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Channel Certifications Programmatic Certifications Glossary Terms

Programmatic Masterclass

Become a certified expert in programmatic advertising!

auto-registration Programmatic Certification Programmatic Certifications Instructor Matt Evered

Native Channel Certification

auto-registration Channel Certifications Instructor Matt Evered

Connected TV Certification Course

auto-registration Connected TV Channel Certifications Instructor Julia

Programmatic Audio Channel Certification

auto-registration Channel Certifications Instructor Julia

In-Game Channel Certification

auto-registration Channel Certifications Instructor Julia

Testing two different versions of an ad or webpage to see which yields higher results.

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Any placement (or ad) that is within the top portion of the site and viewable without scrolling.

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A software that removes an ad from a user's viewing experience.

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Ad Creative Pixel

A literal 1x1 transparent image (pixel) that is embedded into an ad tag which communicates with a browser to track whether a user has viewed the ad.

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A digital marketplace that enables advertisers and publishers to buy and sell advertising space often through real-time auctions. They’re most often used to sell native display, video and mobile ad inventory.

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The number of times an ad is shown during a specified period.

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Companies that specialize in delivering ads across the span of participating publishing entities.

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A web server that stores and delivers advertisements for viewing.

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A piece of HTML or JavaScript code that is inserted into the source code of a web page via an Ad Server for the purpose of serving content.

auto-registration A Glossary Terms

The sponsor of the ad or a brand.

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Affiliate Marketing

A form of performance-based digital marketing (most often used for retail) in which the compensation model allows for the affiliate to earn a commission for the promotion of the product.

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The process of crediting the appropriate marketing channels for the role they played in the subsequent conversion.

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Attribution Model

A model used to determine how much credit is given to each channel that contributed to the sale or conversion on a website.

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The group of people who visit a specific website or who are reached by a specific ad network.

auto-registration A Glossary Terms

Audio Completion (AC)

The number of times the audio advertisement was played until the end.

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Audio Completion Rate (ACR)

Audio Completion Rate indicates the percentage of all audio ads that play through that quartile of an audio’s total length.

auto-registration A Glossary Terms

The number of times an audio advertisement was initiated.

auto-registration A Glossary Terms

Automated Guaranteed (AG)

Automated purchasing of guaranteed, premium inventory.

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Business to business.

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Behavioural Segmentation

Grouping and targeting consumers based on their previous online behaviour.

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Content that appears in the lower portion of the site that is only viewable after scrolling.

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Purchase amount submitted to the auction to buy an ad.

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An instruction given to an audience to immediately take action such as "Subscribe To Our Newsletter" or "Visit Our Store".

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A type of internet crime that occurs when a user or program imitates an interaction with an ad for the purpose of generating a false charge.

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Click Through Rate (CTR)

The percentage of ad impressions that were clicked on.

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Content that entices a user to click at the expense of quality or accuracy.

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When a consumer performs the desired action of a marketing message.

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Conversion Funnel

A term used to describe the customer path to purchase – includes brand awareness, consideration, conversion, loyalty, and advocacy.

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Conversion Pixel

A pixel that transmits to a third-party that a user has completed the desired action.

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Conversion Rate (CVR)

The percentage of clicks that resulted in a conversion. Calculated by taking the number of conversions an ad received, dividing by the number of clicks, and multiplying by 100 to obtain a percentage.

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A small piece of data sent from a website and stored in a user's web browser while the user is browsing that website.

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Cost Per Acquisition (CPA)

A pricing model where advertisers pay for a specific acquisition or publishers get paid.

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Cost Per Click (CPC)

A pricing model where advertisers pay for ads clicked.

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Cost Per Completed Listen (CPCL)

Indicates the cost that advertisers pay each time an audio has been listened through to completion.

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Cost Per Install (CPI)

A pricing model where advertisers pay when a user installs an app or downloads software after seeing the ad.

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CPM (Cost Per Mille)

Cost per thousand impressions (mille is Latin for thousand). This refers to a pricing model where the advertiser pays when their ad is viewed.

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CRM (Customer Relationship Management)

A technology solution that automates sales, marketing, customer service, and/or support. A central repository of sales data.

