-delivery is likely. In the case of a probable or actual under-delivery, Agency and Media Company may arrange for a makegood consistent with these Terms. If actual Deliverables for any campaign fall below guaranteed levels, as set forth on the IO, and/or if there is an omission of any Ad (placement or creative unit), Agency and Media Company will use commercially reasonable efforts to agree upon the conditions of a makegood flight, either on the IO or at the time of the shortfall. If no makegood can be agreed upon, Agency may execute a credit equal to the value of the under-delivered portion of the IO for which it was charged. If Agency or Advertiser has made a cash prepayment to Media Company, specifically for the campaign IO for which under-delivery applies, then, if Agency and/or Advertiser is reasonably current on all amounts owed to Media Company under any other agreement for such Advertiser, Agency may elect to receive a refund for the under-delivery equal to the difference between the applicable pre-payment and the value of the delivered portion of the campaign. In no event will Media Company provide a makegood or extend any Ad beyond the period set forth on the IO without the prior written consent of Agency. Unguaranteed Deliverables. If an IO contains CPA Deliverables, CPL Deliverables, or CPC Deliverables, the predictability, forecasting, and conversions for such Deliverables may vary and guaranteed delivery, even delivery, and makegoods are not available. Clarifying that makegoods are not available with performance advertising is an important addition to Version 3.0. The nature of performance deliverables makes it impossible to guarantee items like delivery goals and balanced delivery, and therefore makegoods cannot apply to this type of inventory.

II) CREATING MEDIA STRATEGIES

Once the campaign brief has been created, it's time for the digital media buyer and planner to start on the digital media strategy itself. There are five distinct phases to this stage of the digital media buying and planning process. 1. Conduct Campaign Research Activities 2. Define Media Mix Allocation 3. Collaborate with Creative Agencies 4. Design Data Strategy and Measurement Plan 5. Develop Strategic Recommendations for Brand

Finalize Media Plans

Once you've gone through the proposal and vendor selection process, as well as gone through the trouble to forecast likely returns on your brand's investments, it's time to take a final look at your media plans. The successful digital media buyer and planner will go over even the most minute details to ensure that all necessary elements are there, and the plans are poised to bring success and results to the brand in question. This means having a clear understanding of things like the agency fee structure, and the finance process of the brand in question.

MMM (Mixed Media Modeling)

One way that marketers can measure the effectiveness of their media investments and plan for future campaigns is through MMM (Mixed Media Modeling). Marketing mix modeling is an analytical approach that uses historic information, such as syndicated point-of-sale data and companies' internal data, to quantify the sales impact of various marketing activities. MMM defines the effectiveness of each of the marketing elements in terms of its contribution to sales-volume, effectiveness (volume generated by each unit of effort), efficiency (sales volume generated divided by cost) and ROI. These learnings are then adopted to adjust marketing tactics and strategies, optimize the marketing plan and also to forecast sales while simulating various scenarios.

Outbound vs Inbound Marketing

Outbound marketing typically is accomplished using the more traditional ways such as direct mail, telemarketing, email marketing and events. Inbound Marketing is the process of attracting the attention of prospects, via content creation, before they are even ready to buy; it's one of the best and most cost-effective ways to convert strangers into customers and promoters of your business.

OVER THE TOP VIDEO (OTT Video)

Over the Top Video is video content transported from a video provider to a connected device over the Internet outside the closed networks of telecom and cable providers.

Payment Liability

Payment unless otherwise set forth by Agency on the IO, Media Company agrees to hold Agency liable for payments solely to the extent proceeds have cleared from Advertiser to Agency for Ads placed in accordance with the IO. For sums not cleared to Agency, Media Company agrees to hold Advertiser solely liable. Media Company understands that Advertiser is Agency's disclosed principal and Agency, as agent, has no obligations relating to such payments, either joint or several, except as specifically set forth in this Section III(c) and Section X(c). This is the sequential liability clause. Agency agrees to make every reasonable effort to collect and clear payment from Advertiser on a timely basis. Agency's credit is established on a client-by-client basis. If one of the Agency's Advertisers is not paying, the Agency's other Advertisers' credit is not affected. If Advertiser proceeds have not cleared for the IO, other advertisers from Agency will not be prohibited from advertising on the Site due to such non-clearance if such other advertisers' credit is not in question. Upon request, Agency will make available to Media Company written confirmation of the relationship between Agency and Advertiser. This confirmation should include, for example, Advertiser's acknowledgement that Agency is its agent and is authorized to act on its behalf in connection with the IO and these Terms. In addition, upon the request of Media Company, Agency will confirm whether Advertiser has paid to Agency in advance funds sufficient to make payments pursuant to the IO. Because of the sequential liability clause, it is important for the Media Company to have written confirmation of the Agency/Advertiser relationship. For example, if there is any doubt whether the Advertiser agrees to the purchase of media, the Media Company may want to confirm the Agency's authority to purchase for the Advertiser. The Media Company may also confirm that the Agency has already been paid, if there is any doubt as to the Advertiser's ability to pay in a timely fashion. If Advertiser's or Agency's credit is or becomes impaired, Media Company may require payment in advance.

