FW: Essentials 4: advertising glossary
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=CE=A4=CE=B7=CE=BD =CE=BE=CE=B5=CF=87=CE=BD=CE=B1=CE=BC=CE=B5
=20
Tasos Vogiatzis
Managing Director
=20
www.brainfoodmedia.gr | =
www.brainfood.gr=20
=20
P. 212-1056743 | M: +306940715510
=20
=20
From: MELETIA ZOTIKA =20
Sent: Friday, November 1, 2024 10:29 AM
To: Tasos Vogiatzis
Subject: Re: Essentials 4: advertising glossary
=20
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=20
Tasos Vogiatzis
Managing Director
=20
www.brainfoodmedia.gr | =
www.brainfood.gr=20
=20
P. 212-1056743 | M: +306940715510
=20
=20
From: Tasos Vogiatzis <tv@brainfoodmedia.gr =
>=20
Sent: Monday, October 28, 2024 6:56 PM
To: ‘MELETIA ZOTIKA’ <mzotika@icloud.com >
Subject: FW: Essentials 4: advertising glossary
=20
=20
Advertising glossary
=20
Ad impression: The =
count of ads that are served to a user. Ads can be requested by the =
user=E2=80=99s browser (referred to as pulled ads) or they can be =
pushed, such as e-mailed ads.
=
Ad inventory: The aggregate number of opportunities near =
publisher content to display advertisements to users.
Ad server: An ad server is a webserver dedicated to the delivery of =
advertisements. This specialization enables the tracking and management =
of advertising-related metrics.
Ad tag: Software code that an advertiser provides to a publisher or ad =
network that calls the advertiser=E2=80=99s ad server for the purposes =
of displaying an advertisement.
Ad targeting: Delivering an ad to the relevant, appropriate audience =
through behavioral targeting, contextual targeting or geographic =
targeting.
Advertiser: The company paying for the advertisement.
Agency: An organization that, on behalf of clients, plans marketing and =
advertising campaigns, drafts and produces advertisements, places =
advertisements in the media. In interactive advertising, agencies often =
use third-party technology (ad servers) and may place advertisements =
with publishers, ad networks and other industry participants.
Click-through rate (CTR): The =
percentage of ad impressions that were clicked on as compared to the =
entire number of clicks [CTR% =3D (clicks =C3=B7 imps) x 100], the ratio =
of users who click on a specific link to the number of total users who =
view a page, email, or advertisement. CTR is commonly used to measure =
the success of an online advertising campaign for a particular website =
as well as the effectiveness of email campaigns.
Contextual ads: Existing contextual ad engines deliver text and image =
ads to non-search content pages. Contextual ads are relevant to the =
page=E2=80=99s content; ads are matched to keywords extracted from the =
content. Advertisers can leverage existing keyboard-based paid search =
campaigns and gain access to a larger audience.
Contextual targeting: Targeting content that deals with specific topics, =
as determined by contextual scanning technology.
CPM: Media term describing =
the cost of 1,000 impressions, an industry-standard measure for selling =
ads on websites. For example, a website that charges $1,500 per ad and =
reports 100,000 impressions has a CPM of $15 ($1,500 divided by 100). =
This measure is taken from print advertising. The M is taken from the =
Roman numeral for thousand.
Demand-side platform (DSP): Is a system that allows buyers of digital =
advertising inventory to manage multiple ad exchange and data exchange =
accounts through one interface. Real-time bidding for displaying online =
advertising takes place within the ad exchanges, and by utilizing a DSP, =
marketers can manage their bids for the banners and the pricing for the =
data that they are layering on to target their audiences.
Display advertising: A form of online advertising where an =
advertiser=E2=80=99s message is shown on a destination web page, =
generally set off in a box at the top or bottom or to one side of the =
content of the page.
Impression: Measurement of responses from a web server to a page request =
from the user browser, which is filtered from robotic activity and error =
codes and is recorded at a point as close as possible to opportunity to =
see the page by the user, also called a view. A single display of online =
content to a user=E2=80=99s web-enabled device. An online advertisement =
impression is a single appearance of an advertisement on a web page. =
Each time an advertisement loads onto a user=E2=80=99s screen, the ad =
server may count that loading as one impression.
