A method of comparing two versions of an ad or webpage to determine which one performs better. A/B testing helps optimize ad effectiveness.

The total amount of advertising space available for sale across a publisher’s platforms, including TV, radio, digital, and out-of-home. Inventory can be sold directly, programmatically, or through third-party networks.

Publicity gained through organic coverage, such as news stories, social media mentions, or word-of-mouth, rather than paid advertising.

Metric that measures the level of interaction an ad receives, such as clicks, likes, shares, and comments.

Free advertising supported television (FAST) is a category of streaming television services, akin to traditional television with an uninterrupted stream of programming.

Information collected directly by a company from its customers through interactions such as website visits, app usage, purchase history, and subscriptions. This data is considered highly valuable for its accuracy and relevance, as it is gathered firsthand from the company’s own audience.

The web page a user arrives at after clicking on an advertisement. A landing page is designed to encourage a specific action, such as making a purchase or filling out a form.

Ratio of unique households exposed to the campaign (exposed group) that visited the advertiser website(s) during the campaign versus the proportion among households not exposed to the campaign (control group). Bell Attribution Insights offers lift metrics for campaigns run through and SAM.

A statistical analysis technique that estimates the impact of various marketing tactics on sales and other performance metrics, helping guide budget allocation.

The number of potential viewers who pass by an out-of-home advertising location during a given period, often used to calculate reach.

An individual or organization that creates and publishes content, providing ad space for advertisers on their digital properties.

A prospective customer who meets specific criteria indicating a higher likelihood of conversion, based on demographic, behavioural, or engagement data.

A published list of prices for advertising space, often serving as a starting point for negotiations.

The overall experience a user has while interacting with a website, app, or advertisement, which can significantly impact engagement and conversion rates.

A Video Ad Serving Template (VAST) tag is a standardized XML script that enables video players to communicate with ad servers. It defines how video ads should be delivered, tracked, and measured across various platforms and devices. VAST tags ensure consistent ad delivery and provide detailed information about ad performance. They are essential for executing programmatic video ad campaigns and ensuring compatibility between different ad servers and video players.