Digital Marketing Cordinator

What are the steps of media buying?

1. Plan 2. Buy 3. Order 4. Traffic 5. Analyze 6. Reconcile

Trading Desk

A Trading Desk is the programmatic buying arm of an agency holding company, an independent company, or internal team of an agency that aggregates programmatic, auction-based inventory across various DSPs and ad exchanges. Recently, many organizations traditionally referred to as trading desks are now eschewing the term due to a trading desk's frequent association with high margins and a lack of transparency.

Webinar

A combination of various multimedia components used to relay information in real-time to consumers.

Lead Generation

A form of marketing in which the objective is to acquire leads of interested, or potential customers - this can be executed via Email, Display, Search, Mobile, or Social Media marketing.

Affiliate Marketing

A form of performance-based digital marketing (most often used for retail) in which the compensation model allows for the affiliate to earn a commission for the promotion of the product.

Return On Investment ROI

A measurement used to calculate the monetary success of campaign, using Profits as key variable. [(Profit/Cost) x 100]

Return On Advertising Spend (ROAS)

A measurement used to calculate the monetary success, using Revenue as key variable. [(Revenue/Spend) x 100]

Road Block

A method by which an advertiser can "own" a web page or section by purchasing the impressions inventory for a set time period so that only their advertisement will appear to visitors each time, or the first time that they visit a specific site or section of a web site.

Attribution model

A model used to determine how much credit is given to each channel that contributed to the sale or conversion on a website.

Ad Tag

A piece of HTML or JavaScript code that is inserted into the source code of a web page via an Ad Server for the purpose of serving content.

Lead

A potential customer contact.

Cost Per Lead (CPL)

A pricing model in which a publisher gets paid every time a use submits personal information after seeing the ad.

Cost Per Action (CPA)

A pricing model in which a publisher gets paid every time a user and makes a purchase after seeing the ad.

Cost Per Click (CPC)

A pricing model in which a publisher gets paid every time a user clicks the ad.

Cost Per Install (CPI)

A pricing model in which a publisher gets paid every time a user installs an app or downloads a software after seeing the ad

Demand Side Platform (DSP)

A software that executes programmatic media buying - a form of buying in which inventory is purchased real-time to show one specific ad, to one consumer, in one individual context, including determining which media, how much to buy, and at what price. This means that ad placement is bought on an individual-impression basis, as opposed to being bought per thousand impressions (CPM). By doing so, advertisers are able to execute more granular targeting while also being able to scale in mass. The DSP algorithm then automatically optimizes buying decisions to lower buying costs and maximize performance.

Responsive Design

A style of web design in which the code allows the layout to adjust to the possible different screen sizes the users may view it on such as desktop, smartphone, or tablet.

Customer Relationship Management (CRM)

A technology solution that automates sales, marketing, customer service, or support.

Conversion Funnel

A term used to describe the customer path to purchase - includes brand awareness, consideration, conversion, loyalty, and advocacy.

Web Beacon

A tiny graphic image that surveys a user's Web activity, also known as a "tracking pixel". A Web beacon is often contained in a 1X1-pixel graphic image found within an email or a website and is designed to track the Internet activity of a targeted user.

Yield Optimization

A tiny graphic image that surveys a user's Web activity. A Web beacon is often contained in a 1X1-pixel graphic image found within an email or a website as is designed to track the Internet activity of a targeted user.

Click Fraud

A type of internet crime when a user or program imitates an interaction with an ad for the purpose of generating a false charge.

Ad Exchange

A web of ad networks, enabling RTB transactions through a single source.

Pixel

Ad Creative Pixel: A beacon that is embedded into an ad tag which communicates with a browser to track whether a user has viewed the ad. Conversion Pixel: A beacon that transmits to a third-party that a user has completed the desired action of the ad.

Premium Inventory

Ad space inventory that is of high interest or in demand by advertisers on publisher's site.

Pop-up Ad

Ads that pop-up in a separate window from the browser. This type of ads has been depreciated over the years due to negative user feedback and the rise of pop-up blockers within browsers.

Rich Media

Advertisements with which users can interact (as opposed to solely animation) in a web page format.

Remnant Inventory

Advertising space that a publisher has been unable to sell.

Programmatic Media Buying

Algorithmic, software-based bidding on inventory to show a single ad, to one consumer, in one specific context. (As opposed to buying that involves RFPs, vendor negotiations, and manual insertion orders)

The Interactive Advertising Bureau (IAB)

An advertising business organization made up of over 500 leading media and technology companies.

Publisher

An individual or organization that prepares, issues, and disseminates content for public consumption.

Private Marketplace (PMP)

An invitation-only marketplace that gives buyers exclusive access to premium publisher inventory while using automated buying methods to purchase inventory, faster, thus eliminating the RFP and negotiation processes.

Display Advertising

Banner or graphical advertising on webpages.

Who is the leadership at Mammoth?

Benoit Vatere, CEO Mike Jones, Executive Chairman Peter Szabo, Revenue Matt Turner, Technology Solene Genre, Operations Eric Kuhn, Product Talia Kocar, Editorial

What is CPI by network?

CPI networks come as another type of affiliate platforms that comes with plenty of offers based on pay-per-install models. In other words, developers, publishers, advertisers and media buyers can opt for suitable mobile CPI offers to enable efficient ad and promotion campaigns taking their apps to the top in the app store ranking. In other words, the more installs you have, the more you will earn from mobile app promotion. The average price per install starts from $3, while some leading CPI ad networks can boast millions of monthly installs performed by real users. For this reason, CPI offers appear to be a great thing to get involved whenever you look for a chance to earn from app advertising and promotion.

