Digital Advertising Advanced

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Digital Advertising Advanced  Ad Serving

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Ad Server – A web server dedicated to the delivery of advertisement. This specialization enables the tracking and management of advertising related metrics. Our (Publisher) ad server is Google DFP (Dart for Publishers). Eyeblaster and Media Mind are two examples of 3 rd Party (Advertiser) ad servers.

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Redirect - One server assigning an ad-serving function to another server, often operated by a third company on behalf of an agency. For instance, a Web publisher's ad management server might issue a redirect to the browser or client which points to an Agency Ad Server (AAS) hired by an advertiser to distribute its ads to a target audience across a broad list of sites. There is no limit to the number of redirects that can come into play before the delivery of an actual ad. The agency ad server in turn may redirect the browser to a Rich Media Vendor (RMV) or Digital Video ad server. Re-directs produce latency!

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Ad Tag – Software code that an advertiser provides to a publisher or ad network that calls the advertisers ad server for the purposes of displaying an advertisement.

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Passbacks – Passback line items are used with third-party advertisers for a number of reasons. Primarily, passback line items return a house ad or other remnant ad within DFP when the third party doesn't have an ad to serve or when this ad doesn't meet the minimum CPM agreed upon with the third party.

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Referring URL - The address of the webpage that a user previously visited prior to following a link.

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URL Tagging - The process of embedding unique identifiers into URLs contained in HTML content. These identifiers are recognized by Web servers on subsequent browser requests. Identifying visitors through information in the URLs should also allow for an acceptable calculation of visits, if caching is avoided

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Digital Advertising Advanced  Personalized Advertising

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Personalized Advertising or Personalization – Personalization tries to make a unique product offering for each customer. Personalized marketing has been most practical in interactive media. A web site can track a customer's interests and make suggestions for the future. Many sites help customers make choices by organizing information and prioritizing it based on the individual's liking.

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Privacy Policy - A statement about what information is being collected; how the information being collected is being used; how an individual can access his/her own data collected; how the individual can opt out ; and what security measures are being taken by the parties collecting the data.

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Opt-in - Refers to an individual giving a company permission to use data collected from or about the individual for a particular reason, such as to market the company's products and services.

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Profiling - The practice of tracking information about consumers' interests by monitoring their movements online. This can be done without using any personal information, but simply by analyzing the content, URL’s, and other information about a user’s browsing path/click-stream.

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Cookie – a string of text sent from a web server to a user's browser that the browser is expected to send back to the web server in subsequent interactions. In online advertising, cookies generally store a unique identifier, and may contain information like what ads were recently seen (for frequency capping), when the cookie was created, and other simple attributes.

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Persistent Cookie – Cookies that remain on a client hard drive until they expire (as determined by the website that set them) or until they are deleted by the end user.

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Tracking Pixel – or Web beacon . Web beacons are used to collect data for web site and ad delivery analytics, and also specific events such as a registration or conversion: Ad Creative Pixel - A web beacon embedded in an ad tag which calls a web server for the purpose of tracking that a user has viewed a particular ad. Conversion Pixel - A web beacon that transmits to a third-party server that a user has successfully completed a process such as purchase or registration. Piggyback Pixel – A web beacon that embeds additional web beacons not directly placed on the publisher page. Secure Pixel - A web beacon that is delivered over HTTPS.

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PII or P ersonally I dentifiable I nformation – User data that can be used to contact the user, either directly or through a lookup. User data that can be used to contact the user directly includes postal address and email address. User data that can be used, through a lookup to contact the user includes SSN and other government issued ID numbers.

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Digital Advertising Advanced  Programmatic Advertising

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Programmatic Ad Buying- “Programmatic” ad buying typically refers to the use of software to purchase advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads.

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DSP or Demand Side Platform – Also called Buy Side Optimizer and Buy Side Platform is a technology platform that provides centralized and aggregated media buying from multiple sources including ad exchanges, ad networks, and sell side platforms, often leveraging real time bidding capabilities of these sources.

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RTB or Real-Time Bidding – The RTB acronym indicates a real-time system for either bidding on or buying ad inventory. The initial RTB ecosystems evolved from the efforts of DSPs to create a more efficient exchange of inventory. Due to these roots, RTB ecosystems put significant emphasis on user information (demographic and behavioral data, for example), while discounting the situation information (the publisher and context).

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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. The inventory managed by the SSP is usually purchased by aggregate buyers, either demand side platforms (DSPs) or ad networks.

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Agency Trading Desk – Centralized management platforms used by ad agencies that specialize in programmatic media and audience buying. They are typically layered on top of a DSP or other audience buying technology.

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DMP or Data Management Platform – A system that allows the collection of audience intelligence by advertisers and ad agencies, thereby allowing better ad targeting in subsequent campaigns. Companies like Lotame and BlueKai establish relationships with a large number of websites in order to gain a big-picture view of cookied users that would be inaccessible to individual sites.

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Digital Advertising Advanced Programmatic Advertising

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