QUARTILES

Percentage of video ad viewed continuously at a normal speed. If a rewind event occurs during play, percent complete may be calculated on total amount of unduplicated video viewed at normal speed. Each section of the video may only be considered once in the calculation. This definition governs the triggering of any "partial play" metrics, such as the common quartile percentages (25%, 50%, 75%), most commonly tracked as first quartile (the creative played continuously for at least 25% of the total duration at normal speed), midpoint (the creative played continuously for at least 50% of the total duration at normal speed), and third quartile (the creative played continuously for at least 75% of the duration at normal speed). Specifically, reporting on any partial play should be the result of how much of the ad was played at normal speed. Publishers and marketers may measure progress in different increments in addition to these percent complete quartiles, but these quartiles offer a baseline measurement and should be used whether or not other methods are used.

Activity Based Filtration

Publishers and Ad-servers should use activity-based filtration to help identify new robot-suspected activity and remove suspected invalid activity. Activity-based filtration helps identify likely robot/spider activity in log-file data and invalid audience activity through the use of one or more analytical techniques. The intent of activity-based filtration is to use analytics and judgment to identify possible non-human activity for deletion (filtration) while not discarding potential, significant real audience activity. Activity-based filtration is critical to provide an on-going "detective" or internal control for identifying new types or sources of non-human activity. For example, organizations can analyze log files for: • Multiple sequential activities - a certain number of ads, clicks or pages over a specified time period from one user. • Outlier activity - in certain cases, where very unusual patterns are noted, outlier activity may be filtered and excluded from valid click counts. • Interaction attributes - consistent intervals between impressions, content accesses, clicks or page/click-throughs from a user • Other suspicious activity

Description of Methodology (DOM)

Publishers, Ad-Servers and Syndicated Measurement Organizations should make available a Description of Methodology (DOM) document to users of the audience reach measurements, including a description of manual and automated filtration processes. A list of suggested contents of the DOM is included in the IAB Ad Impression Measurement Guidelines (available at www.iab.net), and in general these requirements are applicable to measurements of Audience Reach. The DOM should provide sufficient detail to establish that employed processes conform with herein contained IAB Guidelines (and other Industry Standards such as the Disclosure Standards Section of the MRC Minimum Standards for Media Rating Research), but not to a level of detail that might either allow other parties to misappropriate filtration techniques/technologies, or for competitors to gain from knowledge of the specific procedures. All such information, however, will be made available to Industry oversight auditors in conjunction with annual certifications. The DOM should describe the particular counting and reporting methods used. For custom arrangements made specifically between Publishers, Ad-servers or Syndicated Measurement organizations and Advertisers or Ad Agencies, confirmation of these specific terms should be fully disclosed to the transaction participants. Additionally, the DOM should include procedures for adjusting Unique Cookie (or Unique Browser or Unique Device) measurements to Unique User measurements, as applicable.

Push vs Pull

Push marketing aggressively seeks out the consumer, often incentivizing them with discounts and special offerings. This strategy touts, or pushes, these deals to customers so they'll buy. Anything that urges you to strike while the iron is hot or claims to offer an unbeatable deal is typically a push strategy. Think "limited time hotel deals" and the "McDonald's Dollar Menu." Pull marketing generates brand awareness, essentially pulling the customer in because they want to learn more. Unlike push strategies which tend to be rather blunt, pull strategies are much more subtle. They don't simply use low prices to market their product. They aim to build brand awareness. Think Apple and Red Bull. Apple rarely pushes their products onto their customers via special offers. Innovative advertising and word-of-mouth pulls customers in. Red Bull, which also uses innovative advertising, uses sponsorships-X Games, Formula 1, etc.- as well to rope people in.

Geo-Fencing

Reaching a consumer on a mobile device when they are within a specified distance from a store location.