AT WHAT LEVELS DO THESE METRICS HELP US EVALUATE SUCCESS?

Campaign level: Measure how your campaign is doing holistically, across all suppliers, placements, and creatives. Supplier level: Measure performance based on all campaign placements from an individual supplier. Creative level: Measure the success of an individual piece of creative, across all placements and suppliers. Pacing: Measure how an advertiser's budget should be spent relative to time.

Reporting

Collecting data to see progress in a campaign.

D2C ( Direct to Consumer) Commerce

Companies that disrupt high-margin segments by leveraging customer acquisition tactics and technology platforms

Marketplaces

Companies that disrupt fragmented markets or create new ones (pet boarding and senior care)

Mobile Media

Companies that pioneer new approaches to entertainment and social media with the goal of building mass audience and monetization

Ad Network

Companies that specialize in delivering ads across the span of participating publishing entities.

Below The Fold

Content that appears in the lower portion of the site that is only viewable after scrolling.

Click Bait

Content that entices a user to click at the expense of quality or accuracy.

What is Daily Treat?

Daily Treat offers the best mix of daily entertainment, inspiration, and REAL rewards just for using the app. Treats include: Daily Horoscope Funny Videos Inspirational Quotes Exclusive offers and rewards Fun Surveys

Meta Descriptions

Descriptions of webpages found under the webpage title in Google search results. While they are not considered direct ranking factors, they do improve click-through rate which in turn, improves search ranking.

What is Yarn?

Ever wanted to snoop through people's conversations and not feel guilty for it? Every Yarn story is told as a short text message conversations, as if you were watching someone else's text messages. Whether it be hypothetical conversations between two of your favorite celebs, a frantic group chat after accidentally liking an ex's photo on Instagram, or those suspenseful mysteries you just can't get enough of... Yarn lets you tap through it all! It's about time to make reading fun, fast, and fabulous again.

What does Science do with

Existing companies partner with Science to develop innovative products and customer acquisition plans to achieve growth.

Skills important to this job

Fast learner Organized & reliable High attention to detail Analytical Persistent & assertive Data driven & curious Good team player w/ great communication skills

What are the recent investments and incubations of Science?

FilterPop - 2016 CookReel -2016 DogVacay - 2012 Earny - 2016 eventup - 2013 flutter - 2016 handstand - 2015 home hero - 2013 Frog picks - 2015 Fuisz media - 2013 The Leo King - 2014 Me undies. com - 2012 Ninyo - 2016 Packup - 2016 Spring Role - 2014 This is Ground - 2014 Urban Remedy - 2013 Quaterly - 2015 Wishbone -2015 plowz & mowz - 2016

Search Engine Marketing (SEM)

Form of digital marketing that promotes by increasing exposure in Search Engine result pages. This includes Search Engine Optimization and directory submissions, as well as paid submission programs like AdWords.

What is FrogPicks?

FrogPicks is the Ultimate Daily Sports Competition. It's less fantasy, more reality, and 100% free to play. Everyday sports fans put their sports IQ to the test by predicting the outcomes to the top trending sports questions each day. "Who throws for more yards today: Brady or Manning? "Will Roger Federer advance in straight sets?" This isn't hypothetical fairytales... Every question will have an answer. You can come back the next day and see how well your picks did and how your sports IQ stacks up against your friends and fans around the world.

What does Mammoth offer?

Full service publisher platform to fill in your growth & technology gaps User Acquisition We help you grow and acquire users at a fraction of your usual cost Data Analysis We provide 24/7 data monitoring and comprehensive analysis Monetization We provide tools to help you achieve your ROI

Interstitial Ad

Full-page ads that load in a separate window before the main webpage loads.

What is Greg Gilman?

Greg Gilman has over 15 years experience as an executive, entrepreneur, investor and attorney most recently as the Chief Executive Officer and co-founder of RxVantage, the leading online practice platform connecting pharmaceutical and medical vendors with healthcare professionals. Prior to founding RxVantage, Greg was a Professor of Law and Director of the Center for Entrepreneurship and Technology Law at Pepperdine University School of Law, where he designed and taught courses in Intellectual Property Law and Licensing. Prior to joining the full-time faculty, he practiced law at Gilman/McFadden LLP in Los Angeles, CA, where he was head of the Entertainment, Intellectual Property, and Business Transactions practices. Greg has represented several individuals in entertainment, including Billboard, Grammy, Cleo and Tony award winners. He served as corporate counsel for Userplane, and represented the founders of the company during the acquisition by AOL. Additionally, he has represented numerous leading technology businesses, both nationally and internationally, and has consulted for businesses across all stages of development - from startup to public- among them World Poker Tour Enterprises.

Meta Title

HTML that describes the webpage and helps search engines in categorizing that page appropriately.

Target users based on their responses to consumer survey questions (e.g., MRI).

HTML that describes the webpage and helps search engines in categorizing that page appropriately.

Earnings Per Click (eCPC)

How much on average is earned from the user clicking on the ad. (Commission/total clicks)

Software skills

I am very Proficient with Excel (pivot tables, vlookups, advanced formulas) I have utilized SAS in the past and that uses basically coding for statistical analysis

Skyscraper

IAB defined banner ads that are 120 by 600 or 160 by 600 pixels.

