IAB Terminology Used by Digital Media Salespersons

How long do the required pixels in a display ad need to be in view to be considered Viewable according to the 3MS standard

1 second

Who serves In-Ad with Native Element Units (IAB Standard)

Appssavvy, Martini Media, EA, Onespot, Federated Media

Display Viewability Standard

At least 50% of pixels in view for at least 1 second

What is the term used to describe the process of connecting a consumer event (such as a purchase) with a prior ad event?

Attribution

Reserved Inventory

Automated Guaranteed Digital Media Inventory is an example of this. It has fixed pricing and incorporates a one seller to one buyer model

Targeting Criteria - Technical or Technographic

Bandwidth Browser Browser Language OS / Device / ISP User Domain / Sub-domain

LEAN addresses

1. Lightweight user experience to maximize initial page load performance. 2. Non-disruptive ad experience

LEAN is based on what principles

1. Respect: A consumer's primary objective is consuming publisher content 2. Control: A consumer has control over their advertising experience. 3. Choice: A consumer decides what content they want to experience and for how long.

How long do the required pixels in a video ad need to be in view to be considered Viewable according to the 3MS standard

2 seconds

What is the IAB standard time limit on animation for display media

30 seconds

How much of a display ad needs to be in view according to the 3MS Viewability Standard?

50%

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

70%

Exchanges

A DSP that allows publishers, ad agencies, media buyers and advertisers to bid on available inventory in real time.

Managed Tag

A Tag Management System (TMS) replaces hard-coded tags that are used for marketing, analytics, and testing on a website, with dynamic tags that are easier to implement and update. Every tag management system uses a container tag - a small snippet of code that allows you to dynamically insert tags into your website

Portals

A Web site that often serves as a starting point for a Web user's session. It typically provides services such as search, directory of Web sites, news, weather, e-mail, homepage space, stock quotes, sports news, entertainment, telephone directory information, area maps, and chat or message boards.

Paid Media

A brand pays to leverage a channel such as display ads paid search (native) or sponsorships

Trading desk

A centralized, service-based organization that serves as a managed service layer, typically on top of a licensed demand-side platform (DSP) and other audience buying technologies; manages programmatic, bid-based media

Owned Media

A channel of media that a brand controls such as a website, blog or social media profile

3MS

A coalition comprised of the IAB, ANA and 4As that stands for Making Measurement Make Sense

Buy-side server

A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface.

Banner

A graphic advertising image displayed on a Web page. See iab.net for voluntary guidelines defining specifications.

Post-roll

A linear video spot that appears after the video content completes

Mid-roll

A linear video spot that appears in the middle of the video content.

Black List

A list of e-mail addresses or domains of known spammers. See spam, spam filter, Blacklist of Internet Advertisers, greylisting and blackholing. Contrast with whitelist.

Pre-roll

A preroll video ad is an In-Stream Video Ads that occurs before the video content the user has requested.

Authentication Services

A process in which the credentials provided are compared to those on file in a database of authorized users' information on a local operating system or within an authentication server. If the credentials match, the process is completed and the user is granted authorization for access.

SSP

A supply-side platform or sell-side platform (SSP) is a technology platform with the single mission of enabling publishers to manage their advertising impression inventory and maximize revenue from digital media. As such, they offer an efficient, automated and secure way to tap into the different sources of advertising income that are available, and provide insight into the various revenue streams and audiences. Many of the larger web publishers of the world use a supply-side platform to automate and optimize the selling of their online media space.

Connected TV

A television set with integrated Internet and interactive "Web 2.0" features. A technological convergence between computers and flatscreen television sets and set-top boxes.

Cloud

A term used by web-based companies offering users the ability to access files or services from devices that are connected to the internet (the opposite of storing files or programs on a hard or external drive)

Automated Guaranteed

A type of programmatic advertising. It refers to the direct sale of reserved ad inventory between a buyer and seller, with automation replacing the manual insertion order (IO) process. This inventory is sometimes categorized as premium, reserved, guaranteed, first-look, direct sold or class-1. It allows the publisher to regulate the price of inventory to buyers. It also gives buyers the ability to buy more premium inventory on a direct basis from the publisher, transparently. Media buyers and sellers can connect and transact in this manner via automated guaranteed marketplaces, such as Shiny Ads, BuySellAds, PubMatic, Adslot and iSocket.

