IAB Ad Measurement and Analytics Flashcards

What is 'multi-touch attribution' (MTA)?

Answer: An attribution model that distributes conversion credit across multiple ad touchpoints in the customer journey

Multi-touch attribution distributes conversion credit among multiple marketing touchpoints that a consumer interacted with before converting, rather than crediting only one.

What is 'reach' as an advertising metric?

Answer: The number of unique individuals exposed to an ad at least once during a campaign

Reach measures the total number of unique individuals who were exposed to an ad or campaign at least once, as distinguished from total impressions.

What is 'frequency' as an advertising metric?

Answer: The average number of times a unique individual is exposed to an ad within a given time period

Frequency is the average number of times a unique user sees an ad during a campaign period, calculated as total impressions divided by total reach.

What is a 'KPI' in advertising campaign management?

Answer: Key Performance Indicator — a measurable metric used to evaluate campaign success against an objective

A KPI (Key Performance Indicator) is a specific, measurable metric that an advertiser uses to evaluate whether a campaign is achieving its stated objectives.

What does ROAS stand for and what does it measure?

Answer: Return on Ad Spend — the revenue generated for every dollar spent on advertising

ROAS (Return on Ad Spend) measures the revenue generated for every dollar spent on advertising, calculated as total revenue from ads divided by total ad spend.

What is 'brand lift' measurement in advertising?

Answer: A research methodology measuring the incremental impact of advertising on brand awareness, perception, or purchase intent

Brand lift studies measure the incremental change in consumer perception, awareness, recall, or purchase intent caused by exposure to an advertising campaign, using control and exposed groups.