Media Platforms & Technology Glossary
Media Platforms & Technology
Offline Sales Measurement
Also known as offline-to-online purchase measurement, this links online advertising to offline sales by measuring the lift in purchase from those exposed to a digital ad. Vendors such as Nielsen Catalina Solutions, Oracle, IRI, and Kantar Group collect offline purchase data (point-of-sales [POS], coupon, loyalty card, and panel data) and leverage their robust database technology […]
Media Platforms & Technology
Online Data Aggregator
Companies that establish relationships with a large number of publishers in order to gain insight into cookie users.
Media Platforms & Technology
Online Identity
A person’s online identifier that distinguishes demographic, psychographic, or behavioral elements of a person.
Media Platforms & Technology
Opt-In Consent
Questions regarding a consumer’s interest in being tracked for advertising purposes by websites.
Media Platforms & Technology
Opt-In Tracking
Questions regarding a consumer’s interest in being tracked for advertising purposes by websites.
Media Platforms & Technology
Organic Conversion
A visitor to a website from an unpaid traffic source who performs a desired action, such as signing up for a new account, registering for an event, or downloading a PDF. Success is measured based on “organic conversion rate,” which is calculated based on the percentage of total visitors that convert.
Media Platforms & Technology
Panel Data
Observations or conclusions about consumer behavior derived from a sample which is representative of a larger population. Often panel data is gathered through surveys or interviews. Panel data is less expensive than collecting first-party data, useful for directional information, and particularly suited for reaching broad audiences, like with a brand campaign or a new launch […]
Media Platforms & Technology
Performance Targeting
Its primary aim is to evoke an immediate response and compel prospects to take a specific action such as click, site visit, download, or purchase. This can employ different tactics including prospecting and retargeting. Also known as direct response advertising.
Media Platforms & Technology
Personalization
Using consumer behavior to deliver more relevant experiences. In advertising, ad personalization looks at attributes such as web browsing behavior, interests, past purchases, and demographics to align relevant offers with the most relevant consumers. On top of reaching the right consumers, users increasingly expect brands to provide personalized creative experiences, so this can be paired […]
Media Platforms & Technology
Phishing
The fraudulent practice of having a click purporting to be from reputable companies in order to induce individuals to reveal personal information, such as passwords and credit card numbers.
Media Platforms & Technology
PII (Personally Identifiable Information)
This is short for personally identifiable information, which can identify a particular person, such as name, street address, Social Security number, credit card number, etc.
Media Platforms & Technology
Pixel
Pieces of code that are placed on a website in order to gather valuable information about visitors to the site and their behaviors while on the site.
Media Platforms & Technology
Pre-Roll
10-15 second online ad that appears before video.
Media Platforms & Technology
Private Marketplace (PMP)
Deals that are negotiated as invitation-only auctions, providing certain buyers in the ad exchange preference. A publishers’ direct sales team can negotiate a deal with certain clients ahead of time, including a max bid, max CPM, ad unit types, certain site sections, etc. If a publisher has an impression that matches the negotiated deal’s criteria, […]
Media Platforms & Technology
Probabilistic
Relying on probability and statistical analysis to make inferences on a user. While it is less accurate because it includes unknowns, it allows for scale, often taking a known deterministic data seed and leveraging modeling technology to amplify its scale. This term can be applied to data, targeting, and measurement. Its opposite in ad tech […]
Media Platforms & Technology
Programmatic Buying
Automatic process of buying and selling of digital advertisement placements through real-time bidding, supported by real-time bidding technology and several data sources.
Media Platforms & Technology
Prospecting
Targeting new audiences who are a good fit for your brand and likely to convert. Prospecting is a key strategy used in combination with retargeting to drive new potential customers into the marketing funnel.
Media Platforms & Technology
Publisher Direct
Refers to advertisers or agencies working directly with a publisher to buy advertising space on their website or publication. Through a more manual sales process, they agree to a price, placement, audience reached, and time frame. This traditional approach to media buying benefits larger websites that can afford a dedicated sales team, often being able […]
Media Platforms & Technology
Queries Per Second
Unit of measure for amount of search traffic per second.
Media Platforms & Technology
Reach
A critical measurement for upper funnel campaigns, this is the percentage of ads that reached your intended audience. Reach is calculated as total impressions divided by ad frequency. This is often measured as “in-target delivery” and validated through a third-party audience validation vendor. By reaching the desired audience with the optimal frequency, marketers can achieve […]
Media Platforms & Technology
Real-Time
Data signals that are delivered immediately after they are received, without delay.