Pixels

A web beacon, also known as a web bug, 1 by 1 GIF, invisible GIF, and tracking pixel, is a tiny image referenced by a line of HTML or a block of JavaScript code embedded into a web site or third party ad server to track activity

Ad Servers

A web server dedicated to the delivery of advertisement. This specialization enables the tracking and management of advertising related metrics.

Search engine

A website that provides a searchable index of online content, whereby users enter keywords describing what they are seeking and the website returns links related to this search query.

ATF

Above the Fold

What is the name of an automated media transaction platform that is used by both the buy and sell sides to transact media impressions in real time?

Ad Exchange

Ad Ops

Ad Operations

The team at an agency that is responsible for working with publishers to launch and monitor ad campaigns is called what?

Ad Ops

What is the 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?

Ad Request

Doubleclick, Atlas and Pointroll are examples of what type of company?

Ad Servers

What is the industry term for software code that an advertiser provides to a publisher or other inventory provider that calls the advertiser's ad server for the purpose of displaying ad creative

Ad Tag

The logo that appears on ads that are behaviorally targeted is called what?

AdChoices

Interstitial

Ads that appear between two content pages. Also known as transition ads, intermercial ads and splash pages.

Rich media

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

Earned

Advocacy or PR that isn't paid for or owned

What is the term we use to describe publishers that buy content from outside sources to run on their site

Aggregators

Sell-Side Server

Also Supply Side Platform

Age Gate

An Adult Verification System (AVS) is a computing system used by a website to confirm that the user attempting to access their website is of the age required (usually by law) to view the website's content. This term is a weaker control which consists of the user self-reporting their date of birth or age.

Hashed Emails

An MD5 hash is a "cryptographic function." It takes an arbitrary piece of data, like an email address, and converts it to a 32-character hexadecimal string. Advertisers can send over a "hold-out" list consisting of MD5 hashes, match them to the publisher's file, and suppress the matching results. Using this approach, the parties share no actual email addresses

Flighting

An advertising scheduling strategy in which a business alternates between running a normal schedule of advertising and a complete cessation of all runs.

Targeting Criteria - Data Obtained Through

Anonymous Tracking cookies IP address Registration Info GPS location - mobile Device ID - mobile Offline data

CTR

(Clicks / Imps) x 100

BT

Behavioral Targeting

Targeting Criteria - Interest Based

Behavioral Targeting Retargeting Social Activity Lifestyle Purchase Based Registered Account Info Look-Alike targeting

BTF

Below the Fold

What is the name of a system that companies use to track and manage their interactions with existing and potential customers?

CRM system (Customer Relationship Management System)

Targeting Criteria - Context Relevance

Channel Site Site Section Site Page Keyword

CTC

Click To Continue

CTV

Click to View

According to standard T&Cs, how are impressions verified for billing purposes?

Client side counting

C3

Commercial Ratings Plus 3 Days

C7

Commercial Ratings Plus 7 Days

According to IAB privacy standards, who should be informed of their choices and empowered to exercise those choices in regards to Internet advertising

Consumers

Digital Publisher Functions

Content Creation Content Packaging Content Distribution Customer Interface Consumer

CMS

Content Management System

When a publisher is creating and distributing content, the stage in which they define how the content will be made readable online is called what?

Content Packaging

Method used to serve ads on pages only with travel-related content.

Contextual

What is the industry term for a small text file that is stored in a user's browser and is used by ad servers to identify and track that user?

