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IAB Terms and Acronyms QUESTIONS AND ANSWERS GRADED A+ 2024/2025
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IAB Terms and Acronyms QUESTIONS AND ANSWERS GRADED A+ 2024/2025
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IAB Terms and AcronymsHolding Companies - ANSA "Parent" Company that owns Numerous agencies, and
occasionally ad tech corporations
Examples: Interpublic Group (IPG), Omnicom, WPP, Publicis
Agencies - ANSA agency that offers marketing and advertising offerings to emblem
marketers; offer a variety of offerings from innovative to media or a aggregate; may be
unbiased or held.
Examples (of each); Mindshare (WPP), OMD (Omnicom), Leo Burnett (Publicis), Universal
McCann (IPG), AKQA (Independent)
Brands - ANSThe Marketer, or give up consumer of advertising.
Examples: Coke, Proctor & Gamble, GM, Diageo, Kraft, Delta Airlines, Netflix, Starbucks,
Johnson & Johnson
Publishers - ANSEntity that creates and owns content material; can be whatever that has
advert stock - consists of websites, blogs or even apps.
Examples: WSJ, NYT, Weather.Com, Buzzfeed, Amazon, Candy Crush, Facebook
Trading Desk - ANSCentralized Management Platform, specializing in programmatic target
audience buying; used by organizations, owned at the preserving company level; They are
layered on pinnacle of DSP(s)
Examples: Xaxis (WPP), Vivaki/Audience on Demand or "AoD" (Publicis), Accuen
(Omnicom), Cadreon/Magna (IPG), Varick (MDC), Affiperf (Havas)
Portals - ANSDestination sites that provide WWW search, e-mail and content material
(owned or aggregated)
Examples: Google, AOL, Yahoo, Bing
Networks - ANSProvide an outsourced income functionality for publishers and a means to
combination inventory and audiences from numerous assets in a unmarried buying
possibility for media buyers; includes technology to decorate buys including particular
focused on abilities, creative generation, and optimization.
Examples: (1-Display) Collective, Undertone: (2-Mobile) MillenialMedia, Admob, TapJoy,
JumpTap; (3-Video) Videologoy, Tremor, BrightRoll, YuMe
Exchanges - ANSA sales channel among pubs and networks, aggregating inventory via a
platform that facilitates automated acution-primarily based pricing and Real Time Bidding
(RTB = The open Exchange)
,Examples: (1-Display) DoubleClick, RightMedia, OpenX, Facebook Exchange; (2-Video)
AdapTV, SpotXchange; (three-Mobile) MoPub, Appnexus
Demand Side Platforms (DSP) - ANSTech interface that gives centralized and aggregated
programmatic media shopping for from multiple sources which includes publishers, ad
exchanges and advert networks.
Examples: Turn, MediaMath, AppNexus, DataXu, The Trade Desk
Supply Side Platforms (SSP) - ANSTech utilized by publishers to programmatically sell
inventory, optimize pricing/yield audience for a pool of capability advertisers.
Examples: AppNexus, AdMeld, Pubmatic, Rubicon
Research - ANScompanies that provide purchaser behavior records and enterprise
benchmarks
Examples: Nielsen, ComScore, Forrester, eMarketer
Data Providers - ANSCompanies that offer cookie swimming pools, audience profiles and
different era to goal favored audiences.
Examples: Quantcast, BlueKai
Rich Media - ANSAd creative and advert serving carriers providing advertisers the potential
to run creative that viewers can interact with.
Examples: Pointroll, Medialets, Spongecell, Celtra
Measurement - ANSCompanies that provide the capability to track advert campaigns and
measure achievement metrics (consisting of brand elevate) and ROI. Examples: Dynamic
Logic, Nielsen, Vizu
Verification - ANSCompanies which could tune an advert marketing campaign after which
confirm the advert ran in the ideal surroundings AND/OR measure the quantity of viewable
impressions.
Examples: Moat, DoubleVerify, IntegralAds, ComScore
Ad Servers - ANSTechnology that hosts, serves, and reviews on advert campaigns. A
internet server. This specialization enables the monitoring and control of marketing
associated metrics
Examples: Doubleclick, Atlas, Pointroll
Ad Ops - ANSThe crew/Function this is liable for trafficking and optimizing digital advert
campaigns
, Apps - ANSShort for applications. These packages on a digitial tool (Most generally
smarphones and tables) that offer a particular carrier or characteristic. Usually will hook up
with the net and can be advert-supported/free or paid.
Attribution - ANSthe system of connecting an advert occasion to a client motion; or, more
broadly, the method of connecting any consumer touch point a brand presents to a favored
reaction
Brand Awareness - ANSResearch studies can associate ad effectiveness to degree the
impact of online advertising on key branding metrics
Brand Metrics - ANSKPI's (Key Performance Indicators) associated with branding objectives,
together with brand carry, affinity, or favorability.
Bounce Rate - ANSFigured as a percent, this compares the number of visitors to a website
who arrive and immediately depart vs. People who stay and spend time at the web site; can
be used to degree the effectiveness of a internet site, a seek campaign or an ad campaign.
Cache - ANSMemory used to quickly store the most often requested content/files/pages for
you to pace its transport to the user. ____ can be nearby (i.E. On a browser) or on a
network. In the case of neighborhood ____, maximum computers have each memory (RAM),
and disk (difficult pressure) ____
Cache Busting - ANSThe Process via which websites or servers serve content material or
HTML in this type of manner as to reduce or save you browsers or proxies from serving
content from the ___. This forces the use or proxy to fetch a fresh copy for every request.
Among the opposite motives, ____ ____ is used to provide a greater correct be counted of
the variety of requests from users.
Click Fraud - ANSis a sort of internet crimes that occurs in pay in keeping with click on online
advertising and marketing when someone, automatic scrip, or pc application imitates a
legitimate users of an internet browser clicking on an advert, for the purposes of producing a
exchange according to click on without having real interest within the goal of the advert's link
Content Marketing - ANSAny advertising that entails the advent and sharing of media and
publishing content material so that it will gather and preserve clients
Contextual Targeting - ANSTargeting content that offers with precise subjects, as decided
with the aid of contextual scanning technology
Control Group - ANSA time period utilized in advert effectiveness measurement; series of
clients who were now not exposed to an ad (their movements are then compared to the
"Exposed institution" - the institution that did see the advert - and the distinction among the
two corporations have to show the effectiveness of the advert marketing campaign
Conversion - ANSoccurs while the user plays the precise action that the advertiser has
defined as the marketing campaign purpose.
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