Repurposing

Repurposing means retargeting a user or appending data to a non-public profile regarding a user for purposes other than performance of the IO. Repurposing means storing Site Data and/or IO Details and using or creating products with them. For example "retargeting" or building profiles from multiple IO data would be considered Repurposing.

Search Advertising

Search ads appear as text ads on search engine results pages. These Paid Search results display above or to the right of organic search results. While organic search results are the results provided based solely on relevancy and does not cost the website anything when the user clicks the link (the specialization in which is known as Search Engine Optimization), paid search results are based on relevancy and potential revenue for the search engine provider. The brand or website pays a fee to the search engine if the user clicks on the search ad. Paid search ads can also appear on website content pages. The practice of providing search advertising solutions is known as Search Engine Marketing or SEM. The process of setting up a search campaign involves planning your PPC (pay-per-click) marketing objectives; conducting keyword research; calculating the maximum bid you are willing to pay to win an impression for a given user; creating lists of keywords you want to positively target and negative keywords - keywords you want to avoid showing up in search results for; creating your search advertising campaign by writing search ads, linking those ads to landing pages; setting up search campaign tracking; and then once you set your campaign live, you should optimize your keyword settings based on factors such as your Google Adwords Quality Score. Quality Score Diagnosis - The "Big Three" component parts of ads quality: ad relevance, expected CTR and landing page experience.

SERVER SIDE AD INSERTION (SSAI)

Server-side ad insertion (often referred to as "ad stitching") is the process of stitching video content and ads together on the server side level rather than on the browser level (Client Side Ad Insertion). Videos and video ads are coming from different places—videos typically come from a content delivery network (CDN) and ads from an ad server (video ads can also be served from CDNs, although content CDNs and ad CDNs often differ). These are then combined on the fly when people start watching videos. With server-side ad stitching, that combination of video and advertising happens on the backend. Server-side ad insertion allows for smoother ad user experiences as users do not have to wait for players to fetch ads and render them in real time. The stitching is all done prior to the user getting the ad break/pod. In the ad stitching process, ad specs are matched with content specs resulting in more consistent viewer experience as the ad quality will match the content quality. SSAI also allows publishers to mitigate ad blocking, as video content and ads are stitched together as a cohesive stream on the server side which allows them to bypass browser or device-level detection/blocking. When a browser or device-level script makes a call to the ad-decisioning system, the ad blocker can identify that signal, as opposed to a server-side script where the ads are already stitched into the player's content, making it impossible to distinguish an ad from content. This is a great solution for a publisher, however advertisers may have concerns with measurement being made server side and request such delivery to be distinguished in reporting.

Share of Voice

Share of Voice in Online Advertising is an ad revenue model that focuses on weight or percentage among other advertisers. ... In other words, Share of Voice is used to "represent the relative portion of ad inventory available to a single advertiser within a defined market over a specified time period."

Unique Browsers

Specifically, included among the recipients of first-use cookies are likely to be a combination of legitimate first-time access instances and repeated access instances from browsers that have deleted cookies or that have not accepted cookies in the past. Additionally, it is not systematically determinable whether a browser with a new cookie or a browser that does not accept cookies has previously accessed the site or web-property. If this activity is not properly adjusted (i.e., accounted for), Unique Cookie measurements will be inflated. The goal of this adjustment process is to estimate total Unique Browser counts based on the sum of known cookie-accepting unique counts and the estimated unique counts arising from first-use, deleting and non-accepting cookie instances. An audience measurement organization can either use a calibration method (using information from another accredited source) or its own internal estimation method as the basis for this adjustment. If an internal method is used, the estimated unique counts from first-use, deleting and non-accepting cookie instances should be based on a scientifically sound data-model or algorithm that uses information/activity from the cookie-accepting group (for example, reach per volume of impressions) to project unique counts to the first-use, deleting and non-accepting cookie group. The following section describes methods for estimating activity from these groups:

Negotiate Vendor Terms and Conditions

Successful digital media buyers and planners understand that sometimes the best contract is hard-won after hours of negotiation. As a digital media buyer and planner, you need to have the ability and willingness to approach vendor terms and conditions with a keen eye. Look over the contracts carefully and think about your client's needs and wants. You should have a firm understanding of digital media terms and conditions, and of what's "typical" versus what is possible through negotiation. Strive to achieve a mutual understanding with your vendor with regard to clarity on service expectations and terms and conditions, while negotiating effective contracts that achieve your campaign goals.

