A good explanation of Guaranteed vs remnant advertising. In a direct or Guaranteed campaign you pay a premium and are guaranteed the number of impressions and in a remnant market, you get the inventory that is not sold.
Affiliate advertising is basically an online marketing channel. An advertiser pays a blogger to promote the advertiser s products or services on the blogger's site. There are three main types of affiliate ads: pay-per-click, pay-per-lead and pay-per-sale. Each of these affiliate ad types has one thing in common. They are all performance based meaning you don t earn money until your readers perform an action such as clicking on a link or clicking on a link then purchasing the product on the page to which the link brings them.
Content targeting is a different form of paid inclusion than the normal keyword based search queries. The difference between content targeting and other forms of paid inclusion is that content targeting involves matching not just keywords that are used in a search query with advertisements, but with matching the actual contents of web pages with search queries.
De-duplication is the process of attributing a sale to one online marketing channel on predefined conditions, these conditions will decide which tracking tag is shown at the confirmation of sale page.
Viewthrough rate (VTR aka VCR-Video Completion Rate) measures the number of post-impression response or viewthrough from display media impressions viewed during and following an online advertising campaign. Such post-exposure behavior can be expressed in site visits, on-site events, conversions occurring at one or more Web sites or potentially offline:
Impression share metrics are often used as the key indicator of one’s market share. Learn how to measure it, and if the impression share metric is really valuable for measuring your ad campaign success.
oCPM, or Optimized Cost Per Mille - Allows for bidding based on your desired end goal (objective type). It's used to drive website conversions, specific engagement actions, or app installs. Based on your oCPM bid settings, Facebook will use their algorithm to adjust the ad placement, frequency, and reach that best complements your objective type. This often results in the lowest cost per action (the action being your objective type) compared to CPC & CPM bid types, in many cases.
Typical analytics focuses on the who, what and where. Behavioral analytics is about the why and how. Both analytics are gnerally included with your programs, but the behavioral analytics are the ones that you specifically configure to measure and analyze your KPI.
TrueView Video Ads are a family of formats that give viewers choice and control over which advertisers' messages they want to see and when. We charge you only when a viewer has chosen to watch your ad, not when an impression is served. Since you pay only when viewers watch your video ad, you can easily increase or decrease your budget depending on objectives.
The GRP, or gross rating point, has long been an effective way to measure the reach and frequency of an offline media campaign. With Active GRP, marketers can now apply and compare that same metric to their display advertising campaigns.
Great description by IAB on programmatic variation and methods of buying. Here is an excerpt - "The terms "programmatic", "automation" and "RTB" evoke mean different things to different people. This paper aims to provide clarity, from the publishers' perspective, by outlining four main ways of transacting "programmatically" today. It provides a clear framework for distinguishing between them and highlights other factors commonly associated with each "programmatic"transaction.
"barbell" sales strategy, is a term coined by AOL CEO Tim Armstrong and is defined as follows: "The barbell strategy of our advertising business connects programmatic advertising on one side with deep marketing services on the other side and connects in the middle with data and analytics".
Native advertising is a web advertising method in which the advertiser attempts to attract attention by providing valuable content in the context of the user's experience. Similar conceptually to an advertorial, which is a paid placement attempting to look like an article, a native ad tends to be more obviously an ad while still providing interesting or useful information. The advertiser's intent is to make the paid advertising feel less intrusive and, therefore, increase the likelihood users will click on it
At a high level, one key difference is that an Ad Exchange is a type of business or platform in digital advertising where RTB is a protocol for two digital advertising companies to transact. RTB was created as a protocol to connect the many different platforms of digital advertising namely Ad Exchange, DSP and SSP platforms
SafeFrame provides a controlled environment for publishers to serve third-party advertisements. Advertisements run in an IFrame, and have access to viewable geometry data, expansion, and other features as allowed by the publisher
Learn about the right strategy and the right measurement for your advertising campaign. Brand marketers use Brand lift is how advertisers measure how their advertising has shifted consumer perception against one of the key purchase funnel metrics.
An online advertising network or ad network is a company that connects advertisers to web sites that want to host advertisements. The key function of an ad network is aggregation of ad space supply from publishers and matching it with advertiser demand. Also read about the different types of ad networks here
Nice intro to basic issues on setting up an adsense account for your website. Rules apply to other solutions as well, like ad placement, ad types, setting up the design of the ads, driving traffic and many more useful ideas.
Advertising business has used a wall street business model to create a fairer market place for advertisers to find the best value for their ads and exercise more power over where they place their ads. Treading desks were created as a response to the unsuccessful use of online ad networks, which resulted in huge advertising expenses with limited results. Trading desks offer more competitive pricing than the common ad network.
