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Online advertising is the paid distribution of messages across digital channels to drive measurable outcomes such as awareness, leads, or sales. At the most basic level, it is buil...
Beyond CTR and CVR, advertisers track a family of cost and return metrics. Cost per click (CPC) is spend divided by clicks. Cost per mille (CPM) is the cost per one thousand impres...
Audience strategy in paid media typically splits into two complementary approaches. Prospecting targets new audiences who have not yet engaged with the brand, with the goal of buil...
Attribution is the set of rules that decides which ad interaction gets credit for a conversion. Click-through attribution credits conversions that occur after a user clicks an ad,...
Search advertising operates on its own set of mechanics. Quality Score is a platform estimate of the relevance of an ad and its keyword, as well as expected performance, and it aff...
A bid strategy is the set of rules, automated or manual, that determines how much to bid in each auction in pursuit of an objective such as a target CPA, a target ROAS, or maximum...
Even after an ad is delivered, several quality and safety concerns shape whether it actually works. Viewability measures whether an ad had a real opportunity to be seen, typically...