Online Marketing Ecosystem

In order to be successful, please ensure you've read through the pre-requisite slides on LeHub > Training > Fraud > Online Marketing Ecosystem, as well as the Display Adtech ecosystem here: http://www.displayadtech.com/the_display_advertising_technology_landscape/the-display-landscape

Good luck!

Clo

Good luck!

Clo

What is Direct Response designed for

Direct Response is designed to evoke an immediate response and compel prospects to take a specific action, such as a purchase, form fill ect..

Direct Response is designed to remind customers and prospects about your brand as well as the products and services you offer.

Direct Response is designed to get your client to answer a survey.

Which of these options reflect Branding channels

Performance / Affiliates Email Retargeting CSE / Metasearch SEM / Paid search Paid social SEO

SEO SEM / Paid search Traditional display Social (organic) Native / Content Digital video

What is the correct definition for Device Emulation (fraud)?

When a computer runs multiple operating systems on it, (example: one of them being mac OS (on an Apple laptop) and the other being Windows). The secondary OS is the virtual machine.

When the user's device and browser are manipulated to resemble a different device or browser.

When a fraudulent partner steals credit for conversions through forced clicks ( using hidden iframes, browser toolbars and pop-under windows). These illicit tactics divert revenue from high-quality referring partners and force advertisers to pay for organic traffic.

What does Ad Clutter mean?

Ads that are maliciously hidden beneath other elements like hidden browsers, behind other ads, or stuffed in a 1X1 pixel.

Placing tens to hundreds of ads on a single page, some of which could be loaded off screen or in other ways that reduce impact.

Common fraud types on CSE/Aggregator channels are

Click farms, Form filled leads (Malware / Botnets)

Device spoofing, Incentivization

Main players in Display are:

Google, Yahoo, AOL (Facebook and Twitter can also be players)

Analytics SEO, BrightEdge, Linkdex, Searchmetrics

Taboola, Outbrain, RevContent, Gravity...

What is the definition of Inaudibility (fraud)?

When a player is hidden in the user browser and playing on mute or whisper level in the background, but in reality the user never really heard/saw the video.

When a player is hidden in the user browser and playing on mute level in the background, but in reality the user never heard/saw the video.

The 4 standards of banners from IAB standard are....

300×250 pixel “medium rectangle” / 160×600 pixel “skyscraper” / 300x250 pixel “inline rectangle” / 336x280 pixel “large rectangle”

700x1200 pixel “medium rectangle” / 500x1000 pixel “skyscraper” / 1300x2250 pixel “inline rectangle” / 15336x89280 pixel “large rectangle”

IAB standard does not exist

What is a DSP?

A DSP is an online platform that makes it easier for advertisers to programmatically buy display advertising on ad exchanges, ad networks, and other available inventory sources they are connected with.

A DSP is a technology platform that collects, stores, and packages the consumer data it receives from various Data Suppliers.

A DSP is a technology platform that makes it easier for Publishers to manage and sell their inventory on multiple ad exchanges and networks.

Online Marketing Ecosystem

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