Media Terms

Question 1

Ad Exchange

Answer 1

A virtual marketplace where suppliers auction their impressions to eligible buyers. The ad exchange announces each impression, in real time, and asks buyers if they are interested to buy and at what price

Question 2

Ad Network

Answer 2

Company that aggregates ad inventories from a large number of individual publishers websites

Question 3

Addressable Buying

Answer 3

Buying individual people with known and targetable characteristics, rather than Environments to deliver media at the right place and time

Question 4

Attribution

Answer 4

Process of assigning credit to marketing activities for their contribution towards driving a desired marketing result

Question 5

Closed Loop

Answer 5

Tracking from the impression all the way to final point of sale, analyzing the impact marketing tactics had on sales, and leveraging that feedback to better inform future executions.

Question 6

Audience Buying

Answer 6

Buying groups of people who share known and targetable characteristics, rather than Environments to deliver media at the right place and time

Question 7

Cookie

Answer 7

Small pieces of code placed within a user’s browser that set the foundation for tracking online behaviors + ad exposures

Question 8

CRM (Customer Relationship Management)

Answer 8

Tools, technologies and procedures to manage, improve, or facilitate sales, support and related interactions with customers, prospects, and business partners throughout the enterprise

Question 9

DMP

Answer 9

Data Management Platform. Platform that organizes and centralizes all data sources (1st, 2nd, 3rd) that are used to define audiences online

Question 10

DSP

Answer 10

Demand-Side Platform. Buying platform that allows for buying and management of audiences across multiple ad exchanges and networks through a single interface

Question 11

First Party Data

Answer 11

Advertiser’s owned and created data. Includes any user behaviors on main dot com page (ie KraftRecipes.com) + Owned Properties (e.g. brand sites, YouTube Channel, Facebook pages), CRM data (e.g. Email and Print subscriber data) etc.

Question 12

Frequency

Answer 12

The amount of times a user/unique browsing id is served a specific ad/message within a given period of time.

Question 13

Private Exchange

Answer 13

A virtual marketplace operated by sellers to represent their premium inventory, providing programmatic access to select buyers (via DSP) who agree to transact based on pre-negotiated terms. Offers inventory that is not otherwise available through open market ad exchanges.

Question 14

Programmatic Buying

Answer 14

Process of executing media buys in an automated fashion through various digital platforms, such as exchanges, trading desks, DSPs, etc.

Question 15

RTB (Real Time Bidding)

Answer 15

A data-driven programmatic buying model allowing advertisers to bid on digital media in real-time at the singular impression level

Question 16

Second Party Data

Answer 16

First party data accessed directly from the source. An example of this would be advertiser (ex Kraft) leverages user-level data from another source (ex CouponsInc.com (i.e. the first party) ) to directly target coupon downloaders and/or private exchanges that advertiser (Kraft) creates with external publishers

Question 17

Supply Side Platform (SSP)

Answer 17

A technology platform that enables publishers to manager their ad impression inventory and maximize revenue from digital media. SSPs on the publisher side interface with ad exchanges, which in turn interface with the advertiser platform equivalent, the Demand Side Platform (DSP).

Question 18

Tags

Answer 18

Small pieces of code that live on the Web page or online ad that recognize the browser’s cookie and enable data collection at the user level

Question 19

Third Party Data

Answer 19

Data that is generated and aggregated by external platforms and websites. Provides insight into consumers’ online browsing behaviors, demographics, online & offline purchase history, geo location, psychographics etc.

Question 20

Trading Desk

Answer 20

Online ad traders plugged into a DSP or ad exchange with a managed service layer. Typically works as an agency’s internal “center of excellence” supporting agency teams who want to utilize their services on behalf of clients.

Question 21

Connected Intelligence

Answer 21

SMG’s technology solution that aggregates all relevant data (e.g., budget, competitive, online/offline, client sales, research, social, creative, etc.) across campaigns, channels, and regions into a centralized database environment. Key information is then displayed to clients, internal teams, and agency partners via web-based dashboard modules. Answers questions to help investment and content optimization decisions.

Question 22

Convergence Analytics: Attribution (Pathfinder)

Answer 22

Optimizing Investment: Every exposure is given a value based on its place in path. Values are assigned based on a two-step algorithm: 1) the likelihood of an exposure appearing in a convertor path and 2) the time between exposure and conversion. Identifies the most efficient media at the most granular level.
Optimizing Content: Using raw data we can reconstruct a user’s journey through the client’s site (flow above) and link this back to the online media users have been exposed to. Additionally, if available, qualified demographic data (from Facebook) can be used to profile user paths by age, region and gender (linking above).

Question 23

Convergence Analytics: Cross-Channel (POEM)

Answer 23

Measures the interactions between paid, owned, and earned media, including their direct and indirect impact on business results. It uncovers the value of all elements of an experience (online and offline) in driving brand performance and allows us to optimize them.