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36 Cards in this Set
- Front
- Back
- 3rd side (hint)
Ad Agency: |
build, execute and manage advertising initiatives for brands |
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Media Management System: |
Tools media buyers use |
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In-house Media Planning: |
brand in-house team instead of using ad agency |
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Holding Company: |
parent company, owns numerous agencies and ad tech companies such as Trading Desks. |
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- Content Publishers: |
professionally produce digital media content (text, images, audio or video). |
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- Social Sites: |
primary focus is communication between groups of individuals who are typically part of an ever-expanding social circle. |
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- User Generated Content: |
Any type of content created by non-professionals. |
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- Brand Content: |
Content, rather than advertising, that is created and disseminated by brands. |
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- Portals: |
Destination sites that provide WWW search, email, chat, maps, content (aggregated and/or owned) and other functionality. |
google , yahooo |
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- Media Publisher: |
professionally produce digital media content (text, images, audio or video) and is ad suppurted |
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- Exchange: |
- aggregates inventory to all parties - purchase/sell with Real Time Bidding A sales channel between publishers, buyers and networks, aggregating inventory via an online interface that facilitates automated auction-based buying/selling via Real Time Bidding (RTB), a.k.a. the Open Exchange. |
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- DSP (Demand Side Platform): |
- used by media buyers - use to place and manage programmatic buys A programmatic tech platform used by media buyers that provides centralized and aggregated inventory from multiple sources including publishers, ad networks, and exchanges. |
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- SSP (Supply Side Platform): |
- used by publishers - platform to sell inventory to advertisers - can optimize A tech platform used by publishers to programmatically sell inventory and optimize pricing, yield and audience reach for a pool of potential advertisers. |
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- ATD (Agency Trading Desk): |
- Centralized management - programmatic media management - owned at the holding company level - used by sister agencies |
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- Ad Networks: |
outsourced sales channel for publishers AND aggregated inventory source for buyers; will often layer in technologies to enhance media buys, such as targeting capabilities, creative generation and optimization. |
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- Ad Servers: |
Technology used by buyers and sellers to run, optimize, track and report on digital ad campaigns. |
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- Site Server: |
Ad serving that is executed by the original inventory source, and usually includes functionality to manage inventory availability. |
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- DMP (Data Management Platform): |
storage and processing of first and third party data for ad process |
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- Data Provider: |
Provide cookie pools and other means to target audiences |
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Creative Optimization: |
Technology that enables marketers and agencies to manage and control creative assets, and integrates with the ad server to automatically serve up the best-performing creative for each impression. |
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- Rich Media Vendor: |
Ad creative and ad serving company that offers advertisers the ability to run creative executions that consumers can interact with; used by brands, agencies, and inventory providers. |
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- Verification & Privacy: |
give buyers the ability to monitor their live campaigns in real time ensure impressions are appearing against desired content Verifies that ad ran on approved sites |
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- Tag Management: |
A technology service that interacts with an ad server to help buyers and sellers consolidate tags to ensure faster delivery. |
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- Media Attribution: |
Technology that helps buyers see a holistic picture of all systems involved in influencing a desired outcome by a consumer (e.g. a conversion). |
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- Marketing Reporting & Analytics: |
pull-in and analyze data from multiple sources to understand advertising spend, engagement performance, and connection to sales. |
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- Site Measurement & Analytics: |
used by publishers to determine how to better develop and optimize content to grow and ensure greater engagement with their audiences. |
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- Research Providers: |
provides consumer behavior info and industry benchmarks. |
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- Measurement Providers: |
provide the ability to track ad campaigns and measure success metrics (such as brand lift) and ROI. |
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Examples of Holding Companies |
Interpublic Group (IPG) Omnicom WPP Publicis |
P O W I |
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Examples of Agencies |
Mindshare (WPP) OMD (Omnicom) Leo Burnett (Publicis) Universale Media (IPG) AKQA (Independent) |
L O U M A |
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Examples of Trading Desk co's |
Xaxis (WPP) Vivaki / AoD (Publicis) Accuen (Omnicon) Cadrean/Magna (IPG) Varick (MDC) Adnetik (Havas) The Trade Desk (Independent) |
T A X V A C V |
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Ad Trafficking |
The process of prepping, launching and tracking an ad campaign |
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Device ID |
A distinct number assigned to a smartphone or tablet that can be tracked by mobile IDs |
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Statistical ID |
When a targeting provider makes assumptions* to match a user's smartphone to match their desktop *probabilistic |
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Universal Login |
Google uses this to target messages to you across devices (e.g. Serve ads based on prior search behavior) *deterministic |
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Geo-Fence |
Reaching consumers on a mobile device when they're within a specified distance from a store location. |
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