Ad Measurement and Attribution Flashcards

What is a gross rating point (GRP) in advertising measurement?

Answer: A metric equal to reach (%) multiplied by frequency, used to measure total campaign exposure

A GRP (Gross Rating Point) represents one percent of the target audience reached one time, and total GRPs = Reach% × Frequency, measuring the total campaign delivery weight.

What is the difference between deterministic and probabilistic cross-device matching?

Answer: Deterministic uses authenticated user data (logins) for certainty; probabilistic uses statistical modeling to infer device connections

Deterministic matching links devices using logged-in user data (like email addresses) with high accuracy, while probabilistic matching infers connections based on shared signals like IP address and browser patterns.

What does SOV (Share of Voice) measure in digital advertising?

Answer: A brand's share of total advertising impressions or spend within its competitive category

Share of Voice measures how much of the total available advertising space or spending in a category belongs to a specific brand, indicating its competitive presence.

What is marketing mix modeling (MMM)?

Answer: A statistical analysis that measures the impact of various marketing channels on sales using historical data

Marketing Mix Modeling uses econometric techniques to analyze historical data and quantify how each marketing channel (TV, digital, OOH) contributes to overall sales and business outcomes.

What is a 'walled garden' in digital advertising measurement?

Answer: A closed platform ecosystem (like Google or Meta) that controls its own data and limits external measurement access

Walled gardens like Google, Meta, and Amazon control their own ad measurement data and typically do not allow third-party verification, creating measurement consistency challenges for advertisers.

What is a conversion window in digital advertising attribution?

Answer: The defined time period after an ad interaction during which a conversion can be credited to that ad

A conversion window is the lookback period (e.g., 7 days, 30 days) during which a conversion that occurs after an ad interaction is attributed to that ad.