Cookie

CPM Formula

Cost * 1,000 / Impressions

CPC Formula

Cost / Clicks

CPA

Cost Per Aquisition

CPC

Cost Per Click

CPCV

Cost Per Completed View

CPD

Cost Per Download

CPE

Cost Per Engagement

CPO

Cost Per Order

CPS

Cost Per Sale

CPM

Cost Per Thousand

CPV

Cost Per View

What is the process called when a publisher sets a schedule for running an advertiser's multiple versions of an ad, but within the same format size and placement?

Creative rotation

What is the term used to describe the process of ensuring that similar advertisers do not appear on the same page?

Creative separation

Targeting Criteria - Mobile

DMA / City / Zip Audience Retargeting Lat / Long Geo-Aware Geo-Fence

DMP

Data Management Platform

Targeting Criteria - Date and Time

Day of Week Time of Day

DSP

Demand Side Platform

Method used to serve ads only to viewers who are female, age 18-35

Demographic

DMA

Designated Market Area

Companies that consumers have an established account with, such as Google, use this type of cross-device targeting method

Deterministic

A distinct number assigned to a smartphone or tablet that can be tracked by mobile apps

Device ID

Of all the different forms of media mediums, which is the most targetable?

Digital

What type of media typically has the lowest cost-of-entry and fastest turnaround times for advertisers

Digital

VPAID

Digital Video Player Ad Interface Definition - a common interface between video players and ad units. Layers on top of VAST to offer an enhanced solution and interactive capabilities.

DR

Direct Response

What is the term we use to describe publishers who create their own content that is then accessed by viewers on that publisher's owned properties?

Distributor

DAI

Dynamic Ad Insertion

Who serves Promoted Listing native units

Etsy, Amazon, Foursquare, Google

What is the name of the government organization that oversees disclosure guidelines for native advertising?

FTC (Federal Trade Commission)

The government agency that oversees digital advertising privacy laws in the united states is called what

Federal Trade Commission (FTC)

Bounce Rate

Figured as a percentage, this compares the number of visitors to a website who arrive and immediately leave vs. those who stay and spend time on the site; can be used to measure the effectiveness of a website, a search campaign or an ad campaign.

This is the term used to mean a company or entity that is the owner of a website with which consumers interact, and is the entity that is collecting data on those consumers.

First Party

On desktop, what file type is most commonly used for ads that consumers can interact with?

Flash

Who serves In-feed native units?

Forbes, Yahoo, Facebook, Twitter

The term used to describe the number of times on average an ad was seen by an individual is called what?

Frequency

What is the number one most important concept to remember with Native advertising?

Full Disclosure

what is the number-one most important concept to remember with Native advertising?

Full Disclosure

FEP

Full Episode Player

What is the advertising acronym used to measure the size of an audience times the average number of times an individual sees an ad?

GRP

Targeting Criteria - Demographic

Gender Age Education Household Income (HHI)

Reaching a consumer on a mobile device when they're within a specified distance from a store location

Geo-Fencing

Using IP data to serve to viewers within a specific DMA

Geo-Targeting

GRP

Gross Rating Point

How do you collect or track data (cookies) on mobile devices

HTML5 cookies (browser) Device ID (Applications)

What is the name of the symbol brands use to get consumers to engage with them on social sites - a symbol that is attached to a common term

Hashtag

Who serves Custom "Can't Be Contained" native units

Hearst, Flipboard, Tumblr, Spotify, Pandora

A parent company that own multiple agencies is called what?

Holding company

WPP, Publicis and Omnicom are examples of what type of company?

Holding company

HTML

Hyper Text Markup Language

HTTPS

Hypertext Transfer Protocol Secure

Text links

Hypertext is text displayed on a computer display or other electronic device with references to other text which the reader can immediately access, or where text can be revealed progressively at multiple levels of detail.

Tags

In information systems, a tag is a non-hierarchical keyword or term assigned to a piece of information (such as an Internet bookmark, digital image, or computer file). This kind of metadata helps describe an item and allows it to be found again by browsing or searching. Tags are generally chosen informally and personally by the item's creator or by its viewer, depending on the system.

What type of native unit appears in the flow of content that consumer's view in a social environment?

