Key Words

Question 1

Above/Below the Fold

Answer 1

The line below which a user has to scroll to see content not immediately visible when a Web page loads in a browser. Ads or content displayed ―above the fold‖ are visible without any end­user interaction. Monitor size and resolution determine where on a Web page the fold lies.

Question 2

Ad Network

Answer 2

an aggregator or broker of advertising inventory for many sites. Ad networks are the sales representatives for the Web sites within the network.

Question 3

Ad Ops

Answer 3

Ad Operations (aka “online ad operations”, “online advertising operations”, “online ad ops”, “ad ops”, and “ops” in the trade) refers to processes and systems that support the sale and delivery of online advertising. More specifically this is the workflow processes and software systems that are used to sell, input, serve, target and report on the performance of online ads.

Question 4

Ad Server

Answer 4

web server dedicated to the delivery of advertisement. Thisspecialization enables the tracking and management of advertising related metrics.

Question 5

Age Gate

Answer 5

An Adult Verification System (AVS) also known as an “Age Gate” is a computing system used by a website to confirm that the user attempting to access their website is of the age required (usually by law) to view the website’s content, which typically includes sex, nudity, violence or profanity, Age­Restricted YouTube channels or videos, or ESRBrated content for M­rated and AOrated video games, or Alcoholic beverages and Tobacco.

Question 6

Apps

Answer 6

A small, self­contained software application that is most often used by browsers to automatically display animation and/or to perform database queries requested by the user.

Question 7

Assets

Answer 7

Campaign Assets are any files you may need during the production of your campaign or its subsequent campaign objects (advertisements, flights). These assets can be any type of file including graphic, audio and visual files. These assets are stored in the Asset Drawer available to the campaign and its subsequent campaign objects (advertisements, flights). The Asset Drawer is located as tab on the right­side of your screen and can be opened by clicking its tab.

Question 8

Authentication services

Answer 8

The Central Authentication Service (CAS) is a single signon protocol for the web. Its purpose is to permit a user to access multiple applications while providing their credentials (such as userid and password) only once. It also allows web applications to authenticate users without gaining access to a user’s security credentials, such as a password. The name CAS also refers to a software package that implements this protocol.

Question 9

Banner

Answer 9

A graphic advertising image displayed on a Web page. See iab.net for voluntary guidelines defining specifications of banner ads.

Question 10

Behavioral targeting

Answer 10

Using previous online user activity (e.g., pages visited, content viewed, searches, clicks and purchases) to generate a segment which is used to match advertising creative to users (sometimes also called Behavioral Profiling, Interest­based Advertising, or online behavioral advertising). Behavioral targeting uses anonymous, nonPII data.

Question 11

Bounce Rate

Answer 11

hard or soft….hard is no deliverability and soft is with spam /….usually with email

Question 12

Buffering

Answer 12

When a streaming media player temporarily stores portions of a streaming media (e.g., audio or video) file on a client PC until there is enough information for the stream to begin playing.

Question 13

C3

Answer 13

C3 is a measure of the commercials watched both live and three days DVR playback and is the metric under which much of primetime advertising is bought and sold.

Question 14

Can Spam Law

Answer 14

a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.

Question 15

Cloud

Answer 15

cloud computing means storing and accessing data and programs over the Internet instead of your computer’s hard drive. The cloud is just a metaphor for the Internet. It goes back to the days of flowcharts and presentations that would represent the gigantic server­farm infrastructure of the Internet as nothing but a puffy, white cumulonimbus cloud, accepting connections and doling out information as it floats.

Question 16

Connected TV

Answer 16

any technology that allows for two­way communication between the audience and the television service provider (such as the broadcaster, cable operator, set­top box manufacturer).

Question 17

Consumption targeting

Answer 17

different ways to target users consuming mixed media

Question 18

Conversion tracking

Answer 18

Conversion Tracking is a free tool that shows you what happens after a customer clicks on your ads ­­ whether they purchased your product, signed up for your newsletter or filled out a form to receive more information. By tracking these actions, known as “conversions,” you’ll know which ads, keywords and campaigns bring you business. This helps you invest more wisely in the best ones and ultimately, boost your return on investment (ROI).

Question 19

Creative optimization

Answer 19

Instead of running a standard display ad that features a particular model of car, why not show an ad that adjusts to show the car model most appropriate to the particular user viewing the ad? Dynamic creative optimization does just that, by breaking an ad into individual elements, and creating versions of those elements relevant to different audiences, we enable you to create, and scale more personalized brand experiences. Dynamic creating optimization from Microsoft Advertising can leverage up to four data sources: Publisher data including behavioral data which helps to identify the most appropriate audiences for your goals. Reverse IP which can be used for geo­targeting. Advertiser data which can be used for remessaging Third­party data including information about a customer’s environment, such as stock market performance or local weather conditions. The content, visuals and calls­to­action are then dynamically changed to deliver more relevant messages to that individual.