Vocabulary from TTD Marketing Training Flashcards
Above The Fold (ATF)
ATF is the portion of a website that is visible in a web browser when the page first loads, before any scrolling occurs.
•Originally came from newspaper advertising referring to the top half of the page.
Below the Fold (BTF)
Content reached after scrolling through the URL’s ATF is referred to as “below the fold”.
Acquisition
Acquisition refers to the gain or addition of new visitors to a website.
•Acquisition reports are used to gauge where
exactly website traffic is coming from, and can be helpful in targeting campaigns.
Ad Exchange
Ad Exchange is a auction-based platform that acts as
a marketplace for buying and selling advertising inventory across a range of ad networks.
•They connect publishers, advertisers and
demand-side platforms (DSP)
Ad Network
Ad networks are companies that connect advertisers with publishers by matching a supply of advertising inventory with the demand for ad placement.
•These help advertisers efficiently
connect to a wider audience while continuing to reach their targeted demographic.
•Campaigns run by ad networks vary in size, but usually span a certain category of websites, rather than being specific to a site.
Ad Tech
refers to any digital tool, software or service used in the delivery and control of digital advertising.
•It is commonly used to refer to tools that are used to direct digital advertisements towards a specific demographic.
Ad Inventory
This refers to the number and type of advertisements or ad spaces that a publisher has available to sell.
- Ad inventory is expressed in a number of impressions (opportunities for a viewer to see an ad) per month.
- Inventory is sold in a number of ways including static bidding and, increasingly, real-time bidding, which sells inventory nearly instantly on a targeted, per-impression basis.
Ad Verification
•Ad verification is a service or system that verifies whether a campaign has been carried out as the advertisers intended by ensuring that ads are appearing on the correct websites and are reaching the intended audience.
•Ad verification technology
is useful for ensuring that maximum impact is gained from each ad impression.
API
Building an application programming interface (API) into an application allows it to access useful data or features from the code of another application, website, or operating system.
- This exchange of information allows software and applications to automatically adapt to any updates in external sites and applications.
- Applications with API are generally considered to be more reliable than those without it.
Attribution
In advertising, Attribution refers to the process of quantifying each ad impression by measuring its outcome in terms of consumer action such as a purchase decision or conversion.
•Attribution data is highly useful for advertisers as it allows them to compare the impact of different marketing channels and plan future campaigns to be increasingly cost effective.
Ad Group
An ad group contains one or more ads that share similar targets and/or keywords.
Permutation
a way, especially one of several possible variations, in which a set or number of things can be ordered or arranged.
What does RFP mean?
Request for Proposal is a document that solicits a proposal, often made through a bidding process, by an agency or company interested in procurement of a commodity, service, or valuable asset, for potential suppliers (would this be submitted on behalf both the advertiser and publisher?) to submit business proposals.
Solicit
As for or try to obtain (something) from someone
Modus Operandi
is someone’s habits of working, particularly in the context of business or criminal investigations, but also more generally. It is a Latin phrase, approximately translated as mode of operating.