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CTV (Connected TV)

Connected TV is a TV set that is connected to the Internet. This connection is made through built-in capabilities, like a Smart TV, or another device that enables a standard TV to become a Connected TV.

auto-registration C Glossary Terms

Custom Audience Segments

StackAdapt 1st-party data. Advertisers can target users who recently visit sites with relevant content. This can be done through key words and phrases based on content or specific domains such as competitor sites. Unique to StackAdapt.

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Information collected from owned media, analytics tools, CRM systems, and performance analysis tools.

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Reaching consumers at a certain time and/or day of the week.

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A piece of code containing the agreed-upon terms (negotiated pricing, for example) between an advertiser and publisher that allows the advertiser to access the publisher’s inventory.

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Demand Side Platform (DSP)

A software that executes programmatic media buying - a form of buying in which inventory is purchased real-time to show one specific ad, to one consumer, in one individual context, including determining which media, how much to buy, and at what price.

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Demographic Segmentation

When an audience is divided into externally measurable characteristics of potential consumers, such as age, gender, race, occupation, education, income level, household size, and stage in the family life cycle.

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Direct Response

A marketing-strategy approach that elicits an immediate response from the consumer such as an immediate sign-up or purchase.

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Display Advertising

Banner or graphical advertising on webpages.

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Diversity Stats

A super only function when CSM can decide on the percent of inventory allowed from each supply source / device. Unique to StackAdapt.

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DMP (Data Management Platform)

an online platform that stores, organizes, and analyses 1st and 3rd party data to better discover and reach and target audience; it then applies in-depth measurement to optimize media buying and creatives.

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Media placement that is not paid for and attained organically – includes Search Engine results, social media buzz, and press coverage.

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Effective Cost Per Click (eCPC)

How much on average is earned from the user clicking on the ad. (Media cost/total clicks).

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Effective Cost Per Mille (eCPM)

Total earnings divided by impressions - a useful statistic to track ad performance.

auto-registration E Glossary Terms

A click on a native ad that resulted in a site visit with a duration of 15s or longer.

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A dynamic feed contains every version of the content that can be served in the creative. Feeds allow advertisers to update content easily and quickly, without having to update the creative assets.

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Foot Traffic Attribution

Foot Traffic Attribution or Foot Fall Attribution is a way to measure the effectiveness of a digital ad through user actions.

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Geographic Targeting

Reaching consumers in specific geographical locations based on zip code, area code, city, DMA, or state.

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Hyper-targeting

Piling a variety of targeting schemes on top of each other.

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Impression Trackers

Third-party 1x1 pixel trackers that record how many users are served the ad.

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The number of times your ad was viewed.

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Links from outside sites to your website.

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Insertion Order

Overarching parameters for a group of campaigns. (Can include budget caps, margins, impression/click goals etc..)

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Interactive Advertising Bureau (IAB)

An advertising business organization made up of over 500 leading media and technology companies.

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Interstitial Ad

Full-page ads that load in a separate window before the main webpage loads.

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This stands for Internet Protocol Address. It is a label assigned to specific device such as a desktop computer or printer that is used for interface identification and serves as a "return address" when a user is browsing the internet.

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(in Custom Segment) Words that a user enters into a search engine that result in them finding webpages that correspond to those keywords.

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KPI stands for key performance indicators which help measure if important business objectives are being met.

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A lead refers to a potential customer contact.

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Lead Generation

A form of marketing in which the objective is the acquire leads of interested, or potential customers - this can be executed via Email, Display, Search, Mobile, or Social Media marketing.

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Lookalike Modelling

To build a consumer profile and target users who exhibit similar characteristics to your existing customers (or other valuable audiences).

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Transactions or purchasing of products/services through the use of a mobile device such as smartphone or tablet. Also known as mobile commerce.

M Glossary Terms

Meta Descriptions

Descriptions of webpages found under the webpage title in Google search results. While they are not considered direct ranking factors, they do improve click-through rate which in turn, improves search ranking.

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HTML that describes the webpage and helps search engines in categorizing that page appropriately.

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Native Advertising

Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.

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Native Outstream

In text/feed video format where video only starts playing when user scrolls into view.

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The process of delivering consecutive messages (ad, email) with a goal of having a user become a customer.

