GMP

Question 1

custom bidding algorithm

Answer 1

Also known as a first-party algorithm, it is a custom set of bidding rules that are dynamically generated on a per-campaign basis and designed to deliver outcomes that are aligned to a specific business’s goals. The advertiser “owns” the algorithm as it is specifically designed for them. Usually, these algorithms are owned by ad tech vendors like demand-side platforms and so can’t be finely tuned to an advertiser’s goals. Some advertisers use their own first-party data to power their custom bidding algorithms, which makes it easier to focus on factors like contextual targeting and attention-based metrics that can be more easily traced back to business objectives.

Question 2

Programmatic marketing

Answer 2

distribution of ads when humans aren’t directly involved in process

Question 3

Marketing attribution

Answer 3

he way in which marketers assess the value or ROI of the channels that connect them to potential customers. In other words, it’s the means by which the customer came to know and buy your product or service.

Question 4

Cross-device conversions

Answer 4

when a user clicks an ad on one device and then completes a conversion (ecommerce transaction, goal completion) on another device, for example, when a user clicks a Google Ads ad on a mobile web browser during the morning commute, and then purchases that item from a desktop browser

Question 5

bid

Answer 5

the maximum amount of money an advertiser is willing to pay for each click on an advertisement.

Question 6

Product placement /place

Answer 6

distribution, making product available to customers ( retailers, wholesalers;
a form of advertising in which branded goods and services are featured in a production that targets a large audience.

Question 7

attribution model

Answer 7

the rule — or set of rules — that determines how to assign credit for sales and conversions to touch points (impressions and clicks) in conversion paths.

Question 8

programmatic advertiser

Answer 8

The Programmatic Advertiser is very similar to the Display Advertiser with the main differences being in how the ad inventory is purchased and the overall capability for targeting and serving ads. To phrase it another way, differences between display and programmatic aren’t as visible in the advertising itself but become much more apparent in most other areas.

The Programmatic Advertiser is still either a client of ours or the client of an agency that is our client and they are still striving to get visibility for their advertising in front of their ideal end user.

Question 9

Demand Side Platform (DSP)

Answer 9

a software platform that is used to purchase advertising inventory that is listed by publishers. DSP’s are separate from individual advertising networks (such as Google Display Network or Facebook Ads Network) and this provides greater overall access and variety to greater advertising inventory.

DSP’s provide the information needed for an advertiser to purchase inventory but they don’t actually own or purchase the media. Instead, publishers list their inventory on the ad exchange through a supply-side platform and the DSP’s communicate with the SSP’s through the ad exchange to facilitate the transaction.

To sum it all up, DSP’s are the software for the advertiser side and SSP’s are the software for the publisher side. These two platforms communicate through the ad exchange and this allows for advertisers to connect with publishers to serve their display advertising programatically.

Question 10

inventory/ad space/ online media

Answer 10

available space a publishers has on their site or app

Question 11

publishers

Answer 11

sell ad space to advertisers as a way to generate revenue; produce content that attracts an audience

Question 12

advertiser

Answer 12

a brand or company ( advertising agency) that wants the product/ service out in front of its target audience to build brand awareness, develop brand loyalty

Question 13

ad aslot

Answer 13

actual spot on the website filled with ads; in the ad slot there is an ad tag that communicates with the ad server to load the actual ad.

