Universal Ads Flashcards
What is Universal Ads?
Premium product that allows clients to create ads that will deep link into the app, and provide last touch attribution across all ad networks & platforms. For example, assume a client runs ads across Facebook & Google and a user clicks ads in both, but then clicks a link on their website and downloads the app from from there. Branch can give true last touch credit to the website. Without Branch, the ad networks would each claim the install, but now our customer knows what really drove that install and redirect their spend.
What is a publisher?
A website or app that sells ad space on their digital property
What is an advertiser?
A company that buys ad space to market their own products & services
What is an Ad Network?
A company that connects advertisers with publishers at scale
What is a Supply-side platform?
A platform that allows publishers to programmatically sell ad space to the market, by having the SSP surface their listing & source bids
What is a Demand-side platform?
A platform that allows marketers to programmatically buy ad space on the market, by having the DSP handle bidding across available networks & publishers
What is a “SAN”
“Self Attributing Networks” are ad networks like Facebook, Google, and Snapchat, that have infrastructure to track users & conversions at both the web & app level, so they can attribute downstream user behavior that occurs within their own ecosystem.
What is an MMP?
“Mobile Measurement Partner” is a designation used by SAN networks like Facebook & Snapchat (Google uses the term AAP) to identify 3rd parties that are approved to connect to their private attribution APIs
What is a non-SAN?
Any ad network that is not a SAN, requires a 3rd party like Branch to provide downstream attribution data through server-side webhooks
What is fraud?
Since ad engagement is connected to a dollar value (i.e., cost per click), malicious publishers are incentivized to falsely generate engagement. Branch provides fraud detection that can surface potential areas of fraudulent activity such fake devices, install hijacking, click flooding and ad stacking.
What is cost ingestion?
The ability for Branch to import (“ingest”) ad spend data from the ad network to surface it alongside campaign-level data on the Branch dashboard. This is only available for a select few networks that provide this data via API (i.e., Facebook, Apple, etc)