What is Beta testing?

If your campaigns routinely use the same set of publishers, placements, and creatives, it's difficult to tell if there is room for improvement and if the metrics you're pulling in time and time again are the best you can do. Beta testing with new publishers that match your target demographic is a good place to start. Trying out multiple creatives for the same placement can also help you zero in on what degree of the placement's success is based on the message, versus the inventory.

Optimization

Increasing the impact of an ad.

IP Address

Internet Protocol address - a label assigned to specific device such as a desktop computer or printer that is used for interface identification and serves as a "return address" when a user is browsing the internet.

What is Beauty Bible?

It has shows original series on FB for makeup and hair etc

Outbound Links

Links on a webpage that lead to a page with a different domain. Ensures an ad is delivered where it should be considering consumers, advertisers, and available websites. Increasing the impact of an ad.

Who does Mammoth reach every month?

MAMMOTH REACHES 30% OF U.S. TEENS EACH MONTH

Psychographic Segmentation

Market segmentation strategy whereby the intended audience for a given product is divided according to social class, lifestyle, or personality characteristics. Similar attitudes, values, and lifestyles.

Paid Media

Media placement that is bought, such as display ads or PPC advertising.

Earned Media

Media placement that is not paid for and attained organically - includes Search Engine results, social media buzz, and press coverage.

Owned Media

Media placement that is owned by the brand itself, such as websites, landing pages, social profiles, blog, etc.

Who is Mike Jones?

Mike Jones is an internet executive, investor, and strategic advisor. A long-time entrepreneur, Mike founded his first successful company in college and since then has founded, built, and sold numerous online and mobile businesses. As the cofounder and CEO of Los Angeles-based Science, Inc., Mike brings together the best talent, resources, and financing through a centralized platform to build and invest in technology businesses. In 2016 alone, three of Science's portfolio companies saw big exits -- HelloSociety was acquired by The New York Times, Dollar Shave Club was acquired by Unilever, and FameBit was acquired by Google. His experience and expertise in both large and small companies focuses on strategy, growth, and operational efficiency, resulting in over $2.6B in successful investor outcomes. Prior to Science, Mike Jones served as the CEO of Myspace. In this role, Mike oversaw global business strategy and operations for Myspace, Myspace Music, and Myspace Mobile, which included board and strategic roles with joint venture partners in Myspace China and Myspace Japan / Softbank. During his tenure, he was responsible for the relaunch of Myspace, one of the most high-profile turn-around challenges in the industry.

Search Engine Optimization (SEO)

Modifying web pages and web sites so that they rank as highly as possible in search results with the objective of attracting traffic from web searchers looking for vendors, solutions, products or services. This is achieved through thematic page design, consistent HTML tagging, linking strategies and focusing content on core keywords.

What is one of the benefits of working in digital?

One of the benefits of working in digital is the level of granularity, transparency, and accountability available for your campaign and marketing budget.

Over the past 4 years, Science portfolio companies have driven:

Over 7 million e-commerce packages shipped Over 65 million hours of marketplace services provided Over 1 billion mobile sessions

Reach

Percentage of the target audience exposed to a message at least one time.

What is Peter Pham?

Peter is a passionate entrepreneur with roots in Southern California starting his career with 8 years in the enterprise hardware and software space. Having success in building companies ranging from solid state storage to SAS businesses Peter then focused his time in the consumer internet space. At Photobucket he was the 5th employee and was responsible for driving growth to 61M users and leading its $300M acquisition in 2007 to Fox Interactive Media, a division of News Corporation. Peter then turned his energy in helping people save money as CEO of BillShrink from inception to their 1st Million users in a little over a year. BillShrink became TruAxis which was acquired by MasterCard in 2012. Continuing the journey of building early stage companies Peter was the Co-Founder & President of Color exploring the future of mobile and social interactions through proximity. Most recently he spent time as a 2nd time Entrepreneur In Residence at Trinity Ventures.

Hyper-targeting

Piling a variety of targeting schemes on top of each other.

What are the recent acquisitions of Science?

Prize Candle Dollar Shave Club - Acquired by Unilever for $1B in 2016 Delicious Playhaven Famebit - FameBit (Acquired By Google) Acquired in 2016 Hello Society OUYA - Acquired in 2015

Programmatic Direct

Programmatic buys for guaranteed, future media.

Day-parting

Reaching consumers at a certain time and/or day of the week.

Who is Mammoth's parent?

Science

What does Science do with Incubation?

Science develops a thesis, tests the concept, and then brings in like-minded talent to help execute and scale.

What does Science do simply?

Science is a highly dynamic organization that works with founders, start-ups, and corporations in flexible ways. We are operators and entrepreneurs who build companies and invest in leaders that disrupt markets. 3 Ares: Incubation Investments Corporate Engagements

What does Science do with Investments?

Science recognizes a repeatable growth pattern and compelling management team and makes a minority investment.

Product-related Segmentation

Segmenting the audience based on usage of product. For example, users are either light or heavy users of the product.

Revenue Sharing

Sharing of revenue by two unrelated parties due to a business arrangement or other reasons.

Data Management Platform (DMP)

Stores, organizes, and analyzes 1st and 3rd party data to better discover and reach and target audience; it then applies in-depth measurement to optimize media buying and creatives.

What are your key skills?

