Analytics

There are a pre-formatted set of "Insight Reports" that are available through the "actions" button for each audience type. There are maps showing where visitors are coming from, the POI's average number visitors per day, and busy hours per day, as well as demographic data like average age and average household income.

Attribution

Attribution is the process of assigning credit for the sales that result from an advertising campaign to different advertising channels. The platform provides you with the best method to prove attribution and why the client should advertise with you.

Audience

An audience consists of all the parameters for all the Geoframes selected for a project. With those parameters, the platform compiles all the Mobile Ad IDs required for your project. With the audience information, the platform can also retrieve other analytics, demographics, other MAIDs associated with the original MAID seen within the polygon (called Household Extension), and lookalike audiences. Conquest marketing using the Platform’s Geoframing and audience creation tools can be created for competitor locations. Look at who is shopping there, and convince them, through mobile advertising to shop at your business or client’s business location.

DMP

Data Management Platform. A data management platform is essentially a database of publisher and user data. It is a software that takes in multiple different data points and then segments those data points in ways that advertisers, publishers, and other business can use. In the case of advertisers, DMPs are used to manage user cookie IDs to create audience segments that later they can target mobile advertising towards. An example is: Males ages 25-40 who are interested in automobiles. DMP’s have the technology to tie together the activity from mobile DSPs, ad networks, and exchanges and tie it to campaign results and audience data. When this happens, advertisers can have more insight into how to optimize their media buys and creatives. Publishers can leverage this data to find their best advertisers and users on their mobile site or app.

DSP Mobile Demand Side Platform

In its simplest form, a mobile DSP is a software that can purchase mobile advertising in an automated fashion. Mobile DSPs are mostly used by agencies and advertising vendors to purchase mobile ad formats such as native ads, mobile banners, and mobile search ads. Mobile DSPs have the technology to bring together the data from advertisers, publishers, ad tech vendors, and third-party data providers to give the buyer the best inventory. DSPs have changed the way media is sold, purchased, and have taken a lot of the costs and inefficiency out of the media buying process. Mobile DSPs are connected to mobile ad exchanges to get access to publishers’ inventory. The DSP automatically decides which impressions the advertiser will buy. This process is known as “Real-Time Bidding” or RTB.

Geoframe

A Geoframe consists of the geometry (polygons), date range, and tags for locations. Single Geoframes or multiple Geoframes are combined to create an audience. Note: Neither the Geoframe nor the audience contains the actual mobile Device data which is provided on demand when the audience is called up.

Look Back Period

Used to describe how far back the dates, and the data for those dates, are currently loaded in our platform and are available for use in audience building and reporting.

Mobile Advertising ID or MAID

An advertising ID is a user-specific, resettable identifier which is most looked at as a window into customers’ most preferred Device – their smartphone. Through an anonymous identifier provided by the mobile Device’s’ operating system, MAIDs help developers identify who is using their app or web service. Some of the formats of mobile advertising identifiers include Google’s version, known as GAID (Google Advertiser Identification) and Apple is called IDFA (Identifier For Advertisers.) They all operate in an anonymous way and can always be switched on or off by the user.

Matchback Reporting

Users can submit an address list (street, city, state) from their CRM, membership lists, etc. and we will append the mobile Devices that live at those addresses and provide a report of which addresses were part of the original Target advertising audience to understand ROI and CPA (Cost per Acquisition). This can only be done for residential addresses.

Mobile Advertising Network

A mobile ad network is a company that connects multiple advertisers to mobile websites and mobile apps that want to incorporate ads. The main function of mobile ad networks is to aggregate the ad space supply from publishers to the demand of advertisers. These networks will also integrate with mobile ad exchanges to increase their demand for their publishers. Mobile ad networks differentiate themselves by the number and types of publishers on their networks. They are currently five types of mobile ad networks: blind networks, premium blind networks, premium networks, local ad networks, and affiliate or CPA networks. There are also currently over 300+ ad networks across the globe currently.

PID

PROPERTY ID. An identifying number we assign to each address in our residential database of over 120 million households in the US. With each of those addresses, we have the demographic data providing advertisers a more in-depth view of their audience.

RTB

Real-time bidding refers to the process in which mobile ad impressions are purchased and sold in real-time auctions. These auctions happen in the time it takes for a web page to load. Think of it as the New York Stock Exchange for mobile advertising. As an ad impression opens on a mobile website or app, information about the user and the website/app gets sent to an ad exchange, the ad exchange then auctions off the impression to the advertiser willing to pay the most for that impression. Generally, advertisers will use DSPs in order to decide which impressions to purchase, based on multiple data points.

SSP

Mobile Supply Side Platform. Mobile SSPs give publishers the power to get their inventory to multiple mobile ad exchanges, ad networks, and DSPs. Mobile SSPs also gives the publisher the power to optimize the way they sell, aggregate their inventory, and optimize their yields. You might be asking, “that sounds exactly like a DSP,” They are not exactly the same, however they are very similar. A mobile SSP is the publisher’s equivalent of a mobile DSP for advertisers. Mobile DSPs try to purchase mobile advertising as cheap as possible for the advertiser while a mobile SSP tries to maximize the price in which they sell mobile advertising. By doing this, they give themselves the largest range of buyers for their inventory which in turn creates the most demand.