Syndicated Measurement

Syndicated Measurement Organizations have complex methodologies for selecting, recruiting and maintaining panels (or other methods of user-attribution); collecting data; editing, projecting and weighting data and reporting audience activity. A strength of these organizations is the ability to attribute audience activity to users and the known demography of users in a panel or some other user-attributed data-source. This information is gathered through a combination of manual and automated techniques, some of which can involve direct contact with panelists and some involve use of software metering techniques or other data collection devices. Similar to census-based measurers, the quality of the user attribution process (logging, activity assessment, etc.) is critical to the measurement accuracy.

Contextual Targeting

Targeting based on the site or platform content, using content as a proxy for the type of audience you are trying to reach. For example, trying to reach sports lovers by delivering ads to the sports section of a news site.

IP Targeting

Targeting users based at a specific household or business location, based on IP address. Can be used as an alternative to other forms of geo-targeting, behavioral targeting or demographic targeting (depending on what data is known / associated with various IP addresses.)

Creative Optimization - Media Enhancements

Technology that enables marketers and agencies to manage and control creative assets, and integrates with the ad server to automatically serve up the best-performing creative for each impression.

Media Attribution - Business Intelligences

Technology that helps buyers see a holistic picture of all systems involved in influencing a desired outcome by a consumer (e.g. a conversion).

ADDRESSABLE TV

Technology that lets you show different ads to different audience segments watching the same TV program on Internet Protocol Television (IPTV) and set top boxes. Those segments could be defined by behavioral, demographic, and geographic factors from 1st, 2nd, or 3rd party data sets.

Film Strip

The IAB Filmstrip enables enhanced creative story‐telling capabilities within a single ad creative. Advertisers submit just one 300x3000 Filmstrip with five different segments. The Filmstrip is then served through the IAB UAP 300x600. Simple engagement features - scroll, click, hover, and touch - allow the user to explore all 5 segments of the 300x3000 creative. One application involves aligning the five segments of the Filmstrip to the five stages of the purchase funnel 1) awareness 2) interest 3) desire 4) intent 5)loyalty The IAB Filmstrip is designed to launch from any 300x600 ad location on any publisher across devices (PC, iPad and, eventually, mobile). Publishers share a common logic/algorithm that selects the appropriate phase of the purchase funnel depending on ad location (Homepage content might map with 'awareness'; Lifestyle content might map with 'desire'). The common logic would also enable the sequencing of the ad as the user browses through a portal.

Establish Plan Parameters/Campaign Briefs

The digital media buyer and planner must first work to establish the plan parameters surrounding a specific campaign. Throughout this process, there are six different steps that the savvy and effective digital media buyer and planner will complete. 1. Obtain business objectives from brand. 2. Confirm campaign timing. 3. Align on target audience. 4. Align on target region. 5. Align on budget parameters 6. Establish savings methodologies and goals.

Manage Reporting Process

The digital media buyer and planner's work does not end once the campaign is launched. They must also collect a variety of available data and organize it in comprehensible ways. That means understanding how to compile readable reports-the ability to turn raw data into a more narrative-driven format. The efficient digital media buyer and planner will understand how to interpret various metrics and benchmarks, and how to apply these to the campaign parameters in order to create usable, meaningful reports and presentations.

Invoices - Publisher/Media Company

The initial invoice will be sent by Media Company upon completion of the first month's delivery, or within 30 days of completion of the IO, whichever is earlier. Invoices will be sent to Agency's billing address as set forth on the IO and will include information reasonably specified by Agency, such as the IO number, Advertiser name, brand name or campaign name, and any number or other identifiable reference stated as required for invoicing on the IO. All invoices (other than corrections of previously provided invoices) pursuant to the IO will be sent within 90 days of delivery of all Deliverables. Media Company acknowledges that failure by Media Company to send an invoice within such period may cause Agency to be contractually unable to collect payment from the Advertiser. If Media Company sends the invoice after the 90-day period and the Agency either has not received the applicable funds from the Advertiser or does not have the Advertiser's consent to dispense such funds, Agency will use commercially reasonable efforts to assist Media Company in collecting payment from the Advertiser or obtaining Advertiser's consent to dispense funds.

VI) EDUCATING STAKEHOLDERS

The most common tasks associated with educating stakeholders are: 1. Create Ad Hoc Reporting 2. Construct Industry POVs 3. Set up Media Days

VIDEO AD COMPLETION RATE (VCR or VTR)

The percentage of all video ads that play through their entire duration to completion. Also known as View Through Rate (VTR) and Video Completion Rate (VCR). Not to be confused with the videocassette recorder.

