Advertising Technology (AdTech) is an umbrella term describing the technology solutions, tools, and services involved in the process of ad buying and ad selling. With the development of AdTech, advertisers have discovered or created new and sophisticated tools to plan and optimize their campaigns. The most common services provided by AdTech are demand-side platforms […]
In marketing, Attribution explains what advertising channel needs to be credited for an effective campaign. It identifies how clients respond to touchpoints across multiple channels such as In-App, Video, Audio, DOOH, Display, etc. In other words, Attribution helps marketers understand which components of the advertising campaign are responsible for its success, and in what […]
Beacon is an advertising method of targeting clients based on their physical location. Marketers set up devices to send out messages to the nearby users utilizing Bluetooth or other communication technologies. AdTech offers various targeting solutions that help reach the required audience based on their location, without setting up physical beacons. For example, with […]
A Content Delivery Network (CDN) is a group of servers located around the world to improve website load times. The purpose of CDN is to pre-distribute content closer to the end user. When a user requests a video, image, HTML page, etc, the data doesn’t have to travel from the original web host if […]
Conversion rate (CVR) is the percentage of viewers who have performed a desired action, out of the total number of impressions. To determine conversion rate, one needs to divide the number of ad views by the number of desired actions (such as banner clicks).
In digital advertising, cost per action (CPA) is a metric that defines how much an organization pays when a user takes a certain action. Such actions may include filling out a form, signing up for a newsletter, downloading an app, etc. To measure CPA, advertisers usually divide the total number of acquired users by […]
Cost per click (CPC) is a method of evaluating the price an advertiser pays for every click throughout an ad campaign. This term is applied to Display, In-app, Video (on connected TV devices), Native, and other ad forms. The CPC measuring formula is quite simple – the campaign cost is divided by the number […]
Cost per mille (CPM) is the cost an advertiser pays per one thousand impressions. Impressions here mean the number of views or other actions taken by the recepient. CPM is the most common metric in programmatic media buying and is often used to measure digital advertising campaign performance. For example, if an ad publisher […]
Display advertising is a type of advertising that marketers use to show banners or other visual formats on websites, in apps, and on social media. Display advertising utilizes text, images and videos to attract attention. It may be used both to drive direct traffic and to raise brand awareness.
In AdTech, data management platforms (DMPs) collect, analyze and categorize data to help with: • Targeting • Reporting • Attribution • Campaign optimization DMPs work with various types of data: first-party, second-party, and third party. First-party data is obtained by publishers directly from their own resources. This is considered the most valuable type […]
In programmatic advertising, a Demand-Side Platform (DSP) is a service that allows agencies and separate advertisers to perform media buying activities and bid on inventory from publishers. With DSPs, marketers can bid on video, in-app, display, audio, digital out of home, and other types of ads. DSPs are a backbone of modern Ad Tech, […]
In marketing, dynamic pricing is an approach to setting the price of a product or service that has a flexible cost. The price changes are set according to preset algorithms, taking into account factors such as location, time of day/week, supply and demand.
Landing Page is a standalone web page used for marketing and advertising purposes. This is the place where the potential customers come after clicking on an ad, scanning QR-code, and etc. The key difference between a landing page and a home page is that while the former encourages users to explore the website, the […]
The term Marketing Technology (MarTech) includes a range of solutions such as platforms, software, and tools used for achieving marketing objectives. The majority of MarTech solutions help plan, execute, analyze, and measure marketing campaign. MarTech is often focused on content, customer experience, advertising, and data analytics.
Native advertising is a type of advertising that matches the look and function of content depicted on a given media platform. For example, during a search for a list of available apps, advertised content may be presented similarly to the suggested apps. With Native Advertising, marketers have the opportunity to take advantage of creativity […]
Personally identifiable information (PII) is information that can be used to identify an individual or confirm someone’s identity. An example of PII is zip code, gender, date of birth, social security number, religion, etc. Multiple data protection laws such as General Data Protection Regulation (GDPR) have been adopted to help secure PII from unauthorized […]
In marketing, the term piggybacking refers to two companies that partner with one another to represent complementary products or services on the market. For example, two or more media projects may share each others’ content to attract their partner’s audience. Piggybacking partners usually aren’t direct competitors, although they work in the same industry.
In advertising, reach is the amount of people who have interacted with an ad or a campaign. Reach is sometimes confused with impressions. A reach of 1,000 people means this amount of people saw the ad. On the other hand, 1,000 impressions indicates how many times the ad was displayed, no matter how many unique […]
Return on investment (ROI) is the ratio between net income and invested resources. When someone says that a project has a high ROI, it means that the project has an effective allocation of time, money, and other resources. In programmatic advertising, ROI is a way to gauge the efficiency of an ad campaign. ROI […]
In Ad Tech, Supply-Side Platforms (SSP) is a technology for publishers to manage and monetize their ad spaces. SSPs connect to DSPs and Ad Exchanges to offer inventory for bidding. Through SSPs, publishers circumvent the necessity of dealing with advertisers and other Ad Tech entities directly, while optimizing their inventory’s value.