Open auction / Open Marketplace (=CE=B5=CE=B9=CE=BD=CE=B1=CE=B9 =
=CF=84=CE=BF =CE=B9=CE=B4=CE=B9=CE=BF): A programmatic marketplace where =
real-time bidding (RTB) occurs, and any advertiser or publisher can =
participate.
Page request: The opportunity for an HTML document to appear on a =
browser window as a direct result of a user=E2=80=99s interaction with a =
website.
Pay per click (PPC): An advertising pricing model in which advertisers =
pay agencies and/or media companies based on how many users clicked on =
an online ad or e-mail message through to their website. The amount paid =
per click-through is arranged at the time of the insertion order and =
varies considerably. Higher pay per click rates recognizes that there =
may be some no-click branding value as well as click-through value =
provided. See CPC.
Pay-per-impression: An advertising pricing model in which advertisers =
pay based on how many users were served their ads. See CPM.
Price floors: The minimum bid required for an ad impression in an =
auction-based media market
Private marketplace (PMP): A programmatic marketplace where real-time =
bidding (RTB occurs, yet only select advertisers are allowed to bid on a =
vendor=E2=80=99s inventory (see also: open marketplace)
Programmatic: Media or ad buying that uses technology to automate and =
optimize, in real-time, the ad buying process. This ultimately serves =
targeted and relevant experiences to consumers across channels. On the =
back end, algorithms filter ad impressions derived from consumer =
behavioral data, which allows advertisers to define budget, goal, and =
attribution and optimize for reduced risk while increasing ROI.
Publisher: An individual or organization that prepares, issues, and =
disseminates content for public distribution or sale via one or more =
media.
Publisher ad tag: Code that is placed on a publisher=E2=80=99s web page =
that calls an ad server for the purposes of displaying an advertisement.
Real-time bidding (RTB): Way of transacting media that allows an =
individual ad impression to be put up for bid in real-time. This is done =
through a programmatic on-the-spot auction, which is similar to how =
financial markets operate. RTB allows for addressable advertising; the =
ability to serve ads to consumers directly based on their demographic, =
psychographic, or behavioral attributes.
Sell-side platform (SSP): Also called sell-side optimizer, inventory =
aggregator, and yield optimizer is a technology platform that provides =
outsourced media selling and ad network management services for =
publishers. A sell-side platform business model resembles that of an ad =
network in that it aggregates ad impression inventory. However, a =
sell-side platform serves publishers exclusively and does not provide =
services for advertisers. The inventory managed by the SSP is usually =
purchased by aggregate buyers, either demand-side platforms (DSPs) or ad =
networks.
Tags: Software code that an advertiser provides to a publisher or ad =
network that calls the advertiser=E2=80=99s ad server for the purposes =
of displaying an advertisement.
Viewability: A term used to describe whether or not a digital media ever =
appeared in the space within a webpage that was in view to the viewer =
=E2=80=93 for example, when a viewer opens his browser and goes to a =
website, most often the webpage is longer than the browser window, so =
the viewer must scroll to continue reading down the page; if an ad never =
scrolls into that viewable space it is not considered viewable.
IAB and MRC standards for measuring and buying digital impressions that =
must meet the following minimum criteria: =E2=80=A2 pixel requirement: =
greater than or equal to 50% of the pixels in the advertisement were on =
an in-focus browser tab on the viewable space of the browser page, and =
=E2=80=A2 time requirement: the time the pixel requirement is met was =
greater than or equal to one continuous second, post ad render. =
=E2=80=A2 video time requirement: to qualify for counting as a viewable =
video ad impression, it is required that 2 continuous seconds of the =
video advertisement is played, meeting the same pixel requirement of =
50%.
Visit: A single continuous set of activity attributable to a cookied =
browser or user (if registration-based or a panel participant) resulting =
in one or more pulled texts and/or graphics downloads from a site. Click =
here for IAB=E2=80=99s ad campaign measurement guidelines.
=20
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=
Tasos Vogiatzis
Managing =
Director
www.brainfoodmedia.gr | www.brainfood.gr
P. 212-1056743 | M: =
+306940715510
From: MELETIA ZOTIKA =
<mzotika@icloud.com>
Sent: Friday, November 1, 2024 =
10:29 AM
To: Tasos Vogiatzis =
<tv@brainfoodmedia.gr>
Subject: Re: Essentials 4: =
advertising glossary
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10:05=E2=80=AF=CF=80=CE=BC, =CE=BF =
=CF=87=CF=81=CE=AE=CF=83=CF=84=CE=B7=CF=82 =C2=ABTasos Vogiatzis <tv@brainfoodmedia.gr>=C2=BB =
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=CE=9C=CE=B7 =
=CF=87=CE=B1=CE=BD=CE=B5=CF=83=CE=B1=CE=B9!!