TARGET RATING POINT (TRP)

The percentage of an advertiser's target audience that sees its commercials, advertisements, or campaign. Typically advertising is bought against a guaranteed demographic or audience segment. The TRP expresses that guaranteed audience.

Trafficking

The process of prepping, launching and tracking an ad campaign.

Creative Boutiques

The sole function of a creative shop is to create the actual ads that will appear for a campaign. These tend to be small sized agencies with their own copywriters, directors, and creative people. Their goal is to build creative and innovative ads.

Time Decay Attribution

The touchpoints closest in time to the sale or conversion get most of the credit.

V) MANAGING CAMPAIGNS

There are four distinct phases to follow when it comes to managing campaigns. 1. Analyze and Optimize Campaign 2. Troubleshoot Campaign 3. Manage Flowchart Process 4. Managing Digital Media Finances

IV) EXECUTING CAMPAIGNS

There are six specific phases to executing campaigns. 1. Negotiate Vendor Terms and Conditions 2. Manage IO Process 3. Kick-Off Campaign 4. Manage Trafficking and Tagging Process 5. Manage Reporting Process 6. Verify Campaign Launch

Interactive Agencies

These are agencies that specialize in digital advertising. The focus is on online advertisements, techniques such as sending personal messages on mobile phones, etc. The ad campaigns they produce are interactive, emphasize new technologies and concepts, and can be very innovative.

Verification & Privacy - Media Enhancements

Third-party companies that give buyers the ability to monitor their live campaigns in real time to ensure impressions are appearing against desired content, protecting the buyer from wasting dollars on fraudulent impressions or objectionable ad placements.

Research Providers - Business Intelligence

Third-party resource used by buyers and sellers in the media planning stage to understand consumer behavior and industry benchmarks.

Site Measurement & Analytics - Business Intelligence

Third-party resource used by publishers to determine how to better develop and optimize content to grow and ensure greater engagement with their audiences.

Marketing Reporting & Analytics - Business Intelligence

Third-party systems that marketers use to pull-in and analyze data from multiple sources, allowing them to understand advertising spend, engagement performance, and connection to sales.

Media Management System - Media Planning & Buying

Tools media buyers use to manage complex campaigns and brand assets, such as images and data.

Engagement Rate %

Total # of engagements /Total Measured Impressions x 100 The Engagement Rate of a campaign is the percentage of people who saw a piece of content or ad and engaged with it. For example if one person interacted one time with an ad after it has had 100 ad impressions, that will give you an ER of 1%. Engagement is any interaction with content. For example on a video it would include pausing the video, resizing the screen or changing the volume. It is mainly used as a social media metric, but is also used with traditional online advertising. Engagement Rate is a relatively new metric which defines how much, given the chance, users are engaging with ads. It is a helpful measure to gauge users interest in ads, as it shows that users have noticed the ad. Although this is a very small win for advertisers, it is a step in building a relationship with a user. The number of measurable engagements is not as useful as the engagement rate. This is because different amounts of impressions give different numbers of opportunities for engagement. For example: Ad ONE - seen 1,000 times and engaged with 30 times. Ad TWO - seen 10,000 times and engaged with 275 times. Although Ad TWO has had more engagements, it has also had ten times more opportunity for engagements. If you multiply Ad ONE's engagements by 10, it actually has more! Hence it isn't fair to judge ads simply by engagements. Consequently, ER tells you how ads with equal opportunities can perform. Therefore you can use ER to compare pieces of content which have different amounts of impressions. Furthermore for comparison, consider CTR vs clicks. Engagement Rate Formula As this metric can be used for either ads or content, the type of impressions used in the equation below just means the view. This metric is occasionally used as number of engagements per user, in which case you would just replace impressions with users in the below equation. To work out how to calculate engagement rate, you can use the ER equation:

Effective Cost Per Thousand (eCPM)

Total Cost ÷ Total Impressions x 1000

ROI

Total Revenue - Total Cost/Total Cost x 100

CROSS-SCREEN MEASUREMENT

Tracking and measurement of video metrics across Mobile/Tablet/Out-of-Home/Television/Advanced TV/Desktop. Server tracking all devices.

Average Order Value (AOV)

Tracks the average dollar amount spent each time a customer places an order on a website or mobile app. To calculate your company's average order value, simply divide total revenue by the number of orders.

