IAB Flashcards
OSI - on schedule indicator
Help ad operations to determine the ability for campaign to deliver in full.
Two key elements of digital advertising
Measurability and targetability
What is a trafficker roll?
launch an ad campaign Monitors campaign start to finish Assist in client optimizing campaign Campaigns piecing towards delivery Reviews contracts campaign details ad server troubleshoots creative
What are the six workflow media operations?
Proposals Inventory Contracts Trafficking Campaign management Billing
What are key values?
Targeting variables are often called key values.
Example
key= gender, value=male
What is the role of the pricing inventory manager.
Calculates available inventory
Prices it’s optimal
Prevents inventory complex and manages complex when they occur
Forecast media revenue for the publisher
What is the inventory avail calculation?
the book or reserved order
= avails
What is the functionality of a media planner?
Utilizes syndicated data to determine research like Nielsen and comScore.
Creates RFPs much more detailed than traditional media.
What is OMS?
Order management system
What is the functionality of a Ad server?
Delivery engine for websites Decides what ads to serve on a page and when Manages targeting ad campaigns manages delivery of ad campaigns reports on delivery plus response
What are the four elements of the consumer buying funnel?
Awareness
Consideration
Preference
Purchase
What is the difference between SEO and SEM?
SEO is organic search
SEM is paid search
What is the definition of frequency capping?
Limits duplications by limiting the amount of times an individuals sees an advertisement. This helps maximize unique reach.
What is SIC targeting?
SIC-Standard industrial classification.
Targeting will limit unique reach
Add choice logo appears on ad units that are what?
Behavioral targeted- people need to be able to opt out
In an RFP what is the first course of action?
RFP stands for request for proposal. The best course of action is to confirm the clients priorities and objectives
Site analytics most likely to over unique visitors to a site?
Internal tag based - Omniture
What is the standard IAB cancellation?
14 days
What department monitors digital ad campaigns?
Ad operations department
What is dynamic retargeting?
This type of retargeting that is unique to digital advertising. It combines data marketplaces and real-time bidding which allows creative to immediately optimize based on users behavior, location,geographically etc.
What is the definition of demand-side platform?
DSP - to allow advertisers and their agencies to manage media buying via multiple exchanges and one interface.
What is the definition of algorithm?
Algorithm is what search engines used to eliminate waste and determine the best result to search queries
What does COPPA stand for?
Children’s online privacy protection act
What does VPAID do for video ad serving?
It helps to integrate advertisers video and the publisher video player
What platforms can the filmstrip ad unit served on?
Display, mobile and video
What are the six rising star ad units?
Slider 970 x 90 Billboard 970 x 250 Sidekick 300 x 250 or 300 x 600 Portrait 300 x 1050 Pushdown 970x90 or 970x415 Filmstrip 300 x 600
What is the definition of ad tag?
The code on the website the calls the ad server. As the code is displayed it is dynamic filled with useful information at the page plus the user
What is the definition of ad call?
The process of delivering an ad unit to a page. HTML code calls the ad server to deliver a ad unit to a web page.
What are tracking tags?
ad tags to track campaigns
tracking tags are per pixels
Click track or or impression tracker
What are the five steps of the agency serving an ad?
agencies sends the publisher and a piece of the code. Publisher schedules the ad code in the server. The ad code calls the agency ad server. The ad agency ad server delivers the physical ad to the publishers page. This whole process is called a redirect
Well create an ad units are described in what?
Pixels
A large file loads before an ad unit is called what?
A polite download
What is the ad size for a Pushdown unit?
970 x 66 to expand to 970x415
API an application interface this is common for what type of ad unit?
How many API application interfaces face for rich media ad units that run in mobile s
What is the process of purchasing keyword associated with the project paying for them when a user clicks?
SEM direct response
A publisher should supply a metrics report to advertiser at least every what?
Week
What are four third-party research firms that provide reach frequency and usage data?
Arbitron
comScore
Nielsen
Scarborough
What is blue Kai?
Tracking intent to purchase online
What is the definition of audience science?
Behavioral segments based on online activity
What are four rich media vendors?
Pointroll
Eyewonder
Pictela
Media Mind
What is the definition of demographic targeting?
User registration
third-party data
Third-party code
What are the four ads part of the universal ad package?
Leaderboard 728 x 90
Medium rectangle 300 x 250
Skyscraper 160 x 600
User button 180 x150
CAM spam Act
Controlling the assault of nonsolicitation pornography and marketing act of 2003. Opt in unsubscribe policies regulating distribution of emails
What is the definition of behavioral targeting
The ability to target a group of viewers with similar interests or behavior.
Name some data management platform?
Exelate lotame blue Kai Audience science Krux Data logic
What is the definition of a cookie?
Anonymous piece of code deposited on the consumers PC
Targeting relies cookies when we don’t have explicit information on the user
Who is Buying media?
Holding companies
trading desk
agencies
brand
Who is selling media?
Publishers
portal
networks
Exchanges
What is a viewable impression?
A display banner that it is at least 50% interview and it least one second
What is geo-targeting?
Targeting viewers based on their IP address
Retargeting?