Tasos =
Vogiatzis
Managing Director
<image001.jpg>
www.brainfoodmedia.gr | www.brainfood.gr
P. 212-1056743 | M: =
+306940715510
<image002.png>
From: Tasos Vogiatzis <tv@brainfoodmedia.gr> =
Sent: Monday, October 28, 2024 6:56 PM
To: ‘MELETIA =
ZOTIKA’ <mzotika@icloud.com>
Subje=
ct: FW: Essentials 4: advertising =
glossary
Adverti=
sing glossary
Ad impression:=
&=
nbsp;The count of ads that are served to a user. Ads can be requested by =
the user=E2=80=99s browser (referred to as pulled ads) or they can be =
pushed, such as e-mailed ads.
Ad =
inventory:=
&=
nbsp;The aggregate number of opportunities near publisher content to =
display advertisements to users.
A=
d server:&=
nbsp;An ad server is a webserver dedicated to the delivery of =
advertisements. This specialization enables the tracking and management =
of advertising-related metrics.
A=
d tag:&=
nbsp;Software code that an advertiser provides to a publisher or ad =
network that calls the advertiser=E2=80=99s ad server for the purposes =
of displaying an advertisement.
A=
d targeting:&=
nbsp;Delivering an ad to the relevant, appropriate audience through =
behavioral targeting, contextual targeting or geographic =
targeting.
A=
dvertiser:&=
nbsp;The company paying for the advertisement.
A=
gency:&=
nbsp;An organization that, on behalf of clients, plans marketing and =
advertising campaigns, drafts and produces advertisements, places =
advertisements in the media. In interactive advertising, agencies often =
use third-party technology (ad servers) and may place advertisements =
with publishers, ad networks and other industry =
participants.
Click-through rate =
(CTR):=
&=
nbsp;The percentage of ad impressions that were clicked on as compared =
to the entire number of clicks [CTR% =3D (clicks =C3=B7 imps) x 100], =
the ratio of users who click on a specific link to the number of total =
users who view a page, email, or advertisement. CTR is commonly used to =
measure the success of an online advertising campaign for a particular =
website as well as the effectiveness of email =
campaigns.
C=
ontextual ads:&=
nbsp;Existing contextual ad engines deliver text and image ads to =
non-search content pages. Contextual ads are relevant to the =
page=E2=80=99s content; ads are matched to keywords extracted from the =
content. Advertisers can leverage existing keyboard-based paid search =
campaigns and gain access to a larger audience.
C=
ontextual targeting:&=
nbsp;Targeting content that deals with specific topics, as determined by =
contextual scanning technology.
CPM:=
&=
nbsp;Media term describing the cost of 1,000 impressions, an =
industry-standard measure for selling ads on websites. For example, a =
website that charges $1,500 per ad and reports 100,000 impressions has a =
CPM of $15 ($1,500 divided by 100). This measure is taken from print =
advertising. The M is taken from the Roman numeral for =
thousand.
D=
emand-side platform (DSP):&=
nbsp;Is a system that allows buyers of digital advertising inventory to =
manage multiple ad exchange and data exchange accounts through one =
interface. Real-time bidding for displaying online advertising =
takes place within the ad exchanges, and by utilizing a DSP, marketers =
can manage their bids for the banners and the pricing for the data that =
they are layering on to target their audiences.
D=
isplay advertising:&=
nbsp;A form of online advertising where an advertiser=E2=80=99s message =
is shown on a destination web page, generally set off in a box at the =
top or bottom or to one side of the content of the =
page.
I=
mpression:&=
nbsp;Measurement of responses from a web server to a page request from =
the user browser, which is filtered from robotic activity and error =
codes and is recorded at a point as close as possible to opportunity to =
see the page by the user, also called a view. A single display of online =
content to a user=E2=80=99s web-enabled device. An online advertisement =
impression is a single appearance of an advertisement on a web page. =
Each time an advertisement loads onto a user=E2=80=99s screen, the ad =
server may count that loading as one impression.
