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Kevin's flashcards

0
Q

RFP

A

Request for proposal

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1
Q

RFI

A

Request for Information

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2
Q

Examples of placement

A

SOV, ATF, BTF…these are often requested by the agency

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3
Q

Programmatic buying and selling platforms

A

DSP, SSP & DMP

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4
Q

Examples of pre-call info

A

Competitors, current ad, call to action, where they are advertising

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5
Q

DSP

A

Demand Side Platform

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6
Q

SSP

A

Supply Side Platform

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7
Q

DMP

A

Data Management Platform

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8
Q

Billing Process

A

1) file generated monthly by ad server
2) file reviewed by planner
3) adjusted by finance
4) sent to billing

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9
Q

If client books 1,000,000 impressions at a $10 CPM, what is there budget?

A

$10,000
$10 x (1,000,000/1000) = $10,000
CPM x (imp/1000) = budget

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10
Q

Why is billing most challenging?

A

Because it is based on third party ad servers & there is usually a variance

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11
Q

Examples of domain targeting

A

.com
.edu
.gov
.net

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12
Q

Retargeting

A

Method of identifying users who have already demonstrated interest in a product or service

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13
Q

Examples of third party behavioral targeting

A

New York Times partners with LinkedIn to match NYT readers to C Level Execs

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14
Q

PII

A

Personally identifiable Information

Name, address, phone, email

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15
Q

Trafficking services

A

Burst & Adgera

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16
Q

Billing Management

A

Burst & Collective

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17
Q

Examples of interaction

A

Roll over

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18
Q

Third Party Servers

A

DFA, Atlas and Media a Mind

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19
Q

CRM

A

Customer Relationship Management
Sales Force
ETIME

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20
Q

Ad server

A

Delivery engine

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21
Q

Inventory Management Companies

A

Double click, 24/607, operative, As Tech, Freewheel, Collective

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22
Q

KPI

A

Key Performance Indicators

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23
Q

Cancellation For Guaranteed

A

14 days

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24
Cancellation for Non-Guaranteed (CPC)
7 days
25
Behavioral Targeting
Ability to target a group of viewers with similar interests | Ex: auto enthusiasts that visit auto blogs 10x/month
26
3MS
Making measurement make sense | Viewable impressions, GRP, View Thrus, SEM
27
CPC
Cost per click Media cost/# of click Thrus SEM
28
IBV
In Banner Video | Video displayed in a banner ad
29
ISV or Linear Video Ads
In Stream Video Video streamed before, during or after another video Pre-roll
30
ECPM
Effective Cost Per Thousand | Media cost / # of paid + bonus impressions \ 1,000
31
CPM
Cost per thousand | Media cost / (# of impressions/ 1,000)
32
CPS
Cost per sale | Media cost / # of sales
33
CPA
Cost per action or acquisition | Media cost / # of actions requested
34
Examples of unreserved non-guaranteed pricing
Cost per click
35
Flat rate
Advertiser agrees to a set price over a set amount of time
36
GRP
Gross Rating Points
37
Keys to success
Adequate pre-call research Conduct a CNA Understand client's audience & objectives Can pitch UVP (unique value proposition)
38
What are ad exchanges
Automatic transactions between sellers and buyers utilizing real time bidding (RTB) Ex: OPENX, ADECN (Microsoft), Ad Exchange ( Google)
39
Redirect
The publishers ad server calls the agencies (3rd party) ad server to deliver the ad
40
What are cookies
Anonymous pieces of code assigned by the ad server or network to a users and deposited on their PC to identify them
41
Name all the digital platforms
``` Digital video Digital audio Mobile, ITV, Gaming, Social, UGC sites ```
42
RTB
Real Time Bidding | An online auction of impressions
43
Frequency capping
The best method of maximizing reach | Limits the number of times an ad is served to the same user
44
UAP
Universal Ad Package | Includes: 300x250, 180x150, 160x600 and 728x90
45
ROS
Run of Site
46
TRP
Target rating points
47
DR
Direct Response
48
VAST
Video ad server template
49
MRAID
Mobile rich media ad interface definition
50
VPAID
Video player ad interface definition
51
Examples of linear video formats
MPEG2, WMV, H.264/ADC
52
Ad call
The process of delivering an ad to the website page
53
UGC
User generated content
54
Ad building blocks
Dimension, file size, position, interaction
55
Ad choices
Self regulatory targeted ad solutions | Allows user to opt out of behavioral targeting
56
Examples of non linear video formats
JPEG, PNG, SWF, XAP
57
Traditional consumer purchase funnel
Awareness, consideration, intent, purchase, loyalty
58
Aggreagators
Helps publishers manage multiple ad networks | Admeld & Rubicon
59
What % of publishers are UAP compliant?
80%
60
Digital platforms
``` Desktop PC Handheld Tablet Digital TV Digital Out of home (OOH) ```
61
SEM
Search engine marketing | Paid keywords
62
SEO
Search engine optimization | Organic
63
Examples of reserved pricing
CPM buy
64
CPA
Cost per action or acquisition | Is attractive to the advertisers and brutal to the publishers
65
COPPA
Children's online privacy protection act
66
If a campaign gets 3,000 clicks from 500,000 impressions served, what is the CTR.
.6% | (3,000 / 500,000) x 100
67
AFU
A free user
68
Age gate
Requires age verification before a visitor can enter or buy
69
CMS
Content management server | Manages content on a website
70
PAS
Publisher ad server
71
What can effect CTR?
``` Product Offer Ad size Ad creation/execution Placement Targeting ```
72
Examples of mobile ad sizes
``` 320x50 216x36 168x28 120x20 Text (10x24) ```
73
Conversion rate
Client acquisition / clicks | Can't control
74
Billboard size
970 x 250

IAB (6 decks)

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