Media Platforms & Technology Glossary
Media Platforms & Technology
Real-Time Bidding (RTB)
Bidding or buying inventory in real time. Advertising buyers bid on an impression and, if the bid is won, the buyer’s ad is (nearly) instantly displayed on the publisher’s site, without the user being aware of the auction.
Media Platforms & Technology
Retargeting
Serving ads to consumers who have previously engaged via site visits or email sign-ups, where the prior engagement did not result in a sale or conversion. Shorthand abbreviations include RT and RET.
Media Platforms & Technology
Return on Ad Spend (ROAS)
The amount of revenue generated by all customers who made a purchase and received advertising messaging). It is calculated as Revenue / Advertising Costs.
Media Platforms & Technology
Rich Media
Rich media is similar to banner ads but with added interactivity that encourages more interaction from the user through added features, such as video, audio, or animation. Rich media ads can also expand to a larger size and contain added features within the ad, such as polling, send to a friend, downloads, and more.These ads […]
Media Platforms & Technology
Second-Party Data
Data that is shared with a partner, often to help with personalization or to support a mutually beneficial partnership.
Media Platforms & Technology
SEM
Short for Search Engine Marketing, this marketing tactic uses paid media advertising to give websites higher rankings in search engine result pages (SERPS) for increased visibility.
Media Platforms & Technology
SEO
Short for Search Engine Optimization, this is the practice of increasing the quantity and quality of traffic to a website through organic search engine results to give higher rankings in search engine result pages (SERPS) for increased visibility.
Media Platforms & Technology
Social Ads
Display ads served on social media platforms. Since there are fewer social media players out there, they can have unique ad sizes that integrate well into their pages. While these budgets were traditionally separate, and display and social were therefore considered completely distinct, since they are essentially banner ads with similar performance metrics tied to […]
Media Platforms & Technology
Supply Path Optimization (SPO)
A technique in which certain ad exchanges are suppressed in order for ad inventory to be placed at the lowest and most effective cost.
Media Platforms & Technology
Supply Side Platform (SSP)
A technology platform that helps publishers manage their advertising inventory while maximizing potential revenue. SSPs allow publishers to manage their inventory in real time, prioritizing their own direct buys first (which net them more money), and then uploading their unsold inventory to the ad exchanges. SSP reporting capabilities also provide insight into what inventory is […]
Media Platforms & Technology
Tag
A piece of code inserted within a webpage that triggers an http(s) request to an ad server, providing information such as the cookie, page URL, screen resolution, and browser information, and allows for an ad to load. Asynchronous tags load in the background, allowing the client’s page to load independent of the tag’s server calls, […]
Media Platforms & Technology
Test / Exposed Group
Within display incrementality testing, the audience receiving the branded ad.
Media Platforms & Technology
Third-party cookie
A third-party cookie is placed on a website by someone other than the owner (a third party) and collects user data for the third party. As with standard cookies, third-party cookies are placed so that a site can remember something about the user at a later time.
Media Platforms & Technology
Third-Party Cookies
Information generated by a website and stored by your browser, to help understand users’ online behaviors. Third-party cookies are markers placed on a website by a party other than the website itself.
Media Platforms & Technology
Third-Party Data
Information that a company collects indirectly (such as through third-party cookies) or aggregates from others (such as credit card companies and magazine publishers) and then sells to ad buyers.
Media Platforms & Technology
Third-Party Validation
Vendors who monitor and validate metrics such as completion rates, in-target delivery, viewability, ad fraud, and brand safety. IAS, MOAT, and Nielsen are examples of well-known third-party validation service providers.
Media Platforms & Technology
Video Ads
Video ads take advantage of sight, sound, and motion to draw in viewers. They have become popular for building awareness, bringing in traffic, and generating leads. As with most formats, there are many forms of video ads. In-stream video ads play amidst video content, offer both skippable and non-skippable ad types, and most commonly come […]
Media Platforms & Technology
Video Completion Rate (VCR)
A performance metric for video advertisements reflecting the percentage of digital video ads that play their full length. It is recommended that a VCR goal is paired with viewability, as some video content is autoplay and may be out of view, negating any video impact (since your ad must be seen to have impact).
Media Platforms & Technology
View Conversion
“View” or “view-through” conversions are counted when a user has viewed an impression irrespective of if they clicked. View conversions can be attributed to numerous partners.
Media Platforms & Technology
Viewability
Percentage of measured impressions that are seen by a user. This is an important metric, especially for brand advertising, because if an ad cannot be seen, it cannot influence the consumer. The industry uses the standard Media Ratings Council (MRC) definition, which is that display or video ads have 50% of pixels displayed on screen […]
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