Strong Interpersonal Skills, Analytical problem-solving, Research, Quantitative, and Strategic thinking creatively

Survey-based Targeting

Target users based on their responses to consumer survey questions (e.g., MRI).

Technographic Targeting

Target users by connection speed, operating system, browser type, etc.

Purchase-based Targeting

Targets users based on products they've purchased.

A/B Testing

Testing two different versions of an ad or webpage to see which yields higher results.

Real-time Bidding

The buying and selling of impressions through real-time auctions via ad exchanges or SSPs.

Audience Measurement

The measuring of unique users and their behavior and engagement with online content.

Ad Frequency

The number of times an ad is shown during a specified period.

Impressions

The number of times your ad was viewed

Click Through Rate (CTR)

The percentage of ad impressions that were clicked on. [(# of clicks/impressions) * 100 = CTR %]

Attribution

The process of crediting the appropriate marketing channels for the role they played in the subsequent conversion.

Page Views

The successful transmittal of the page (fully downloaded) to the user's browser.

Anchor Text

The visible text of a hyperlink.

Data

This includes 1st party data - collected first hand from owned media, analytics tools, CRM systems, and performance analysis tools; 2nd party data - another site's first party data; 3rd party data - bought from DMPs or data aggregators that collect data from publishers.

Look-a-like Modeling

To build a consumer profile and target users who exhibit similar characteristics to your existing customers (or other valuable audiences).

Retargeting

To use cookie-based-technology (that follows users across the Web) to serve ads to people who have previously visited your site.

Who is Tom Dare?

Tom has over 15 years of experience building and managing Internet companies through startup, growth and turnaround stages. Tom served as the VP of Business Intelligence for Myspace, responsible for user engagement and monetization analytics for +100 million monthly users. Prior to joining MySpace, Tom was the COO of Tsavo Media (exit to CyberPlex, Toronto:CX.TO) an online publishing network of over 400 owned and operated sites. Tom spent four years with Spark Networks (AMEX:LOV), an online personals and social networking provider, in charge of strategic development. Prior to Spark, Tom was part of the founding management team at Move (NASDAQ:MOVE), an online real estate listing service serving consumers and brokers. Tom's career in online media started with The Los Angeles Times (Tribune Company) where he developed online classified businesses and partnerships within the newspaper industry. Tom received his Bachelor of Science from Wayne State University, Detroit, Michigan, and an MBA from Pepperdine University in Malibu, California.

HOW DO WE APPLY THESE METRICS TO ADVERTISING GOALS AND STRATEGY?

Top funnel: A measure of brand awareness. EX: Brand recall, branded search, and increased website traffic. Ex: compare the metrics when a campaign is running versus when it is not. Mid funnel: This measurement focuses on engaging and education the audience beyond awareness. Ex: the cost of new website visitor and page view lift. Bottom Funnel: the final stage of converting your audience into true leads, and completing your call to action. Ex: total leads, cost per lead, and increased revenue from completed sales opportunities or completed calls to action.

Effective Cost Per Mile (eCPM)

Total earnings divided by impressions - a useful statistic to track ad performance.

Mcommerce

Transactions or purchasing of products/services through the use of a mobile device such as a smartphone or tablet.

Persistent ID Targeting

Used for "people-based" targeting and tracking by assigning users (that login into an app or network) an ID that follows users throughout browsing, and across device - based on data collected, marketers can target individual users regardless of what device they are using.

How does utilizing data help marketers?

Utilizing data, marketers can optimize their ad performance throughout multiple levels including creative, placement, and campaign.

What are some of Mammoths partners?

Victoria's secret Pink - Victoria's Secret PINK partnered with Wishbone to promote and get users excited about their new loungewear and push-up bras for Valentine's Day and Spring Break. VS PINK's verified account asked Wishbone users what looks they would prefer with a post-vote action that would drive users to their website. Throughout their campaign, VS PINK's profile populated their account daily with organic content to keep their growing follower base engaged. Sephora taco bell - Taco Bell partnered with Wishbone & Slingshot to promote their new $1 Morning Value Menu. Taco Bell's verified account asked users which flavors & items they preferred, as well as the prices they would rather pay with a humorous tone. For example, Would you rather spend a dollar on a flatbread or a burnt piece of toast? Wishbone & Slingshot users then embraced their content and started to create their own cards, spurring additional content on the platform. Sony Pictures - Sony Pictures partnered with Wishbone to promote their movie "The 5th Wave". Users were prompted to create content around a "survival" theme that was then promoted alongside sponsored 5th Wave Movie polls, ads, and trailers. This takeover provided a native experience for users and the brand alike to engage with the promotion of the movie. Dunkin' Donuts - Dunkin Donuts has been a continuous partner and has run many campaigns with Wishbone in the past year. From campaigns promoting their emoji keyboard, to comparing their famous Cold Brews, Macchiato's and Lattes that would be followed up with sponsored post click out to a nearby DD store locator. The Dunkin Donuts verified account recently ran sponsored polls and ads around the SAG Awards, Grammy's and Oscars, aligning their content and messaging to be awards show focused with a call to action for users to click out to a store locator. Starbucks - Starbucks partnered with Wishbone to promote their new Frappuccino Happy Hour & Frappuccino Emoji Keyboard. The campaign consisted of an entire week themed takeover where the Wishbone community was asked to create content through branded push notifications around themes surrounding ones daily activities. Each themed daily dozen consisted of user generated polls, sponsored Starbucks polls, native ads and a branded clickable pop-up to the app store where the brand promoted their Frappuccino keyboard. The brand also continued to promote their Frappuccino Happy Hour through non-clickable branded pop-ups and full screen video ads. The entire experience provided for a very native and organic feel for users to engage and take part in the brands sponsored content. Paramount twix AT&T - AT&T partnered with Wishbone to promote their Summer Break YouTube series from season premiere to finale. This six week campaign included sponsored polls around their show, the characters and exciting plot lines to get users engaged with their content and audience. The Summer Break verified account utilized the polling platform by asking Wishbone users to decide what would happen on the next episode of Summer Break and would then follow up to incorporate the answer that got the most votes in their show. The brand also utilized sponsored images in web search that led to an increase in user generated content using certain keywords with their branded images. The campaign was also followed up with a non-clickable pop up and a trailer video placement.

