Across
- 5. a type of expanding ad that appears to push down the content of a webpage when the ad expands.
- 7. an advertising payment model where advertisers are charged for actions other than clicks, such as moving a cursor over an ad, filling out a form, liking a social media post, etc.
- 8. automating the advertising buying process through machine learning and artificial intelligence (AI).
- 9. ads are displayed based on the user’s recent online behaviors.
- 10. technology that places and tracks ads on digital properties (websites, mobile apps, etc.).
- 13. strategic communications that manage an organization’s or brand’s public image and reputation through tools such as press releases, product placements, and events.
- 15. software that connects advertisers to multiple ad exchanges to buy or bid for the inventory provided by the publishers through programmatic advertising.
- 16. small text files stored in the user’s browser that are created by a website when a user visits. First-party cookies are designed only to be used by the website that created them (not shared across websites).
- 17. a platform that collects ad inventory from publishers and sells it to advertisers. It acts as an intermediary between advertisers and publishers.
- 19. programs that offer incentives to partner websites, wherein a website agrees to post a link to a transactional site in return for a commission on sales made as a direct result of the link.
- 20. ads are bought and sold instantaneously through electronic exchanges.
- 21. a digital marketplace where advertisers and publishers purchase and sell ad inventory directly in an auction setting.
- 22. presenting relevant content, such as ads, based on users’ previous activities.
Down
- 1. software used to sell a publisher’s ad inventory through programmatic advertising.
- 2. an ad that appears to float on top of the content on a desktop. On a mobile, it appears to fill the entire screen. Also referred to as a floating ad.
- 3. an ad that first appears as a standard banner ad that grows larger and extends out of the ad slot when a user interacts with the ad in some way (e.g., hovering over the ad or clicking the ad).
- 4. platforms that collect data and integrate with DSP so that the advertisers can target the appropriate audience and improve the efficiency of their ad campaigns.
- 6. using embedded references that point to other websites to share cookie information across websites.
- 11. using geolocation technology such as GPS or radiofrequency identification (RFID) to establish a geographical area that can be defined by a virtual perimeter.
- 12. a compliment and alternative to third-party cookies that applies a hash algorithm (a cryptographic tool) to produce a 32-, 40-, or 64-character unique identifier to identify, track, and target users.
- 14. a type of digital advertisement that combines text and visuals (images and video) with a URL that links to a website where a customer can learn more about or buy products and services. Also referred to as “banner ads.”
- 18. combination of text, images, video, and other interactive elements in a digital ad.