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Increasing the impact of an ad.

auto-registration O Glossary Terms

OTT (Over-the-Top)

Over-the-top (OTT) is used for the delivery of film and TV content via the Internet, without requiring users to subscribe to a traditional cable or satellite pay-TV service.

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Links on a webpage that lead to a page with a different domain. Ensures an ad is delivered where it should be considering consumers, advertisers, and available websites. Outbound links increase the impact of an ad.

auto-registration O Glossary Terms

Media placement that is owned by the brand itself, such as websites, landing pages, social profiles, blog, and etc.

auto-registration O Glossary Terms

How ahead or behind the campaign spend is based on daily or total budget.

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The successful transmittal of the page (fully downloaded) to the user's browser.

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Media placement that is bought, such as display ads or PPC advertising.

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A campaign is said to be "performing" if it delivers on the expected KPI.

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Persistent ID Targeting

Used for “people-based” targeting and tracking by assigning users (that login into an app or network) an ID that follows users throughout browsing, and across device – based on data collected, marketers can individual users regardless of what device they are using.

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Ads that pop-up in a separate window from the browser. This type of ads has been depreciated over the years due to negative user feedback and the rise of pop-up blockers within browsers.

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This acronym stands for Point of Sales. This system or a touchpoint that can be used for offline attributions with campaigns.

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Premium Inventory

Ad space inventory that is of high interest or in demand by advertisers on publisher's site.

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Private Marketplace (PMP)

An invitation-only marketplace that gives buyers exclusive access to premium publisher inventory while using automated buying methods to purchase inventory, faster, thus elimination the RFP and negation processes.

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Product-Related Segmentation

Segmenting the audience based on usage of product. For example, users are either light or heavy users of the product.

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Programmatic Direct

Programmatic buys for guaranteed, future media.

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Programmatic Media Buying

Algorithmic, software-based bidding on inventory to show a single ad, to one consumer, in one specific context. (As opposed to buying that involves RFPs, vendor negotiations, and manual insertion orders)

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Psychographic Segmentation

Market segmentation strategy whereby the intended audience for a given product is divided according to social class, lifestyle, or personality characteristics. Similar attitudes, values, and lifestyles.

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An individual or organization that prepares, issues, and disseminates content for public consumption.

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Purchase-based Targeting

Target users based on products they've purchased.

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Percentage of the target audience exposed to a message at least one time.

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Remnant Inventory

Advertising space that a publisher has been unable to sell.

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Collecting data to see progress in a campaign.

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Request refers to an attempt by a user's browser to retrieve a page and page elements, such as ads, from a server on the internet.

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Responsive Design

A style web design in which the code allows the layout to adjust to the possible different screen sizes the users may view it on such as desktop, smartphone, or tablet.

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To use cookie-based-technology (that follows users across the web) to serve ads to people who have previously visited your site.

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Return On Advertising Spend (ROAS)

A measurement used to calculate the monetary success, using Revenue as key variable.

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Revenue Sharing

Sharing of revenue by two unrelated parties due to a business arrangement or other reasons.

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Advertisements with which users can interact (as opposed to solely animation) in a web page format.

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ROI stands for Return On Investment. This measurement is used to calculate the monetary success of a campaign, using Profits as a key variable.

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RTB (Real time bidding)

The buying and selling of impressions through real-time auctions via ad exchanges or SSPs.

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Refers to whether a campaign is delivering on its expected budget or not.

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Search Engine Marketing (SEM)

Form of digital marketing that promotes by increasing exposure in Search Engine result pages. This includes Search Engine Optimization and directory submissions, as well as paid submission programs like AdWords.

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Search Engine Optimization (SEO)

Modifying web pages and web sites so that they rank as highly as possible in search results with the objective of attracting traffic from web searchers looking for vendors, solutions, products or services. This is achieved through thematic page design, consistent HTML tagging, linking strategies and focusing content on core keywords.

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IAB defined banner ads that are 120 by 600 or 160 by 600 pixels.

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the StackAdapt mascot!

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Supply-Side Platform (SSP)

A software used by digital publishers to sell ad inventory programmatically to advertisers. SSPs connect to demand-side platforms (DSPs) to allow potential buyers to buy ad inventory programmatically. SSPs and DSPs work together to facilitate ad buys through RTB.