In-feed

What are the six Native Ad Units

In-feed Units Paid Search Units Recommendation Widgets Promoted Listings In-Ad with Native Element Units (IAB Standard) Custom "Can't be contained"

Revenue operations

Income derived from sources related to a company's everyday business operations. For example, in the case of a retail business, inventory sales generate operating revenue, whereas the sale of a warehouse does not. Instead, the latter sale is considered to be an unexpected, or "one-time", event.

IO

Insertion Order

IBA

Interest based advertising

IP

Internet Protocol

ISP

Internet Service Provider

IOT

Internet of Things

What is the term used to describe the universe of all connected devices

Internet of Things (IoT)

Non-Reserved Inventory

Inventory sold on ad exchanges via real time bidding and per single impressions

KPI

Key Performance Indicator

LDA

Legal Drinking Age

What does the term LEAN mean?

Light, encrypted, & AdChoices-enabled

Logo links

Logolink is a promtional agency that provides strategically integrated solutions to elevate our client's brand and support their key messaging and objectives through innovative ideation, design, branded products, packaging and merchandising

Assets

Logos, artwork, fonts, etc. that a brand uses in their advertising creative.

Which ad serving protocol was created to standardize the process for serving mobile ads with interactive creative?

MRAID - Mobile Rich Media Ad Interface

MSA

Master Service Agreement

Media buyers

Media Buying is the art of ensuring our clients' adverts appear where they want them to and that they pay the best possible price

What is the name of the government run agency that works with CMS to oversee Viewability and other measurement guidelines?

Media Ratings Council (MRC)

MMM

Mixed Media Modeling

MRAID

Mobile Rich Media Ad Interface Definitions

MSO

Multiple Service Operator

Targeting Criteria - Geography

Nation State DMA (Designated Market Area) Zip Code Mobile Location

What is Probabalistic Cross Platform Identification

No login is active, user is determined by Statistical ID such as wifi signal or IP or ISP data to connect devices

NDA

Non-Disclosure Agreement

NHT

Non-Human Traffic

What is the term used to describe devices that can be used to stream video content through a television set, such as Roku, AppleTV or Amazon Fire?

OTT (Over the top)

OPA

Online Publisher Ad

OVP

Online Video Platform

OOH

Out of Home

Who serves Recommendation Widget native units?

Outbrain, Taboola, Disqus, Gravity

OTT

Over the Top

What type of media classification is a brand's website?

Owned

O&O

Owned and Operated

When an ad featuring a photo contest sponsored by a baby food company gets shared by a consumer on Facebook, what two types of media classifications are happening?

Paid and earned

PII

Personally Identifiable Information

The industry term used to mean information, such as name, address, telephone number and email address, which can be tied to an individual

Personally Identifiable Information (PII)

What is the industry term for a transparent gif that is placed on a website and is coded with commands to do things like read or drop cookies

Pixel

What technical process needs to take place in order to track the total number of conversions from an ad campaign?

Pixel in ad to drop cookie; conversion pixel on conversion page to read cookie

Ways to optimize a campaign

Placement Ad Format Creative Versions Targeting

In-Stream

Played before, during or after the streaming video content that the consumer has requested. 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. These 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, UGC (User Generated Content/Video), Syndicated, Sourced and Journalistic

POP

Point of Purchase

Polite load

Polite loading refers to an ad serving process by which a lighter file (called initial file) is initially loaded while the content page is loaded. Additional Flash content (called subsequent polite file) is then loaded and displayed after the host page has finished loading. For rich media ads, user initiated file load and additionnal file may be also encountered. Polite downloading is generally used for Flash ad files exceeding 40 ko. An ad delivered through polite loading is called polite banner.

PMP

Private Marketplace

Targeting method used when a company makes assumptions to match a user's smartphone to their desktop?

Probabilistic

What is the name of the system that is used to manage the responses to client RFPs?

Proposal Management System

What is the term given to digital audio content that is personalized and on-demand, listened to via an internet connection, and users can create playlists based on their preferences

Pureplay Stream

What is the name of the bar-code-like image that can appear in print and be scanned by a smartphone in order to drive consumers to visit a mobile site?