What are the social broadcasts of Mammoth and industry?

Viral TV - Entertainment Beauty Bible - Fashion & Beauty Cute Animals - Household & Food Delicious - Household & Food

What is Mammoth able to do?

We produce & distribute content to a mass audience though social video on Facebook Live, Instagram, Musical.ly and more. Then couple that with our own network of apps to more deeply allow users to engage in the content they love. Broadcast → Engage → Activate Daily

What are the apps of Mammoth and industry?

Wishbone - Entertainment Yarn - Entertainment Daily Treat - Daily Habit Leo - Daily Habit King & Zen - Daily Habit Frog picks - Sports

What is Wishbone?

Wishbone is the destination millennials seek when sharing their opinions. As the ultimate social barometer, Wishbone crowdsources "would you rather" opinions from across the nation, revealing to users whether or not their opinion triumphs or goes against the grain.

Keywords

Words that a user enters into a search engine that result in them finding webpages that correspond to those keywords.

Insertion order

Written authorization to print, publish, and produce an advertisement or to broadcast a TV or Radio commercial. It normally includes instructions on timing, frequency, ad size, and placement.

Any final statement?

Yea I would just like to thank you for the opportunity to speak with you given my non-traditional background for this role and I look forward to the opportunity to work for Mammoth Media as a marketing coordinator.

HOW TO PREVENT TRAFFIC FRAUD?

• Use a third party verification service to ensure your ads are being delivered to real humans • Measure by ROI and define your audience by type instead of clicks and impressions - increased sales and actually reaching your target consumer cannot be faked • Pay attention to the URLs you are running ads on and make sure your third party verifier is also reviewing • Establish financial "what if" scenarios with your publishers in case traffic fraud does become an issue • Keep educating yourself on the state of fraud and what you can do to prevent it.

Cookie

A small piece of data sent from a website and stored in a user's web browser while the user is browsing that website.

Ad Blocker

A software that removes an ad from a user's viewing experience.

Ad Server

A web server that stores and delivers advertisements for viewing.

What does the monetization team do?

they figure out ways to make owning an asset as beneficial as possible by a number of ways that lower the cost and raise the benefits of owning the asset, and tell the business owners the best way to do it.

What happens in the analyze step of media buying?

• A necessary part of managing every campaign is measuring success, holistically as well as on a more granular level. • You can use both first-party delivery data (from the publisher's ad server) and third-party delivery data (from the agency ad server). • Performance can be tracked all the way from the specific creative up to a holistic campaign view, and even cross-campaign. Pacing measures how budget is being spent relative to time within a campaign's flight.

What happens in the reconcile step of media buying?

• Agencies and publishers compare their delivery data and other financials, and work to reconcile discrepancies. • Financials for current and future campaigns may be amended based on overdelivery or underdelivery of a campaign. • Final costs per supplier, per time period are communicated to the billing system for Accounts Payable.

What happens in the buy step of media buying?

• For guaranteed inventory, the number of impressions and rate you are purchasing inventory for has been solidified, whether through established rates or by receiving a proposal back from a supplier. • Complete your media plan with every placement from every supplier to be included in your campaign, including the time frame each placement will run. • Many buyers must secure approval for their media plan prior to formalizing their order in the form of an IO. • For buys facilitated via RTB, agency or agency trading desk buyers will submit budget line items to their DSPs, and direct publishers if applicable.

You will be responsible for monitoring the following KPIs and helping improve these metrics above baseline:

Cost per acquisition from paid traffic by campaign and media source LTV from paid traffic by campaign and media source Total installs acquired from paid traffic by campaign and media source Conversion rates for each step of acquisition funnels

Behavioral segmentation

Grouping and targeting consumers based on their previous online behavior.

WHAT IS OPTIMIZATION?

Optimization is the process of increasing the impact of an ad. Simply put, it's using past performance and future forecasting to determine how much to spend for future goals, and to amend campaigns in-flight. Optimizing campaigns involves cutting losses for underperforming segments, and scaling up high-performing segments.

What happens in the plan step of media buying?

Audience research. What is your target audience? How does your target audience shift by medium? • Plan your spend across buy type. What percentage of your campaign will be devoted to which types of buys, from display to search, and beyond? • What percentage of your spend will be on guaranteed inventory versus non-guaranteed (RTB)?

WHAT IS AUTOMATED GUARANTEED?

Automated Guaranteed differs from RTB in that inventory is purchased for future serving, rather than in real time - and that inventory is guaranteed. Also known as "programmatic direct," the buys are made directly with publishers rather than through the intermediaries commonly used for RTB. Automated guaranteed platforms directly integrate with a publisher's ad server and query the number of guaranteed impressions available, which buyers then commit to purchasing.

