Media Platforms & Technology Glossary
Media Platforms & Technology
Bid Shading
A technique buyers use to determine what the bid price should be. Vendors will analyze multiple factors, such as what bid rates typically win on a certain site or in what position on the site, to calculate an appropriate bid cost to avoid overpaying for impressions.
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Bidstream Data
Data that is passed from the publisher to the bidders via a real-time bidding (RTB) auction. Can contain information on the location of the user, the device type, website they are on, browser language, search terms, or authenticated ID.
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Billable Impressions
The amount of impressions counted towards fulfilling a contract. Because there can be a slight discrepancy between ad serving systems, these are tracked and charged based on externally validated impression counts (i.e., through third-party impression reporting).
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Blocklist
A list of websites where an advertiser determines their creative is not allowed to appear, due to the fraudulent or inappropriate nature of the content which could harm their brand reputation.
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Brand Advertising
Its primary aim is to get people to believe in something. The goal of brand advertising is to foster long-term positive recognition by establishing brand identity, credibility, and loyalty and connecting with prospects intellectually and emotionally.
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Brand Lift
Digital measurement that leverages surveys to quantify the increase in brand perception against key purchase funnel metrics, including awareness, ad recall, brand attributes, favorability, preference, consideration, intent, and perception. Questions can include: “Which of the following brands have you heard of?” and “Which of the following would you consider purchasing?” Brand lift studies leverage a […]
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Brand Safety
A set of measures that work to protect the reputation of a brand from the negative or damaging effects of undesirable or inappropriate content when advertising online. These measures can include employing blocklists or allowlists, preventing ads from being displayed on websites in certain content categories (including piracy, adult, hate speech, and known malware sites), […]
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Bulk Editing
The ability to update multiple line items in one campaign or across multiple campaigns at once.
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Click
The number of times a user has clicked on a digital advertisement. A ‘display click’ is a click on a paid online ad; a ‘search click’ is click on a search result ad. To understand the application of clicks in digital measurement, see click conversion, conversion (view vs. click), and CPC. For counter metric, see […]
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Click Conversion
“Click” or “click-through” conversions only count a conversion when a user has clicked on the ad shown for that impression. Click conversions can be tracked only on “last click” meaning the most recent in time before the conversion event.
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Click-Through Rate (CTR)
Click-through rate of an advertisement. A core metric of the click model, this is the ratio of times an ad is clicked on, compared to the number of times an ad is shown. Calculated as clicks / impressions.
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Clickbait
Content whose main purpose is to attract attention and encourage visitors to click on a link to a particular website with a defining characteristic of being deceptive, typically misleading.
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Connected TV (CTV)
A device used to stream digital video. CTVs can include smart TV platforms, streaming services, or video game consoles such as Xbox, PlayStation, Roku, Amazon Fire TV, and Apple TV. In digital advertising, this has provided a new channel, which allows for advertisers to insert their video ads in streamed digital video. With broadcast television […]
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Consideration
Reaching consumers who have heard of your brand or product but need to understand details about the product or service to be sold on your brand specifically. These consumers are often researching a product category and are evaluating your brand against the competitive set. To be brought into their consideration set and selected, brands must […]
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Consideration Campaign
Ad campaign designed to educate customers on the benefits and features of a brand, product, or service with the intention of being included as an option when a purchase is needed.
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Contextual Clues
A way to identify a person through the information on the websites they visit.
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Control Group
Within display incrementality testing, the audience receiving the PSA ad.
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Conversion (View vs. Click)
An action or event that can be counted–such as a purchase, sign-up, or download. Conversions drive optimal business outcomes for a performance campaign. “View” or “view-through” conversions are counted when a user has viewed an impression but did not click on it, whereas “click” or “click-through” conversions only count a conversion when a user has […]
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Conversion Rate
The number of conversions driven for each impression served.
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Conversion-Driving Campaign
Also known as a DR (direct response) campaign, it is designed to drive customers to convert, fairly quickly after exposure.
Media Platforms & Technology
Cookie (First-Party vs. Third-Party)
Information generated by a website and stored by your browser, to help understand users’ online behaviors. First-party cookies are directly created and stored by the website (or domain) when a user visits the site. In contrast, third-party cookies are created by a third-party domain via code loaded on the website, which tracks users and collects […]