The metric you agreed to be held against. The selection matters more than most planning conversations treat it. A campaign that hits its KPI but misses the business goal it was supposed to support is not a successful campaign. It is a successful metric. Make sure the KPI is connected to something that actually moves the business before you build the plan around it.
Ad tech glossary
KPI (Key Performance Indicator)
Technical definition
Quantifiable measurements used to evaluate the success of an advertising campaign in meeting specific objectives.
The ADLINGO translation
Get the full Mega Glossary as a PDF
Nearly 200 ad tech terms, translated. Plus the ADLINGO newsletter to your inbox. Free.
Where this shows up
Could Bill Gates daughter face prison time for cookie stuffing?
Phoebe Gates, daughter of Bill and Melinda Gates, is in the press lately for an alleged "Cookie stuffing" operation. If charged and convicted, penalties could include actual jail time. Do you know how it works?
But the ads served, right?
Brands have a massive gap in understanding what their technology vendors are actually solving on their behalf and what the definition of "paid for" actually means.
News: Brand's $4 Billion Blindspot
Despite the myths, news environments prove to be high-return and brand-safe. With performance upwards of 8.5x higher, avoiding news media might be the most misguided marketing myth yet.