Question 14

ad space

Answer 14

the actual impression available in the ad slot. hosted in the ad slot.
ie billboard billboard is an ad slot thew white section in the bill board is ad space

Question 15

inventory

Answer 15

is the name given to all the ad space available on a website sometimes ad space and inventory are used interchangeably

Question 16

inventory can be

Answer 16

PREMIUM- most sought after most valuable located on recognizable publisher sites and high traffic pages and highly visible pages
REMNANT - inventory that a publisher has been unable to sell directly through direct deals; left over inventory publishers are willing to sell for less than standard price
LONG TAIL- inventory on small sites and blogs large chunk is sold via Google Ad Sense

Question 17

creative

Answer 17

file containing the actual advertisement that the user is exposed to. the most common types of creatives are graphical files static or animated video files audio files and come in many formats gif jpeg and html5 as well as mov flv mp4

Question 18

creative specifications

Answer 18

prepare every party in the ecosystem to receive and handle and display the advertisements from ad agencies designing the creatives to vendors delivering and measuring the ads through to publishers preparing their sites to display ads.
Creative specs:
specify dimensions size and format of files:300X250 px max 100kb html5 gif jpeg file
outline good practices:
the tag should be applied as this provides path to alternate image when users have scripts disabled in browser
LEAN: lightweight, encrypted, ad choice supported, non invasive
define functional requirements
max animation length 15 seconds
audio must be user initiated they must mute unmute audio with mute being default
expansion is not allowed
minimum 24 frames per second (fps)
z index guidelines to specify content elements on a webpage.these help publishers provide a seamless user experience by ensuring ads are displayed in correct CSS layer, which prevents ad and publisher content from being displayed on top of one another.

Question 19

impression

Answer 19

sometimes referred to as ad view. counted every time a creative is served
if a user refreshed the page and saw the exact same ad then another new impression would be counted

Question 20

viewable impression

Answer 20

metric used to determine whether an impression was actually seen by actual human or whether it was “seen” by a bot or hidden from user’s view like at the bottom of the page where users dont scroll.
50% of the ad pixels must be views for 1 second and 50% of the ad pixels must be viewed for 2 seconds

Question 21

click

Answer 21

counted every time someone clicks on an ad even if the advertisers website isnt reached

Question 22

conversion

Answer 22

counted every time a user completes a goal set by another advertiser or marketer

Question 23

landing page

Answer 23

page where a user lands on after clicking on an ad or link

Question 24

PRICING MODELS can be

Answer 24

Cost Per Mille (CPM)
refers to cost per 1000 impressions the reason to use thousand is because price per impression is very small compared to click or conversions and it would be cumbersome from an account perspective
Cost Per Click CPC used to express how much each click on an ad or link would cost the advertiser
Cost Per Action/ Acquisition CPA with this model the publisher or affiliate receives payment from the advertiser when a user has converted as a result of viewing/clicking ad
for brand awareness choose CPM model
to increase conversions choose CPC or CPA model

Question 25

CTR

Answer 25

Click Through Rate the number of clicks an ad receives divided by number of times it’s displayed. if ad has CTR of 2% then for every 1,000 impressions it receives 20 clicks

Question 26

insertion order (IO)

Answer 26

sent by advertiser to publisher’s sales team and includes:
campaign objectives
line items with campaign execution terms: banner sizes, ad placement, pages to display ads on
business terms: pricing model and payment terms

Question 27

ad trafficking

Answer 27

ad networks help cut down on the time and money associated with selling inventory to advertisers and offer a range of services such as campaign set up, optimization, tech support/ troubleshooting

Question 28

network optimizers

Answer 28

SSPs supply side platforms
eliminate timeconsuming task of managing ad networks
improve page load time by sending a single request to a network optimizer rather than sending requests back and forth between the ad network and publisher’s ad server
increase revenue by matching inventory to the right ad network
maintain strict quality controls by blocking certain advertisers

Question 29

ad exchanges

Answer 29

allowed to purchase inventory on an impression by impression basis. involved in RBT real time bidding

Question 30

RTB

Answer 30

real time bidding
2007-2008 introduced as a way to allow advertisers to buy individual impressions on websites via a real time auction.
around that time demand side platforms start to emerge DSP

Question 31

ad tag

Answer 31

a piece of code thats inserted into an ad slot in order to display an ad
JS ad tags
iframe ad tags
safeframe
VAST/VPAID
IMG Ad Tags
Spreadsheets