Digital marketing is changing at the speed of the light. Same goes for its acronyms, buzzwords, even jargons if you may, that keep popping up endlessly. Staying up-to-date is almost close to impossible. But worry not – if you know these fundamental Programmatic terms, you’ll be just fine and keeping up would be a walk in the park. Check these out!
1. API: An “Application Programming Interface” is like a telephone operator (yes, it sounds a bit old). It basically gives you access to every single feature of a certain platform. For instance, you can create targeted campaigns, build audiences, pull ultra deep reports, change bids on all sorts of items, whitelist or blacklist by taking advantage of a DSP API. Basically, you can create your own algorithms.
2. Algorithms: At its very basic, an algorithm is a formula or rule that solves a problem through a logical sequence of steps. For instance, in digital marketing, algorithms have the ability to analyze customer behaviors and interactions on web and mobile application.. These will help you make better decisions on where to place your ad and maximize its reach accurately.
3. Ad Impression: Each time a consumer is exposed to an advertisement (either appended to an SMS or MMS message, in a mobile app, on mobile web (WAP) page, within a video clip, or related media), that is called an ad impression. Sometimes called a view or an ad view, ad Impressions are how most online advertising is sold, with its cost quoted in terms of cost per thousand impressions (CPM).
4. CPM: “Cost per impression,” or CPM refers to the cost of showing your ad to one thousand viewers (pop quiz, M is the Roman numeral for 1000) either via Programmatic or search, or other media. The appeal of CPM lies not just on its usually low rates, but also because it helps increase brand awareness and promotes a specific message on high traffic websites or mobile apps cost-effectively.
5. KPI: Key Performance Indicators (or KPIs) are essential metrics that help you monitor the progress and overall effectiveness of your marketing functions. Some of the major KPIs that you should be tracking include Cost Per Miles, Cost Per Click, Cost Per Install, Cost Per Action, and Cost Per Lead.
6. Whitelist/Blacklist: Whitelists and blacklists mean differently to an advertiser or a publisher. For you, the advertiser, a blacklist is a list that identifies the sites or apps where you wouldn’t want your ads to appear, while a whitelist is the opposite. Understanding the ins and outs of these lists is vital for players in the programmatic advertising space who want to optimize revenue.
7. SaaS: “Software as a Service” is a way for you to use software that’s hosted by an external party in the cloud. Also called web-based software, on-demand software, or hosted software, SaaS gives your business the agility to perform business functions wherever you are, on the fly.
8. Rules: "Rules" are a list of formulas that help Pocketmath mobile DSP users automatically manage their mobile advertising campaign workflows. Using different conditions can help you evaluate parameters and metrics in real time. Satisfying these rules can also trigger different actions across your mobile campaign.
9. Optimization: Optimization is the process of finding alternative ways to make the most cost effective or highest achievable marketing performance under the given constraints. By maximizing desired factors and minimizing undesired ones, your ads are more likely to perform better than other ads.
10. Publisher: A publisher is an independent party, apps or website, that promotes the products or services of an advertiser in exchange for a commission. Beyond ad placement management, a publisher’s function may include inventory management, conversion measurement, invoices management and creating connections with ad exchanges, SSP and data platforms.
11. Retargeting: You finally “hit your target” online audience but for some reason, they got distracted and moved somewhere else. Well then Retargeting is one of the best ways to close ‘sales’ (or conversion) that your campaign missed. Retargeting places your ad on that ‘somewhere else’ and in doing so, brings your audience back to your mobile app or website so ‘sales’ can be translated into ‘desired actions’ such as impressions, clicks, installs, first purchases, or even video views in the context of Programmatic as defined by advertisers.
12. CPA: Cost per Action (or CPA) is a pricing model that only charges advertising on an action being conducted e.g. a sale or a form being filled in. Simply put, publishers are only paid for an action that is taken as a direct result of their marketing. Payments can be based on lead generation like when customers submit their phone number or email address in exchange for free product or information.
13. ROI: ROI (Return on Investment) measures how much profit has been made on an investment as a percentage of the cost of the investment. In advertising, it is a measurement of the profit generated by ads relative to the cost of those ads. This business-centric metric determines how successful an ad is performing and helps in comparing ROI with the performance of other ads.
14. ROAS: ROAS or Return on Ad Spend measures the gross revenue generated for every dollar spent on advertising. While sometimes used interchangeably with ROI, ROAS is considered a necessary cost of doing business i.e. it is an investment that will help grow a business’s profits incrementally. ROAS is determined by dividing revenue derived from the ad source by the cost of that ad source.
15. Conversion: Say you want your customer to check out your offer. Or sign up for your newsletter. Maybe go to your site to browse through a catalog. Every time a customer acts on your defined campaign goal, that is called a conversion. Often tracked by a web beacon called a conversion pixel in a digital web environment, a conversion, simply put, is getting someone to respond to your call-to-action.
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