Open =
auction / Open Marketplace (=CE=B5=CE=B9=CE=BD=CE=B1=CE=B9 =CF=84=CE=BF =
=CE=B9=CE=B4=CE=B9=CE=BF): A programmatic marketplace where real-time bidding (RTB) occurs, =
and any advertiser or publisher can participate.
Page =
request: The =
opportunity for an HTML document to appear on a browser window as a =
direct result of a user=E2=80=99s interaction with a =
website.
Pay per =
click (PPC): An =
advertising pricing model in which advertisers pay agencies and/or media =
companies based on how many users clicked on an online ad or e-mail =
message through to their website. The amount paid per click-through is =
arranged at the time of the insertion order and varies considerably. =
Higher pay per click rates recognizes that there may be some no-click =
branding value as well as click-through value provided. See =
CPC.
Pay-per-impression: An advertising pricing model in which =
advertisers pay based on how many users were served their ads. See =
CPM.
Price =
floors: The =
minimum bid required for an ad impression in an auction-based media =
market
Private =
marketplace (PMP): A =
programmatic marketplace where real-time bidding (RTB occurs, yet only =
select advertisers are allowed to bid on a vendor=E2=80=99s inventory =
(see also: open marketplace)
Programmatic: Media or ad buying that uses technology to =
automate and optimize, in real-time, the ad buying process. This =
ultimately serves targeted and relevant experiences to consumers across =
channels. On the back end, algorithms filter ad impressions derived from =
consumer behavioral data, which allows advertisers to define budget, =
goal, and attribution and optimize for reduced risk while increasing =
ROI.
Publisher: An =
individual or organization that prepares, issues, and disseminates =
content for public distribution or sale via one or more =
media.
Publisher =
ad tag: Code that is placed on a publisher=E2=80=99s =
web page that calls an ad server for the purposes of displaying an =
advertisement.
Real-time =
bidding (RTB): Way =
of transacting media that allows an individual ad impression to be put =
up for bid in real-time. This is done through a programmatic on-the-spot =
auction, which is similar to how financial markets operate. RTB allows =
for addressable advertising; the ability to serve ads to consumers =
directly based on their demographic, psychographic, or behavioral =
attributes.
Sell-side =
platform (SSP): Also called sell-side optimizer, inventory =
aggregator, and yield optimizer is a technology platform that provides =
outsourced media selling and ad network management services for =
publishers. A sell-side platform business model resembles that of an ad =
network in that it aggregates ad impression inventory. However, a =
sell-side platform serves publishers exclusively and does not provide =
services for advertisers. The inventory managed by the SSP is =
usually purchased by aggregate buyers, either demand-side platforms =
(DSPs) or ad networks.
Tags: Software code that an advertiser provides to =
a publisher or ad network that calls the advertiser=E2=80=99s ad server =
for the purposes of displaying an advertisement.
Viewability: A =
term used to describe whether or not a digital media ever appeared in =
the space within a webpage that was in view to the viewer =E2=80=93 for =
example, when a viewer opens his browser and goes to a website, most =
often the webpage is longer than the browser window, so the viewer must =
scroll to continue reading down the page; if an ad never scrolls into =
that viewable space it is not considered =
viewable.
IAB and =
MRC standards for measuring and buying digital impressions that must =
meet the following minimum criteria: =E2=80=A2 pixel requirement: =
greater than or equal to 50% of the pixels in the advertisement were on =
an in-focus browser tab on the viewable space of the browser page, and =
=E2=80=A2 time requirement: the time the pixel requirement is met was =
greater than or equal to one continuous second, post ad render. =
=E2=80=A2 video time requirement: to qualify for counting as a viewable =
video ad impression, it is required that 2 continuous seconds of the =
video advertisement is played, meeting the same pixel requirement of =
50%.
Visit: A =
single continuous set of activity attributable to a cookied browser or =
user (if registration-based or a panel participant) resulting in one or =
more pulled texts and/or graphics downloads from a site. Click here for =
IAB=E2=80=99s ad campaign measurement =
guidelines.
——=_NextPart_001_00C8_01DB2C4B.1A12F160–
——=_NextPart_000_00C7_01DB2C4B.1A12F160
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