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| A digital marketplace that enables advertisers and publishers to buy and sell advertising space (often through real time bidding auctions) |
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| What kind of media is most often sold in ad exchanges? |
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| display, video, and mobile ad inventory |
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MediaMath
Tradedesk
Turn
Rocketfuel
Simplifi |
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A tech platform to enable publishers to manage their advertising space inventory, fill it with ads, and receive revenue.
AKA: Sovrn |
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Sovrn
OpenX
Index
Rubicon
Appnexus |
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| A piece of Javascript to track traffic, supply ads, and allow publishers to get money from ad exchanges. |
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| What are the 3 most common sizes of display ads and their names? |
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Leader board/Header: 728 x 90 (most used)
Medium rectangle: 300 x 250
Skyscraper: 160 x 600
*** width x height |
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| Google's free service for all publishers that has a 100% fill rate |
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An ad partner that serves as a middleman between a publisher and an advertiser. Typically, ad networks provide you with a static rate for your inventory that rarely fluctuates.
- These are pointless and just take an unnecessary cut of the revenue share from pubs |
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| Orders all your tags and demand partners in the most profitable waterfall. If publisher doesn't have a server they can "hard code" sovrn's tag directly on their page. |
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| An ad partner that serves as a broker between a publisher and an advertiser. Ad exchanges use RTB technology to sell a publisher’s inventory in an auction-like manner. Typically, you can set a price floor within an ad exchange and you’ll receive a higher rate due to the auctioning process. |
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| cost per impressions (1,000 impressions sold) |
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| RPM / # ad zones per page = CPM |
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| Double Click for Publishers |
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| What is the Waterfall approach? |
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| Placing ad partners ad tags in order (usually by CPM rate, highest to lowest - aka price priority) so they have the option of serving an ad or ‘defaulting’ to the next partner in line. |
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| Interactive Advertising Bureau |
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| It's a digital advertising organization that sets our industry's standards |
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| What must all of the components of an IAS test be at minimum in order for them to be approved? What are the two exceptions? |
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| everything must be at 750 or higher except drug and alcohol content can be at 500 or greater |
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Above the fold
These are the advertisements you see right when you go to a page. You don't have to scroll to see them therefore they're worth more. |
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Below the Fold
Advertisements you don't immediately see. You have to scroll down to see them. Therefore, they're worth less. |
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| Who are Sovrn's main competitors? |
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| OpenX,Rubicon, Pubmatic, Google AdSense, Double Click Ad Exchange, Criteo, |
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| What do people mean when they say "creative" in this industry? |
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| They're referring to the actual images on the advertising display |
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| Why doesn't Sovrn have a 100% fill rate? |
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| Because we focus on quality instead of quantity. |
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| What was Sovrn originally named? |
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| An online ad metric that aims to track only impressions that can actually be seen by viewers |
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| In a waterfall setup how do you determine the winning price? |
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| You chose the highest bidding SSP but select the second highest bid and add 1 cent. |
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| How many impressions per month does a publisher typically need to actually make money? |
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