DSP Company Names

Turn, MediaMath, DataXu

Panel-Based Measurement

Unique cookie measurement is generally not applicable to Syndicated Measurement Organizations that rely solely on panel tracking and measurement to derive counts of Audience Reach Measurements without the use of cookies.

Volunteered Data

User Volunteered Data. All User Volunteered Data is the property of Advertiser, is subject to the Advertiser's posted privacy policy, and is considered Confidential Information of Advertiser. Any other use of such information will be set forth on the IO and signed by both parties. There is no discussion here of Site Data or Performance Data being owned by either Media Company or Advertiser. This decision was made because of the intertwined nature of the relationship between an Ad, the Site it is on, and the resulting metrics. The group was not able to reach consensus on an effective way to define ownership using the agreed upon data bucket structure. The bucket definitions that have been created in this document were created to restrict usage. Unfortunately, when paired with the idea of ownership, the definitions could not be reconciled with the new ownership requirements. Many in the group also felt that the usage restrictions outlined in Section XII were meant from the beginning to solve the concerns of the owners and creators of data. Intellectual property law and site Policies will have to govern in some way until all sides can develop a method to accurately and effectively define ownership of the large amount of complex and discreet data involved.

VIDEO MULTIPLE AD PLAYLIST (VMAP)

VMAP is an XML template that video content owners and ad networks can use to schedule multiple ad insertions from a single tag. It is an ad response format that allows the definition of the number of ad pods and how long each should be for the full piece of content. VMAP allows content owners, who don't control the video player or the content distribution network to pre-define the ad breaks in their content when their content plays in a third-party video player. Many content owners retain the contractual right to control the ad 'playlist' within their content, but without control of the video player, defining the ad playlist has been next to impossible. With the release of VMAP, control of the ad playlist is now available to the content owner. VAST supports the ability to serve multiple ads in a single VAST ad response. A set of sequenced ads in a VAST response plays back-to-back ads as a "pod," similar to how consumers experience commercial ad breaks in broadcast television. With the introduction of VMAP, ad breaks can be specifically designed to accept Ad Pods and any combination of single ads, random sets of ads and structured ad pods. VMAP can include nested VAST 3.0 tags as well as the ability to serve multiple ads in a single ad response, however VAST 2.0 is still widely used, as often the need is only to deliver one ad at a time.

INTERSTITIAL VIDEO

Video ads that appear between two content pages. Also known as Transition ads, Intermercial ads, and Splash Pages. Other terms such as In-page and incentivized videos appear in the context of mobile interstitials or ads that have 100% share of voice/screen.

VIDEO ASPECT RATIO

Video comes in several aspect ratios. The two main ones are widescreen (16:9) and standard (4:3). The aspect ratio of an image describes the proportional relationship between its width and its height. It is commonly expressed as two numbers separated by a colon, i.e., 16:9. Preferred aspect ratio is 16:9 (formatted for HD screens). For vertical video, the recommended aspect ratio is 9:16 (most phones), 3:4 (iPad), and 10:16 & 2:3 (other phones/tablets). For more information please refer to the Digital Video In-Stream Ad Format Guidelines doc section 2.2.1. This document provides useful information on frame rate, audio data, etc. We also refer to HLS and recommend using these files to create the adaptive bitrate file fragments. In addition, section 2.2.2 focuses on SSAI through a "Mezzanine file" that can easily be used to transcode on the fly.

LONG-FORM VIDEO

Video content that always has a content arc with a beginning, middle, and end and that, in its entirety typically lasts longer than 10 minutes (i.e., movies and original series). If the content is ad supported, it typically contains breaks (mid-roll). This is different than commercial videos, which typically put the product upfront and run under one minute.

VIDEO ON DEMAND (VOD)

Video content that is controlled, enabled, and consumed whenever a viewer wants after its official release date or original air date and time. VOD content can be found on set top boxes, OTT devices, mobile web, mobile apps, and video streaming services.

