Definitions

1. Display Marketing: A form of online advertising where marketers use banner ads and other visual advertisements to promote products or services on websites, apps, or social media.
2. Platforms: In the context of digital marketing, platforms refer to the various digital mediums or channels where advertising can be displayed, such as social media sites, search engines, content networks, and more.
3. Brand-Safety: A practice in digital marketing aimed at ensuring that a brand’s advertisements do not appear in a context that could harm the brand’s reputation, such as on websites with inappropriate content.
4. Brand-Suitability: Closely related to brand-safety, this involves ensuring that advertising content is not just safe but also suitable and contextually appropriate for the brand’s image and values.
5. Programmatic Advertising: The use of automated technology for buying and selling of ad inventory in real-time, through an automated bidding system.
6. Ad Exchange: A digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through real-time bidding (RTB).
7. Ad Network: A company that connects advertisers to websites that want to host advertisements. The key function of an ad network is aggregation of ad space supply from publishers and matching it with advertiser demand.
8. Retargeting: A form of online advertising that involves serving ads to users who have previously visited a specific website or shown interest in a certain product or service.
9. Conversion Rate: The percentage of users who take a desired action related to online advertising, such as making a purchase, signing up for a newsletter, or clicking on an ad.
10. Click-Through Rate (CTR): A metric that measures how many people clicked on an ad divided by how many times the ad was shown (impressions), expressed as a percentage.
11. Cost Per Click (CPC): A pricing model used in online advertising where the advertiser pays a fee each time their ad is clicked.
12. Cost Per Mille (CPM): Also known as cost per thousand, it refers to the price of 1,000 advertisement impressions on one webpage.
13. Ad Impressions: A measure of how many times an ad has been displayed, regardless of whether it was clicked or not.
14. Viewability: A metric in digital advertising that tracks how many ads were actually seen by users. An ad is considered viewable if a certain percentage of it is visible for a certain amount of time.
15. Native Advertising: A type of online advertising that matches the form and function of the platform on which it appears, often blending in with the platform's content.
16. Ad Placement: The strategic positioning of an online advertisement on a web page or within a specific digital environment to maximize visibility and effectiveness.
17. Content Marketing: A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
18. Rich Media Ads: Interactive digital advertising media that exhibit dynamic motion, using enhanced features like video, audio, or other elements that encourage viewers to interact and engage with the content.
19. Ad Targeting: The process of segmenting audiences based on various criteria such as demographics, behavior, psychographics, etc., to serve the most relevant ads to the right audience.
20. Display Ad Creative: Refers to the design and aesthetic aspect of a display ad, including elements such as images, text, brand logo, and overall visual layout that make the ad attractive and effective in conveying the message.
21. Banner Ad: A form of online advertising that involves embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser.
22. Interstitial Ads: Full-page ads that appear before a user reaches their intended webpage. These are typically displayed at natural transition points in the flow of an app, such as between activities or during the pause between levels in a game. If used in a good context, interstitial ads may have a higher impact on the user.
23. Ad Fraud: The practice of fraudulently representing online advertisement impressions, clicks, conversion or data events in order to generate revenue. It can also relate to click fraud, which is done in many different ways and oftentimes includes invalid bot traffic.
24. View-Through Rate (VTR): A measurement of the number of post-view conversions a display ad generates. It is used to assess the impact of an ad that was viewed but not clicked.
25. Geotargeting: The practice of delivering content or advertisements to a user based on their geographic location.
26. Contextual Advertising: A form of targeted advertising where the content of an ad is in direct correlation to the content of the webpage the ad is being displayed on.
27. Dynamic Creative Optimization (DCO): A technology that creates personalized ads based on data about the viewer at the moment of ad serving. It allows advertisers to optimize creative elements in real time.
28. Frequency Capping: A restriction on the number of times a specific visitor is shown a particular advertisement. This is used to avoid ad fatigue and overexposure.
29. Ad Server: A web server that stores advertising content used in online marketing and delivers that content onto various digital platforms such as websites, social media outlets, and mobile apps.
30. Lookalike Audience: A way to reach new people who are likely to be interested in your business because they're similar to your best existing customers.
31. Pixel Stuffing: This involves cramming multiple ads into a tiny, 1x1 pixel frame that is invisible to the human eye, yet each ad still registers as having been "seen."
32. Ad Stacking: Placing multiple ads on top of each other in a single ad slot, where only the top ad is visible, but impressions are counted for all the stacked ads.
33. Domain Spoofing: Falsely representing a low-quality site as a high-quality site to sell ad space at premium prices.
34. Click Fraud: Generating artificial clicks on pay-per-click ads to increase costs for advertisers. This can be done manually or through automated software (bots).
35. Ad Injection: Unauthorised ads are inserted into web pages or apps, often without the knowledge of the site owner, thereby diverting revenue from the legitimate ad space owners.
36. Bot Traffic: Utilizing automated software programs, or bots, to generate fake traffic, impressions, clicks, and other false engagement metrics on ads.
37. Ghost Sites: Creating fake websites with stolen or scraped content that generate ad impressions using bot traffic but have no real audience.
38. Location Fraud: Misrepresenting the geographic location of ad impressions, making them appear more valuable by suggesting they come from a high-value market.
39. Cookie Stuffing: Placing multiple third-party cookies on a user’s computer without their knowledge, often to falsely claim affiliate marketing commissions.
40. Ad Impression Laundering: Obscuring the true origin or nature of ad impressions, typically through a series of transactions, to make them appear legitimate when they are not.
41. Whitelist or Allowlist: A list of placements (websites, apps, channels or otherwise) an advertiser wants to specifically target with his advertisements. Whitelists or allowlists can be used in networks like GDN, programmatic advertising or video campaigns. Advertisers that use these lists can adjust their bids for certain placements.
42. Blacklist or Blocklist: A list of placements (websites, apps, channels or otherwise) an advertiser wants to specifically exclude in his marketing campaigns. Just like whitelists and allowlists, black or blocklists can be used in GDN, programmatic or video campaigns in order to ensure brand safety, brand suitability or to exclude low-performing environments.