Automated Guaranteed

Automated purchasing of guaranteed, premium inventory.

Conversion Ratio (CVR)

The percentage of clicks that resulted in a conversion. Calculated by taking the number of conversions an ad received, dividing by the number of clicks, and multiplying by 100 to obtain a percentage.

Direct Response

A marketing-strategy approach that elicits an immediate response from the consumer such as an immediate sign-up or purchase.

INDUSTRY FRAUD

Advertisers and marketers expect that the online content they output is viewed by real users; however, ads are not always viewed by real people. Instead, machines imitate actions to collect a charge; this is known as traffic fraud - a form of fraud in which systems are infiltrated by groups that then generate false clicks, visits, or views to collect profits. According to IAB, 36% of all web traffic is fraudulent. It is also important to note that viewability concerns do not necessarily correlate with fraud or otherwise malicious activities. This causes a number of problems including: • Wasted advertiser spend - a WhiteOps study predicts that 6.3 billion will be lost globally in 2015 • The value of publisher inventory is reduced, even for the most legitimate publishers • Gives the industry a negative reputation and attracts bad press to the companies involved, even those held harmless • Complicates campaign performance metrics, making it harder to optimize campaigns

Contextual Advertising

Advertising that is specifically related to the content on a website or network.

Cost Per Mille (CPM)

Also known as "Cost per thousand impressions". This refers to a pricing model in which a publisher gets paid every time a user views the ad.

Audience

An audience is the group of people who visit a specific web site or who are reached by a specific ad network.

Call-to-Action

An instruction given to an audience to immediately take action such as "Subscribe To Our Newsletter" or "Visit Our Store"

Above The Fold

Any placement (or ad) that is within the top portion of the site and viewable without scrolling.

What is yield optimization?

At its core, a publisher's goal is to find the brand willing to pay the highest amount for one impression. Like most of digital advertising, the original players, like the publisher, managed their yield optimization in-house. Today, most large and mid-sized publishers source third parties to facilitate their yield optimization, namely SSPs (Supply Side Platforms). Publishers selling directly to agencies and advertisers have the yield and performance of ad trafficking measured by the ad server. When inventory is sold to an exchange or network, there are a number of other factors involved in the price and impressions served, as the final buyer (the agency or advertisers) may be found through various intermediary platforms.

WHAT IS ATTRIBUTION AND HOW DO WE MEASURE IT?

Attribution is the process of crediting the appropriate marketing channels for the role they played in a subsequent conversion. There are several models marketers use for attribution

Demographic segmentation

Audience is divided into externally measurable characteristics of potential consumers, such as age, gender, race, occupation, education, income level, household size, and stage in the family life cycle.

Levels of BUY-SIDE OPTIMIZATION

Creative Level: The most important element in your media buying campaigns is your creative. Optimizing your creative units can help you determine if the problem is your inventory or creative unit. Placement Level: Finding the right placement that is driving performance for your campaign - homepage, leaderboard, run of site, you name it. Supplier level: You can optimize at the publisher level, which evaluates the publisher's overall performance including all of their placements within a campaign. Campaign Level: Finally, after a campaign has been optimized from a creative, placement, and site level, there are a few considerations you may want to make at the campaign level, such as day-parting, geo-targeting, browser, demographics, etc. Campaign level optimization is completed last, as you need to gather enough data to make informed decisions. For example, you could view an hourly breakdown of your campaign statistics to determine if campaign level day-parting should be included in your optimization efforts.

HOW HAS THE BUY PROCESS EVOLVED IN DIGITAL ADVERTISING'S SHORT HISTORY?

Digital advertising was originally approached as direct sales: publishers and advertisers purchased premium inventory they felt best fit their audiences directly from each other. This process often involved a lot of back-and-forth with hundreds of spreadsheets, proposals, phone calls, and emails - and is still used today. However, digital buying has evolved to now include programmatic buying (real-time bidding and automated guaranteed) and a much more streamlined RFP process.

How will you work with both the User Acquisition and Monetization team?

For Both it's important to have strong data to support decisions they make respectively and also useful/creative ways to interpret that data to optimize the goals of the business. I am able to do both and find ways to manipulate the marketing techniques used to generate more traffic and thus money for the business. And i would prioritize doing this efficiently in the most cost effective manner.

What happens in planning with media buying guaranteed inventory?

For guaranteed inventory, the planning stage may include sending RFPs (requests for proposals) to suppliers you are interested in including in your campaign. For inventory you've purchased before, you can also purchase premium, guaranteed inventory at your own established rates without needing to RFP, by purchasing programmatically (automated guaranteed).

Simply, what is your approach user acquisition?

For me UA is all about building an audience and a brand. I am a very data-savvy person and I look forward to taking a quantitative approach to tackle this by analyzing the result of prior campaigns and new ones I put forward with the specific goal of gaining the right customers.

Who performs traffic fraud?

Fraudster: any person or company that engages in traffic fraud Robots or bots: any machine or non-human that generates false traffic Botnet: Network of PC robots that have been infected with software that forces them to perform fraudulent actions Bot node: a single PC that is infected with malicious software.

How would you nurture relationships with UA and Monetization partners

I have excellent interpersonal skills and am very comfortable with speaking with individuals of diverse backgrounds. I welcome challenges to my perspective and am always prepared to answer complex questions ease. An if its something the is new or that I ddint look at I will be sure to acknowledge it, look it up, and come back with the appropiate answer or response.