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Survey-Based Targeting

Target users based on their responses to consumer survey questions.

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Threshold is the quality score referring to custom segment creation.

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A Trading Desk is the programmatic buying arm of an agency holding company, an independent company, or internal team of an agency that aggregates programmatic, auction-based inventory across various DSPs and ad exchanges.

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A vendor refers to a company with a specific product or service such as creating or delivering rich media, or providing third-party data.

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Video Completion Rate (VCR)

The percentage of all video ads that play through their entire duration to completion.

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The amount of impressions coming into a DSP from exchanges. Also refers to the amount of revenue flowing through the platform.

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A closed ecosystem where the ecosystem sells its own inventory, while also representing the demand side and controlling the price of its ad slots. An example of a walled garden in digital marketing is Facebook.

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A combination of various multimedia components used to relay information in real-time to consumers/customers.

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Yield Optimization

The supply-side process to increase revenues for the publisher.

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AVOD (Ad-Supported Video on Demand)

A subset of SVOD where users can subscribe to ad-supported tiers to watch content that shows ads at a lower cost. Examples include streaming services like Disney+ and Hulu.

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BVOD (Broadcast Video on Demand)

A subset of AVOD (see above) that provides ad-support streaming content from traditional broadcasters.

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FAST (Free Ad-Supported TV)

Ad-supported platforms that offer a variety of content for free, including live TV channels and on-demand programming.

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Frequency Capping

A limit on the number of times an ad appears to the same person.

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Incremental Reach

Quantifies the additional unique viewers reached by a CTV campaign on top of the results being generated without it (often measured by reach beyond linear TV).

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A type of television broadcasting that is delivered via cable or satellite TV systems, and programmed and watched as scheduled (instead of streamed to a specific user on demand).

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SVOD (Subscription Video on Demand)

Subscription Video on Demand which includes video on demand services like Netflix and Apple TV+ that require a monthly or annual subscription fee to view their content.

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CPE (Cost per engagement)

A bidding tactic where advertisers only pay for users who stay on site for 15s or longer. Unique to StackAdapt.

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Code that wraps the landing page URL to track time on site. Engagement tracking using iFrame solution -- user experience does not change. The only difference is that the URL has a prefix of content.to/discover. Unique to StackAdapt.

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Digital Out-of-Home Certification Course

Channel Certifications Instructor Julia

Uncover Opportunities to Strengthen Your Book of Business

January 21st, 2021

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How to Take Your Travel Campaigns to New Heights with Programmatic

October 26th, 2022

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Contextual Targeting

September 10th, 2021

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Exploring Programmatic In-Game

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Political Campaigning With Programmatic

March 31st, 2022

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Prescribing Digital Strategies for Your Healthcare Campaigns

November 30th, 2022

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On Air With StackAdapt: Learn About Connected TV in Europe

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Programmatic Advertising for CPG Brands

June 30th, 2022

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Getting Started with Programmatic Advertising

June 29th, 2021

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Programmatic Audio: Music to a Marketer's Ears

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The Versatility of Programmatic

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Advertising Trends That Will Shape Growth in 2023

January 25th, 2023

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New Contextual Advertising in a Post-Cookie World

February 18th, 2021

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The Basics of Audience Targeting with Programmatic

July 27th, 2022

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How to Chart the Course for Your Travel Campaigns

February 16th, 2023

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Digital Strategies for Recruitment

December 1st, 2021

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Unlocking the Power of Creator Marketing as a Growth Channel

December 14th, 2022

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Level Up Your Marketing With Programmatic In-Game

November 17th, 2022

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Cross-Channel Advertising

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Measure Campaign Impact With StackAdapt Brand Lift

February 24th, 2022

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Advanced Programmatic Course

auto-registration Programmatic Certifications Instructor Matt Evered

Achieve Programmatic Success Through a Multi-Channel Approach

November 4, 2021

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Programmatic Checklist

Programmatic Masterclass

Advanced Strategies and Beyond

Foundations of Programmatic

What to expect from the Programmatic Masterclass!

Programmatic Checklist

Programmatic Masterclass

Advanced Strategies and Beyond

Foundations of Programmatic

What to expect from the Programmatic Masterclass!