Quick Response (QR) code

Real-Time Guaranteed (RTG)

RTG incorporates audience forecasting into the buying process, which enables publishers and advertisers to discover where their audiences overlap ahead of signing a deal. By using the advertiser's own data and specific targeting criteria, advertisers sync their target audiences directly with the seller's inventory to accurately predict overlap over a given time period, thereby ensuring the desired scale and pacing of every campaign.

The term used to describe the number of unique individuals an ad has reached is called what?

Reach

RSS

Real Simple Syndication

RTB

Real Time Bidding

RTB

Real Time Bidding - automated auction based system, ad inventory sold to highest bidder, non-guaranteed inventory, emphasis on audience targeting. Lacks transparency

RFI

Request for Information

RFP

Request for Proposal

Method used to serve ads to people who previously read recipes online

Retargeting

ROAS

Return On Ad Spend

ROI

Return on Investment

RPM

Revenue Per Thousand

RON

Run of Network

ROS

Run of Site

SEM

Search Engine Marketing

SEO

Search Engine Optimization

SLA

Service Level Agreement

STB

Set Top Box

SOV

Share of Voice

Apps

Short for "applications", these are programs on a digital device (most commonly smartphones and tablets) that provide a specific service or function; usually will connect to the internet and can be ad-supported/free or paid.

Bots

Software that runs automatically without human intervention. Typically, it is endowed with the capability to react to different situations it may encounter. Two common types are agents and spiders. They are used by companies like search engines to discover Web sites for indexing.

Targeting Criteria - Campaign

Start and End Date Frequency Capping Time Capping Day of Week Time of Day

TVE

TV Everywhere

Tag Management

Tag management is a concept that was born out of the increasing need for more agile marketing measurement and tracking ability. Managing and making changes to tags can be tedious and involve unnecessary red tape

TRP

Target Rating Point

Keyword Targeting

Targeting content that contains specific keywords

Lookalike Targeting

Targeting people who are similar to sets of customers for fan acquisition, site registration, off-Facebook purchases, and coupon claims, or simply to drive awareness of a brand.

What type of media is most commonly considered to have the most visibility and is less likely to be overlooked by consumers

Television

T&C

Terms and Conditions

GRP (Gross Rating Points)

The advertising acronym used to measure the size of an audience times the average number of times an individual sees an ad

Instream video

The all inclusive term given to video ads that play before, in the middle of, or after video content

When reporting on the results of a campaign to a customer, what should always be kept in mind?

The client's KPIs

Frequency Caps

The limit of how many times a given ad will be shown to a unique cookie during a session or within a specified time period.

Overlay

The most common example of an instream non-linear video ad unit

Frequency

The number of times an ad is delivered to the same browser in a single session or time period. A site can use cookies in order to manage ad frequency.

Reach

The number of unique users that have seen an ad

(Video) Completion Rate

The ratio of video completions to the number of video starts.

The right rail

The right hand side of Facebook where ads are contained in desktop feeds.

Text Ads

The standard type of AdWords ad. A text ad typically includes a link to your website and a description or promotion of your product or service.

Recommendation Widgets

The type of native unit that appears on the bottom or side of a content page and is used to propose links to related brand information that the consumer might also enjoy

Retargeting

The use of a pixel tag or other code to enable a third-party to recognize particular users outside of the domain from which the activity was collected

In-slate

This allows viewers to choose among several sponsors' ads or opt for commercial breaks interspersed through the video content. Sponsors pay for ads that are selected by the viewer. These ads are suitable for videos that are at least 10 minutes long. TrueView video ads

Conversion Tracking

Tracking the percentage of users who complete a desired action (e.g., purchase or registration) compared to all users who were exposed to an online ad

The process of prepping, launching and tracking an ad campaign is called what?