Stands for "Revenue Per 1,000 Impressions." RPM is similar to CPM, but measures the revenue from 1,000 ads impressions instead of the cost of the ads. Therefore, while CPM is typically measured by advertisers, RPM is monitored by publishers.
This is a great paper defining trading desks, telling you who the big players are and what are the pros and cons of working with a trading desk --- A centralized, service-based organization that serves as a managed service layer, typically on top of a licensed demand-side platform (DSP) and other audience buying technologies; manages programmatic, bid-based media and audience buying. Works as an agency's internal "center of excellence," supporting agency teams wishing to tap into this new buying model on behalf of agency clients.
Impression share (IS) is the number of impressions you've received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads' targeting settings, approval statuses, bids, and Quality Scores. Data is available at the campaign and ad group levels.
In general, non-guaranteed line items fill your site's unsold inventory when you haven't made any contractual impression agreements with your advertisers. Non-guaranteed line items include: network, bulk, price priority, and house. They aren't considered booked inventory by forecasting.
CPE stands for cost-per-engagement. The term was trademarked in 2006 by an online solution provider looking to bring more accountability to brand units. These days, it s being used by a subset of publishers looking to differentiate themselves along one important dimension: engagement.
A demand-side platform (DSP) is a system that allows digital advertisers to manage multiple ad exchange and data exchange accounts through one interface. Real time bidding for displaying online ads takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences.
Remainder advertising (also known as remnant or last minute advertising) refers to the advertising space that a media company has been unable to sell. Depending on the medium, it could be ad space or time. Often it can be bought at a steep discount. Advertising time and space is a perishable commodity. If it is not sold, it is lost, used for a "house ad", or given away for public service announcements or some other non-revenue producing filler.
A Sell-Side Platform (SSP) is a technology platform with the single mission of enabling publishers to manage their ad impression inventory and maximize revenue from digital media. As such they offer an efficient, automated and secure way to tap into the different sources of advertising income that are available, and provide insight into the various revenue streams and audiences. Many of the larger web publishers of the world use a Sell Side Platform to automate and optimize the selling of their online media space.
An online advertising network or ad network is a company that connects advertisers to web sites that want to host advertisements. The key function of an ad network is aggregation of ad space supply from publishers and matching it with advertiser demand.
The best definition of Direct Response is advertising or marketing that encourages a direct action from a person. Unlike "branding," direct response is designed to create traffic -- now!
A leaderboard is a popular type of banner advertisement. At standard dimensions of 780 X 90 pixels, a leaderboard is the width of the page and typically lies between the masthead (the title area at the top of a Web page) and content.
The data management platforms (DMP) is probably the least appealing and most misunderstood tool for online advertising. For starters, think of DMPs as a cross between ad servers and customer relationship management platforms.
Advertising media selection is the process of choosing the most cost-effective media for advertising, to achieve the required coverage and number of exposures in a target audience.
Media Buyers are the individuals responsible for purchasing time and advertising space for the purpose of advertising. When planning what to buy, they must evaluate factors based on but not limited to station formats, pricing rates, demographics, geographic, and psychographics relating to the advertiser's particular product or service objectives.
Media planning is generally the task of a media agency and entails finding the most appropriate media platforms for a client's brand or product. The job of media planning involves several areas of expertise that the media planner uses to determine what the best combination of media is to achieve the given marketing campaign objectives.
With a self-serve provider, you manage your campaign in its entirety. You are responsible for creating your banner ads, choosing the appropriate spend, and optimizing that spend across the various networks your ads may appear on. While a full-service provider will require a higher minimum, it isn t for naught. A truly full-service provider will manage your account for you and will provide you with access to reports and analytics. You should be able to trust that you re receiving the optimal return on your spend.
Ad serving describes the technology and service that places advertisements on web sites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different advertising campaigns.
The name of an online video commercial that appears during an online video, it is typically :10 - :15 seconds in length. Once you click on certain online video links, you may be forced to watch a short commercial either before the video content (known as a pre-roll) during the video content (known as a mid-roll) or after the video content (known as a post-roll).
Attribution management is the science of calculating the contribution that each marketing touch point experienced by a consumer has on generating a "conversion action" - such as a purchase. Once the true attribution of each touch point is calculated, more intelligent decisions can be made by marketers about investments in the specific channels, campaigns and advertisement attributes that produce the best return on investment.
If you want to understand all the moving parts in the display advertising landscape then this is a must watch. The presentation is delivered by Terence Kawaja strategic marketing adviser and investment banker at LUMA in 2010.