Media Platforms & Technology Glossary
Media Platforms & Technology
Frequency
The number of times a person must be exposed to an advertising message, in order to drive the desired outcome. Frequency is calculated as the number of delivered impressions per unique user. It’s important to note that multiple exposures to an ad over an extended period of time is more likely to shift a subject’s […]
Media Platforms & Technology
Frequency Caps
Advertisers can set the frequency that a user is shown an ad at the flight level, with the goal of slowly showcasing a brand over a long period of time. This drives brand lift.
Media Platforms & Technology
Frequency Targeting
Advertisers can set the frequency that a user is shown an ad (or campaign variants) at the flight level, with the goal of slowly showcasing a brand over a long period of time. This drives brand lift.
Media Platforms & Technology
Geotargeting
The method that allows advertisers to serve ads to consumers that correspond to their location (country, region, city, zip code). Geotargeting is limited by law in some locations.
Media Platforms & Technology
Header Bidding
Programmatic ad buying that allows publishers to offer their inventory to several ad exchanges before initiating the ad server process. Header bidding bypasses the complexity of the ad server auction to find the best prices for their ad inventory. In header bidding, publishers load code on their webpage before content is loaded and before the […]
Media Platforms & Technology
Incrementality
Measures the impact of a single variable on an individual user’s behavior. For digital display marketing, it is most commonly used to measure the impact of a branded digital ad (exposed group) against a Public Service Announcement (PSA) ad (control group). The lift is measured as the percent difference between the two. Incrementality demonstrates the […]
Media Platforms & Technology
Incrementality Testing
Measuring how a specific marketing event (e.g., site conversion) was causally influenced by a media channel or tactic, in this case display, over a set time period and budget to isolate the impact of a particular (digital) advertising tactic on sales. This methodology involves serving a PSA placement to a control group and a branded […]
Media Platforms & Technology
IP Address
The identifying number that is tied to a person’s home internet connection.
Media Platforms & Technology
Look-Alike Modeling
A process that uses machine learning to identify audiences who look and act very similarly to a known audience. Look-alike models are often used to create scale and find more people who will take a desired action.
Media Platforms & Technology
Lookback Window
The time between a conversion event and a prior engagement event, such as an ad click or view.
Media Platforms & Technology
Machine Learning (ML)
The scientific study of algorithms and statistical models that computer systems use to progressively improve their performance on a specific task.
Media Platforms & Technology
Marketing Funnel
The marketing funnel is a visualization for moving your customers through the consumer journey from lead to sales. The most common funnel includes awareness, consideration, and conversion, although more complicated versions may also include interest, preference, intent, evaluation, trial, and advocacy. Digital media is often planned in silos, with budgets allocated to upper funnel brand […]
Media Platforms & Technology
Matching Pattern
A combination of tag event labels from the advertiser’s data set that are strung together with an “and” or “or” logical operator. Assigned to event groups for delivery, modeling, and reporting purposes.
Media Platforms & Technology
Media Agencies
Companies that specialize in advertising, acting as a resource to brands to help plan, buy, and measure advertising campaigns across marketing channels. They are uniquely positioned to help provide broader, cross-industry expertise, advising marketers on how to best represent their brand and most efficiently allocate marketing dollars to reach consumers. Within an agency, there might […]
Media Platforms & Technology
Media Buying
Media buying is the process of purchasing ad space and time on digital and offline platforms, such as websites, YouTube, radio, and TV. A media buyer is also responsible for negotiating with publishers for ad inventory, managing budgets, and optimizing ads to improve campaign performance.
Media Platforms & Technology
Mobile Ads
Ads displayed on mobile browsers or apps on smartphones and tablets. These can include: mobile web (which are just display ad units displayed within the mobile browser), mobile app (often larger units customized to and displayed on apps on your mobile device), and, mobile video (which allows for advertisers to run video ads on mobile […]
Media Platforms & Technology
Model
An audience profile based on observed activity, created to understand your audience, set objectives, and facilitate achievement of those objectives. Models are different, depending on what you are training them to achieve. For example, a model could be created based on purchasing activity from your website, helping you to reach an audience exhibiting similar behaviors; […]
Media Platforms & Technology
Monthly Uniques
The number of original visits to a website by a given cookie or browser throughout the month, regardless of how often they visit.
Media Platforms & Technology
Multi-Touch Attribution
The analytic technique that assigns multiple partners credit for a conversion based on a consumer’s exposure to an ad prior to the conversion.
Media Platforms & Technology
Native Ads
Native ads are paid ads that match the look and feel of the website, app, or social network on which the ad is displayed. This facilitates seamless blending of the ad into the content of the page. The advantage of native ads is that they are more likely to be trusted content and clicked on […]
Media Platforms & Technology
Non-PII (Non-Personally Identifiable Information)
Information tied to a user that doesn’t reveal any sensitive information such as home address, name, or credit card number.