We want to invest in your success: that's why our team of experts are always available to guide you on the best ways to optimize your campaigns. Whether you have questions on our formats or need help to define your audience, our team is here for you.
To make the right decisions, you need to have the right answers to your questions - that's why we've assembled some of our most frequenly asked questions here. If you still have unanswered questions, reach out to one of our experts for more guidance!
What is programmatic?
"Programmatic" can basically be defined as any automated process. Consequently, programmatic advertising is the automated process of media buying based on specific audiences and demographics. Programmatic advertising uses artificial intelligence (AI) and real-time bidding (RTB) to serve ads through online display, social media advertising, mobile and video campaigns.
What is first / second / third party data?
First party data is about online users data that is collected directly on a publisher's website. This data is usually behavioral and is called first-party because it is "proprietary" to companies or advertisers.
Second party data is also data collected about online users, only it is provided by an external partner and compliments the "proprietary"data. It is usually acquired through partnerships but can also be bought.
Third party data can be bought on a much larger scale. Some companies specialize in data buying and will buy it from a broad range of publishers, allowing companies to get a better overview of their market. The counterpart is that competition also has access to this data.
What is a frequency cap?
A frequency cap is used in programmatic especially for retargeting campaigns. It limits the number of times your ad will be serve to a specific user per day/month. This is how you avoid overbearing your customers with ads and risking them developping a negative association with your brand.
What is the difference between semantic and behavioral targeting?
Semantic targeting is when ads are solely delivered on websites that are relevant to the advertised product. For example, a grocery store owner will want to advertise on cooking and gastronomy websites.
However, behavioral targeting goes further by targeting users based on their most frequently visited websites. So, if the user often visits cooking websites, but also news websites, that user will be targeted on websites reflecting its interests, and not just the ones relevant to the product.
What is brand safety and what is ad fraud?
Ad fraud is a type of scam where advertisers are fooled into paying for worthless ad placements, fake leads, or fraudulent clicks. There are different ways this can happen:
Ad stacking: Ad stacking is when a fraudulent website will sell one ad placement to multiple buyers. When a user visits the website, each ad will be accounted for one impression, although only the one on top will be seen.
Click fraud: Click fraud is when fake traffic is created for your website by automated clicking programs called hitbots. This is oldest form of ad fraud and generated a high number of clicks that will never lead to sales, making advertisers pay for virtually nothing.
Domain spoofing: Some fraudulent publishers will represent themselves with a premium publisher's domain to trick advertisers into buying ad spaces, fooling them into believing they will get better ad placement.
Brand safety refers to the practices and tools that are put in use to avoid these types of fraud : they include, among other solutions, the use of a transparent quality inventory, antifraud technologies and whitelisting of premium websites.