How Does Display Gate Guard Help Advertisers in Achieving Better Brand Suitability and Safety?

1. Display Gate Guard improves display marketing campaign quality by deliberately categorizing all websites the advertiser runs their ads on and choosing which placements will be left out in the future.
2. Display Gate Guard works for any platform that operates on a placement list that contain websites. No special integration is necessary. Just send us your placement list and we'll find out in which environments your ads show.
3. We improve Brand-Safety by identifying hyperpolitical, explicit or otherwise inflammatory content and putting it on a block list.
4. By categorizing the placement list of an advertiser, we gain knowledge about the different environments their ads show in. Brand-Suitability is a matter of finding the right context that is appropriate for the brand’s image and values.
5. Display marketing may refer to programmatic advertising, which usually employs large placement lists. While programmatic advertising usually promises higher quality content, it oftentimes pays to take a deeper look.
6. Retargeting will get a little bit more complicated once cookie tracking seizes to exist. With the help of a more accurate contextual targeting, advertisers can approach customers without the use of data, as many websites attract users on a regular basis. With Display Gate Guard, you can identify specific niche categories that perform well and target users in those categories with specific products or offers.
7. By finding out which categories convert better than others, you can deduct necessary measures to either reduce exposure to low-performing categories, or create a specific advertising strategy to improve traffic or sales in these contexts.
8. Another important metric in assessing whether a category in display marketing performs well is the Click-Through Rate (CTR). An ad in a more fitting context will usually produce a higher CTR.
9. Reducing irrelevant website placements will ultimately improve the Cost Per Click (CPC). Even if the nominal CPC remains the same or even goes up, by excluding irrelevant content the effective CPC may still be lower, as fraudulent traffic has to be deducted from the equation.
10. By blocking irrelevant categories and websites, the effective Cost Per Mille (CPM) will improve. Ads placed on unsuitable or unsafe websites may either have little to no effect, or they can even harm the brand, if the content next to the ad is negative or inflammatory in some form.
11. By excluding certain Made-for-Advertising websites, the viewability may improve, as some of these websites employ a tactic known as ad-stacking. Ad stacking refers to the unethical practice of placing multiple ads on top of each other in a single ad slot, where only the top ad is visible to the user, but impressions are counted for all ads in the stack.
12. By targeting certain categories with tailored ads, you can create new lookalike audiences and increase your incremental reach.

Embracing the Future: Navigating Marketing and Advertising in the Post-Cookie Era

In a digital landscape evolving beyond cookies, Display Gate Guard stands at the forefront of this transformation, offering comprehensive solutions for contextual targeting and brand suitable & safe advertising. Our services are tailored to meet the challenges and opportunities of the post-cookie era, ensuring your advertising strategies are not only effective but also privacy-compliant.

Why Move Beyond Cookies?

The shift away from cookie-based tracking represents a significant change in digital marketing. With increasing concerns over privacy and data security, the industry is moving towards more ethical and sustainable practices. This is where Display Gate Guard excels, providing marketing without cookies and data-driven strategies that respect user privacy.

Precision in Contextual Targeting: The Cookieless Future

Our precise contextual targeting technology allows advertisers to reach their audience based on the content they are viewing, rather than relying on personal data. This approach ensures that your ads are placed in brand suitable environments, enhancing relevance and engagement without infringing on user privacy.

Brand Suitability: Aligning Your Ads with the Right Content

Understanding the importance of brand suitability targeting, we employ advanced brand suitability technology to safeguard your brand's reputation. Our gate guard services ensure that your ads appear in contexts that align with your brand values, steering clear of unsuitable or harmful content.

Programmatic Advertising Without Cookies: The New Era

Transitioning to programmatic advertising without cookies doesn't mean compromising on efficiency or insights. Our solutions leverage contextual data and machine learning to offer a sophisticated, cookieless approach to programmatic (and GDN) advertising, maintaining the precision and effectiveness you need.

The Gate Guard to Your Brand's Integrity

Our unique AI powered service acts as a sentinel for your advertising campaigns, ensuring that every ad placement is in a context that enhances your brand's message and values. This service is crucial in maintaining the integrity and suitability of your brand in a digital space that's constantly evolving.

Marketing Without Data: A New Paradigm

In the post-cookie era, marketing without data or with minimal data is not just a possibility but a necessity. We guide you through this new paradigm, ensuring that your marketing efforts are both impactful and compliant with the latest privacy standards.

Conclusion: Your Partner in the Cookieless Journey

At Display Gate Guard, we're not just adapting to the post-cookie world; we're leading the charge. With our expertise in contextual targeting, brand suitability, and programmatic advertising, we're ready to help your brand navigate this new era of digital advertising.