What is SELL-SIDE OPTIMIZATION?

Just like agencies and advertisers, publishers have optimization goals as well - to sell out their inventory, at the best possible prices. Think yield optimization

What is KPIs?

Key Performance Indicator. They are utilized to check the quality and efficacy of marketing campaigns at reaching target goals.

What are the several models marketers use for attribution?

Last interaction: all of the credit goes to the very last touchpoint right before the conversation. First interaction: all of the credit goes to the very first touchpoint that initiated the sequence of marketing communications. Linear: equal credit is given to every touchpoint Time decay: credit is given in increasing amounts to the touchpoints closest to conversation. Position based: the bulk of the credit goes to the first and last touch points, with the middle points receiving the least amount of credit.

Inbound link

Links from outside sites to your website.

WHAT DOES THE INDUSTRY THINK of the best view for attribution?

Many marketers believe the most holistic view of attribution is the most accurate, giving a precise weight to every touchpoint before conversion. This model in concept is called the "Full Funnel Attribution," but to date there is no way to precisely quantify the weight of each impression. Fractional attribution seems to be the closest model available today, but also requires resources and analysis well beyond that required for traditional attribution methods.

An optimization engine considers what factors before placing your ad?

Marketing goals: This could be increased site traffic, ad impressions, or a certain type of website for your ads. Consumer response: This will try to replicate situations when users clicked your ad. History: Previous patterns of how campaigns have performed, and use it to your advantage. Bid amount: A higher bid will give you access to more inventory, and a lower bid may limit your options for available placements. Target: The audience you are trying to reach.

Email Advertising

Marketing through an email message - Emails are sent via sold/publisher lists or using an existing customer base.

From start to finish, what is media planning and buying and what makes it successful?

Media planning and buying is the process of strategizing, negotiating, and purchasing ad placements, or "inventory." When planning what inventory to purchase, planners must take into consideration the product being advertised, target audience, and campaign goals. In addition, not only are media buyers responsible for making the initial purchase, but also for continuing to optimize performance throughout the entire campaign lifecycle.

What is LTV?

One way to analyze acquisition strategy and estimate marketing costs is to calculate the Lifetime Value ("LTV") of a customer. Roughly defined, LTV is the projected revenue that a customer will generate during their lifetime.

Geographic Targeting

Reaching consumers in specific geographical locations based on zip code, area code, city, DMA, or state.

WHAT IS REAL-TIME BIDDING?

Real-Time Bidding (RTB) is a type of programmatic purchasing that buys impressions one at a time, based on demographic targeting. Buyers bid on an impression, and if they win, their ad is instantly displayed. All RTB inventory is non-guaranteed. RTB was originally used for unsold remnant inventory, but this is changing to also include premium inventory due to demand and high yields. The RTB process involves a number of players: the publisher providing the inventory; the Ad Exchange that connects advertisers and publishers to facilitate the purchasing; and the Demand Side Platform (DSP) that helps automate the purchasing for advertisers. These players are not necessarily present in RFP-based purchasing or programmatic direct.

HOW DO SSPS HELP PUBLISHERS OPTIMIZE?

SSPs (Supply Side Platforms) act as the intermediary between publishers and their audience for maximizing the selling of inventory, and also act as the gatekeeper for publishers. SSPs can act as the enforcer for a publisher's brand safety, so that unfavorable brands are not allowed to purchase their inventory. Though SSPs originally gained ground as a way for publishers to sell off their remnant inventory, today many SSPs offer additional services, such as acting as the actual interface between a publisher and their exchange.

list some of the members of the large group of industry leaders responsible for shaping trends, policies, and standardization within the industry?

THE INTERACTIVE ADVERTISING BUREAU (IAB) An advertising business organization made up of over 500 leading media and technology companies. The IAB works to educate the public about the value of interactive advertising as well as to evaluate and recommend standards and practices (such as standard unit size). FEDERAL TRADE COMMISSION (FTC) The body of regulation in the US government that oversees and regulates advertising, marketing, and interstate trade practice. THE DIGITAL ADVERTISING ALLIANCE (DAA) An association of leading national advertising and marketing trade groups, which together deliver effective, self-regulatory solutions to online consumer issues. THE AMERICAN ASSOCIATION OF ADVERTISING AGENCIES (AAAA) The AAAA is the national trade association of the ad agency business. It is a management-oriented association that represents more than 1,100 member agencies in the United States, whose offices employ over 65,000 people, offer a wide range of marketing communications services, and place 80 percent of all national advertising. Its members build their businesses and act as the industry's spokesperson with government, media, and the public sector. THE NETWORK ADVERTISING INITIATIVE (NAI) A coalition of more than 70 leading online marketing companies committed to building consumer awareness and reinforcing responsible business and data management practices, including the 15 largest online advertising networks in the United States. THE DIRECT MARKETING ASSOCIATION (DMA) The leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates industry standards for responsible marketing, both online and offline. It promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. THE ASSOCIATION OF NATIONAL ADVERTISERS (ANA) A trade organization for data-driven marketers that provides its members with insights, collaboration, and advocacy. ANA's membership includes 400 companies with 9,000 brands that collectively spend over $100 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers.

