Macros
Placeholder variables inserted into ad tags or tracking URLs that are dynamically replaced with real-time data (e.g., page URL, device type) when the ad is served.
Glossary
M
Media Buying
The process of purchasing advertising space or time on various channels to reach a target audience effectively.
Media Plan
A strategic document outlining where, when, and how often ads will run to achieve specific marketing objectives.
Media Buying
Guiding buyers: Simplified media buying in a shifting landscape
Compounded by pressure on resources, we’ve heard from our agency partners that they need streamlined media buying that is addressable, measurable, and transparent across channels, with controls and flexibility to enable them to meet their campaign goals.
Guiding buyers: Through the omnichannel media selection box
Previously in this series we’ve highlighted the need for simplified media buying centered around flexibility and control and how buyers can navigate the addressability landscape as audience data moves to the sell side. In this piece we apply some of those thoughts to the increasingly fragmented nature of media and how buyers can approach omnichannel media buying.
Multi-Touch Attribution
An attribution model that assigns credit to multiple marketing touchpoints that influenced a consumer’s decision to convert.
Multichannel Video Programming Distributor (MVPD)
Service providers that deliver television programming services over multiple channels, such as cable or satellite TV companies.