IAB Ad Measurement and Analytics Flashcards

What is 'incrementality' in digital advertising measurement?

Answer: The additional conversions or outcomes that would not have occurred without the advertising campaign

Incrementality measures the true causal impact of advertising by identifying the additional conversions that occurred because of the campaign, beyond what would have happened organically.

What is 'cost per acquisition' (CPA)?

Answer: The average cost an advertiser pays for each desired conversion action (sale, lead, sign-up)

CPA measures the average cost of generating one conversion (such as a purchase, lead, or app install), calculated as total ad spend divided by number of conversions.

What is 'viewability rate' in digital advertising?

Answer: The percentage of total measured impressions that met the MRC viewability threshold

Viewability rate is the percentage of measured ad impressions that met the MRC/IAB standard for a viewable impression (50% pixels visible for 1 second for display; 50% for 2 seconds for video).

What does 'MRC accreditation' mean for ad measurement companies?

Answer: Accreditation from the Media Rating Council that validates a measurement vendor's methodologies as accurate and reliable

MRC (Media Rating Council) accreditation means an independent body has audited and validated that a measurement company's methodologies and systems meet established standards for accuracy and integrity.

What is a 'conversion funnel' in digital advertising?

Answer: The stages a consumer passes through—from awareness to purchase—that advertisers map campaigns against

A conversion funnel represents the sequential stages (e.g., awareness → consideration → decision → action) that consumers move through on their way to completing a desired action.

What is 'share of voice' (SOV) in advertising?

Answer: A brand's percentage of total advertising activity or impressions within its competitive category

Share of voice measures a brand's advertising presence relative to the total advertising activity in its category, typically expressed as a percentage of total impressions or spend.