Trafficking

Uniques

Unique individual or browser which has accessed a site or application and has been served unique content and/or ads such as e-mail, newsletters, interstitials or pop-under ads. Unique visitors can be identified by user registration, cookies, or third-party measurement like ComScore or Nielsen. Reported unique visitors should filter out bots

URL

Universal Resource Locator

UGC

User Generated Content

Geo-Fence

Users are only served ads within a specific circle with the business at the center

Geo-Aware

Users are served ads in the vicinity of an advertisers place of business

Which Ad serving protocol was created to standardize the process for serving instream video ads?

VAST - Video Ad Serving Template

Which ad serving protocol was created to standardize the process for serving multiple video ads in the stream of video content

VMAP - Video Multiple Ads Playlist

Which ad serving protocol was created to standardize the process for serving multiple instream video ads with interactive capabilities

VPAID - Video Player Ad Interface Definition

What is the term given to the collection of video ad serving protocols?

VSUITE

A company that provides confirmation that an advertiser's ad ran on approved sites is called what?

Verification

DoubleVerify and Integral Ad Science are examples of what type of company?

Verification

VAST

Video Ad Serving Template - foundational specification for digital video

VCR

Video Completion Rate

VMAP

Video Multi-Ad Playlist - enables a content owner to specify the exact placement of ad breaks in situations where they don't control the video player. The number and placement of ad breaks are now controlled by the publisher

VPAID

Video Player-Ad Interface Definition - allows richer and more interactive video experiences that scale across all devices and provide detailed interaction reporting back to advertisers

VOD

Video on Demand

What is the industry term for when a consumer sees an ad, does not click on it, and then later visits the advertiser's website?

View Through

VCPM

Viewable Cost Per Thousand

What is the term used to describe connected devices such as a fitness tracking band, smartwatch or Google Glass

Wearables

Digital Media Properties

Websites, apps and other properties that host ads

Second-price auction

What SEM bidding model requires advertisers only to pay the amount of the next highest bidder below them?

In-Feed

What is the most common example of a social ad unit that is also considered native

Podcast

What is the term given to a digital audio file that consumers can download or cache to a device and listen to when not connected to the internet?

Pureplay Stream

What is the term given to digital audio content that is personalized and on-demand, listened to via an internet connection, and users can create playlists based on their preferences

Simulcast

What is the term given to digital audio content that mirrors what a terrestrial radio station is playing on the air?

Buffering

When a streaming media player temporarily stores portions of a streaming media (e.g., audio or video) file on a client PC until there is enough information for the stream to begin playing.

What is Deterministic Cross Platform Identification

When a user is logged into a service across all devices such as gmail

Page views

When the page is actually seen by the user. Some platforms, like Facebook cache preview images for applications, which can mean that these are not counted until a user clicks through to an application canvas page.

WAP

Wireless Application Protocol

Who serves Paid Search native units?

Yahoo, Google, Bing, Ask

Marketing Mix

a business tool used in marketing and by marketers . The marketing mix is often crucial when determining a product or brand's offer, and is often associated with the four P's: price, product, promotion, and place.

Data Platform, Data Management Platform (DMP), Unified data management platform (UDMP)

a centralized computing system for collecting, integrating and managing large sets of structured and unstructured data from disparate sources.

Device ID

a distinctive number associated with a smartphone or similar handheld device. IMEI, IMSI, MEID

Performance-based pricing (CPC, CPA)

a form of advertising in which the purchaser pays only when there are measurable results. Examples: Cost per Click or Cost per Acquisition. This inventory is not guaranteed

Creative Optimization

a form of programmatic advertising that allows advertisers to optimize the performance of their creative using real-time technology

What is LEAN

a new guideline through IAB for Ad sizes and functionality

Programmatic Direct

a publisher's sales rep may negotiate an arrangement with an advertiser that includes top-tier inventory like home-page- takeover ads at a fixed price for a guaranteed number of impressions.

Marketing Mix Modeling (MMM)

a statistical analysis applied to a mixed media plan to forecast the impact of the plan

Media Management Systems

a term used for several related tasks throughout post-production. In general, any task that relates to processing your media is considered to be this, such as capturing, compressing, copying, moving, or deleting media files.