Video

Video creatives are a popular and engaging format in digital advertising. Video files are typically large files usually in the range of 1 Mb or higher for a 15 second spot. This may incur a large cost in terms of bandwidth for the user especially those on metered plans and can also cause delays and latency in page load performance. The scope for this video guidance covers all video creative placements in non-video environments, e.g. video in display advertisements, video-only creative in between text or image content popularly called out-stream, videos placed in feed or in between content lists. It does not apply to in-stream video advertisements popularly called pre-roll, mid-roll, or post-roll. Host Initiated Video Auto Play 1. Max duration: 15seconds. 2. MaxFilesize:1.1Mb. 3. File quality: Recommended 24fps minimum. For lower bandwidth (less than 2 mbps) 18 fps may be used. 15 seconds is currently the predominant video length for video ads. However, shorter-form videos (6-8 second range) are showing promising results - especially on mobile. Although it is too early to conclude whether shorter-form videos satisfy advertisers' needs, this working group will perform more testing in order to revisit this guidance using a data-centric approach. User Initiated video Play 1. Recommended duration: Unlimited. 2. File quality: Recommended 24fps minimum. For lower bandwidth (less than 2 mbps) 18 fps may be used. Additional Video Guidance To ensure page performance and to avoid unnecessary download of heavy files on user's device, the additional guidance below must be followed for all ads with video creatives: 1. All video ads must have 50% of pixels in view before video play start. 2. Auto play video ads must automatically pause/stop when 50% or more of the ad pixels are no longer in view of the user. 3. All video ads with 100% share of screen must provide close button from the start of the ad for user to exit the ad experience. 4. Video ads which do not have 100% share of screen must provide user controls to pause/stop the video play or close button. 5. Video file download to user device must start as part of subload as defined in this specification. 6. Video ad placements that need the ad container to expand must follow LEAN expansion guidelines, e.g. no auto expand or overlay on parts of content. 7. Ads that appear or expand as user scrolls must not auto collapse after the video play. This causes the content to be displaced and fall out of user's view. 8. Pre-caching or preloading is a popular practice to resolve latency issues in displaying ads. It is recommended that lighter weight non-video assets like images within LEAN file weight limits be pre-loaded and video assets downloaded only when ad is displayed to the user.

Create Ad Hoc Reporting

When it comes to digital media buying and planning, you'll spend a lot of time looking at the big picture. Sometimes, however, it's important to be able to focus on a specific issue at hand without worrying about broader implications. This is where ad hoc reporting comes in. Ad hoc reporting is designed to be used with a single issue in order to provide meaningful information from which to draw specific conclusions. This is helpful if you're looking into a specific problem or attempting to generate more detailed reports of a single area, or attempting to prove success for a specific KPI metric.

BONUS IMPRESSIONS - No Third Party Ad Server

Where Agency does not use a Third Party Ad Server, Media Company may bonus as many ad units as Media Company chooses unless otherwise indicated on the IO. Agency will not be charged by Media Company for any additional Deliverables above any level guaranteed on the IO.

Third Party Ad Server Malfunction

Where Agency is using a Third Party Ad Server and that Third Party Ad Server cannot serve the Ad, Agency will have a one-time right to temporarily suspend delivery under the IO for a period of up to 72 hours. Upon written notification by Agency of a non-functioning Third Party Ad Server, Media Company will have 24 hours to suspend delivery. Following that period, Agency will not be held liable for payment for any Ad that runs within the immediately following 72-hour period until Media Company is notified that the Third Party Ad Server is able to serve Ads. After the 72-hour period passes and Agency has not provided written notification that Media Company can resume delivery under the IO, Advertiser will pay for the Ads that would have run, or are run, after the 72-hour period but for the suspension, and can elect Media Company to serve Ads until the Third Party Ad Server is able to serve Ads. If Agency does not so elect for Media Company to serve the Ads until Third Party Ad Server is able to serve Ads, Media Company may use the inventory that would have been otherwise used for Media Company's own advertisements or advertisements provided by a Third Party.

Census-Based Measurement

While it is possible for census-based measurers to produce counts of Unique Users under these guidelines, the threshold of measurement difficulty for achieving this measure in a census-based environment is quite high (generally because of the difficulty of being able to identify a cookie as a unique person persistently during the measurement period). The measurement organization may utilize algorithms and other data adjustment procedures, utilizing means such as cookies, as well as other possible identification methods such as online or offline studies, to calculate Unique Browsers and Unique Devices. Likewise, census-based measurers may similarly have procedures that ultimately can result in a Unique User metric. However, in order to report a Unique User, the measurement organization must utilize in its identification and attribution processes underlying data that is, at least in a reasonable proportion, attributed directly to a person. For instance, data collected from registrants is one possible source that can be utilized in creating a Unique Users measure by a census-based measurement organization, if registrants represent a reasonable proportion of the total user-base and when appropriate scientific projection methods are used for non-registrants. In no instance may a census measurement organization report Unique Users purely through algorithms or modeling that is not at least partially traceable to information obtained directly from people, as opposed to browsers, computers, or any other non-human element.

