Botnet
A network of internet-connected devices infected with malware and controlled by a remote operator without the owners' knowledge.
Measurement
How you know your advertising worked, and how much of it went to waste. Attribution, MMM, viewability, invalid traffic, brand safety and media transparency, from a former media auditor.
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Residential Proxy
A proxy service that routes internet traffic through IP addresses assigned to real home internet connections, so the traffic appears to come from ordinary households.
SIVT (Sophisticated Invalid Traffic)
Invalid traffic that requires advanced analytics, multi-point corroboration or significant human intervention to detect, as defined in the MRC's Invalid Traffic Detection and Filtration Guidelines.
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.
Adstock Effect
A modeling concept that accounts for the lingering impact of advertising over time, including decay rates and cumulative brand building effects.
Attention Metrics
Measurements that go beyond basic viewability to assess the quality and depth of user engagement with advertising content.
Attribution
The process of identifying and assigning credit to marketing touchpoints that contribute to a desired outcome or conversion.
Attribution Window
The time period during which consumer actions are credited back to marketing exposure when analyzing campaign effectiveness.
Base vs. Incremental Sales
The distinction between sales that would occur without marketing support (base) and additional sales generated specifically by marketing activities (incremental).
Baseline Lift Analysis
Measurement of how marketing activities increase performance above natural business baseline levels, controlling for seasonal and external factors.
Brand Safety Alliance
A cross-industry group working to develop and implement brand safety standards and best practices.