THE LAW AND WHERE IT STANDS FOR PRIVACY

The United States Federal Trade Commission (FTC) has been involved in oversight of the behavioral targeting techniques used by online advertisers since the mid-1990s. In the United States, digital advertising is regulated by federal, state, and municipal laws, as well as self-regulation. At the federal level FTC regulates the content of digital advertising and disclosures made in privacy policies through Section 5 of the FTC Act, which prohibits "unfair and deceptive acts or practices." At the state level, a wide variety of laws address the requirement of a privacy policy, including privacy policies, mandatory data security safeguards, and notice requirements in the event of data breaches. Self-regulation, such as the Digital Advertising Alliance (DAA) Principles, supplements federal and state regulation and requires additional commitments from participating companies.

What are OPTIMIZATION ENGINES?

There are plenty of third-party platforms that help brands and agencies optimize their media buying, often referred to as Optimization Engines. An Optimization Engine ensures an ad is delivered where it should be according to consumers, advertisers, and available websites.

What are 3 important things related to LEVELS TO OPTIMIZE YOUR ADS?

This optimization process begins with creative, moves on to placements and individual publishers, and finally to a campaign-wide level. Optimization can be done pre-flight, during a campaign, or after a campaign's completion. Optimization begins at the most granular level so that easy corrections are taken into account before making sweeping campaign management changes. Start by re-evaluating your creatives.

HOW TO CHOOSE THE RIGHT ATTRIBUTION MODEL

To choose the right attribution model, you should consider factors like time of year, product category, amount spent, customer loyalty, initial and final touchpoint channels, and length of conversion path. The most recent method for qualifying attribution is called Fractional Attribution, though a specialized vendor is required to measure this way. Consumers interact with duplicate ads throughout the conversion cycle, and fractional attribution removes repetitive impressions from the attribution model to allocate value as accurately as possible to each media partner and ad impression. For example, if the conversion was around the holiday season for a consumer electronic item less than $200, which was promoted for a very limited time, a linear attribution model might make sense. However, for a major life decision like the purchasing of a new car, it might make more sense to use fractional attribution, which addresses a longer conversion cycle.

Conversion Rate

Total number of conversions divided by the number of clicks - this equals the percentage of users who completed the desired action of the ad message.

What are METRICS?

Understanding metrics helps you steer your campaigns in the direction of success, and pivot your strategy when needed. Here are the most common units used for campaign measurement: Impressions: The number of times an ad was displayed. Clicks: The number of times a consumer clicked an ad. CTR (click-through rate): The percentage of ad impressions that were clicked - calculated by dividing the number of clicks by the number of impressions served. Conversion: The action a person takes after clicking an ad, intended by the marketing - the action can include making a purchase, filling out a form,subscribing to a service, etc. CVR (Conversion rate): The percentage of clicks that resulted in a desired action - calculated by taking the number of conversions an ad received and dividing by the number of clicks.

How will you benefit us as a marketing coordinator?

Well I believe I'll be able to use many of the transferable skills I've gain in my previous work experiences in data collecting and analysis. UA is measurable, has a short feedback loop to see what is working and what not, and it involves experimentation with creative new ways to optimize a target customer segment. And feel like this is kin to what I have been doing in the past 5-6 year. I know I'll be able to quickly and efficiently use marketing data to roll out and modify plans as needed to optimize the target segment.

How would you determine digital marketing campaign success?

Well certainly this it would depend on goals and objectives of the campaign but in general there are a couple things I would do: 1st knowing that I have put forward a clear goal for the campaign I will tailor my analytic method to that goal. 2nd I would look at the volume of conversation generated around the strategy and this include like/retweets/views etc. 3rd I would like to look at the time users are spending with the strategy/clicks generated/sales made. 4th I would bring in the cost structure to analyze the cost per click, cost per sale/lead (contact info), CPI (cost per install) for all of this I would use a google analytics or whatever software you all are most comfortable with. Finally after detailed interpretation of the metrics I would provide valuable recommendation to both the User Acquisition and Monetization teams of Mammoth that identify trends in data that may reflect opportunities or possible weaknesses in the business.

What are your interest in business or why might you like this job?

What I would say is that throughout all my experiences I have found the most satisfaction in working in an environment where I'm challenged to developing new strategies to achieve goals. I thrive in an when surrounded by smart team members and I'm aware you have that here and I look forward to learning whatever I can from the team and sharing my unique perspective as we all help create successful outcomes for the businesses we work with.

Conversion

When a consumer performs the desired action of a marketing message.

What are some cases for making more drastic changes to your campaigns?

• Poor overall CTR (click-through rate) on all creatives and placements (with significant sample size) • Poor overall CVR (conversion rate) on the clicks coming from a site (e.g., lots of clicks, but no conversions). • Prohibitive costs (high eCPMs) resulting in higher costs per click and action. Poor ROI.

What happens in the traffic step of media buying?

• The ad-ops or trafficking team is responsible for logging into the ad server(s) associated with the campaign and tagging the placements on the ad server with their appropriate pieces of creative. • Tags for size, media type, and more are associated with each placement. • It is generally best practice to tag a back-up static piece of creative for each placement in cases where dynamic creatives are unable to be served.

What happens in the order step of media buying?

• The media plan is executed, with placements sent to the ad server, waiting their opportunity to be served to the correct audience. • Orders are processed as "IOs" or "insertion orders" which include the planned billings for a campaign. • The buyer-seller relationship continues throughout the order process, if any revisions are needed to an insertion order.