IAB Ad Measurement and Analytics Flashcards

According to the IAB and MRC, what is the definition of a 'viewable' display ad impression?

Answer: At least 50% of the ad's pixels visible in the browser viewport for at least 1 continuous second

The IAB and MRC define a viewable display impression as one where at least 50% of the ad's pixels are in view within the viewport for a minimum of 1 continuous second.

What is 'attribution' in digital advertising measurement?

Answer: The process of identifying which marketing touchpoints contributed to a conversion or desired outcome

Attribution is the process of identifying which ads, channels, or touchpoints deserve credit for driving a user to take a desired action such as a purchase or sign-up.

What is 'last-click attribution'?

Answer: An attribution model that gives 100% of conversion credit to the final ad the user clicked before converting

Last-click attribution assigns 100% of conversion credit to the last ad or channel the user clicked immediately before completing the conversion.

What is 'invalid traffic' (IVT) in digital advertising?

Answer: Ad impressions or clicks generated by non-human sources such as bots, scrapers, or fraudulent activity

Invalid traffic (IVT) refers to any ad traffic that does not come from a genuine human user with real interest, including bot traffic, click fraud, and other non-human activity.

What is 'brand safety' in digital advertising?

Answer: Protecting an advertiser's brand by preventing ads from appearing next to content that could harm the brand's reputation

Brand safety refers to measures taken to ensure that ads do not appear alongside content that is inappropriate, harmful, or inconsistent with the brand's values.

What does CPM stand for in digital advertising pricing?

Answer: Cost Per Mille — the cost per one thousand ad impressions

CPM stands for Cost Per Mille (Latin for thousand), representing the price an advertiser pays for one thousand ad impressions.