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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
Q

Cancellation for Non-Guaranteed (CPC)

A

7 days

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25
Q

Behavioral Targeting

A

Ability to target a group of viewers with similar interests

Ex: auto enthusiasts that visit auto blogs 10x/month

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26
Q

3MS

A

Making measurement make sense

Viewable impressions, GRP, View Thrus, SEM

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27
Q

CPC

A

Cost per click
Media cost/# of click Thrus
SEM

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28
Q

IBV

A

In Banner Video

Video displayed in a banner ad

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29
Q

ISV or Linear Video Ads

A

In Stream Video
Video streamed before, during or after another video
Pre-roll

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30
Q

ECPM

A

Effective Cost Per Thousand

Media cost / # of paid + bonus impressions \ 1,000

31
Q

CPM

A

Cost per thousand

Media cost / (# of impressions/ 1,000)

32
Q

CPS

A

Cost per sale

Media cost / # of sales

33
Q

CPA

A

Cost per action or acquisition

Media cost / # of actions requested

34
Q

Examples of unreserved non-guaranteed pricing

A

Cost per click

35
Q

Flat rate

A

Advertiser agrees to a set price over a set amount of time

36
Q

GRP

A

Gross Rating Points

37
Q

Keys to success

A

Adequate pre-call research
Conduct a CNA
Understand client’s audience & objectives
Can pitch UVP (unique value proposition)

38
Q

What are ad exchanges

A

Automatic transactions between sellers and buyers utilizing real time bidding (RTB)
Ex: OPENX, ADECN (Microsoft), Ad Exchange ( Google)

39
Q

Redirect

A

The publishers ad server calls the agencies (3rd party) ad server to deliver the ad

40
Q

What are cookies

A

Anonymous pieces of code assigned by the ad server or network to a users and deposited on their PC to identify them

41
Q

Name all the digital platforms

A 
Digital video
Digital audio
Mobile,
ITV,
Gaming,
Social,
UGC sites
42
Q

RTB

A

Real Time Bidding

An online auction of impressions

43
Q

Frequency capping

A

The best method of maximizing reach

Limits the number of times an ad is served to the same user

44
Q

UAP

A

Universal Ad Package

Includes: 300x250, 180x150, 160x600 and 728x90

45
Q

ROS

A

Run of Site

46
Q

TRP

A

Target rating points

47
Q

DR

A

Direct Response

48
Q

VAST

A

Video ad server template

49
Q

MRAID

A

Mobile rich media ad interface definition

50
Q

VPAID

A

Video player ad interface definition

51
Q

Examples of linear video formats

A

MPEG2, WMV, H.264/ADC

52
Q

Ad call

A

The process of delivering an ad to the website page

53
Q

UGC

A

User generated content

54
Q

Ad building blocks

A

Dimension, file size, position, interaction

55
Q

Ad choices

A

Self regulatory targeted ad solutions

Allows user to opt out of behavioral targeting

56
Q

Examples of non linear video formats

A

JPEG, PNG, SWF, XAP

57
Q

Traditional consumer purchase funnel

A

Awareness, consideration, intent, purchase, loyalty

58
Q

Aggreagators

A

Helps publishers manage multiple ad networks

Admeld & Rubicon

59
Q

What % of publishers are UAP compliant?

60
Q

Digital platforms

A 
Desktop PC
Handheld
Tablet
Digital TV
Digital Out of home (OOH)
61
Q

SEM

A

Search engine marketing

Paid keywords

62
Q

SEO

A

Search engine optimization

Organic

63
Q

Examples of reserved pricing

64
Q

CPA

A

Cost per action or acquisition

Is attractive to the advertisers and brutal to the publishers

65
Q

COPPA

A

Children’s online privacy protection act

66
Q

If a campaign gets 3,000 clicks from 500,000 impressions served, what is the CTR.

A

.6%

(3,000 / 500,000) x 100

67
Q

AFU

A

A free user

68
Q

Age gate

A

Requires age verification before a visitor can enter or buy

69
Q

CMS

A

Content management server

Manages content on a website

70
Q

PAS

A

Publisher ad server

71
Q

What can effect CTR?

A 
Product
Offer
Ad size
Ad creation/execution
Placement
Targeting
72
Q

Examples of mobile ad sizes

A 
320x50
216x36
168x28
120x20
Text (10x24)
73
Q

Conversion rate

A

Client acquisition / clicks

Can’t control

74
Q

Billboard size

IAB (6 decks)

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