Data Suppliers

a vendor such as Blue Kai, Polk and Scarborough

Cross Platform

able to be used on different types of computers or with different software packages.

Beacon

also known as a web bug, 1 by 1 GIF, invisible GIF, and tracking pixel, is a tiny image referenced by a line of HTML or a block of JavaScript code embedded into a web site or third party ad server to track activity.

Data Aggregators

an organization that collects and compiles data from various sources, often offering results or access for resale.

Dynamic Creative

another way of saying "personalized content." these are built in real time when an ad request is sent to the server, and will pull different creative elements based on the environment, the user and other factors.

Video Viewability Standard

at least 50% of pixels in view for at least 2 continuous seconds

Using a service like soundhound or shazam that brands can use to drive consumers to a mobile site while listening to a radio or TV is called what

audio recognition

What is the ops process used to ensure that ad impressions are counted when a page auto-refreshes

cache busting

what metric is used to track the number of leads via phone an advertiser receives from a campaign?

click to call

Longtail

coined by Chris Anderson in an article in Wired Magazine, and in a book and his book; used to describe a portion of a statistical graph depicting the far end of a demand curve; applied in the digital media industry in different ways, but most commonly refers to a class of websites that each individually garner very little traffic (yet, when aggregated via networks and exchanges, offers tremendous scale)

Connected Devices

describes a world in which objects that form part of our everyday lives can communicate through various networks.

Usage of this platform has been steadily losing share of traffic to mobile devices

desktop

eCPM

effective cost per thousand

Media planners

generally the task of a media agency and entails finding media platforms for a client's brand or product to use. This job involves determining the best combination of media to achieve the marketing campaign objectives.

Verification services

independent companies that offer advertisers the ability to ensure that their ads are appearing in the correct environment; commonly used to protect advertisers from their ads appearing in content environments that are undesirable for brands (so, avoiding salacious/adult content)

Direct (Direct Digital Marketing DDM)

known as "DDM," is a type of marketing that is done exclusively through digital means. It may be used to supplement or even replace traditional physical marketing strategies includes email and website advertising

The name used to refer to the thousands of websites that each garner a very small amount of web traffic is what

longtail

In-market consumer

people whose browsing behaviors (such as reading reviews, checking pricing) are consistent with someone who is in the process of buying something.

Ad Network

provide an outsourced sales capability for publishers and a means to aggregate inventory and audiences from numerous sources in a single buying opportunity for media buyers. These may provide specific technologies to enhance value to both publishers and advertisers, including unique targeting capabilities, creative generation, and optimization. The business models and practices may include features that are similar to those offered by ad exchanges.

TV everywhere

refers to a business model wherein television broadcasters—particularly cable networks, allow their customers to access content from their network through internet-based services—either live or on-demand, as an aspect of their subscription to the service.

What do we call a video ad that plays in a display banner and is NOT adjacent to video content

rich media

This device is the best for hyper-local targeting

smartphone

What is the term used to describe the process when publishers run a client's ad and then retarget their viewers with that same client's ad in a social environment such as facebook

social extension

malware

software that is intended to damage or disable computers and computer systems

This device is most commonly associated with luxury customers

tablet

List Matching

targeting individuals using a list and matching it to people's footprint online

Pace/Pacing

the control logic that determines how an advertiser's budget should be spent relative to time. It ensures uniform competition throughout the day across all advertisers and automatically allocates budgets to different ads. It is a core part of the optimization which ensures that return on investment (ROI) is maximized for the advertisers.

Creatives

the material used to generate leads and sell advertising for marketing which is developed and generated by art directors, creative directors and copywriters in advertising agency.

Yield Management

the process of understanding, anticipating and influencing advertiser and consumer behavior in order to maximize profits through better selling, pricing, packaging and inventory management, while delivering value to advertisers and site users.

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

Social Tools

tools to handle social campaigns

what is the period of time that a view-through can be tracked called?

view through window

Viewability

whether the ad was contained in the viewable space of the browser window based on preestablished criteria