Exam (elaborations)
IAB Digital Fundamentals Vocab – Complete Guide (A+)
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IAB Digital Fundamentals Vocab – Complete Guide (A+)
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IAB Digital Fundamentals Vocab – Complete Guide (A+)Digital advertising Right Ans - Any form of marketing or advertising that
uses the internet to deliver promotional messages
Goal of advertising Right Ans - To connect brands with consumers
Brand Right Ans - A type of product or service manufactured or provided
by a particular company under a particular name
Content Creator Right Ans - A publisher, social media influencer, brand, or
even an end-user
Publisher Right Ans - Own and operate media properties
News & Editorial
Video
Social
Portals
Retail/E-Commerce Sites
Search
Music Streaming
Other Apps Right Ans - Examples of Publishers
Social Media Platforms Right Ans - User-generated content incubators,
with their own content streams
Comscore Right Ans - A company that measures the volume of web traffic
each site receives and then publishes rankings of the world's top media
properties
The Long Tail Right Ans - Smaller sites that receive a relatively small
amount of traffic
Agency Right Ans - A business or organization who provides a service, such
as digital advertising and marketing strategy, for a brand
,- Full Service
- Media Buying
- Creative Production
- Research + Strategy
- Public Relations Right Ans - Types of Agencies
Holding Companies Right Ans - Own groups of agencies, and many
different types of agencies
Independent Agencies Right Ans - An agency that is not owned by a holding
company
Role:
Business Development for the agency
Value:
Drives revenue for the agency Right Ans - Account Team
Role:
Conducts consumer research, provide budgetary direction aligned with client
goals
Value:
Ensures media plan and creative aligns to consumer behavior and client goals
Right Ans - Strategy & Research
Role:
Conceptualize and design the creative for ad campaigns
Value:
Delivers brand consistency across mediums, capture attention Right Ans -
Creative & Production
Role:
Identifies, measures, negotiates, and buys media placements
Value:
Delivers best value for the advertiser, protect cost Right Ans - Planning &
Buying
, Role:
Launches, monitors, optimizes and reports on live campaigns
Value:
Ensures successful execution, protect cost, look for new opportunities
Right Ans - Ad Ops
Brand In-House Agency Right Ans - Structured like a traditional agency, but
only has one client, its mother company
Buy-Side Right Ans - The companies running ads
Sell-Side Right Ans - The companies creating the content that the ads run
next to.
Inventory Right Ans - The space adjacent to content that is filled with a
brand's ad
Research Right Ans - Develop a detailed understanding of the brand's goals
and marketing objectives
Research product
Research possible buying opportunities that might meet their marketing
needs
RFP Right Ans - Builds a document called an RFP, or Request for Proposal,
that will be used for communicating with potential vendors
The RFP should outline all the details of the marketer's objectives and any
additional important information
Evaluate Right Ans - Review and evaluate Media Sellers' proposals
Media buyers will often meet with the vendors they are considering, to go
through proposed media solutions
Buyers determine which solutions they would like to move forward with
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