BONUS IMPRESSIONS - With Third Party Ad Server

With Third Party Ad Server. Where Agency uses a Third Party Ad Server, Media Company will not bonus more than 10% above the Deliverables specified on the IO without the prior written consent of Agency. Permanent or exclusive placements will run for the specified period of time regardless of over-delivery, unless the IO establishes an impression cap for Third Party Ad Server activity. Agency will not be charged by Media Company for any additional Deliverables above any level guaranteed or capped on the IO. If a Third Party Ad Server is being used and Agency notifies Media Company that the guaranteed or capped levels stated on the IO have been reached, Media Company will use commercially reasonable efforts to suspend delivery and, within 48 hours of receiving such notice, Media Company may either (i) serve any additional Ads itself or (ii) be held responsible for all applicable incremental Ad serving charges incurred by Advertiser but only (A) after such notice has been provided, and (B) to the extent such charges are associated with overdelivery by more than 10% above such guaranteed or capped levels. This section addresses a key concern of agencies: they have a specific budget approved for third- party ad serving. They must pay the ad server for all impressions, and severe over-delivery significantly increases ad serving charges. The section above makes the Media Company potentially liable for those excess charges. When combined with a balanced delivery requirement, the Media Company may find itself required to continue delivering impressions, but already at the contracted maximum. The Media Company has the option of serving additional ads itself or paying for the excess charges.

CANCELLATION AND TERMINATION

Without Cause. Unless designated on the IO as non-cancelable, Advertiser may cancel the entire IO, or any portion thereof, as follows: i. With 14 days' prior written notice to Media Company, without penalty, for any guaranteed Deliverable, including, but not limited to, CPM Deliverables. For clarity and by way of example, if Advertiser cancels the guaranteed portions of the IO eight (8) days prior to serving of the first impression, Advertiser will only be responsible for the first six (6) days of those Deliverables. ii. With seven (7) days' prior written notice to Media Company, without penalty, for any non-guaranteed Deliverable, including, but not limited to, CPC Deliverables, CPL Deliverables, or CPA Deliverables, as well as some non-guaranteed CPM Deliverables. iii. With 30 days' prior written notice to Media Company, without penalty, for any flat fee- based or fixed-placement Deliverable, including, but not limited to, roadblocks, time- based or share-of-voice buys, and some types of cancelable sponsorships. iv. Advertiser will remain liable to Media Company for amounts due for any custom content or development ("Custom Material") provided to Advertiser or completed by Media Company or its third-party vendor prior to the effective date of termination. For IOs that contemplate the provision or creation of Custom Material, Media Company will specify the amounts due for such Custom Material as a separate line item. Advertiser will pay for such Custom Material within 30 days from receiving an invoice therefore. Four different types of inventory and cancelation terms are now designated in the Standard Ts&Cs, including custom content like microsites where development costs are in addition to media costs. The language also includes the right to designate certain placements or types of inventory as non- cancellable. Paragraph (iv) explicitly lists payment requirements to ensure the understanding that, although the IO has been canceled, the advertiser is still liable for any sunk costs and must pay within the normal 30-day period after receipt of invoice. Regarding the practice of including these sunk development costs into a CPM, this should be operationally discouraged by both parties unless the portion that is non-refundable is duly noted somewhere in the IO.

Up Sell the Client

Wrap up report - provide benchmarks and highlight the campaigns success and new opportunities to work together. Always ask for the business.

Transferring Party

iAdvertiser, Agency, and Media Company (each a "Transferring Party") will require any Third Party or Affiliate used by the Transferring Party in performance of the IO on behalf of such Transferring Party to be bound by confidentiality and non-use obligations at least as restrictive as those on the Transferring Party, unless otherwise set forth in the IO. In the Taskforce discussions, both sides spoke of the need for greater transparency on the usage of data within each other's "black boxes." However, through further discussion the most important concept was creating trust around the use of third parties. The concern was that a third party could somehow become a loophole in the non-use obligations. The additional burden of disclosing third parties on an IO and the challenge of defining which third parties were exempt from disclosure and which were required was deemed secondary to the assurance that any third party being used by an Advertiser, Agency, or Media Company would abide by the same rules as the company employing its services. If, in the future, it is found that this language is allowing harm by a third party, then it will need to be revisited.

IABJKS

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