Acronyms Used in Advertising & Other Info CPM - cost per thousand ad impressions CPC - cost per click CPA - cost per action Contextual - tailored to a website or category of websites Re-targeted - first party targets ads to reach its previous visitors Behavioral - third party intermediaries creates “audience segments” based on users’ activities across many sites and platforms CTA - call to action CTR - click through rate DCO - dynamic creative optimization - creates personalized ads based on data about the viewer at the moment of ad serving - different from Dynamic Creative (SLOW compared to CMP) CMP - creative management platform (FAST compared to DCO) DMP - data management platform - compiles audience data from various sources and makes it actionable for cross channel marketing - it can ingest data sources from 1st (online and offline data site visitors/web analytics, CRM, POS), 2nd (Partner data) and 3rd (data partner integrations) party data SSP - supply side platform - enables publishers to auction their ad slots to advertisers - they may bid on criteria such as location, gender and browsing history DSP - demand side platform - enables its network partners to bid for ad slots specializes in running an ad campaign on different websites while targeted at the intended audience at the right time - features are RTB, centralized campaign management, unified campaign tracking, optimized to meet ad’s objectives, global controls RTB - real time bidding - process takes milliseconds - common RTB identifiers (example: Raw Amazon Fire ad ID - fire_adid // Raw google ad ID - gps_adid ) Rendering Engines - Webkit (Apple) - Safari // Blink (google) -Chrome, Edge and Brave // Gecko (Netscape and open-source) - Firefox & Cliqz Digital Advertising Ecosystem ⁃ Advertisers/Buyers (examples include ad agencies for brands such as Corona) and Publishers/Sellers (examples include places that publish ads such as NYT or Huff Post) ⁃ Ad Exchange - works directly with the publishers ⁃ Ad Network - more efficient than using the ad exchange ⁃ DSP - creates transparency that you didn’t have in the ad exchange or ad network - now you know where publishers have their ads across multiple platforms ⁃ Trading Desk (can do all of the above in one location without having to hop between multiple publishers, or other areas - pay a premium for this) Cookies are no longer King ⁃ Designed in ’94 - becoming obsolete ⁃ Can only identify a user within a single browser ⁃ Now people use mobile and apps (apps do not support cookies) ⁃ Browsers are now increasingly blocking 3rd party cookies These are identifiers to ask permission for using certain data tracking - limits ad tracking IDFA - Apple - ID for advertising AAID - Android - Advertising ID Cross-Device Tracking Deterministic - uses a stable identifiers such as an email address that’s used to login across phones, tablets and computers - tracks you this way Probabilistic - uses a variety of “signals” or data points (your fingerprint on the internet) such as fonts on computer or size of monitor, language used, audio data unique identifiers when added together make it clear who the user is and then tracks that person - higher margin of error than deterministic Conversion Measurement API (impression tracking) - API for Impression tracking and reporting (1) whether the ad is viewed and (2) whether a user clicked on the ad API - application programming interface - mainly used to help developers provide information to marketers RT graphics - ray tracing - progressive - gives you a quicker view of the entire image CTV - Connected TV (network TV) OTT - Over the Top (streaming TV) OLV - Online Video DOOH - Digital Out of Home Advertising DMA - Designated Marketing Area VTC - view through click CTC - click to conversion
