Randomly dividing your audience into two or more similar groups, and then showing each group a different version of an ad or landing page. Behavior or engagement is tracked to determine which performs better.

Any form of advertising that delivers ads to specific audiences based on specific signals rather than generic mass media marketing.

A technology platform that facilitates publishers and advertisers coming together to buy and sell ad publishing space. Acts as a middle link between a buyer’s Demand Side Platform (DSP) and a seller’s Supply Side Platform (SSP). Ad Exchanges can be Open and available to all advertisers or Private and only available to select advertisers.

An ad impression is counted when an ad has successfully been delivered to a user’s device and has begun to render on a page or app.

A technology platform that stores advertisements and delivers them to websites and mobile apps. G&W uses Campaign Manager 360.

The process of identifying which marketing efforts contribute to conversions or other desired outcomes.

Measured when a user clicks anywhere on an ad to be directed to a landing page.

The percentage of impressions that resulted in a click.

A television device that streams traditional TV content through an Internet connection rather than through cable or satellite.

The percentage of impressions that result in a user who completes a desired action, such as making a purchase or signing up for a newsletter.

The cost an advertiser pays for one thousand ad impressions.

A technology platform that allows advertisers to buy ad inventory across multiple ad exchanges through a single interface.

The number of times a user sees an ad.

A measurable value that demonstrates how effectively a company is achieving key business objectives.

The page a user is directed to after clicking on an ad.

Green & Wood defines any “Live Sports” inventory as being served during an actual live sports game. This does not include talkback shows, shoulder content, et cetera.

Any content that would have been traditionally delivered through cable or satellite that is instead streamed through the Internet. An example of OTT content is the Hulu app on an iPhone or iPad.

Calculated by taking [number of actual impressions] divided by [number of expected impressions by this date]. If a campaign is overpacing (meaning that number is well over 100%), that generally means that it will end with some amount of impressions in added value, not that it will go dark before the set end date.

The total number of unique devices, individuals, or households who see an ad. Different vendors provide different “types” of reach measurement.

The percentage of impressions where a video is fully played. In G&W reporting, display and other non-video impressions are not counted in rolled-up VCR metrics. (An exception is Facebook gifs, as Facebook treats gifs as videos.)