IAB

CTR (Equation) Clicks/ Impressions*100 CPM (Acronym + Equation) Stands for Cost per Thousand- Cost/ Impressions*1000 CPA (Acronym + Equation) Stands for Cost per Action- Cost/ Action CPC (Acronym + Equation) Stands for Cost per Click- Cost/ Click CPS (Acronym + Equation) Stands for Cost per Sale- Cost/ Sale eCPM (Acronym + Equation) Effective CPM/ Actual CPM- Cost/ Actual (Delivered) Impressions*1000 Ad Network Ad networks provide an outsourced sales capabi...

Agency correct answer: An organization that, on behalf of clients, plans marketing and advertising campaigns, drafts and produces advertisements, and places advertisements in the media. Advertiser correct answer: The company paying for the advertisement. Ad impressions correct answer: The count of ads which are served to a user. These can be requested by the user's browser (referred to as pulled ads) or they can be pushed, such as e-mailed ads. Ad Ops correct answer: The team/funct...

Contextual Targeting correct answer: targeting based on content/context of the sit/platform Example of contextual targeting correct answer: Reaching sports lovers on the sports section of a news site behavioral targeting correct answer: targeting online ads to consumers based on their web searching behavior What are the 6 targeting categories correct answer: context interest based demo geo technographic campaign criteria what is the standard IAB campaign cancellation clause ...

cost per thousand (CPM) Formula correct answer: Cost X 1000 / Impressions set cost for 1000 impressions delivered Cost Per CLick (CPC) Forumula correct answer: Cost / Clicks Effective Cost Per Thousand (eCPM) Formula correct answer: Total Cost / Total Impressions X 1000 Click Through Rate (CTR) Forumula correct answer: Clicks / Impressions Cost Per Action CPA Formula correct answer: Cost / Actions target audience correct answer: a select group of potential or current cons...

CPA correct answer: cost per action CPC correct answer: Cost per click CPM correct answer: Cost per thousand CPUV correct answer: Cost per unique visitior CTR correct answer: Click thru rate CPS correct answer: Cost per Sale eCPM correct answer: effective Cost Per Thousand A company that owns agencies and other types of marketing, media and advertising companies correct answer: Holding Company An online marketplace platform that facilitates automated auction based...

explain the traditional consumer buying funnel correct answer: The funnel of how a consumer makes a purchase decision. What are the 6 steps of the traditional consumer buying funnel correct answer: 1. Awareness 2. Consideration 3. Preference 4. Purchase 5. Loyalty 6. Advocacy What does Awareness in the buying funnel mean? correct answer: The consumer knows about your product in the industry What does Consideration in the buying funnel mean? correct answer: Your product is one o...

cost per thousand (CPM) equation correct answer: cost x 1000 % impressions OR cost % ad impressions cost per sale (CPS) equation correct answer: cost % sales cost per action (CPA) equation correct answer: cost % actions effective cost per thousand (eCPM) equation correct answer: cost(s) x 1000 % total impressions cost per click (CPC) equation correct answer: cost % clicks click through rate (CTR) equation correct answer: clicks % impressions ecosystem players correct an...

DSP correct answer: Demand Side Platform: Tech interface that provides centralized and aggregated media buying from multiple sources including ad exchanges, ad networks, and sell side platforms SSP correct answer: Seller Side Platform: Tech used by publishers to sell inventory, optimize pricing/yield and audience for a pool of potential advertisers Exchange correct answer: An online marketplace platform that facilitates automated auction-based pricing and RTB Ad Network correct answe...

Tags correct answer: code that advertiser provides to publisher that calls the advertisers' server in order to. deliver a specific ad creative Pixles correct answer: a 1x1 dot embedded on a webpage which can be referenced by a third party server to track activity; used to collect data for website and ad delivery analytics such as registration, conversions, and targeting Assets correct answer: creative design, logos, images, or text provided by the advertiser Pacing correct answer: ...

AAS correct answer: Average Active Sessions: the average number of streams of one minute or more that are active within a time period Ad Exchange correct answer: A sales channel between publishers and ad networks that can also provide aggregated inventory to advertisers. They provide a technology platform that facilitates automated auction-based pricing and buying in real-time. (Excludes technology platforms that exclusively provide tools than enable direct media buying and selling between ...