Tilsim
Справочник
Рабочий справочник медиапланера и байера: что означает каждый показатель, как он считается и какую ошибку с ним допускают.
Атрибуция в digital
Считается в ValueMetrics →
- Assisted Conversions
- Attribution Window
- Brand Lift
- Click-Through Rate (CTR)
- Conversion Attribution
- Conversion Lift
- Cost Per Acquisition (CPA)
- Cost Per Lead (CPL)
- Halo Effect
- Incrementality
- Last-Click Attribution
- Mobile / App Install Attribution (MMP)
- Multi-Touch Attribution (MTA)
- New-to-Brand Rate
- ROAS (Return on Ad Spend)
- Reach Lift
- Server-Side Attribution
- TV-to-App Attribution
- Zero-Click Search
Стоимость инвентаря
Считается в wTRP Calculator →
- AVOD / Ad-Supported Tier Penetration
- Ad Inventory (Avails)
- Attention-Weighted Pricing
- CPM (Cost Per Mille)
- CPM Compression
- CPV (Cost Per View)
- DOOH (Digital Out-of-Home)
- DSP (Demand-Side Platform)
- Deal ID
- Private Marketplace (PMP) vs Open Exchange
- Programmatic Guaranteed
- Rate Card
- Retail Media Network
- SSP (Supply-Side Platform)
- TAC (Traffic Acquisition Cost)
- Viewable CPM (vCPM)
Медиапланирование
Считается в TV Planner →
- Affinity Index (Target Audience Index)
- Audience Share (%)
- Daypart
- Effective Reach (3+)
- Frequency
- Impressions
- Marketing Mix Modeling (MMM)
- Media Mix (Channel Mix)
- Money Share vs Rating Share
- Prime Time vs Off-Prime
- Rating (%)
- Reach
- Reach Curve (GRP-to-Reach Conversion)
- Share of Voice (SOV)
- Universe (Population Base)
Кросс-медиа измерение
Считается в ValueMetrics →
- Ad Fraud Rate
- Attention Score
- Cross-Screen Measurement
- Data Clean Room
- Identity Resolution / Identifier Interoperability
- Invalid Traffic (IVT) Rate
- MRC Accreditation
- Measurement Currency
- Net Reach (Deduplicated Reach)
- Panel-Based vs Big Data Measurement
- Podcast Measurement
- TV Share (Share of Viewing)
- Total TV Measurement (TV Definition)
- Viewability
ТВ-бюджетирование
Считается в TV Budgeting →
Закупка и переговоры
Считается в Media buying software →