Programmatic Advertising Flashcards

What is a DMP (Data Management Platform) in programmatic advertising?

Answer: A platform that collects, organizes, and activates audience data for targeting

A DMP collects first-, second-, and third-party data, organizes it into segments, and makes it available for programmatic targeting across campaigns.

What is contextual targeting in programmatic advertising?

Answer: Serving ads based on the content of the webpage being viewed

Contextual targeting matches ads to relevant webpage content, such as showing sports equipment ads on sports news articles, without relying on user behavioral data.

What does CPM stand for in digital advertising billing?

Answer: Cost Per Mille (cost per thousand impressions)

CPM (Cost Per Mille) is the cost an advertiser pays for one thousand ad impressions, and it is the most common pricing model for display advertising.

What is viewability in digital advertising?

Answer: A measure of whether an ad had the opportunity to be seen by a user

Viewability measures whether an ad was actually visible on screen, with the MRC standard requiring at least 50% of the ad to be in view for at least one second.

What is ad fraud in the context of programmatic advertising?

Answer: Invalid traffic generated by bots or deceptive practices to falsely inflate ad metrics

Ad fraud involves invalid traffic from bots, click farms, or domain spoofing that generates fake impressions or clicks, wasting advertiser budgets.

What is the IAB's ads.txt initiative designed to do?

Answer: Prevent unauthorized inventory selling by requiring publishers to publicly declare authorized sellers

Ads.txt (Authorized Digital Sellers) is a text file publishers place on their domains listing the companies authorized to sell their digital inventory, reducing domain spoofing fraud.