ch 17 vocab Flashcards
impression
each time an ad is shown to a user
display (or image) ads
graphical advertising (as opposed to text ads )
rich media ads
online ads that include animation, audio, or video
interstitials
ads that run before a user arrives at his or her intended destination in a website or app
internet advertising bureau (iab)
a nonprofit industry trade group for the interactive advertising industry; evaluates and recommends interactive advertising standards and practices and also conducts research, education, and legislative lobbying
cost-per-click (cpc)
concept where advertisers don’t pay unless someone clicks on their ad
cpm
the amount charged every time an ad appears 1000 times (m is the roman numeral for 1000)
cost-per-action (cpa)
a method of charging for advertising whenever a user responds to an ad by performing a specified activity, such as signing up for a service, requesting material, or making a purchase
affiliate programs
a cost-per-action program, where program sponsors pay referring websites a percentage of revenue earned from the referral
cookie
a line of uniquely identifying text stored by a web browser; can only be retrieved by the web server that assigned it
first-party cookies
a cookie that is assigned by the website that a browser is currently visiting
third-party cookies
cookies that are served by an entity that is not the firm that owns the web page that you are visiting; the most common technology used by online ad networks for cross-site customer profiling, but all major browsers will eliminate these cookies by 2022
ad network
an effort that links advertisers to websites and other content providers (ex: app firms, games) that are willing to host advertisements, typically in exchange for payment
tracking pixels
invisible single-pixel images that are served on an individual web page, e-mail, or other online service and can tell if a user has visited that page, opened the mail, played the game, etc.
retargeting
aka remarketing; lets a website show custom, targeted ads to a user when visiting other sites if that user has already visited a give. page on the advertiser’s site; allows firms to “reintroduce” products to users or target them with special messages or promotions
fingerprinting
information collected about a remote computing device for the purpose of identification; can be as much as 99% accurate in identifying a return user to a webiste
click-fraud
generating bogus clicks, either for financial gain (enriching fraud), or to attack rivals by draining their online ad budgets (depleting fraud)
idfa
a unique identifier that ios developers use to track in-app activity. with ios 14.5 apple began requiring developers to specifically gain customer approval before idfa is enabled for tracking. since idfa is built into ios software, it’s impossible for firms to circumvent and offer still gain approval to offer an app via the app store
opt-in
program (typically a marketing effort) that requires customer consent
opt-out
programs that enroll all customers by default, but that allow consumers to discontinue participation if they want to
geotargeting
identifying a user’s physical location (sometimes called geolocation) for the purpose of delivering tailored ads or other content
geofencing
a region-or-perimeter-defined geography used to recognizing if a device is within a location; can be used to serve advertising, prompt the user with an alert, or provide some other form of personalized experience based on geography
ip address
a value used to identify a device that is connected to the internet; usually expressed as four numbers (from 0 to 255), separated by periods
mac address
a media access control address is a factory-assigned unique device identification number for any network connection (ex: wifi, bluetooth, ethernet); while your local router connecting you to the internet will read your mac address, the mac address is not shared as part of public surfing