Cookie based targeting that involves tracking viewers who have visited a brands website then showing them an ad on a different website
Contextual targeting?
Using Webcrawler technology to find content articles that are relevant to a topic regardless of the overall content of the site or section
Technographic targeting?
Targeting viewers with a specific device browser Telcom provider or operating system
Purchase based target?
Using data that was gathered from online or off-line sources to target people based on products they bought
Look-alike targeting?
Using data from a smaller pool of consumers to create a profile of a target audience which is then used to target a larger pool of consumers who exhibit similar behaviors
Geo fencing?
Using GPS data and Wi-Fi data to target consumers on their mobile device when they are with in a determined radius
Channel targeting?
Running on a select group of publisher sites that all have a similar content theme
DSP?
Tech interface that provides centralized and aggregated media buying from multiple sources including add exchanges ad networks and sell side platforms
SSP?
Tech used by publishers to sell inventory optimize pricing/yield and audience for a pool of potential advertisers
Exchange?
An online marketplace platform that facilitates automated auction-based pricing and RTB
Ad network?
An sales channel for pubs and aggregated inventory for buyers;plus targeting capabilities creative generation and optimization
Portal?
A company that provides a combination of content (aggregated and or distributed) search functionality email and chat plus other specialized capabilities
What is a trading desk?
Centralized management platform socializing and programmatic
Audience buying. Users by agencies, often at the holding company level
What is a data provider?
Companies that provide cookie pool and other means to target desired audiences.
Rich media vendor
Ads created an ad serving provider offerings advertisers athe ability to run ads that viewers can interact with.
Name tapes of holding companies
Inter public group
Omnicom
WPP
Publicis
What is the definition of profiling?
The practice of tracking information about consumers interest by monitoring their movements online. This can be done without using a personal information, but by analyzing the content, URL and other information about a users browsing path/click stream.
Define target audience?
The intended audience for and ad usually defined in terms of specific demographic (age, sex, income, etc.) product purchase behavior product usage or media usage.
Displaying ( or preventing the display of) content based on automotive or assumed knowledge of an end users position in the real world. relevant to PC and mobile data services.
Geotargeting definition
A technique used by online publishers and advertisers to increase the effectiveness of their campaigns. Behavioral targeting uses information collected on an individual web browsing behavior us has the pages he have visited or the searches they have made to select which advertisements to be displayed to that individual.
Behavioral targeting
What is the definition of Persistent cookie?
Cookies that remain a client hard drive until they expire (as determined by the website that set them) or are deleted by the end user.
PII - personally identifiable information
This term refers to information such as an individual’s name mailing address phone number or email address
Definition of a pixel?
A picture element (single illuminated dot) on a computer monitor. The metrics used to indicate the size of an Internet ads
URL tagging
The process of embedding unique identifiers into the URL contain in the HTML content. These identifiers are recognized by Web servers on subsequent browser request. Identifier visitors through information in the URL should also allow for an acceptable calculation of visits if caching is involved.
Online advertising - one server assigned and adverting server or ad targeting function to another server often operated by a third-party.
Re-direct
An organization that on behalf of a client plans marketing and advertising campaigns drafts produce place advertisement in the media in interactive advertising agencies often use third-party technology servers and maybe place ever ties with publishers ad networks and other industrial participants
The definition of an agency
Define advertiser
A person organization or company that place is free or promotions of a specific product service or a bank in a public media to attract potential he knew a repeat customers.
Demand-side platform?
Provides centralization are aggregated buying media from multiple sources including exchanges and networks and platforms often leveraging real-time bidding capabilities of said source. Why there are some similarities between DPS and an ad network DPS is a gift raging from ad networks and that they do not provide standard campaign management services publisher services nor direct publish a relationship
Provides a Sailside channel to publishers and add not birds as well as aggregated inventory to advertisers
Add exchanges. They bring a technology platform the silicate automatic auction-based pricing and buying in real-time add exchange business is malice our practice I may include features is similar to those offered by ad networks.
Define publisher
A person or company that makes content available for consumption for free or for sale.
Ad networks.
And networks provide an outside sales capability for publishing on the means of aggravating inventory and audiences for numerous sources and selling buying opportunities for media buyers ad networks may provide specific technologies to enhance value for both the publisher on the advertisers and network business model and practices may also feature similar to those in exchange.
Data aggregator
An organization that collects and compile data from individual sites to sell to others.
What is the disadvantage of DSP?
Demand side platform. The disadvantages is that the agency and the advertiser won’t typically know which sites that adds go run. So the blind network
What is DMP?
A DMP is a central based management platform that allows you to create targeted audiences based upon combination of in-depth first party and third-party audience data accurately target campaigns of these audience this across third-party and add neighbors and exchanges and measure them back receipt with campaign performance on the best across segment and channels to be fine media buyers and add creative overtime.
What is an overlay ad?
And overlay ad is a promotional message that is inserted on top of another media item.
One of the six types of need to add units?
Infeed units search paid units recommended in widgets promoting listings In-ad with native elements a custom can't be continued
MRC
Media rating council
3MS
Making measurement make sense
DOOH
Digital out of home
The rule of business development for an agency?
Account team
