Log-Level Data
Detailed records of every auction, bid, and impression including timestamps, prices, targeting criteria, and outcome data.
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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LTV (Lifetime Value)
The predicted total revenue a business expects to generate from a customer throughout their entire relationship.
Marketing Mix Variables
The collection of controllable and uncontrollable factors included in marketing mix models to explain business performance, including marketing tactics, competitive activity, seasonality, and macroeconomic conditions.
Marketing Response Curves
Mathematical models that describe the relationship between marketing investment levels and business outcomes, accounting for factors like diminishing returns and minimum effective spending levels.
MFA (Made For Advertising)
Websites or content created primarily to generate advertising revenue rather than provide value to users.
MMM (Marketing Mix Modeling)
A statistical analysis technique that uses historical data to estimate the impact of various marketing activities on sales and other business outcomes.
MMP (Mobile Measurement Partner)
A third-party platform that specializes in attributing mobile app installs and post-install events across multiple advertising sources.
Multi-Touch Attribution (MTA)
A method of attribution that assigns credit to multiple touchpoints along the customer journey rather than just the first or last interaction.
OMID (Open Measurement Interface Definition)
A standardized way for measurement providers to collect data from ads served in mobile apps and web video players.
OTS (Opportunity to See)
A metric that estimates the potential for an ad to be seen by the target audience, based on placement and delivery parameters.
Propensity Modeling
Statistical analysis that predicts the likelihood of specific audience segments to take desired actions or convert.
ROAS (Return on Ad Spend)
A marketing metric that measures the revenue generated for every dollar spent on advertising.