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D098 Unit 5 Module10

Digital Advertising Fundamentals: Strategy

QuestionAnswer
Audience targeting A form of targeted advertising that uses data about a user, built up over websites visited, to determine which advertisements to show
Contextual targeting A form of targeted advertising that automatically selects advertisements based on the context of what a consumer is viewing online or with an electronic device
Geo-targeting A form of targeted advertising that displays a particular advertisement based on the geographic location of potential buyers
IP targeting A form of targeted advertisement that targets specific households based on a user's Internet Protocol address (IP address)
Geofencing Use of GPS coordinates to determine where advertisements will be displayed in a specific location
Tracking pixel Technology used to track when users take certain actions online, such as visiting a site or an advertisement
The Federal Trade Commission (FTC) United States Independent Agency aimed at consumer protection
Fair Information Practice Principles Guidelines established by the Federal Trade Commission relating to acceptable information practice in an electronic marketplace
General Data Protection Regulation (GDPR) European Union regulation that requires businesses to protect the personal data and privacy of European Union citizens
Awareness, consideration Stage in which advertisements are aimed at a wide audience and are geared at introducing the product or brand
Purchase Stage in which consumer is converted to a customer
Post-purchase experience Interactions a customer has with the brand after purchase
Loyalty loop. A customer's choice to re-purchase without returning to the awareness and consideration stages
Click-through rates (CTRs). Percentage of visitors who saw an ad and clicked on it
Conversion tracking When a brand monitors what happens after a consumer interacts with an advertisement, such as signing up for a newsletter or adding an item to a cart
Paid placement Technique where advertisers bid to a search engine in order to have their products displayed prominently among keyword search results
Contextual advertising Form of targeted advertising that automatically selects advertisements based on the context of what is being viewed
Paid inclusion A search engine marketing product in which the search engine company charges fees for the inclusion of websites in their search index
Display advertising Type of paid advertising on websites or electronic devices
Display banner advertisements Type of paid advertising on websites or electronic devices where users can click an image to go to a specific landing page
Pop-ups An ad that pops up or under, the web page being viewed and opens in a new and smaller window
Pop-up blockers Technology that prevents pop-up advertisements on a user's computer
Floating advertisements A type of pop-up that appears in a layer over the content, but is not in a separate window
Mobile advertising Advertising over mobile devices by using text messaging and applications
App-vertising Applications such as games and videos that heavily promote a brand
Instream advertisements Advertisements which appear at the start of, or during, regular videos
Overlay Ads Ads that are only available on YouTube's desktop platform and will appear in a semi-transparent state over the lower 20 percent of the video
In-Search Ads Ads based on search terms that appear on the search results page, above the organic results
Discovery Ads Thumbnail image ads that appear in the upper right corner of the search and watch pages
Sponsored Cards Display content that appears during the video to display relevant products featured in the video
Bumper Ads Non-skippable ads up to six seconds long that must be watched before a video can be viewed
Cost-per-click (CPC). A bidding approach in which marketers only pay when someone actually clicks the ad and is lead to the website
Target impression share goal Smart Bidding strategy that automatically sets bids with the goal of displaying an ad on the top of the page or anywhere on the page of Google search results
Cost per thousand (CPM) The price of 1,000 advertisement impressions on a single web page
Cost per acquisition (CPA) Advertising bidding model is which a marketer only pays when a visitor takes a certain action such as applying for a quote, signing up for a newsletter, etc.
Cost-per-view (CPV) Bidding method for video campaigns in which marketers pay for a view (typically counted as the viewer watching 30 seconds of the clip or interacting with the ad)
Programmatic advertising Advanced, ever-evolving inventory system used in the automation of the buying and selling of digital ads
Demand-side platform (DSP) System that allows buyers of digital advertising inventory to manage multiple ad exchanges through one interface
Supply-side platform (SSP) Technology platform that enables web publishers to manage their advertising space inventory, such as by filling it with ads and receiving revenue
Programmatic guaranteed Type of programmatic advertising that guarantees a volume of impressions at a fixed price
Usability testing Testing to evaluate the user experience in order to see where users experience confusion
parameter testing Setting defined parameters around experiments
A/B testing (Split testing) A test that creates two versions of content with one varying element. Marketers test both groups to determine which version is more effective
Multivariate testing Technique for testing a hypothesis in which multiple variables are modified to determine the best combination of variations
Created by: D098
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