Brand Safety Blocks
Pre-bid filters that prevent ads from appearing alongside specific content categories or keywords deemed inappropriate or harmful to the brand.
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.
Latest
Brand Safety Floors
Predetermined threshold levels that define the minimum acceptable content standards for ad placement.
CPA (Cost Per Action/Acquisition)
A pricing model where advertisers pay only when a specific action (purchase, sign-up, etc.) is completed.
Cross-Channel Halo Effects
The indirect positive impact that marketing activities in one channel have on performance in other channels or on overall brand metrics.
Cross-Platform Attribution
The process of tracking and assigning credit for user actions across multiple devices, channels, and platforms to understand the full customer journey.
De-duplicated Reach
The net unique audience reached across multiple platforms or campaigns after accounting for overlap in viewership.
Decomposition Analysis
Breaking down total business performance into constituent contributing factors to understand the relative impact of different marketing and non-marketing drivers.
Diminishing Returns
The economic principle where continued investment in a marketing channel yields progressively smaller incremental returns beyond certain spending thresholds.
Engagement Rate
The percentage of people who interacted with your content (likes, comments, shares, clicks) divided by the total number of impressions or reach.
Incrementality Testing
Experimental design that measures the net impact of advertising by comparing results between exposed and control groups.
Invalid Traffic (IVT)
Any activity that doesn't come from a legitimate user with genuine interest in the content, including both fraudulent and accidental non-human traffic.
KPI (Key Performance Indicator)
Quantifiable measurements used to evaluate the success of an advertising campaign in meeting specific objectives.