company terms

Question 1

Media agency

Answer 1

helps businesses and advertisers plan, buy, and manage their advertising campaigns

Question 2

Media agency – key functions

Answer 2

• Planning – determine the most appropriate media channels and strategies to reach TA
• Buying – negotiate and purchase advertising space or time on behalf of clients
• Ad Placement and Management – oversee the placement and scheduling of advertisements
• Audience Targeting
• Performance Tracking and Analytics
• Creative Services – ad design, production etc

Question 3

Creative agency

Answer 3

focuses on creating and developing campaigns for businesses

Question 4

Advertiser

Answer 4

promotes their product

such as Samsung, Loreal, Nestle

Question 5

Publisher

Answer 5

place to display a message

such as BBC, Times, Forbes

Question 6

SSP

Answer 6

supply-side platform

enables to sell ad inventory to advertisers
used by publishers

Question 7

DSP

Answer 7

demand-side platform

allows to buy ad impressions across publishers
used by advertisers

Question 8

RTB

Answer 8

real-time bidding

a process of buying/selling ad inventory based on the ad impressions

Question 9

How RTB works?

Answer 9

• Ad Exchange – Advertisers and publishers participate in ad exchanges (online marketplaces) where advertising inventory is made available for purchase and sale.
• User Visit – user visits website -> ad space becomes available
• Auction – advertisers use DSPs to bid on available ad impressions.
• Bidding – Advertisers set bid amounts
• Ad Delivery – The winning ad is immediately served to the user’s device

Question 10

Ad Exchange

Answer 10

digital marketplace, facilitates the buying and selling of advertising inventory in an automated and real-time manner

Question 11

Ad inventory

Answer 11

total number of ad spaces available for advertising on a digital platform

Question 12

Ad tracker

Answer 12

monitoring and measurement of the performance of online ads

Question 13

Ad server

Answer 13

technological engines that allow advertisers and publishers to optimize, manage, and distribute ads across a multitude of paid channels

Question 14

Ad Campaign

Answer 14

set of advertisements that focus on a single message

Question 15

Rich media

Answer 15

dynamic and interactive form of online ad

Question 16

In-stream video

Answer 16

is played within the content of a video

• pre-roll
• mid-roll
• post-roll
• skipable and non-skippable

Question 17

Out-stream video (in-banner video)

Answer 17

displayed outside of actual video content, such as within non-video contexts

Question 18

IAB sizes

Answer 18

a set of standard ad sizes for digital advertising

Question 19

Intersticial

Answer 19

full-screen overlays

Question 20

Responsive size

Answer 20

allows ads to adapt and display properly on a variety of screen sizes and devices

Question 21

Display

Answer 21

how ads presented on digital platforms

images, graphics, text, animations, and interactive elements

Question 22

Mobile

Answer 22

mobile devices or mobile technology

Question 23

Brand awareness campaign

Answer 23

increase the recognition and familiarity of a brand among a TA

Question 24

Performance campaign

Answer 24

designed and executed to achieve measurable and quantifiable outcomes – directly linked to KPIs and objectives

Question 25

Types of performance campaigns

Answer 25

• Search Engine Marketing (SEM) Campaigns: targeted advertising on search engines to drive clicks and conversions.
• Social Media Advertising Campaigns: Paid social media campaigns designed to generate specific actions, such as clicks, sign-ups, or purchases.
• Email Marketing Campaigns: Targeted email campaigns with the goal of driving opens, clicks, and conversions.
• Affiliate Marketing Campaigns: Collaborative efforts with affiliates to promote products or services and earn commissions on sales or leads generated.

Question 26

Social media campaign

Answer 26

leverages social media platforms to achieve specific business goals or objectives

Question 27

Landing page (LP)

Answer 27

web page that you “land” on after clicking on an ad banner or a link in an online ad

provides more detailed information about the product

purpose – visitors –> customers

Question 28

Tag

Answer 28

html thing
defines and structures the content of a webpage

Question 29

VAST

Answer 29

Video Ad Serving Template
ensure that video ads can be served and played seamlessly across various video players and platforms